How we helped ProxsysRx grow from $20M to $1B in just over four years
If you work in healthcare — especially on the provider or services side — you’ve probably felt this tension: You know you deliver real value. But the market doesn’t fully understand it. So you do what most organizations do. You invest in marketing.
- A new website.
- More blog posts.
- SEO.
- Maybe even paid campaigns.
And yet, not much changes. Your leads aren’t quite right. Your sales cycle is just as long. And your best prospects still need everything explained from scratch.
This is where most healthcare marketing goes wrong. It’s not a visibility problem. It’s a clarity problem. And until that’s fixed, SEO and GEO won’t move the needle the way you expect.
The hidden challenge of marketing healthcare services.
An ad agency marketing healthcare services is not selling a simple product. You’re offering something complex, integrated, and often mission-critical.
Consider the pharmacy-services company ProxsysRx.
In our website case study, we detail how Hare Communications’ rebranding — and subsequent content campaign — helped Birmingham, Alabama-based ProxsysRx increase total revenue generated from $20 million to over $1 billion in just over four years.
What is ProxsysRx? As we explain in our Techbilders profile of the company founder, George Salem created ProxsysRx (which has since merged with VytlOne) when he identified a significant inefficiency in the complex relationships among the providers, distributors, insurers, manufacturers and end-users of prescription drugs. ProxsysRx’s initial focus was on building-and-owning on-campus hospital pharmacies.
Today, the company’s primary income streams come from 1) Managing eligible hospitals’ 340B drug programs, and 2) Building, accrediting and managing 340B-hospital specialty pharmacies.
In the bigger picture, they help hospitals achieve several critical objectives: Improving patient outcomes and the overall quality of healthcare offered. Keeping control of patient care within the health systems — instead of having to use unaffiliated providers on their care teams. Increasing revenue and cost savings — which has enabled many of the hospitals they serve to expand the services they offer in pursuing their missions in the community. Reducing readmissions and extending patient care beyond discharge. All while integrating their own pharmacy-related services into existing hospital systems and workflows. That’s not a one-line value proposition. It’s a multi-layered story.
“More Content” alone isn’t the answer. Most healthcare organizations respond to complexity by adding more content. More service pages. More explanations. More terminology. This creates a different issue: You’re increasing information while decreasing understanding.
To a hospital executive, your website starts to feel like . . Too many moving parts. Too much jargon. Too little differentiation. And when everything sounds important, nothing stands out.
A great content campaign starts with a great SEO / GEO strategy.
And that starts with a great digital strategist. One who knows how to mine search data to determine the keywords and phrases your prospects are using when they search for the services you offer — and then has the category experience needed to develop the kind of content that ranks in Google and the leading AI platforms — particularly ChatGPT, Claude and Gemini. And yes, we have a great digital strategist.
The real goal of SEO (and GEO) in marketing healthcare services:
Let’s reset something important. SEO (Search Engine Optimization) is not just about ranking. GEO (Generative Engine Optimization) is not just about appearing in AI answers. Those are outcomes — not goals. The real goal is to become the clearest, most trusted answer to a specific problem. When that happens:
- Search engines rank you
- AI systems reference you
- Buyers remember you
- Clarity drives visibility — not the other way around.
That’s how we took ProxsysRx from 2 ranked keywords in 2021 to 926 keywords in Q4 2025. And how ProxsysRx’s website generated literally thousands leads for the company’s development director in one year alone.
What healthcare executives are actually looking for
Hospital leaders are under pressure from every direction. Financial performance. Patient outcomes. Regulatory compliance. Staffing constraints. If you’re marketing services they can offer to patients (like ProxsysRx does), or services they can use to improve their bottom line (again, like ProxsysRx), they don’t have time to figure out what you do.
They’re looking for immediate relevance. Clear outcomes. Low-risk integration. AND, particularly where SEO and GEO are concerned, demonstrated Thought Leadership. When healthcare consumers — whether they’re patients or hospital executives — are searching online, they’re looking for answers to their questions. AND they’re looking for reasons why they should choose you over the competition. If your messaging doesn’t deliver that within seconds, they move on.
Where most healthcare messaging breaks down
We’ve reviewed dozens of healthcare service providers’ websites and blogs over the years, and the same patterns show up again and again.
1. Feature-Heavy, Outcome-Light
You explain what you do — but not what it changes. Example: Before ProxsysRx hired us, their Home Page headline was “Pharmacy Solutions For Health Systems And Their Communities.” It was confusing and vague. What ProxsysRx actually does is help hospitals integrate Pharmacy into their continuum of care, for better outcomes — and better incomes.
Clarifying their message in the marketplace, with a strategically-sound, benefits-based brand line, was our first critical step in optimizing their marketing strategy.
2. Insider Language
Healthcare providers often write to themselves — not to their consumers. Terms like “340B optimization,” “continuum of care integration” and “patient engagement platforms” are just fine when you’re marketing to healthcare providers — but not to healthcare consumers.
