Let’s start with the number: One billion dollars. That’s how much ProxsysRx — which has merged into VytlOne — had generated, by the end of 2025, in Savings For Patient Care & Support for the hospitals they serve. When we launched their content campaign in October 2021, that number was $20 million.
That’s a 25x increase. In just over two years. If you work for a company that serves hospitals, health systems or healthcare providers, we’d like to think we can help you achieve your own growth objectives.
The healthcare sector is one of the most competitive, regulated and misunderstood marketing environments on the planet. It’s where our agency thrives.
The problem ProxsysRx had (and you may also have)
As we noted in our TechBilders profile of company founder George Salem, he created ProxsysRx to address the significant inefficiencies he’d identified among the providers, distributors, insurers, manufacturers and end-users of prescription drugs — specifically in relation to hospitals’ under-appreciation of Pharmacy’s potential to improve revenue and (more importantly) the quality of their healthcare services.
Our primary initial campaign focus was on the 340B drug pricing program, which enables eligible non-profit health systems to refill outpatient prescriptions at a fraction of market prices, then get reimbursed at full market prices by drug manufacturers. The financial impact for participating hospitals is enormous.
The problem? ProxsysRx had never clearly communicated exactly how they could benefit the hospitals they served.
Sound familiar? It should. In our experience, it’s the single most common marketing problem among B2B companies that serve the healthcare industry. You’re so deep inside your products and services, you forget that your potential clients aren’t. They don’t know what you do, or why they need you. And they certainly can’t articulate your value proposition to the CFO who controls the budget.
So that’s where we started.
Step One: Brand strategy and a complete rebrand
As we note in our ProxsysRx case study: Before we wrote a word of content or bought a single ad impression, we rebuilt ProxsysRx’s brand from the ground up. New logo. New brand standards. New messaging architecture. New website.
While the new visual identity was a significant upgrade, the purpose of the rebrand wasn’t cosmetic. It was strategic. We had to get crystal-clear on what ProxsysRx did, who they did it for, and why it mattered more than any competitor in the space.
Every headline, subhead and message we produced, from that point forward, supported our rebranding strategy. Here’s why:
A great SEO / GEO campaign built on a weak brand message is a house built on sand. Better rankings may come. Conversions won’t.
Step Two: The content campaign — 50 posts and an 18,000-word pillar post
When we launched ProxsysRx’s content campaign in late 2021, they had exactly two 340B-related terms ranked in Google. Two. For a company whose primary income stream at the time came from its support of health systems’ 340B program, that’s not just a missed opportunity. It’s a competitive liability.
We fixed that. Over the next four years, we published fifty targeted 340B posts, each one built around specific search queries used by the hospital executives and program managers who are ProxsysRx’s primary 340B-services prospects.
We also published an 18,423-word Pillar Post — a comprehensive, authoritative guide to the 340B program that combines excerpted content from all fifty posts into a single, deeply-linked resource. It’s the kind of content that earns backlinks, builds Domain Authority, and signals to search engines (and to AI platforms) that ProxsysRx was the authoritative source on this topic.
The results?
WITHIN TWO MONTHS: ProxsysRx ranked for 50 critical keywords and phrases. Five in the Top 10.
BY Q4 2025: ProxsysRx ranked for 926 keywords and phrases, with 61 at Number One, 94 on Page One, 129 in the Top Five and 179 in the Top Ten.
BACKLINKS: Our most popular post had generated, by Q4 2025, more than 1,100 backlinks — a huge credibility-building benchmark, and one that moves the needle on Domain Authority in a significant, meaningful way.
Step Three: GEO — Getting Cited By AI Platforms
This is the part of the story that we’re most excited to tell right now. It represents the future of search, and most of your competitors aren’t thinking about it nearly enough. GEO (Generative Engine Optimization) means creating content that AI platforms — like ChatGPT, Claude and Google Gemini — cite as authoritative source material when answering queries from your target market.
It’s not enough to rank on Page One of Google anymore.
Your prospects are increasingly getting their information from AI assistants, and those assistants are pulling from a relatively small pool of content they consider authoritative and trustworthy. Getting into that pool is the new frontier of B2B content marketing.
