How Justwords Built High-Ranking Healthcare Content for India’s Largest IVF Chain

CONTENT WRITING

About the Client

Indira IVF is India’s largest IVF chain. With 200+ centres across 20+ states, 340+ fertility specialists, and over 2 lakh successful IVF pregnancies, the brand is the country’s most scaled fertility care provider. They serve couples across the economic and geographic spectrum (metro cities, tier 2 towns, and everywhere in between), making fertility treatment accessible to people who would otherwise have had nowhere to turn.

The website reflects this breadth: treatment pages, doctor profiles, location pages covering dozens of cities, a blog covering the full range of fertility conditions and procedures, and calculator tools for everything from ovulation to due date. Behind each of those pages is content. It’s content that a desperate, confused, and emotionally exhausted person will read at 2 a.m., looking for answers.

That’s who Justwords was writing for.

The Problem

Indira IVF’s existing content leaned more towards clinical accuracy than emotional accessibility. The subject matter (e.g., IVF, infertility, PCOS, endometriosis, male infertility, laparoscopy) is deeply clinical. The audience (couples struggling to conceive, often after months or years of trying) is deeply human. That means the central challenge wasn’t accuracy; it was communication. The content needed to communicate complex medical information in a way that felt empathetic without compromising medical precision.


This is a more difficult problem than it sounds.


Medical content cannot be simplified to the point of inaccuracy. Fertility topics are YMYL (Your Money Your Life), which means Google applies its strictest quality evaluation. A factual error in a blog about PCOS or a misleading claim about IVF success rates doesn’t just hurt rankings. It potentially harms real people making real medical decisions. The content had to be medically precise and emotionally accessible at the same time. That tension is what made this project genuinely hard.


Several other challenges compounded it:

  • The sensitivity of the subject in India: Infertility carries stigma in ways that are more acute in Indian cultural contexts than in many other markets. A woman in a tier 2 city reading about unexplained infertility or male factor infertility is navigating not just a medical question but a deeply personal, often shame-adjacent experience. Content that feels clinical or distant compounds that. Content that feels human and non-judgmental can be the difference between someone closing the tab and someone booking an appointment. 
  • The scale of output required: 40 to 60 content pieces per month across blogs, doctor profiles, location pages, and web pages. At that volume, quality control is an operational challenge. 
  • EEAT without the E: Google’s quality framework for medical content prioritises Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT). Indira IVF wanted content that ranked without leaning on personalised patient experience narratives. They had to be purely informational and factual. Achieving EEAT signals through expertise and authority alone, without experience elements, required a specific approach to sourcing, structuring, and positioning every content piece. 
  • Dual optimisation (SEO and AEO): Content had to rank in traditional search results and be structured for AI-generated
    answers, including ChatGPT and Google AI Overviews.

Our Approach

SOLUTION 1

Decision 1: Only writers with medical credentials.

This is the foundational call that determined everything else. We didn’t assign fertility content to general content writers and relied on research and editing to bridge the gap. We onboarded writers with actual medical backgrounds (BDS, MBBS, and other credentialed healthcare qualifications). People who understand what endometriosis actually is, what laparoscopy involves, and what a varicocele means for fertility.

The benefit is not just accuracy. It’s the depth. A medically qualified writer knows which nuances matter, which caveats are clinically necessary, and which common misconceptions are worth addressing proactively. That depth is what separates content that ranks from content that ranks and actually helps.

SOLUTION 2

Decision 2: Sensitise editors along with writers.

Medical accuracy is one problem. Emotional tone is another. We didn’t assume that medically qualified writers would automatically write with the right register for an audience experiencing infertility. Editors were specifically sensitised to the subject. They were trained to evaluate every piece of content for empathy, for language that doesn’t pathologise or alarm, and for framing that acknowledges the emotional weight of what the reader is going through.

“Can varicocele cause erectile dysfunction?” is a clinical question. The person searching it is not in a clinical state of mind. The content had to answer the question accurately and make that person feel seen.

SOLUTION 3

Decision 3: Write for the person, then optimise for the algorithm.

The brief from the client explicitly asked for content that connects with the audience rather than being too technical. We took that seriously as a sequencing principle: write for the human reader first, then layer in SEO and AEO optimisation. Not the other way around.