3. Fragmented Positioning
Many healthcare providers, and healthcare-service providers, offer laundry lists of services instead of telling a cohesive story. Again, ProxsysRx offers the following: Retail pharmacy. Specialty pharmacy. 340B management and analytics. Patient engagement. Readmission reduction. That’s a big, complicated network of services. Our job in rebranding ProxsysRx, and improving its messaging to hospitals, was to make that system obvious. That led to the first thing visitors see when they visit the company’s website — below.
Shifting healthcare services marketing from services to systems
The companies and providers that win in healthcare marketing often do one thing better than their competitors: They don’t position services. They position systems.
Again, ProxsysRx is an excellent example of this. Although their offerings are available on an á la carte basis, they don’t aggressively sell isolated offerings. The health systems that have benefited most from ProxsysRx’s support take full advantage of their integrated approach to pharmacy management — which impacts both financial and clinical outcomes. That’s a fundamentally different message. And it changed how their prospects perceived the value of their services.
How to build a message that ranks (and converts)
If your goal is to attract hospital systems, your content needs to do more than inform. It needs to reframe how buyers think about their problem. Here’s how we did that for ProxsysRx.
1. Start with the business problem (not the service)
Hospitals are not searching for “pharmacy management partners.” They’re searching for solutions to problems like. “How to optimize 340B savings.” “How to overcome drug manufacturer restrictions on 340B reimbursement.” “How to build, fund, accredit, launch and manage a successful specialty pharmacy.” “How to reduce hospital readmissions.” “How to improve patient medication adherence.” “How to increase hospital revenue without adding staff.”
That’s where ProxsysRx’s content meets their prospects.
2. Make the outcome concrete and specific
Avoid abstract benefits. Instead of “Improved efficiency,” say “Reduced readmissions and stronger post-discharge follow-up.” Specificity builds trust.
3. Show integration, not complexity
Healthcare buyers fear disruption. ProxsysRx’s messaging communicates: Seamless integration. Minimal operational burden and out-of-pocket investment. Clear alignment with existing systems. This reduces perceived risk — which is often the biggest barrier to conversion.
4. Use content to educate, not just attract
This is where SEO and GEO come together. Our blog posts for ProxsysRx didn’t just target keywords like “hospital pharmacy management” and “340B program optimization.” They also answered deeper questions, like: How can you use pharmacy Best Practices to reduce readmissions? Why do most hospital pharmacy programs underperform? Where do hospitals lose revenue without realizing it?
When your content teaches something meaningful, it earns authority. Which is what ProxsysRx now commands in its market.
GEO: The next layer of visibility in healthcare services marketing
AI-driven search is changing how consumers discover companies. Instead of clicking through 10 results, they’re getting synthesized answers. So the question becomes: Will your company be part of that answer?
To gain traction in the AI platforms, your content needs to be structurally clear, semantically rich and insight-driven. In other words, it needs to sound like an expert — not a brochure.
What this looks like in practice
Let’s take a typical healthcare topic: Reducing Hospital Readmissions. Most content will tell readers that follow-up care is important and patient engagement matters. High-performing content goes much deeper. It explains why patients fall through the cracks. It connects medication adherence to outcomes. It shows how integrated pharmacy programs impact both.
This aligns with ProxsysRx’s readmission reduction program — extending care beyond discharge while addressing the real drivers of readmission risk. That’s the level of thinking that earns attention.
The compounding effect of clear messaging
When we clarified ProxsysRx’s message, everything improved: SEO performance. Conversion rates. Sales conversations. Referral quality. Why? Because now their prospects understand, much faster, how ProxsysRx can benefit them. Their value feels more tangible, and their differentiation is obvious. In short, clarity compounds.
A better way to think about healthcare marketing
Instead of asking, “How do we get more traffic?” ask, “How do we become the obvious choice?” Instead of, “How do we rank for more keywords?” ask, “What does our ideal client need to understand before they trust us?” In healthcare, trust is everything. And trust starts with understanding.
Again: The market doesn’t reward complexity
It rewards clarity. You can have the most advanced solution in the world, but if your message feels complicated, fragmented, or unclear, you’ll lose to competitors who explain things better. Not because they’re better, but because they’re understood.
If you want to attract more healthcare clients —
Focus less on producing more content. And more on saying the right thing — clearly, simply and strategically. That’s what drives SEO, GEO and, ultimately, growth.
Better still, contact Hare Communications.
We’re a Birmingham-based, full-service branding, marketing and advertising agency offering Senior Level Strategic Support in developing integrated campaigns that deliver tangible, measurable results for healthcare providers and healthcare services companies across Alabama and the Southeast.
To schedule a preliminary conversation at your convenience, contact Francis Hare at hare@harebrains.com or 205-873-1105.
