ALL WORK
Fewer clicks but more conversions in AI search
AI answers are absorbing search traffic. We helped RedSail’s pharmacy software brands turn less traffic into more conversions.
+82%
Increase in organic conversions for PioneerRx on 31% less traffic
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When traffic stops growing
Three pharmacy software brands, one marketing team
RedSail Technologies owns the software behind a large share of America’s independent pharmacies, including PioneerRx and BestRx. Perrill runs SEO, GEO, and paid media for the parent company and its product brands, each with its own site, ad account, and buyers.
The tension
Visibility wasn't turning into business
PioneerRx was seen millions of times in search but converted just 0.28% of organic visits. BestRx’s paid ads had a low cost per lead, but the leads were mostly spam calls. And with AI answers taking over more searches, clicks to PioneerRx and BestRx were falling.
The turn
Chase qualified buyers instead of just clicks
Perrill reset each brand’s goals around the actions that matter—conversions and real leads—and made sure the brands showed up in AI answers, where more pharmacy buyers now start their search.
Show up where buyers are starting their search
We tracked 199 prompts across five AI platforms in PAVE, with a separate set for each brand. When RedSail was mentioned in an AI answer, 97% of the time it was also cited. The real gap was getting mentioned at all. We focused on earning the third-party coverage AI engines trust.
Trade cheap leads for real ones
BestRx’s low-cost ad conversions were mostly spam calls. We turned off Search Partners and Display, cut Reddit ad spend in half, and rebuilt campaigns across search, PMax and Demand Gen. Cost per lead went up, but so did lead quality.
Fix the pages that sell
PioneerRx’s most important sales page was being crawled by Google but never indexed. We fixed it, and now the page ranks on page one of Google. While a site redesign was on hold, we launched a monthly content program for practicing pharmacists and relaunched a near-dormant Google Ads account.
Run the brands as one portfolio
We gave each brand a clear focus: product searches for PioneerRx and BestRx, and portfolio-wide services like long-term care and pharmacy switch for RedSail. Cross-brand negative keywords stopped the brands from bidding on each other’s names. On pharmacy services questions, AI answers now mention RedSail more than twice as often as healthcare giant McKesson.
The payoff
Better results on less traffic
Higher conversion rates. Real leads. A leading share of AI answers.
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PioneerRx conversion rate
2.6x
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BestRx AI visibility
79%
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RedSail AI mentions vs. McKesson
2.2x
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