DiversifyRx: What It Covers and What Marketing Still Needs
RevealSite Team
September 17, 2026 · 9 min read
Key Takeaways
✓DiversifyRx is a coaching and membership program built by pharmacist Lisa Faast, not a marketing agency
✓Independent pharmacy gross margin fell to 19.7% in 2023, the lowest in NCPA's 10-year Digest history
✓81% of independent pharmacies now offer MTM services, making visibility the deciding factor over capability alone
✓RevealSite handles local SEO, ads, and content, the marketing side that DiversifyRx coaching does not cover
✓Pharmacies that market a new service the same week they launch it see faster uptake than those relying on word of mouth
✓Look for a marketing partner with pharmacy-specific experience, not a general small-business agency
If you're researching DiversifyRx, you probably already know what it does well: coaching independent pharmacy owners on how to diversify revenue through clinical services. What it does not do is get patients through your door. That gap is where a lot of comes in, and it is worth understanding before you assume the two are competing for the same job.
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DiversifyRx and RevealSite solve different problems. One teaches you what to add to your business. The other gets the word out once you have added it. This article breaks down what each one actually does, where pharmacy owners get confused, and how the two work together rather than against each other.
What Is DiversifyRx, and What Does It Actually Offer?
DiversifyRx is a training and business coaching program for independent pharmacies, built around founder Lisa Faast's Pharmacy Badass University membership, not a marketing agency. It teaches owners how to add new clinical revenue streams and rebuild margin, but it does not run your website, ads, or patient acquisition.
Who Runs DiversifyRx, and What Is the Membership?
Founded by pharmacist Lisa Faast, the program built its reputation on the "Pharmacy Badass" brand: a podcast, an annual conference, and a paid membership that walks owners through adding services such as:
Medication therapy management (MTM)
Point-of-care testing
Compounding
DIR fee mitigation and merchant cost audits
Members also get templates, group coaching calls, and a community of pharmacy owners solving similar problems, most of them navigating the same reimbursement squeeze from PBMs and Medicare Part D.
What DiversifyRx Does Not Cover
That is genuinely useful. Reimbursement pressure has made dispensing-only pharmacies harder to sustain, and it gives owners a structured path to new revenue lines they might not have prioritized on their own. But the program is explicitly about operations and clinical services, not patient-facing promotion.
Why Isn't DiversifyRx Enough on Its Own?
DiversifyRx isn't enough on its own because its coaching covers what to add to the business, not how to get patients to know about it. Margin pressure has never been tighter for independents, and a new service line only helps once patients actually walk through the door.
Weighing a marketing partner is its own decision, separate from choosing a coaching program.
Common Marketing Gaps DiversifyRx Coaching Doesn't Cover
New clinical services with no promotion plan, so uptake stays flat for months
A newly recommended product line (like CBD or supplements) with no local SEO to support it
Coaching on cash flow and DIR fees, but no help with the website or Google Business Profile that brings in new patients
According to the NCPA 2024 Digest Report, independent pharmacy gross margin fell to 19.7% in 2023, its lowest point in the report's ten-year history. Part of that squeeze came from a timing shift. Starting January 1, 2024, Medicare Part D moved DIR fees to point-of-sale, creating what CMS itself described as a cash-flow shock for pharmacies still absorbing retroactive 2023 fees. Diversifying revenue matters more than ever. So does making sure patients know about it.
Related: If you are comparing pharmacy vendors by category, our breakdown of another popular tool follows the same logic. See the GRX Marketing comparison →
Is DiversifyRx a Marketing Agency?
No, DiversifyRx is not a marketing agency. It is a coaching and community platform focused on operational and clinical revenue diversification, closer to a business school than a marketing vendor. It does not build websites, manage ad accounts, or write SEO content for member pharmacies.
This distinction trips people up, and it is exactly why owners assume it covers marketing when what they actually need is a separate partner alongside it. Both categories get lumped together as "pharmacy growth" tools. But a coaching membership and a marketing department run on different mechanics. A coaching membership sells access to frameworks and a peer community. A marketing partner sells ongoing execution instead:
Writing blog posts and patient education content
Managing ad spend across Google and Meta
Responding to Google reviews every week
Neither model is wrong. They are just built for different jobs. Confusing the two is how pharmacies end up paying for business coaching and still wondering why their new services are not filling up. NCPA data shows independents represent 35% of all US retail pharmacies, and no single chain outnumbers them combined. The competition for local patient attention is real even before a new service enters the mix.
Already diversifying your services?
RevealSite runs the marketing side, from local SEO to paid ads, so new clinical services actually get noticed.
What Marketing Gaps Does a Revenue Diversification Program Leave Open?
A revenue diversification program leaves the demand-generation side untouched: new MTM appointments, point-of-care testing slots, or a compounding line still need local search visibility, ads, and content to reach patients. Without that, 81% of independents now offering MTM compete for the same slow trickle of walk-in awareness.
Think about what a new service actually requires to succeed beyond the clinical setup itself: signage, a Google Business Profile update, a patient email list, or a front-desk script, depending on the service. None of that comes standard with a coaching program built around billing and workflow.
The AMCP Foundation's 2025 survey found that 52% of pharmacies with a testing lab offer point-of-care services, most commonly flu, glucose, and HbA1c testing. That is a crowded field. Visibility, not just capability, decides who gets the patient.
