The Independent Pharmacy

The Independent Pharmacy, a leading UK-based online pharmacy, was running an affiliate program that wasn’t delivering the right value. With an inefficient and heavily coupon-led affiliate program that failed to drive true incremental sales. With 64 out of 140 active publishers relying on coupon strategies, the program was plagued by fraudulent sales and cannibalization of conversions from other marketing channels. Compared to GA4 data, the affiliate program reported 900% more sales, highlighting major attribution discrepancies.

Despite generating revenue, the program lacked optimization, with a large portion of commission spend wasted on low-value, non-incremental publishers—leading to high costs and inefficiency. There was no publisher segmentation or performance-based commission structure, resulting in unnecessary payouts that hurt profitability. Plus, without newsletter communications, publisher engagement and collaboration were minimal.

That’s where RevWise stepped in. Within 90 days, we:

✅ Audited and removed 63 low-value coupon publishers

✅ Introduced tiered CPA rates to prioritize high-value partners

✅ Re-engaged publishers with strategic newsletters

✅ Shifted focus to mid- and top-tier partners driving real sales

Our data-driven approach helped The Independent Pharmacy boost conversions, lower CPA, and improve ROI—turning their affiliate program into a scalable, profit-generating channel.

In this case study, we’ll break down the key optimizations, challenges, and results. If you want to maximize profitability and drive real growth, read on to see how we did it.

By restructuring The Independent Pharmacy’s affiliate program with a focus on true incrementality, RevWise transformed it into a profit-driven channel. Instead of just tracking revenue, we optimized profitability—ensuring every affiliate added real value.

We removed low-value and fraudulent partners inflating costs and rebuilt the program around mid- and top-tier affiliates, expanding beyond bottom-funnel partners to content creators who drive brand awareness and guide customers toward purchase.

To ensure long-term success, we introduced quarterly health checks, optimizing or suspending underperformers while supporting top affiliates for maximum results. This ongoing refinement kept the program efficient and profitable.

The impact? An 11.27% YoY increase in conversion rate and a 26% reduction in CPA—boosting profitability and sustainable growth.

RevWise’s data-driven, hands-on approach unlocked the full potential of The Independent Pharmacy’s affiliate program, proving that with the right strategy, brands can achieve both immediate and lasting success.