Trusted, then booked.
Senior-led paid media, technical SEO and AI search for private clinics, healthcare providers, and pharmaceutical and health brands, built within the advertising rules and measured on appointments.
Built for healthcare and pharmaceuticals.
Healthcare advertising carries rules most sectors never meet. The ad platforms restrict health claims and some treatments, the CAP Code governs what a UK ad may say, and prescription-only medicines may not be advertised to the public in the UK at all. A campaign written without those rules in mind gets disapproved, or approved and then challenged.
The work here treats those rules as part of the brief. Campaigns are built around the treatments and services you can advertise, landing pages answer patients' questions plainly, and measurement follows an enquiry through to a booked appointment while keeping health information out of the ad platforms. Technical SEO and AI search make your clinicians, services and prices readable to the search engines and assistants patients consult.
What a healthcare engagement covers.
- Search campaigns built within platform health policies
- Ad copy written to the CAP Code
- Appointment and enquiry tracking
- Measurement that keeps health data out of ad platforms
- Local search and map visibility by clinic
- Technical SEO and structured data for services and clinicians
- AI search visibility for treatment research
One senior mind, audit to invoice.
One senior practitioner owns the account, the landing pages and the measurement, so the rules on what can be said and the rules on what can be tracked are handled by the same person who runs the spend.
Success is measured on appointments booked, tied back to the campaign that produced them, without passing any patient's health information to Google, Meta or any other platform.
How the sector reads to AI.
In the Crane Index scan of 1 October 2026, the Healthcare and Pharmaceuticals benchmark scored the websites of 132 organisations for AI readability, how well AI systems can read them. The median score was 43 out of 100, and 4 scored 70 or more. Hologic led, at 76. Read the Healthcare and Pharmaceuticals benchmark.
Your own site can be scored the same way, free, so you can see where it sits against the sector before any work starts. Get your Crane Index score.
Healthcare and Pharmaceuticals questions.
Our ads keep getting disapproved. Can you help?
Usually. Disapprovals in healthcare tend to come from wording, landing page content or a treatment the platform restricts. The account is reviewed against each platform's health policy and the CAP Code, and campaigns are rebuilt around what can be advertised.
Can you track bookings without exposing patient data?
Yes. Measurement records that a booking happened and which campaign produced it, never what the appointment was for, so no health information reaches the ad platforms. Tracking that needs consent runs only after the visitor gives it.
Do patients use AI assistants to choose a clinic?
Some do. When they do, the answer draws on websites it can read, including service pages, clinician profiles and prices. The work makes those readable, and the Crane Index benchmark below shows how the sector's sites score today.
The full stack, on one desk.
Every sector engagement draws on the same four disciplines, held by one senior practitioner. Take one, or the whole stack.
Creator of the AI Readability Suite
Senior work, sector by sector.
Start with a conversation.
A proper conversation with the person who would do the work. Tell me about your healthcare and pharmaceuticals business and where you want to be, and you will get an honest read on what I would change, what I would leave alone, and where the real upside is.
Speak with NicThe senior read,
once a week.
Most marketing newsletters are noise on a schedule. This is not that. Once a week I send a short, considered read on the shifts that actually change what you should do, across the AI shift, PPC, technical SEO and analytics. Filtered, weighted and signed off by me before it goes out. The judgement is mine, and now you can hear every edition in my own voice.
Nic CraneFounder, The Crane Consultancy
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