How to create the right keyword strategy for patients and HCPs

5th Dec 2024

At Varn Health, we have been addressing this challenge for years, and with the launch of SearchGPT and the advancement of AEO (Answer Engine Optimisation) we now see new opportunities to optimise for the evolving search mediums healthcare professionals use.

This article outlines the key differences in search behaviour between HCPs and patients and how to create a keyword strategy that delivers value across search engines and AI-driven answer engines.

Understand the Audience of HCPs and Patients

HCPs’ Search Behaviour

When it comes to the search behaviour of healthcare professionals, you will likely find them to be more discerning when it comes to the information they are looking for. They will want to see sources and reputable websites. In terms of what they are after, it could be anything from clinical guidelines, official methods of best practice, research studies, journal articles and up-to-date drug information. This seeking of detailed information can often be reflected in the search phrases that the HCP uses.

Patients Search Behaviour

When it comes to the search behaviour of patients and the general public, more accessible terms are often used that, depending on the search context, could focus on symptoms, treatment options, and general health advice. When it comes to content geared towards these types of searches, good quality sources are important, but they will likely not be examined as heavily as with content focused towards healthcare professionals. Nevertheless, including reputable sources in your content is always beneficial from an SEO standpoint.

Equally, more actionable steps (not health advice) and visual aids tend to be shown more for these types of searches. Consider the nuances above when producing your content for both HCPs and patients.

Table: Patient vs, HCP Search Terms Across Medical Niches

Adopt Custom Keyword Intent Strategies

Keyword research is the cornerstone of any successful healthcare SEO strategy, and working out the intent behind searches is crucial. 

Use Reliable Keyword Research Tools:

Tools like Semrush, Google Keyword Planner, and Answer the Public are invaluable for uncovering search trends, keyword volumes, and related terms. These tools provide insights into what audiences are searching for and help refine your content strategy. Semrush is good for searches with lower volume, which can often be the case when targeting healthcare professionals. 

1. Analyse Competitor Content: Review the websites and content of competitors targeting similar audiences. Identify the keywords they rank for and explore gaps or opportunities to differentiate your strategy.
2. Segment by Audience: For HCPs, look for technical and specific keywords like “anticoagulant reversal protocols” or “post-surgical infection management.” For Patients, identify general, question-based queries such as “what causes back pain?” or “how to treat acne naturally.”

Tailoring Keywords for HCPs

When targeting HCPs, focus on their professional needs by incorporating technical, precise language and high-value keywords.

1. Use High-Specificity Phrases: HCPs search for highly specific information related to their field. For example “evidence-based guidelines for diabetes management,” “post-operative care in orthopaedic surgery,” and “antibiotic resistance trends in paediatrics.”
2. Incorporate Clinical Guidelines and Protocols: Keywords should reflect the need for compliance and updated practices. For example a term like ‘ESMO clinical practice guidelines 2024’ is specific and will likely capture healthcare professionals.
3. Leverage Long-Tail Keywords: Long-tail keywords help target niche searches with lower competition. Examples include, “best practices for telemedicine consultations in cardiology,” and “asthma management in pediatric patients.”

Tailoring Keywords for Patients

Patients’ searches are often driven by curiosity or health concerns, so it’s essential to use plain, conversational language that reflects their queries.

1. Focus on Question-Based Keywords: Many patients use questions to guide their searches. Examples include: “how to relieve back pain at home,” what are the symptoms of food poisoning?” and “best treatment for seasonal allergies.”
2. Use Conversational Language: Keywords should mimic the way patients think and speak. For instance, in addition to “hypertension treatment,” use “how to lower high blood pressure.” In addition to “dermatitis remedies,” use “what’s the best lotion for dry skin?”

By tailoring your keyword strategy to the specific behaviors and needs of HCPs and patients, your content can drive engagement, build trust, and address the distinct priorities of these two crucial healthcare audiences.

