Pharma Marketing E-E-A-T Checklist: Improve Trust and AI Visibility

In pharma marketing, your content can shape health decisions. That puts you in the “high trust” category. People want clarity. Regulators expect care. And search engines tend to reward pages that feel reliable, transparent, and easy to verify.

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness It’s a practical framework you can use to make content stronger for humans and easier for search engines (and AI assistants) to understand. Google also encourages “helpful, reliable, people-first” content, especially for health topics.

Below is a checklist you can apply today to one page, then replicate across your site.

Before you start: pick one page

Choose one high-value page, for example:

• A disease education page
• A treatment class overview (non-promotional)
• A “patient support” or “resources” page

You’ll apply the checklist to that page first, then repeat across the site. You’ll see faster results if you improve pages that already have demand.

The E-E-A-T checklist

1) Experience: show real-world understanding (without overstepping)

Goal: prove you understand the audience’s situation.

Do this today:

• Add a “Who this is for” box near the top (patients, caregivers, HCPs). Keep it simple.
• Add a “What you’ll learn” list (3–5 bullets). Readers and search engines love clarity.
• Use plain examples of common questions people ask (e.g., “What should I ask my doctor?”). Avoid giving medical advice.
• If appropriate, add “How we created this page” (1–2 sentences): how sources were selected and reviewed.

For patients, “experience” is less about clinical depth and more about:

• reducing anxiety (“you’re not alone” without being emotional or cheesy)
• explaining what happens next in simple terms
• helping them prepare for real life (appointments, tracking, daily routines)
• using the words patients use (not medical jargon)

You show experience when your page answers: “What does this mean for me, and what can I do next?”

1.1 “Who this is for” (patient-friendly, clear boundaries)

Patients need context and reassurance quickly.

Example 1: general patient education

Who this is for

This page is for people who want clear, general information about [condition], for example if you’re newly diagnosed, waiting for tests, or supporting a family member.

Important: This page is educational and does not replace medical advice.

Example 2: symptoms / “do I need to see a doctor?”

Who this is for

This page is for people who have questions about possible [condition] symptoms and want to understand what a healthcare professional might check.

If symptoms are severe, sudden, or worrying, seek urgent medical help.

Example 3: living with / ongoing management

Patient insight: add a short “moment” like newly diagnosed / starting treatment / follow-up: patients immediately feel seen.

Who this is for

This page is for people living with [condition] who want practical tips for day-to-day life and for making the most of doctor visits.

1.2 “What you’ll learn” (make it practical, not academic)

Patients don’t want a textbook. They want clarity + next steps.

“What you’ll learn”

• What [condition] is (in plain language)
• Symptoms people often notice and how doctors assess them
• Common tests you may be offered and what they help clarify
• Questions you can bring to your next appointment
• What to track between visits to help your healthcare team

Patient insight: “what to track” and “questions to ask” are powerful experience signals because they match real life.

1.3 Real-world questions patients actually ask (without medical advice)

This is the strongest “experience” lever in patient communication.

Use a “common questions” block

Common questions people ask

• “Is what I’m feeling normal?”
• “What should I do before my appointment?”
• “What tests might I need, and what do they show?”
• “What does this diagnosis mean for my daily life?”
• “What should I ask my doctor so I don’t forget anything?”

Then answer safely

When you answer, avoid “you should do X.” Use:

• “A healthcare professional may…”
• “It can help to…”
• “Many people find it useful to…”
• “This depends on your situation, ask your clinician…”

Patient insight: You’re not telling them what to do medically. You’re helping them prepare and communicate.

1.4 Add a “What happens next” section (patients love this)

A simple “next steps” pathway shows you understand the journey.

What typically happens next

If you’re concerned about symptoms, many people start with a visit to a GP or primary care clinician. They may ask questions about your symptoms and health history and might suggest tests. Depending on the results, you may be referred to a specialist. Follow-up visits help you understand the results and agree on next steps.

Patient insight: This reduces fear because it makes the process predictable.

1.5 Add “Appointment prep” (instant value, zero risk)

This is “experience” that’s immediately actionable and safe.

Before your appointment (quick checklist)

• Write down your symptoms and when they started
• Note anything that makes symptoms better or worse
• List your medicines and supplements
• Bring recent test results if you have them
• Write 3 questions you want answered

1.6 Add “What to track between visits” (practical support)

Patients often don’t know what details matter.

