Varn Health joins PAGB The Consumer Healthcare Association

8th Apr 2025

The PAGB plays a leading role in supporting the consumer healthcare sector, representing branded over-the-counter (OTC) medicines, self-care medical devices and food supplements. As part of the PAGB community, we look forward to supporting members with tailored SEO strategies, data-led performance tracking, and expertise in emerging AI search technologies to help consumer health brands compete and grow online.

“Our goal is to help PAGB members maximise their online visibility and discoverability, driving growth and ROI for healthcare brands, particularly with emerging AI-driven search.

As search behaviour evolves across Google, YouTube, emerging AI search tools and voice assistants, there is a real opportunity to harness SEO’s full potential to reach your audience effectively. Our dedicated Innovation Team is actively researching AI search and we equip consumer health brands with the data-driven insights and strategies to stay ahead. We look forward to collaborating with PAGB members to help optimise digital presence, improve performance tracking and turn SEO into a powerful acquisition channel.”

Tom Vaughton, CEO of Varn Health

Changing search behaviour requires new thinking

Search behaviour is changing rapidly. Consumers are no longer just searching on Google for health and wellbeing advice. They’re using YouTube, asking questions to voice assistants, and turning to AI-powered tools like ChatGPT, Perplexity and Google’s AI Overviews to discover health and nutrition information and recommendations.

This creates a significant opportunity, but also new complexity for consumer healthcare brands trying to stay visible and trusted online. Whether you’re promoting a licensed OTC product, a wellness brand, or a food supplement, the path to consumer discovery is no longer linear. SEO remains one of the most powerful and cost-effective acquisition channels for healthcare brands, but it now demands a deeper understanding of search behaviour, compliance needs, and AI-driven tools.

Our mission: To make SEO and data work harder for health brands

At Varn Health, we combine deep SEO expertise with data science, analytics, and AI innovation to help brands reach their audiences at every stage of their search journey. We do this by working closely with internal teams to help navigate the regulatory frameworks of the consumer health sector.

What we offer PAGB members

We work with marketing and digital teams across the consumer health space to deliver:

• Audience-led SEO strategies: Helping you reach your target consumers, understand what they’re searching for, and optimise content and user journeys accordingly.
  
• Technical SEO excellence: Ensuring your website is discoverable, indexable and built to perform across all search environments.
  
• AI search readiness: Preparing your brand for how generative AI and answer engines will change search results and consumer journeys.
  
• Performance tracking and analytics: Using dashboards, GA4 and custom data insights to measure what matters and help your teams to make smart and data driven digital decisions.
  
• Brand compliance and credibility: Creating strategies that enhance visibility without compromising the trust and accuracy expected of healthcare brands.
  

Partnering for the future of consumer healthcare search

We’re proud to be joining the PAGB community and look forward to contributing to the conversations shaping the future of consumer healthcare.

Whether you’re launching a new wellness product, expanding your D2C presence, or want to understand how AI search will impact your brand visibility, we’re here to help.

If you want to learn more about AI search in the healthcare industry, contact our expert team.