Dr. Masarat Jilani

What 3 months in a Performance Agency has taught me as a Junior Doctor

Three months ago, I took the plunge and started working at as an SEO copywriter. But why would a Junior Doctor want to branch out into healthcare marketing? It all came from a worrying trend I was noticing, where patients would come in and say: “I know I shouldn’t have…but I Googled my symptoms”. This would then unleash confusion and even admissions of dangerous behaviour based on risky advice. From applying bleach to the genital area, to avoiding crucial medication based on Whatsapp rumours, questionable health information on the internet can ruin lives. At the same time, the internet is full evidence-based information and expert advice from professionals. Yet, so many patients fail to access this, partially because the top ranking pages on Google do not rank based on reliability,...

Bringing performance marketing into pharma

Where does nearly every single one of your audiences go when they need information? They Google it. As Matt Lowe, CEO of, the industry’s first specialist online performance agency, notes, “this is a universal behaviour for all of your audiences – healthcare professionals, pharmacists, carers, nurses, patients, and payers”. But Lowe says that for most organisations, their performance and search engine optimisation (SEO) marketing strategy is a “barren desert”. Before we launched, I hadn’t come across one company in any market that had a congruent, well thought-out, SEO strategy.”