What to track (simple and helpful)

• Symptoms (what, when, how often)
• Possible triggers (food, stress, exercise, sleep)
• Daily impact (work, energy, mood)
• Any side effects or concerns you want to mentionThis can help your healthcare professional see patterns over time.

1.7 “How we created this page” (patient version: transparent, not corporate)

Patients need a short, reassuring explanation.

We wrote this page using trusted sources such as clinical guidelines, information from health authorities, and peer-reviewed research. It was reviewed for accuracy and updated when important recommendations or safety information changes.

Patient insight: “we rewrite in plain language” signals empathy and real effort.

2) Expertise: make your medical review obvious

Goal: show that knowledgeable people shaped the content.

Do this today:

• Add an author line with role (e.g., “Medical Writer”).
• Add a medical reviewer line (name + credentials) when the topic is clinical.
• Add Reviewed on and Updated on dates.
• Add a short editorial policy link (how you ensure accuracy, how often you update).

In regulated environments, also align with your internal MLR review process and ensure what you publish matches approved language and evidence.

2.1 Author line (patient-friendly)

Keep the role understandable. “Medical writer” is fine, but you can also use “Health writer” if appropriate.

Option A (simple)

Written by: [Name], Medical Writer

Option B (more patient-friendly)

Written by: [Name], Medical Writer (writes health information in plain language)

Option C (if you want to show credibility without jargon)

Written by: [Name], [Role] • [1-line relevant experience, e.g., “10+ years in healthcare content”]

Patient insight: one short clarifier (“plain language”) builds trust fast.

2.2 Medical reviewer line (make it reassuring, not intimidating)

When the topic is clinical, add a reviewer. Patients don’t need a long CV—just enough to feel safe.

Option A (standard)

Medically reviewed by: [Name], [MD/PharmD], [Specialty]

Option B (patient-friendly)

Medically reviewed by: [Name], [MD/PharmD] • [Specialty] (checked for accuracy)

Option C (when multiple reviewers)

Medically reviewed by: [Name], [Credentials] and [Name], [Credentials]

Patient insight: add “checked for accuracy” once. It’s simple and comforting.

2.3 Reviewed / Updated dates (avoid ambiguity)

Use a clear format like 10 Jan 2026 (not 10/01/2026).

Reviewed: 10 Jan 2026 • Updated: 12 Jan 2026

Patient insight: “Reviewed” suggests a qualified check; “Updated” suggests freshness.

2.4 Editorial policy link (plain language)

Don’t call it “governance.” Patients respond to “How we check accuracy.”

• How we check accuracy
• Our editorial policy
• How we create and update health information

How we check accuracy: See our editorial policy (sources we use, review steps, and how often we update pages).

2.5 MLR alignment (say it without saying “MLR” everywhere)

Patients don’t need the acronym. You can signal rigor with “internal review process.”

Option A (light, patient-friendly)

This page followed our internal review process before publication.

Option B (slightly more explicit)

This page followed our internal medical and compliance review process before publication.

Option C (strongest, still readable)

This page followed our internal review process, including checks for medical accuracy and responsible language, before publication.

Patient insight: don’t overdo it. One sentence is enough.

2.6 “How we work” statement

This is the line that connects expertise to trustworthy sources.

How we work: We use trusted medical sources such as clinical guidelines, health authority information, and peer-reviewed research. We review pages regularly and update them when important information changes.

2.7 Common mistakes (patient communication)

• Overly legal language that scares readers away
• Using only a brand name or company name with no human accountability
• No dates (patients assume it’s old)
• Reviewer credentials hidden on another page
• “Reviewed” and “Updated” dates that are unclear (10/01/2026 ambiguity)

3) Authoritativeness: earn “they know this field” signals

For patients, authority isn’t a buzzword. It’s the feeling that:

• real people stand behind the content
• the site is consistent and focused (not random posts)
• you reference trusted medical sources
• you help them navigate safely (not trap them in marketing)

Authoritativeness is a site-level pattern more than a single-page fix.

3.1 About page: make it patient-first (not a company pitch)

Patients don’t care about “full-service capabilities.” They want: who you are, why they should trust you, and how you keep information accurate.

Must-have sections (patient-friendly)

• Who we are (1–2 sentences)
• What we publish (what topics, for whom)
• How we check accuracy (plain language + link to editorial policy)
• Medical review (who reviews clinical content)
• How to contact us (real contact route)
• What we don’t do (e.g., not medical advice, not emergencies)

About page intro

We help patients and caregivers find reliable, easy-to-understand health information. We use trusted sources such as clinical guidelines, health authority information, and peer-reviewed research, and we update content when important recommendations change.

