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Roche Wins AI Search Leadership Through Share of Voice and Sentiment
Roche set up their end-to-end strategy using Semrush Enterprise AI Optimization, building visibility, reinforcing positive sentiment, and seizing AI search leadership.
TABLE OF CONTENTS
The Challenge: Navigating the New Healthcare Frontier
Roche, a global name in digital health innovation and diagnostics, faced the emerging challenge of AI search shaping visibility and perception in their industry.
As generative AI increasingly influenced how patients, providers, and healthcare stakeholders accessed information, Roche needed a way to ensure its brand had maximum visibility, while being represented accurately, competitively, and authoritatively.
With such a diverse audience, the team needed the ability to track their visibility for a large number of prompts across AI search platforms.
Through initial research, Roche identified that while their strengths, like global presence, innovation, and advanced support services, were surfacing in answers, perceived negatives such as high costs and complexity were also appearing.
To address these challenges, Roche set out to build a proactive AI visibility strategy that could identify, measure, and enhance how their brand was represented in this new environment.
The Solution: Comprehensive AI Search Workflows
Roche partnered with Semrush Enterprise, using AI Optimization (AIO) to create a structured, multi-stage strategy designed to track and influence their AI presence at scale:
- Prompt tracking & analysis
Roche used the Prompt Generation automation to develop a targeted set of 1500 queries to follow across ChatGPT, AI Mode, Perplexity, and Claude. These prompts comprehensively covered Roche’s business priorities and industry positioning, giving the team a 360° view of their AI visibility. - Source mapping
The team identified both third-party sources and Roche-owned content most frequently cited by AI systems. Underutilized yet authoritative outlets on regulatory sites like the FDA were prioritized for content placements. - Sentiment analysis
Roche systematically reviewed the accuracy and tone of the AI outputs, utilizing authoritative content to ensure strengths such as innovation, automation, and global leadership were consistently highlighted in responses. - Competitor benchmarking
Comparative analyses revealed where competitors were outperforming Roche in AI visibility and informed new priorities for differentiating content. The workflow emphasized publishing more case studies, success stories, and thought leadership content to reinforce Roche’s unique advantages and establish stronger authority signals within AI systems.
This holistic approach allowed Roche to reinforce the company’s competitive strengths across AI search platforms, creating more opportunities for leadership.
“AIO’s prompt generation, AI rankings, concept and market analysis features help us understand where and how our brand shows up in AI-generated content. These give clear insights into how our selected prompts perform and provide us with a new dimension of visibility beyond traditional SEO.“
Matteo Iannelli, Global SEO Manager at Roche Diagnostics International
The Results: Secured Share of Voice and Market Perception
Roche’s AI search optimization efforts secured their market leadership in the channel. In 3 months the team achieved 67.3% Share of Voice with 97% positive or neutral sentiment (83% positive and 14% neutral, respectively) for the 1500 prompts they tracked.
Alongside stronger Share of Voice and sentiment, the team also delivered further business outcomes with the help of AIO:
- Defined brand strengths and opportunities
Roche’s innovation, global presence, and leadership in diagnostics and automation consistently emerged as five-star strengths in AI-generated comparisons. The team also produced targeted content to balance the narrative around costs and complexity. - Improved authority signals
By amplifying content across industry and regulatory platforms, Roche increased its citation frequency across AI search platforms, while strengthening the brand’s positioning in comparison queries. - Established an end-to-end approach to AI search
Roche now has a living framework for continuously monitoring sentiment, competitor positioning, and content impact. Integrated into their workflows, they’re now able to ensure any AI visibility improvements are sustained and scaled.
The result is not just improved accuracy in AI responses, but stronger positioning and a robust brand presence within their highly competitive healthcare market.
“AIO has added a new layer of AI-focused analysis that complements our existing SEO reporting. We’re using AIO insights alongside traditional SEO tools to understand brand visibility in AI-generated content, get a more complete view of our digital presence, and to explore how we can improve visibility in both search engines and LLMs.“
Matteo Iannelli, Global SEO Manager at Roche Diagnostics International
Conclusion: Setting a New Standard for Healthcare
With Semrush Enterprise AIO, Roche rapidly moved from monitoring AI visibility to actively shaping it. By turning core strengths into amplified differentiators, and strategically addressing weaknesses, Roche has immediately established itself as an AI search leader in healthcare.
Now, rather than reacting to AI answers, Roche is steering the conversation. They’re setting a new standard for how innovators can secure their visibility and market position in AI search.
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