For years, pharma marketing has measured success by traffic — sessions, page views, time on site. That model is collapsing. AI Overviews, chatbot answers, and zero-click search results mean HCPs and patients increasingly get what they need without ever landing on a pharma website. The question isn't whether this shift is coming — it's already here. So what does marketing look like when the destination disappears? This keynote confronts the uncomfortable reality that "driving traffic" may be the wrong goal entirely, and reframes success around a harder, more urgent question: is your brand the source AI systems trust enough to cite, recommend, or answer with — even when no one ever clicks through? For pharma marketers still optimizing for a web that's quietly disappearing, this is the wake-up call.
