Pharma Generative Engine Optimisation (GEO)

Adapt your search strategy for generative search and AI-powered engines

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GEO and generative search is here. Is your pharma brand ready?

As search evolves, so must pharma and healthcare marketing strategy.

Generative Engine Optimisation (GEO) is the next frontier and at Varn Health we help healthcare brands appear in AI-generated answers, summaries and conversational search results. We have a deep understanding of how generative search is reshaping visibility, compliance and user behaviour. Our expert team will support your marketing teams to adapt to a new world of search marketing, which is also increasingly be referred to as new SEO or ‘Search Everywhere Optimisation’.

Why choose Varn Health to support you with pharma GEO?

Varn Health combines over a 15 years of pharma SEO experience with a deep specialism in AI-powered search. Our approach to GEO is built on four key pillars:

  • AI Visibility Frameworks. We analyse your current visibility in generative engines and identifying opportunities and risks.

  • Structured Data and Content Design. We optimise your content for LLM and machine readability and citation.

  • Medical Compliance. We apply GEO with a deep knowledge of healthcare compliance and work closely with your internal regulatory teams.

  • Search Behaviour Insights. We understand how HCPs and patients are using new tools like ChatGPT and Google AI Overviews and AI Mode to find health information.

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Find out how we can help with pharma GEO

What is Generative Engine Optimisation (GEO) and how does it relate to healthcare?

GEO is the process of optimising your content and website to be discovered, referenced and ranked by AI-driven search engines. This includes Google’s AI Overviews and AI Mode, ChatGPT, Perplexity, and other emerging platforms.

For healthcare and pharma, GEO isn’t just about visibility it’s about accuracy, regulation and trust. When generative engines become a source of healthcare information, ensuring your content is picked up correctly and responsibly becomes critical.

As patients and HCPs are increasingly using Generative AI to quickly and easily receive information about a range of medical topics, being a source in these answers is very beneficial for both brand visibility and trust.

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Contact our expert Varn Health team about GEO

FAQS

GEO is the process of optimising your website and content to appear in answers generated by AI-powered search engines like Google AI Overviews and AI Mode, ChatGPT and Perplexity. It focuses on structuring information so it’s recognised, cited, and summarised accurately by these engines; especially important in pharma and healthcare, where trusted content and compliance are critical.

No, generative AI is not replacing traditional search. Generative AI generates responses from scratch, whereas traditional search engines such as Google will find and present the information from its existing index to healthcare professionals and patients. Although there are some commonalities when it comes to optimising your website for both of these types of search, for your healthcare or pharma brand to appear in generative AI search results as a source, you need to adapt and expand your typical SEO strategy.

To get more information about how your brand is currently performing in Generative AI search results and how to include this in your SEO strategy, contact Varn Health.

Traditional SEO aims to rank your website in search engine result pages (SERPs). GEO focuses on getting your content cited or featured in AI-generated summaries and answers. This means prioritising structured content, trustworthy data, semantic clarity, and source authority. At Varn Health we offer GEO expertise for alongside compliance understanding within healthcare regulations.

Generative engines are becoming a trusted source of health information for both HCPs and patients. If your content isn’t structured and compliant for these engines, your brand may be left out of key digital touchpoints or potentially misrepresented. GEO helps ensure your content is not only found but trusted and used accurately.

Our Varn Health pharma GEO consultancy and implementation includes:

  • An AI Visibility Framework audit

  • Generative engine tracking & citation monitoring

  • Compliance understanding for creating content for generative search

  • Structured data, markup and entity optimisation

  • AI search opportunity analysis

  • Insightful data dashboarding and reporting

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