Patients should instantly see: names, roles, review approach, update cadence, contact.

3.2 Author and reviewer pages: make the humans visible

Patient communication improves when people can see who wrote and checked the content.

What to include (patients actually care)

• Name + role (writer / medical reviewer)
• 2–4 lines on relevant background (keep it readable)
• Credentials (for clinical reviewers)
• Areas of focus (e.g., diabetes, oncology supportive care)
• “How I review content” (one sentence)
• Links to pages they wrote/reviewed

About the author

[Name] is a medical writer who creates health information in plain language. They focus on helping patients understand diagnoses, tests, and questions to discuss with healthcare professionals.

About the medical reviewer

[Name], [MD/PharmD], is a [specialty] who reviews clinical content for accuracy and clarity. They help ensure information reflects trusted sources and is suitable for patient education.

Patient insight: keep it short. Too much detail can feel like marketing.

3.3 Build “pillar + support” topics that match patient journeys

Authoritativeness grows when your site covers a topic consistently and comprehensively—like a mini patient library.

Patient-friendly topic cluster example (template)

Pillar: Living with [Condition]: A Practical Guide

Support pages:

• What is [condition]?
• Symptoms people notice
• How doctors diagnose it
• Common tests explained
• Treatment approaches (high-level, non-promotional)
• Questions to ask at your appointment
• What to track between visits
• Glossary (simple definitions)
• Support resources (non-promotional)

Why this helps patients

Patients arrive with different worries. A cluster lets them move safely:

“What is this?” → “What happens next?” → “How do I prepare?”

“Explore this topic” box (internal links)

What is [condition]?

• Symptoms and when to seek help
• Tests and diagnosis explained
• Questions to ask your healthcare professional
• Glossary: key terms in plain language

3.4 Internal linking: make navigation feel like guidance

For patients, internal links are not “SEO.” They’re hand-holding.

Where to add internal links (high impact)

• After the definition (“Learn more: Symptoms”)
• After diagnosis (“Next: Tests explained”)
• After “treatment approaches” (“Questions to ask your clinician”)
• In side boxes: “Related topics” / “Next steps”

Patient-friendly link labels

• “Next steps”
• “Learn more”
• “Questions to ask”
• “Tests explained”
• “Glossary”

Avoid labels like “Read more content hub.”

3.5 External references: patients need trusted anchors

Linking to authoritative sources builds credibility and reduces the “is this marketing?” feeling.

Patient-safe sources to reference (examples)

• Health authorities and regulators (EMA/FDA)
• National health services (e.g., NHS)
• Clinical guidelines (professional societies)
• Peer-reviewed research (when necessary)

Use a short “Sources” section with plain language:

Sources and further reading

We used the following trusted sources to create this page:

• Clinical guidelines for [condition]
• Health authority information on diagnosis and treatment
• Peer-reviewed research summaries

Patient insight: you don’t have to send patients into dense PDFs. You can cite them, but also summarize key points in plain language on your page.

Common mistakes in patient communication

• “About” page reads like a sales brochure
• No author/reviewer pages (anonymous content)
• Topic clusters that feel promotional rather than educational
• External links only to your own pages (no outside validation)
• No clear sources or update dates

4) Trustworthiness: make it easy to verify, safe to use, and hard to misunderstand

Goal: make your content easy to verify and hard to misread.

Ensure it aligns with the rules that apply to your market and channel (FDA requirements in the US, EU framework, and applicable industry codes).

Patients trust a page when it:

• shows where information comes from
• is clear about what it can and cannot do
• avoids scary legal language but still sets boundaries
• explains risks in a way people can actually read
• makes it easy to understand what to do next

4.1 Sources section (patients need “trusted anchors”)

A Sources section is not just for SEO. It’s the simplest way to say: “We didn’t invent this.”

What to include (patient-appropriate)

• Health authorities / regulators: EMA, FDA (or local authorities)
• Clinical guidelines: specialty societies (where relevant)
• Reputable medical organizations: e.g., national health services, major medical charities
• Peer-reviewed evidence: only when it adds value (avoid overwhelming patients)

Patient-friendly Sources format (copy/paste)

Sources and further reading

We created this page using trusted sources, including:

• Health authority information (for example, EMA/FDA safety and prescribing information)
• Clinical guidelines from professional medical organizations
• Peer-reviewed medical research
• Reputable medical organizations and patient education resources

Tip: Keep it to 5–10 items and prefer sources that are stable and widely recognized.