Adding a clinical service is operational. Getting patients to use it is marketing.
What Each New Service Still Needs to Reach Patients
How Does RevealSite Complement DiversifyRx's Coaching Model?
RevealSite handles the marketing execution that a coaching program was never built to do: local SEO, Google Business Profile, paid ads, content, and reputation management. The two rarely overlap, since one shapes what services a pharmacy offers while RevealSite drives the patients who need to hear about them.
Picture a pharmacy going through this kind of coaching program this year. They add MTM billing in January, a point-of-care testing station in March, and a revamped OTC section by summer. Each of those milestones is a marketing moment: a new landing page, a Google Business Profile post, an email to existing patients. RevealSite builds and runs that side while the pharmacy focuses on the clinical rollout.
How the Two Tracks Run Side by Side
DiversifyRx coaching identifies a new service to add
The pharmacy implements the operational and billing side
RevealSite builds the marketing around the launch: website update, local SEO, and a promotional push
Both track results independently: DiversifyRx on margin and workflow, RevealSite on traffic and new patients
For pharmacies using it and wondering who handles the marketing side, this pairing is the real answer. Neither vendor needs to know about the other for either track to work well.
Content built around your services, not generic templates
Blog posts, patient education, and social content that explain what you actually added, written for your pharmacy specifically.
What Should You Look for in a Marketing Partner If You're Already Diversifying Services?
Look for a partner that understands pharmacy specifically, not general small-business marketing, since compliance language, HIPAA-aware forms, and clinical service positioning differ from a typical local business. Ask how they handle Google Business Profile for pharmacies, what they charge, and whether they report results monthly.
General small-business marketing agencies often miss pharmacy-specific details: refill request compliance and the fact that "near me" search behavior for pharmacies looks different from most local businesses. NCPA counted 18,984 independent pharmacies still operating in mid-2024, down from 19,432 the year before, so every marketing advantage counts. A marketing partner for a pharmacy running this kind of program should offer that specific expertise, not a generic small-business playbook. A partner who has actually built pharmacy websites will know this without being told twice, and will not need a lengthy onboarding call to explain what a compounding pharmacy even does.
Google Business Profile updates are marketing work, not something a revenue-coaching program tracks.
Ask a prospective partner how they would market a service you added through the program specifically, whether that is MTM, point-of-care testing, or a new supplement line. A vague answer about "social media strategy" is a warning sign. A specific answer about the Google Business Profile category, the landing page structure, and the review-generation workflow for that exact service is what you are looking for.
What to Look For in a Pharmacy Marketing Partner
Experience with pharmacy Google Business Profile categories and attributes specifically
A track record of pharmacy client results, not just general local business case studies
Clear monthly reporting so you can see whether traffic and calls are actually moving
No long-term lock-in that punishes you for testing whether it works
Watch Where the Ad Budget Actually Goes
Cost matters too. The average Google Ads cost-per-lead across industries was $66.69 in 2024, roughly three times the Facebook Lead Ads average. A partner who understands where pharmacy budgets stretch furthest will not default to the most expensive channel out of habit.
The Bottom Line: DiversifyRx and Marketing Work Better Together
DiversifyRx and a marketing partner solve different problems, so treating them as competitors costs pharmacies momentum. The real return comes from running both at once: let coaching add new clinical services while a marketing partner makes sure patients actually hear about each one.
Semrush's 2024 content marketing research found that pharmacies publishing consistently generate far more leads than those that stop after one post, and that gap only widens over time. Whatever program you choose, DiversifyRx included, bring in a marketing partner from day one so every new service has a plan to reach patients immediately. For more on making the two work together, see our complete independent pharmacy marketing guide.
Ready to market what you've already built?
See how RevealSite handles the marketing side for independent pharmacies diversifying their services.
No. DiversifyRx is a coaching and membership program built around revenue diversification and clinical services, not marketing execution. It does not build websites, run ad campaigns, or manage a pharmacy's local SEO, content, or reputation, which is a separate function entirely.
Can you use DiversifyRx and a marketing agency like RevealSite together?▼
Yes, and many owners already do. DiversifyRx teaches which clinical and operational services to add to the business, while RevealSite handles the marketing that gets patients in the door for those services. The two rarely overlap in practice.
What does DiversifyRx actually teach pharmacy owners?▼
DiversifyRx coaches independent pharmacy owners on adding clinical revenue streams such as MTM, point-of-care testing, and compounding, plus operational topics like DIR fee mitigation, merchant cost audits, and general business coaching through its membership community.
Does DiversifyRx include any marketing support for pharmacies?▼
Not directly. DiversifyRx focuses on operations and clinical services rather than marketing execution. For local SEO, paid ads, website builds, and content, pharmacies typically pair DiversifyRx with a dedicated marketing partner such as RevealSite.
How much does DIR fee timing affect independent pharmacy margins?▼
Medicare Part D moved DIR fees to point-of-sale starting January 1, 2024, according to CMS. That created a cash-flow shock for pharmacies still absorbing retroactive 2023 fees at the same time the new rules took effect.
Do new pharmacy services need marketing to succeed?▼
Yes. Adding a clinical service solves a capacity problem, not an awareness one. Google Business Profile updates, local SEO, targeted ads, and clear patient communication decide whether patients actually learn the new service exists at all.
