External Communications: Pharma or Agency
With grateful thanks to our sponsor
Varn Health—specialist healthcare SEO agency—supported Roche, successfully amalgamating a large number of micro-websites into a single central domain; Medically, a global resource (excluding US), for healthcare professionals. This complex SEO challenge aimed to protect existing rankings and website traffic, improve organic search visibility and ensure seamless content migration.
Varn Health’s “SEO-first” approach, ensured all website traffic/rankings were protected, whilst multiple microsites were incorporated into one central domain. Results saw not just the protection of existing rankings, but also significant increase of +106% clicks from organic Google search results and +74% Google search result impressions.
Judges Comments
In a competitive category that saw a lively debate among the judges, Varn’s work with Roche stood out for tackling an often-overlooked niche in communications with solid and commendable results. This “best practice of search engine optimisation” was well thought through, utilising Varn’s in-depth know-how of both the pharmaceutical industry as well as SEO, to achieve the client’s global vision.
With their proactive, out-of-the-box approach, the judges said it was fantastic to see how the team ensured they gained internal stakeholder buy-in, ultimately achieving a great outcome.
Becky Wright, Associate Director, Innovative Medicines, Teva
Haleon, a new consumer health company, launched an impactful external communications campaign to build awareness and trust among healthcare professionals. Knowing HCPs drive sales through recommendations, Haleon created a video-driven campaign celebrating HCPs dedication and empathy.
The “Every Patient” campaign, featuring a diverse cast and relatable scenarios, resonated strongly. Delivered across social media, email and events, the campaign exceeded view-through rate benchmarks, achieving over 7.2 million global impressions in a 5-week, 3-country campaign.
By acknowledging HCPs’ vital role and offering support, Haleon successfully fostered trust and positioned itself as a valuable partner in consumer OTC health.