Make sources usable for patients

• Use short labels: “Guideline”, “Health authority”, “Patient resource”
• Avoid dumping a list of journal citations with no context

Example (patient-friendly reference list style)

• European Medicines Agency (EMA): Medicine safety information (EU)
• U.S. Food and Drug Administration (FDA): Drug safety communications (US)
• [Specialty society] guideline: Diagnosis and treatment approach for [condition]
• [Reputable medical org]: Patient education on [condition]

4.2 Transparency (the trust “micro-signals”)

Patients want clarity about bias, scope, and intent.

Geography note

This page reflects general information and may differ by country. It is written for a [EU/US/global] audience unless stated otherwise.

Disclosure (if relevant)

This page was produced by [organization]. Relationships that could be perceived as a conflict of interest are disclosed on this page or on the author/reviewer profile.

Avoid long legal paragraphs.

Important

This page is for education only and does not replace medical advice. Only a healthcare professional can diagnose or recommend treatment for your situation.

If you cover urgent symptoms

If symptoms are severe, sudden, or worrying, seek urgent medical help.

4.3 Risk/safety wording that patients can read

Dense safety blocks fail. Patients respond to:

• short sentences
• bullets
• clear “what to do” headings

Use these headings consistently:

• Possible risks or side effects
• When to seek help
• When to seek urgent help
• Questions to ask your healthcare professional

Possible risks and side effects

All treatments can have risks and side effects. The type and likelihood depend on the medicine and your personal situation.

When to seek help

Contact a healthcare professional if you notice side effects that worry you, get worse, or do not go away.

When to seek urgent help

Seek urgent medical help if you have symptoms that feel severe, sudden, or life-threatening.

(If you include specific symptoms, cite a regulator or official patient leaflet and keep the list short.)

4.4 Make it hard to misunderstand (simple clarity techniques)

These are small edits that prevent confusion—especially important in healthcare.

Define terms in plain language

What does this mean?

“[Term]” means [simple definition]. It may also be called [common alternative term].

Avoid absolutes

Replace:

• “Always / Never” → “Often / In some cases / Your clinician may…”
• “This causes…” → “This can be associated with…”

Use “what you can do next” boxes (non-medical)

What you can do next

• Write down your symptoms and questions
• Bring your medicines list to your appointment
• Ask your clinician what to monitor and when to follow up

This is helpful and low-risk.

4.5 If the page touches promotional territory (patient-safe approach)

Patients lose trust fast if education feels like an ad. If you’re near promotional territory:

• keep educational pages balanced
• keep claims within approved language
• ensure content matches evidence and internal review steps

For market/channel rules, align with the relevant frameworks (US FDA requirements, EU framework, and industry codes where applicable). (This is more about governance than what you say to patients—but it protects trust.)

Common trust mistakes (patient communication)

• sources hidden or missing
• unclear scope (“global” info without saying it)
• long legal disclaimers no one reads
• risk info buried in paragraphs
• medicine-specific safety claims without linking to official information

Make your page “AI-answer friendly” (simple formatting that helps)

AI summaries and assistants often quote short passages that are:

• Direct
• Well-structured
• Clearly sourced

Easy upgrades:

1. Put a direct answer in the first 60–90 words.
2. Use question headings (H2s) that match searches.
3. Add an FAQ section (6–10 questions).
4. Include definition boxes for key terms.

Example “definition box”:

What does “diagnosis” mean?

Diagnosis is the process of identifying a condition based on symptoms, medical history, and tests. Your clinician may use blood tests, imaging, or scoring tools depending on the condition.

This format is helpful for people and easier for systems to extract accurately.

If you use structured data like FAQ markup, follow Google’s guidance to avoid spammy usage. (Ask your digital team to help you).

A 60-minute action plan (do this right now)

Pick one page and do this in one hour:

1. Add author + reviewer + dates + editorial policy link (10 min)
2. Rewrite the intro as a direct answer + “what you’ll learn” bullets (10 min)
3. Add 5–10 authoritative sources in a Sources/Further Reading section (15 min)
4. Add 8–10 FAQs based on real queries your audience asks (15 min)
5. Add internal links to 2–3 relevant pages + a glossary link (10 min)
6. Check it on E-E-A-T checker

Repeat weekly on your top pages.

Over time, you build a site that looks and behaves like a trusted medical publisher, without pretending to be one.

Olivier Gryson, PharmD, MSc
25 years of experience in digital marketing in the pharmaceutical industry
Special focus on AI Search in Pharma Marketing