Medical professionals expect the same seamless digital experiences they encounter in their everyday lives when they search for professional healthcare information. But many pharma portals aren’t meeting those expectations; and if your HCP portal can’t be found, it won’t be used.That’s why we’re delighted to share the recent webinar ‘How to Create HCP Portals That Actually Work’, featuring our CEO Tom Vaughton and Digitalya CEO Alex Jijie, with Magnolia.
Watch this practical 40-minute webinar on how to create a portal for healthcare professionals (HCPs) that actually delivers; and gets found. This webinar breaks down the key features of high-performing portals, and how to optimise your content for SEO and AI-powered search.
Watch the full webinar here
Key topics covered include:
- Where pharma portals are falling short of HCP expectations
- What best-in-class UX, design and personalisation should look like
- How to optimise for SEO and AI-powered search engines like Google SGE, ChatGPT and voice search
Tom shared insights from Varn Health’s work at the forefront of search and data strategy in pharma; especially in helping brands make sure their portals are actually discoverable by today’s doctors.
Here are a few of the key points raised by Tom:
1. Discoverability is critical. Brilliant content is invisible if it can’t be found.
Even the most valuable HCP content won’t make an impact if it’s not optimised for how doctors search today. That means being visible not just to Google, but to emerging AI search engines too.
2. Create indexable, optimised teaser pages
Don’t hide everything behind a login. Instead, create compliant and public-facing summary pages for key content. These should be designed to rank in search, answer HCP questions and guide users toward the full content.
3. Structure content for AI and humans
Use headings, schema markup (like FAQs), and strategic internal linking to help both search engines and AI models understand your content. This improves your chances of appearing in AI-driven answer summaries and search overviews.
4. Build E-E-A-T to establish authority and trust
Google’s emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) is crucial. Include medical author bios, cite clinical guidelines and highlight review processes to signal credibility.
5. Embrace AI search audits
Latest research from our sister agency Varn shows that 47.5% of healthcare search results now feature AI Overviews (more than any other sector), so understanding how AI engines interpret and surface your portal is vital. An AI SEO audit is a powerful first step.
Want to improve your HCP portal visibility? At Varn Health, we specialise in helping healthcare and pharma organisations optimise their portals and content for search, AI discovery and user engagement. Whether you need a full AI Search Audit, support building a discoverability-focused content plan, or help structuring gated content for maximum impact, we’re here to help.
Get in touch with our team here and watch the webinar from Magnolia here 👉 Watch now
