Data & analytics for healthcare and pharma websites

Make informed data driven decisions with confidence

mid-page-pills

How is data & analytics used in healthcare SEO?

At Varn Health, we combine advanced data tracking, reporting, and statistical analysis to guide healthcare SEO and GEO 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.

Google Partner

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 BigQuery, Google Analytics 4, Data Studio/Reports (formerly Looker Studio), Search Console, Matomo Analytics, Adobe Analytics, or other bespoke enterprise reporting environments.

Turn data complexity into commercial clarity in healthcare

Build a data foundation that empowers your team and informs your marketing strategy. Explore the core pillars of Varn Health's data expertise and services, with the data intelligence you need to deliver accuracy, clarity & growth.
logo

KPI alignment workshop

Flip

KPI alignment workshop

Ensure your data strategy aligns with the complex commercial and clinical requirements of the healthcare sector. This facilitated session is designed to move your team beyond vanity metrics and toward the data that truly drives patient and HCP engagement. We help you cut through the noise by defining the core business questions that your reporting must answer; focusing on the context of your specific treatment area or market. By starting with a healthcare-led strategy rather than just numbers; we ensure your tracking is built to reveal insights that inform senior decision making.
Flip
logo

Server-side tracking (SST)

Flip

Server-side tracking (SST)

In a highly regulated industry; maintaining a privacy-first foundation is essential for data integrity. Server-side tracking (SST) restores accuracy by moving data collection from the user's browser to a secure, first-party server; bypassing the limitations of ad blockers and aggressive privacy restrictions like Safari’s ITP. This approach extends the lifespan of your cookies and provides the accurate signals needed to optimise digital performance across global markets. It is the technical standard required to turn fragmented data into truly defensible commercial insights.
Flip
logo

BigQuery

Flip

BigQuery

Do not let your data maturity be limited by the sampling thresholds of GA4. While standard interfaces are useful for daily checks; they often sample information and delete event-level history after 14 months. BigQuery allows you to bypass these constraints by creating a permanent, event-level data warehouse that your business owns and controls. By utilising BigQuery; we can blend your healthcare datasets to reveal advanced, long-term insights that support strategic planning and regulatory reporting.
Flip
logo

Modular reporting library

Flip

Modular reporting library

Replace static and complex spreadsheets with our custom modular reporting libraries; designed specifically for healthcare marketing and medical affairs teams. We work with you to build a library of reports that track the specific metrics that matter. From HCP engagement on treatment pages to patient journey funnels and content performance. Our reports are built around your specific healthcare KPIs; ensuring that complex data is presented in a clear, accessible, and actionable format.
Flip
logo

Data analysis & maintenance

Flip

Data analysis & maintenance

Shift your focus from reviewing historical data to building a proactive roadmap for future growth. Our analysis service provides the senior expertise needed to interpret your dashboards and use healthcare data to inform your overarching search strategy. We also provide ongoing monitoring to maintain the health of your tracking infrastructure; alerting you to data anomalies or technical breaks. This ensures your data remains accurate, reliable, and compliant at all times.
Flip
logo

Data empowerment training

Flip

Data empowerment training

Build a data-literate culture within your pharma/ healthcare organisation by upskilling your marketing and medical teams to use data as a strategic asset. We provide practical, hands-on workshops led by our senior data engineers; alongside regular 'drop-in' sessions to help your team navigate specific technical or compliance hurdles. By building internal confidence; we ensure your data strategy remains sustainable, accessible, and understood by every stakeholder in the business.
Flip

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

Move to decision-grade data with our GA4 vs BigQuery checklist

Managing substantial budgets across patient education and HCP portals requires a level of precision that standard data dashboards often fail to deliver. Within the highly regulated healthcare landscape; data sampling and thresholding represent more than technical limitations; they can hide the granular details of the patient journey and undermine the accuracy of your ROI. This checklist provides a strategic framework to assess your data maturity; identifying when a move to BigQuery is required to ensure full data ownership and the creation of the defensible, board-ready insights your leadership demands.

Get your GA4 vs BigQuery checklist
Some of our clients
alliance-logo-grey
roche-logo
640px-Incisive-media-logo-2017 (1)
gsk
jennis-logo
kyowa-kirin
pfizer
stryker_logo
Wiley_logo
Full-colour-transparent
"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. By implementing Server-Side Tracking (SST), we can establish a privacy-first foundation for accurate data collection; combine this with BigQuery, we can provide the permanent, event-level data ownership required to drive truly defensible commercial insights. From launching a new treatment page to expanding digital visibility across markets, our data & analytics services give you the clarity to move forward with confidence.

Our healthcare data analytics services

logo

Data-driven SEO

Flip

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.
Flip
logo

Conversion tracking

Flip

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.
Flip
logo

Data analytics & tools

Flip

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.
Flip
logo

Implementing analytics

Flip

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.
Flip
logo

Monitoring & reporting

Flip

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.
Flip
logo

Training & consultation

Flip

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.
Flip
92IMG_4634 (1) (1)
PM Award 24
DSCF2548
Varn Health logo
Varn Health SEO Team

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.

cta-background cta-background

Want to learn more about making sense of your data?

Latest SEO insights from our experts

AI & innovation, Digital PR 23.04.26

Moving beyond backlinks: Navigating healthcare digital PR and AI visibility
 Read more
Kim Le

Article by:

Kim Le

Data & Analytics, Reporting 17.04.26

How to use BigQuery raw data for accurate healthcare attribution & reporting
 Read more
Tom Vaughton

Article by:

Tom Vaughton

Content Strategy, SEO Strategy 12.03.26

Integrating medical content expertise with technical excellence: Q&A with Stephanie Mackay-Stokes
 Read more
Vicky Walker

Article by:

Vicky Walker

Sign up to stay up to date with the latest healthcare SEO/GEO and data insights