Healthcare & Pharma
SEO for pharma, hospitals, medical practices and healthcare platforms. Six years at a wound care manufacturer showed me how medical content gets found without running into the German Medicines Advertising Act (HWG).
Health topics are searched differently and judged differently from everything else. Anyone googling a diagnosis is worried. Anyone researching as a professional checks closely. And between the two sits a law that governs what you are allowed to say about your products at all.
Who I work for
Pharmaceutical Companies
Product communication inside the limits of the German Medicines Advertising Act, plus building the brand across borders.
Hospitals and Clinics
Winning patients, winning staff, being found in the region.
Doctors, Practices and Therapists
Presenting services that need explaining, so that they are found and understood.
Healthcare Platforms
Portals, patient communities and digital care products.
Where it usually goes wrong
The legal position is narrow. The German Medicines Advertising Act, the Medical Device Regulation and data protection limit what may appear on the page. Content has to be legally sound and still get found.
The large portals are everywhere. On nearly every medical query, Apotheken Umschau, Onmeda or NetDoktor sit in the top positions.
Two audiences, one website. Patients need language they can follow, professionals expect precision. Serving both on the same page without one of them losing out is the actual task.
The rules move quickly. What Google favours on health topics shifts several times a year.
How I work
I start at the research, not at the text. First we sort out which questions your audiences actually ask, and which of those can be answered safely. Only then do the briefings follow.
In those briefings the German Medicines Advertising Act is not a warning in the margin, it is part of the job. Which claim is permitted, which wording is not, and how the same benefit can be described differently. The writing happens on your side, agreed with your medical experts. Legal approval stays with your compliance function.
Rather than going wide, I work one area through completely. I refined that approach over six years at a wound care manufacturer and presented it at SEOPott in 2025.