Data analytics & reporting for healthcare and pharma websites

Make informed data driven decisions with confidence

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How is data analytics used in healthcare SEO?

At Varn Health, we combine advanced data tracking, reporting, and statistical analysis to guide healthcare SEO strategies. We turn complex data into clear, actionable insights – helping you understand performance trends, optimise your site, and measure real impact.

Our data-driven approach empowers healthcare and pharma brands to:

  • Identify what’s working (and what’s not)
  • Adapt to changing search behaviour from HCPs and patients
  • Gain clarity on performance, conversions, and search visibility

Whether you’re looking to grow traffic, improve user engagement, or measure ROI, our analytics services form the backbone of a smart, strategic SEO approach.

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Data compliance in the healthcare industry

Here at Varn Health, we understand the complexities involved in handling data and website content, due to the heavily regulated nature of the healthcare industry. Data integrity, privacy, and compliance are all of utmost importance to us and our clients. 

 

We work flexibly with the tools and platforms that are approved and compatible with your systems, whether that’s Google Analytics 4, Looker Studio, Search Console, Matomo Analytics, Adobe Analytics, or other bespoke enterprise reporting environments.

Our data analytics process

Our structured, insight-led approach includes:

  • SEO performance benchmarking
  • User journey and on-site behaviour analysis
  • Conversion tracking and goal attribution
  • Keyword trend monitoring
  • Custom dashboards and performance reporting
  • Monthly reviews with clear, jargon-free insights
Some of our clients
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"Varn Health's proven expertise in SEO and search marketing will be essential in meeting the needs of our audience in an increasingly digital healthcare landscape. Varn Health is working with multiple brand teams within Alliance, not just to improve visibility but also to guide us through the ever-changing world of SEO."

Sean Craig

Global Digital Marketing Manager, Alliance

"Varn Health's SEO team has been a great sparring partner to achieve our global SEO vision and is also just a blast to work with. I really value and can rely on their deep know-how of both the pharmaceutical industry and SEO. Thanks to their flexibility as well as their proactive out of the box approaches, no challenge has been insurmountable. I look forward to every interaction with them and can wholeheartedly recommend working with them.”

Kevin Näf-Gohl

Channel Experience Strategy Lead (Web & SEO), Roche

"We had an urgent need to get a digital marketing campaign live and quickly. The Varn Health team guided us through the process from start to finish, advising us to ensure the project and supporting activities had longevity and met our customers' needs and business KPIs. We are still working with them 3 years later!"

Shelley Anderson

International Marketing Director (Oncology Rare Diseases) Kyowa Kirin

Why Data Analytics matters in healthcare

Data analytics within the healthcare and pharma industry isn’t just about numbers – it’s about making informed, compliant, and strategic decisions that improve outcomes. From launching a new treatment page to expanding digital visibility across markets, our analytics services give you the clarity to move forward with confidence.

Our healthcare data analytics services

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Data-driven SEO

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Data-driven SEO

We tailor data solutions to the unique needs of healthcare businesses. By combining SEO with data analytics, we provide insights that inform strategy and support sustainable growth. We use a wide range of tools - including GA4, keyword research platforms, and custom dashboards; to give you a comprehensive view of your website’s performance in the healthcare and pharma space.
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Conversion tracking

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Conversion tracking

Accurate conversion tracking is key to understanding your site’s performance. We set up tracking tailored to your goals, whether that's lead generation, patient sign-ups, or HCP engagement. All if this can help you measure success and optimise your website accordingly.
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Data analytics & tools

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Data analytics & tools

Our expert data team can help you select, set up, and track your healthcare and pharma website’s tracking to monitor performance. Varn Health audits your current data setup and implementation, setting up sophisticated data tracking and statistical analysis to deliver clear insights from complex data' enabling your team to draw actionable insights to inform marketing and website decisions.
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Implementing analytics

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Implementing analytics

Having a reliable data analytics setup means that you can trust your reporting and analysis. Our experienced data team at Varn Health can help create a solid foundation for your analytics so you can be confident in your data.
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Monitoring & reporting

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Monitoring & reporting

At Varn Health, we believe that accurate and reliable data should be used to inform decision-making. Our experts help to identify key metrics and set up the relevant tracking, guiding you through the process so you can feel confident in your reporting. We create tailored dashboards that present data in an easy-to-understand format, enabling you to track key performance metrics and measure SEO effectiveness.
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Training & consultation

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Training & consultation

Data can feel overwhelming and that's why we offer workshops and consultations to help your team understand and use analytics with confidence. Whether you're new to GA4 or looking to expand your data literacy, we can help.
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Can we help with your data and analytics?

FAQS

Having accurate tracking set up will enable you to keep up with changes in search and thus adapt your healthcare SEO strategy. Understanding changing trends in healthcare and pharma helps you to stay ahead of your competitors and keep up with how HCPs and patients interact with your content.

Tools including Google Analytics (GA4), Google Search Console (GSC), and Google Ads can be used alongside third-party tools such as Screaming Frog and SEMRush to understand website performance and potential.

Data tracking and analytics can help inform decisions around your healthcare and pharma website, boosting accuracy for positive performance and outcomes.

A proper audit will reveal whether your setup is missing events, conversions, or key metrics. We can audit your current configuration, identify gaps, and implement fixes so your tracking is reliable.

Yes. We offer training and consultation to help healthcare marketing teams build confidence using GA4, dashboards, and reporting tools. Sessions are tailored to your needs – whether beginner or advanced.

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