Healthcare & pharma content marketing

Specialist medical content designed to be found, trusted and acted upon in regulated healthcare markets

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Medical content strategy and creation

At Varn Health, we help pharmaceutical and healthcare organisations plan, create and optimise digital content that supports patients and HCPs at key moments in their journey. We combine medical content specialism with search expertise to ensure health communications are clear, compliant and positioned to perform. The result is trusted content delivered to the right audience, at the right moment and in the right digital context.

The challenge in healthcare content

Healthcare content needs to work harder than ever. Patients and healthcare professionals search across multiple platforms, often at critical moments in their journey. Content must be easy to find and understand, clearly structured, and appropriate for the context where it’s discovered. 


At the same time, healthcare and pharma organisations operate under strict regulatory requirements, where accuracy and tone are non-negotiable. The challenge is to stay competitive, visible and compliant in a rapidly evolving search landscape.

How Varn Health can help

Our content services combine experienced medical content strategists and health writers, supported by our specialist in-house SEO, analytics and AI innovation teams. 

With this 360 approach to content challenges, we support our healthcare and pharma clients to grow through:

  • Discoverability across search and AI-driven platforms
  • Clear, audience-centric communications that support understanding and drive behavioural change
  • Collaboration with legal and medical affairs teams to streamline compliance, including MHRA, ABPI, PAGB, ASA and UK GDPR
  • Measuring and achieving performance goals such as authority, engagement, lead generation and conversion
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Specialist medical content

We specialise in creating digital medical content that unlocks visibility, understanding and action across the patient and professional journey. Our work includes:

  • Healthcare and pharma website creation, transformation and ongoing updates
  • Service, treatment and condition pages structured for search, usability and compliance
  • SEO-led medical and educational content aligned to audience journeys
  • Campaign and lead-generation landing pages
  • Patient information and engagement content across digital channels
  • HCP and B2B digital engagement content, including blogs, whitepapers and email programmes
  • Conversion-focused content supported by CRO and performance insight

 

Whether it’s a local or global project, and a complex or standalone content piece, every asset is developed with a clear purpose and audience, and designed for high performance.

An end-to-end approach to healthcare content

Our services support the full content lifecycle.
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Discovery & content auditing

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Discovery & content auditing

An effective content service starts with understanding what already exists and what’s missing, in light of business objectives and audience needs. During our discovery phase, we assess your current digital content performance across websites and campaigns; research patient and HCP behaviour and regulatory context; analyse competitors; and map content against the customer journey. This means all next steps are intelligently positioned to build on existing strengths and focus effort on the highest-value opportunities.
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Content strategy & planning

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Content strategy & planning

Our content strategists translate discovery insights into a structured, prioritised roadmap that considers who the content is for, how it will be discovered and what it needs to achieve. We collaborate closely with you to identify where content will have the greatest impact; balancing opportunity against budget, internal resources and delivery timelines. Clear KPIs and reporting frameworks are established, with the right platforms, testing approaches and measurement in place from the outset. As a result, we develop clear and actionable pathways to support your content performance and business growth.
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Medical content creation

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Medical content creation

Varn Health’s medical content brings together specialist medical writing, health literacy and brand storytelling. Our experienced medical writers have life sciences backgrounds and understand how to craft digital content that supports patients and healthcare professionals to responsibly unlock new health behaviours. Working confidently within regulated environments, we collaborate closely with legal and medical affairs teams to support efficient approval processes. With combined healthcare communications and search expertise, the result is expert-led content that reaches audiences and creates meaningful change.
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Optimisation & refinement

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Optimisation & refinement

Healthcare content must be structured to perform across search, AI and digital platforms. Varn Health optimises medical content to make sure it’s discoverable, accessible and context-appropriate. We refine content structure, metadata and internal linking to align with search intent, platform behaviour and audience needs, while remaining compliant. This work is supported by our wider technical search expertise, including technical SEO, schema, data insight, digital PR and AI visibility strategy; all helping content build authority, visibility and impact over time.
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Measurement & improvement

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Measurement & improvement

Understanding how healthcare content performs is essential to ongoing improvement and impact. Varn Health’s in-house data science and analytics team turn complex performance data into clear, actionable insights that inform refinement and future content planning. We track key metrics, including search visibility, engagement, conversion and behavioural signals, using these insights to measure what’s working and find new opportunities. By combining content expertise with compliant analytics, we help your healthcare content continue to drive measurable outcomes.
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Why Varn Health?

Varn Health is an award-winning specialist content marketing, SEO, GEO and data consultancy for regulated healthcare markets. We specialise in high-performing medical content supported by search, data and AI expertise.

Our clients benefit from the Varn powerhouse of passionate teams, working together in a single agency to offer:

  • Medical content strategy and creation
  • Healthcare SEO and information architecture
  • Structured data, schema and technical optimisation
  • Analytics and data-driven insight
  • AI visibility and future search strategy

Who we support

We work with:

  • Pharmaceutical and life sciences organisations
  • Private healthcare providers
  • Medtech, diagnostics and specialist care brands
  • Consumer health brands
  • Wellness brands

Supporting digital content initiatives across the UK and internationally.

Talk to us about your medical content needs

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