How to Measure Success for Both Audiences

When it comes to the measurement of KPIs there can be cross-over between the two audiences, but there may be some which naturally lead themselves more towards one than the other. Some companies go down the route of splitting out websites with ‘for patients’ content hubs and ‘for HCPs’ content hubs. Provided the targeting is correct and accurate, this can also be a good way to split out the KPIs.

If this is not possible, there are some that you can track that can offer insight:

HCP based content KPIs

Whitepaper Downloads: Measures content relevance.

Clicks on Clinical Resources: Tracks engagement with technical materials.

HCP Based Email Engagement: Tracks opens and clicks on resource updates.

Patient based content KPIs

Whitepaper Downloads: Measures content relevance.

Clicks on Clinical Resources: Tracks engagement with technical materials.

HCP Based Email Engagement: Tracks opens and clicks on resource updates.

Key Considerations for AI Answer Engines

With the launch of SearchGPT, there has been a big increase in the noise around AI answer engines and what they mean for those marketing in the pharmaceutical and healthcare spaces. Our research showed that SearchGPT in particular did have some inaccuracies for healthcare company-based searches, ultimately if it is pulling the content from incorrect sources, this will happen. 

This is where your healthcare marketing and content can stand out by creating good quality, highly accurate, and relevant content that can be crawled both by Google and other AI search bots.

Considerations for HCP-driven content

When it comes to HCP-driven content the best practices for general SEO apply to optimising for AI searchbots. Make sure it is detailed, accurate and with reputable sources linked. When using SearchGPT and other platforms, HCPs may dive deeper than they would on Google in terms of number of searches to try and gain an understanding of where the content has been pulled from. If you back up your content with good E.E.A.T (Expertise, Experience, Authority and Trust) signals then you will win placements. 

Equally, keep the tone and the content professional. HCPs will be happy to communicate in more industry-specific language, and optimising for this will increase the chances of this content being pulled through to the AI results.

Considerations for Patient-driven content

For patient-driven content, ensure you use conversational language in your content that may reflect what the patient is searching for. This will help increase the accessibility of your content. Good quality sources will also be useful, but always mark your content as non-medical advice and encourage the seeking of professional help depending on the context of the search. Google and AI search bots will likely class this as YMYL content and as such, stringent quality measures will be applied. 

Considerations for both audiences

Both HCPs and patients expect AI search bots to deliver precise, intent-driven results. To meet these expectations, content should be tailored with clear differentiation between informational and transactional needs, structured with schema markup, and easy for AI to summarize. Regular updates are critical to ensure content reflects the latest guidelines, research, and treatments, helping maintain relevance and authority.

Bias and misinformation are issues affecting content for both audiences. By creating well-referenced, accurate, and unbiased content, you can position your material as a trustworthy source that AI prioritises in its responses. This approach builds credibility and ensures the information delivered through AI remains reliable and impactful.

Free Download: The Audience Content Checklist

Writing content that targets wider healthcare topics will be essential for long-term SEO growth with the development of AI models. This checklist will put you on the right path towards creating quality content for both HCPs and patients. 

Download here

Key Takeaways

Having a differentiated strategy for the two audience cohorts within healthcare search marketing is essential, and if you are finding it a challenge to get the right balance, feel free to reach out to the experts at Varn Health.

In summary: 

Tailor Content and Keywords to Audience Needs

• For HCPs, use technical, precise language with long-tail keywords focused on clinical guidelines and professional needs.
• For patients, prioritise conversational, question-based keywords that address symptoms, treatments and general health concerns in accessible language.

Optimise for AI Search Engines

• Use structured data, schema markup, and E.E.A.T principles to ensure content accuracy and credibility. This helps AI platforms like SearchGPT prioritise your content and deliver precise, intent-driven results.

Measure Success with Audience-Specific KPIs

Track whitepaper downloads and engagement with clinical resources for HCPs, while monitoring FAQ interactions, page time and social media activity for patient-focused content to refine your strategy.

Still need help creating the right keyword strategy for patients and HCPs? Get in touch with our expert team to find out how we can support you to implement strategies and tactics for SEO success.