What this means for healthcare providers and hospital services companies
Our initial work for ProxsysRx was built around the single market, 340B-eligible hospitals. But the strategy we used — deep subject-matter content, long-tail keyword-targeting, brand authority building and GEO optimization — translates directly to any company that markets to the healthcare sector.
When your prospects ask AI assistants about your product-and-services category, does it cite your content? If you’re not sure, the answer is probably no. That’s a problem we can solve.
Two years into our 340B campaign, we launched a separate content campaign targeting hospitals seeking to build and own on-campus specialty pharmacies. Since then, ProxsysRx’s specialty pharmacy income has increased exponentially.
Testing our own effectiveness in GEO
In November 2025, we asked ChatGPT, “What are the latest 340B updates impacting eligible hospitals’ specialty pharmacies?” — a query that maps directly to ProxsysRx’s most valuable prospects. ChatGPT cited seven of our posts as source materials. Seven.
We’ve served healthcare providers of all kinds, from private practices to multi-location health systems. We know the language, the regulatory environment, the procurement process, and — crucially — the specific concerns of administrators, physicians and CFOs who make buying decisions.
In healthcare B2B marketing, generic content doesn’t just underperform. It actively undermines your brand, and your marketing objectives. The decision-makers you’re trying to reach can spot surface-level content from a mile away. When they see it, they move on. Possibly to a competitor who’s invested in content that demonstrates genuine expertise.
The content we produce for healthcare clients isn’t written by generalists who Googled the topic the day before. It’s built on a foundation of real industry knowledge, developed over years of working inside the healthcare sector — and it shows in the results.
Our Healthcare-Marketing Campaign Toolkit
For the record, here’s what a comprehensive digital campaign looks like for a Hare Communications healthcare services client:
Brand Strategy & Rebrand
Strategic positioning. Logo. Brand standards. Messaging architecture.
Website Development
Full redesign built to convert qualified prospects, not just generate traffic.
SEO / GEO Content Campaign
Keyword-targeted and AI-citation-optimized blog posts. Pillar post content.
White Papers & Resource Guides
High-value downloads that build brand authority and capture qualified leads.
Digital Advertising
Paid search campaigns targeted to your specific buyer personas.
Organic Social Media
Relevant posts, typically published twice-weekly to multiple LinkedIn accounts — supplemented with blog posts published on your website re-purposed as LinkedIn articles. Plus targeted informational posts published to industry-specific LinkedIn groups.
Video Production
Explainer videos. Testimonials. Brand films. All built for the healthcare audience.
Sales Funnel Management
Email campaigns. Lead-nurturing sequences. CRM integration.
PR
Media relations. Thought leadership placements. Industry publication outreach.
Trade Show Marketing
Pre- and post-show direct messaging to attendees, as well as social media posts. Pre-show PR. Booth design & production. Printed collateral and specialty-item handouts.
It’s a comprehensive campaign, and the results it produces are comprehensive.
One more number
We mentioned $1 billion earlier. We should give that number a little more context.
ProxsysRx’s metric — “Savings For Patient Care & Support” — represents the cumulative financial benefit their hospital clients had earned as a result of the services ProxsysRx provides. It’s a compelling proof point, and it’s the kind of number that attracts the attention of hospital CFOs.
Part of our job was helping ProxsysRx effectively use this number as a marketing asset. That’s brand strategy. That’s messaging. That’s understanding what your audience cares about — and then giving it to them in a format they can act on.
If you serve hospitals, health systems or healthcare providers — and you’re not getting the market share your products or services deserve — let’s talk.
About Hare Communications
We’re a Birmingham, Alabama-based full-service advertising agency with a successful track record in B2B and B2C healthcare marketing. We know the sector. We know content strategy. We know how to build the kind of brand authority that earns both Google rankings and AI citations.
If ProxsysRx’s story sounds familiar — a great company offering a complex product-and-services suite, with a target market that doesn’t fully understand your value proposition — we know exactly where to start.
We’re a comparatively small agency, and we’re selective about the clients we serve. But if healthcare is your market, we’d love to learn about what you’re doing — and where you want to go.
To schedule a preliminary conversation at your convenience,
contact Francis Hare at hare@harebrains.com or 205-873-1105.