This is important because YMYL content that reads as if it were written for an algorithm (keyword-stuffed, structured around search queries rather than genuine questions) performs poorly in Google’s quality evaluation, regardless of technical SEO execution. Content written to genuinely help a person answer their actual question, uses the language they use, and earns their trust. That’s what Google rewards in health categories.

SOLUTION 4

Decision 4:Structure for AEO from the start.

AI Overviews and answer-engine results increasingly dominate the top of search results for medical queries, and they pull directly from well-structured, authoritative content. Every content piece for Indira IVF was written with this in mind: clear question-answer formatting, concise definitions, properly structured H2s and H3s, and content that can be extracted and surfaced directly as an AI-generated answer.

For a brand like Indira IVF with 200+ centres and clinical authority, being cited in AI Overviews for fertility-related searches is a significant visibility advantage. Content that’s good enough to rank is also good enough to be cited by AI if it’s structured correctly.

SOLUTION 5

Decision 5: Cover the category, not just the brand.

Blogs covered the full spectrum of conditions and questions the target audience has. For example, endometriosis detection and prevention, PCOS management, laparoscopy for PCOS, varicocele and erectile dysfunction, low testosterone, and many others. 

This is deliberate because people who reach Indira IVF through an informational article about PCOS didn’t search for a fertility clinic. They searched for answers. The content meets them where they are, builds trust through genuine usefulness, and creates a natural pathway to appointment booking without ever being promotional.

Results

  • Multiple Articles Ranking on Page 1 for Competitive Medical Queries: Articles on topics like “how to detect endometriosis,” “how to prevent endometriosis,” “can varicocele cause erectile dysfunction,” “what happens with low testosterone,” “laparoscopy for PCOS,” and “is PCOS dangerous” have ranked on page 1 of Google. These are genuinely contested search terms in the medical content category, where established health publishers like WebMD, medical journals, and major hospital networks like Mayo Clinic and Cleveland Clinic compete. Ranking on page 1 in this environment reflects content quality and E-E-A-T signals.
  • Good Audience Engagement on Ranked Articles: Beyond rankings, the content is performing on engagement – the signal that the people arriving on the pages are actually reading rather than bouncing off. For fertility content written for a sensitive and emotional audience, engagement is arguably a more meaningful metric than traffic volume alone.
  • Topical Authority through Content Built Across the Full Funnel: Doctor profiles, location pages, treatment pages, and condition-specific blogs are collectively building Indira IVF’s content infrastructure. This is the kind of comprehensive, topical coverage that compounds in authority over time and positions the brand for AI Overviews and LLM visibility as they become the primary discovery surface for medical queries.
  • 30–50 High-Quality Content Pieces Per Month: The engagement is producing 30–50 articles monthly, each meeting the medical credibility standard, the empathy standard, and the AEO standard.

Why Healthcare Writing Is Not General Content Writing

Most content writing projects ask for quality, accuracy, and SEO performance. Indira IVF’s brief asked for all of that, but in a category where:

  • The reader is often experiencing one of the most emotionally difficult periods of their life.
  • The content has to meet Google’s highest quality standards (YMYL) while remaining accessible to a non-medical audience.
  • The subject carries a social stigma that affects how the content needs to be framed, particularly for tier 2 and tier 3 audiences.
  • The output volume was 40–60 pieces per month without compromising on any of the above.

The answer was operational: build the right team first. Writers with actual clinical credentials. Editors sensitised to the specific emotional context. A process that ensures medical accuracy and empathetic tone are reviewed as separate, equally important quality dimensions.

The articles that ranked on page 1 did so because they genuinely deserved to. Because someone with a BDS degree wrote them accurately and someone trained in empathetic editorial reviewed them for human resonance. That combination, at scale, is what this programme is.

Writing Medical or Healthcare Content at Scale?

Healthcare, pharma, wellness, and fertility are among the categories where content quality is scrutinised differently, where YMYL standards apply, and where the person reading your article is not browsing casually. They are looking for answers that matter. Generic content writers can produce volume. What this category requires is medical credibility, emotional intelligence, and the editorial infrastructure to maintain both at scale. That’s a different kind of content programme. If you are looking to build healthcare content that’s medically credible, empathetic, and built for search, let’s talk.

Call Us At 9910203445
write to sales@justwords.in
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