BioScript Solutions is one of Canada’s leading specialty healthcare providers, supporting patients through a national network of infusion clinics, specialty pharmacies, and patient support programs.
As the organization expanded its digital marketing efforts, the team identified the need to strengthen how it measured SEO performance, monitored competitors, and scaled local search across its national footprint. This would allow them to keep pace with algorithm shifts and AI search experiences, and outpace competitors.
Scaling healthcare visibility across Canada
With 100+ locations nationwide, BioScript Solutions recognized the importance of local search in helping patients discover the care and services available in their communities. The opportunity lay in scaling up their targeted content.
Using Semrush for Enterprise, their marketing team could centralize its SEO efforts, strengthen its local and national search strategies, and implement scalable workflows. These combined efforts saw their team drive measurable growth in visibility, impressions, and organic clicks in just nine months.
SEO at national and local levels
Managing SEO across more than 100 locations presented both enormous opportunities and unique challenges. Each location was a potential entry point for patients searching online. But harnessing this effectively required the right strategy and the right platform.
The team identified three key priorities:
Create a centralized view of search performance
Rather than use multiple tools, BioScript required a more efficient way to monitor search performance nationwide, track rankings, benchmark competitors, and identify opportunities.
Stay adaptable to changing search experiences
Rates of AI Overviews continued to rise, and Google’s algorithm further emphasized the importance of relevant local content. The team wanted to understand the impacts of these shifts and strengthen their presence in response, ensuring patients could continue finding the services they needed.
Scale execution with a lean team
Supporting SEO across a national healthcare network required balancing strategy with execution. The team needed workflows that simplify prioritization and execution of high-impact initiatives, while reducing manual effort.
We knew there was a significant opportunity to strengthen our search visibility. What we needed was a platform that would help us measure performance and prioritize opportunities. We wanted our decisions to be driven by data so we could confidently focus efforts where they would have the greatest impact.
Digital Marketing Specialist, BioScript Solutions
Establishing a search compass with Semrush for Enterprise
BioScript deployed Semrush for Enterprise to centralize SEO insights, prioritize high-impact opportunities, and streamline content production into scalable workflows.
Building a centralized SEO foundation
The first priority was establishing a centralized view of SEO performance across BioScript’s national and local search presence.
With Enterprise SEO, the team could monitor keyword rankings, monthly traffic, and competitor activity in a single environment, giving them a clear, reliable view of where BioScript stood, as well as how the market around them was moving.
This baseline did more than just inform reporting. It became the team's decision-making compass. Subsequent content choices and competitive responses were now grounded in proven data.
Strengthening their local-first strategy
With tracking in place, the team moved on their most vital opportunity: localized search. Queries for clinics, pharmacies, and patient services tied to specific Canadian cities and regions represented enormous untapped potential — and a visibility imperative — in light of Google's algorithm shift toward region-specific results.
Using Enterprise SEO's localized search insights, BioScript identified region-specific keyword opportunities and used them to optimize and expand content for each location. Rather than treating their 100+ clinics as a logistical challenge, the team turned them into a structural advantage. They systematically built a content infrastructure that would be rewarded by these algorithm updates, while providing helpful info to customers.
This local-first strategy became the primary driver of the visibility, impression, and click gains that followed.
Utilizing streamlined content workflows
With SEO priorities clearly defined, the next challenge was scaling content execution efficiently. And Semrush for Enterprise completely reshaped Bioscript's writing workflow. Targeted SEO briefs with integrated keywords now anchor every new piece of content, while content scoring guides both new writing and updates to existing pages.
These capabilities helped the team multiply their content production while maintaining a human tone of voice and best practices across new and existing pages.
The team also leans on Enterprise SEO's automated analyses for competitor activity, algorithm shifts, and ranking changes. Context that previously would have required hours of manual research and is now identified in moments. The time freed up has been redirected into wider marketing activities that reinforce BioScript’s brand authority.
Semrush for Enterprise gave us our search compass. We can track performance nationally, locally, and against competitors in one place. The content capabilities alone save us hours of time. It all means we're operating more confidently and like a team three times the size.
Digital Marketing Specialist, BioScript Solutions
Nine months, three breakthrough metrics
Within nine months, BioScript achieved measurable improvements in search visibility, organic impressions, and website traffic driven by its enhanced local SEO strategy.
- +14.3% share of voice across their top 50 and top 100 keyword groups (rising from 8.8% to 10.07%)
- +73% increase in total organic impressions driven by greater visibility for local queries
- +253% increase in organic clicks signaling that visibility gains are translating directly into qualified traffic
Beyond performance metrics, the project established a scalable SEO foundation that continues to support BioScript’s broader digital marketing strategy.
Rather than simply improving rankings, the team built repeatable processes that make it easier to identify opportunities, optimize content, and support future growth across a national healthcare network.
Increasing our share of voice, impressions, and clicks is a fantastic achievement, but what I'm most proud of is the foundation we’ve built. We now have a scalable SEO program that supports every piece of content we create and helps us continuously strengthen our visibility across Canada.
Digital Marketing Specialist, BioScript Solutions
From foundation to ongoing momentum
BioScript demonstrates what’s possible when a team has the right foundation and technology underneath them. By centralizing SEO insights, improving keyword tracking, and streamlining content workflows, BioScript built a more data-driven approach to search marketing. The team was able to capitalize on growing demand for region-specific content while improving operational efficiency across a large national footprint.
With their content engine up and running, BioScript is now turning their attention toward broader brand and communications activities, building on a robust search foundation to expand their presence beyond organic visibility alone.
BioScript provides a clear proof point for lean marketing teams operating across distributed footprints: the right visibility platform lets you set the industry benchmark.
Semrush for Enterprise didn't just give us better tools. It gave our team the ability to deliver results at a national scale. We’ve seen measurable improvement in our content quality, brand visibility, and clicks. Now we’re free to focus on additional channels to compound the impact.
Digital Marketing Specialist, BioScript Solutions
