Start with the audience and the objective
A corporate website, a disease-awareness resource and a healthcare-professional portal have different jobs. We begin by agreeing which audience each area serves, what information it can publish and what useful action a visitor should take. A public search journey should not be planned as though it were an HCP campaign.
That distinction affects navigation, page titles, internal links, access arrangements and measurement. Where content is restricted, the technical solution must preserve the agreed audience controls. Search visibility is not a reason to expose information that should remain behind them.
Connect search work with the approval process
Our work can include search-demand research, information architecture, metadata recommendations, internal linking and technical changes. Recommendations should show the exact proposed wording, its destination and the reason for the change, so reviewers can assess a concrete proposal.
- Map existing pages to audience needs and approved subjects.
- Identify duplicated, outdated or difficult-to-find information.
- Prepare changes for the client’s medical, legal and regulatory review process.
- Record what was approved, implemented and subsequently checked.
Your appointed reviewers remain responsible for their approval decisions. We do not describe an SEO edit as universally compliant simply because another company used similar wording.
Technical delivery that respects the content
A useful recommendation must survive implementation. We examine crawlability, canonical URLs, redirects, page rendering and the relationship between public and restricted areas. Changes to a website, hosting setup or content-management system can affect search discovery even when the visible text appears unchanged.
For multilingual sites, local language and audience requirements need their own decisions. Copying an English keyword list into another market is not a complete international strategy.
Relevant work and useful measurement
Our published Servier Laboratories case study describes pharmaceutical search work involving HCP and public-facing information. It provides relevant project context rather than a promise that every new engagement will produce the same result.
Measurement should follow the agreed purpose: relevant non-brand discovery, engagement with appropriate information, qualified HCP journeys where measurable, and completion of useful actions. We agree the scope and available evidence before recommending a programme. Send us the website, audience and approval arrangements, and we can identify the sensible starting point.
Common questions
Can you work with our existing agency and reviewers?
Yes. We can supply specific recommendations, implementation instructions and validation alongside your existing team. Responsibilities and approval routes are agreed before changes are made.
Do you write medical claims?
We can support content planning and search presentation, but clinical claims and regulated material need suitable subject expertise and your established review process. Scope is agreed explicitly.
Does this include AI-search visibility?
We address accessible, clear, well-supported information and technical discovery. Inclusion in Google or an AI-generated answer is controlled by those platforms and cannot be guaranteed.