The Independent Pharmacy
Within the first 90 days, we made deep structural changes which ultimately saved our client five-figures (£) in monthly wasted or inefficient commission. This is how RevWise Transformed The Independent Pharmacy’s Affiliate Program for Profitability and Growth.
-0%
MoM Commission Spend
+0%
YoY Conversion Rate Increase
£0
Saved in wasted affiliate costs within 3 months
Executive summary
01 Revamp
Eliminated low-value partners and restructured commissions to maximize profitability.
02 Refocus
Shifted strategy from coupon-heavy traffic to high-quality, incremental publishers.
03 Revitalise
Transformed the program with diversified affiliates, boosting brand awareness and revenue.
'We couldn’t be happier with the results. From the outset, their team demonstrated deep expertise, professionalism, and a proactive approach that made a real impact on our affiliate program.'
The Independent Pharmacy
Client Feedback
'We couldn’t be happier with the results. From the outset, their team demonstrated deep expertise, professionalism, and a proactive approach that made a real impact on our affiliate program.'
The Independent Pharmacy
Client Feedback
'We couldn’t be happier with the results. From the outset, their team demonstrated deep expertise, professionalism, and a proactive approach that made a real impact on our affiliate program.'
The Independent Pharmacy
Client Feedback
'We couldn’t be happier with the results. From the outset, their team demonstrated deep expertise, professionalism, and a proactive approach that made a real impact on our affiliate program.'
The Independent Pharmacy
Client Feedback
'We couldn’t be happier with the results. From the outset, their team demonstrated deep expertise, professionalism, and a proactive approach that made a real impact on our affiliate program.'
The Independent Pharmacy
Client Feedback
Program before Launching with RevWise
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.
Refocusing the Affiliate Program
In the first 90 days, we implemented significant structural changes that ultimately saved The Independent Pharmacy five figures (£) in monthly wasted or inefficient commission spend. Our priority was to eliminate low-quality, non-incremental, and fraudulent publishers while redirecting the budget toward high-value partners.
We began with a comprehensive program audit, identifying underperforming affiliates that failed to drive meaningful sales. Based on these findings, we introduced a new CPA rate structure, strategically reallocating the budget to key partners while lowering the overall CPA and commission spend.
One of the most impactful changes was the removal of 63 coupon publishers, which had been inflating costs without delivering genuine incremental sales. This shift allowed us to refocus the program on mid- and tier-one publishers, resulting in improved conversion rates and stronger overall performance.
With voucher publishers out of the equation, we saw a significant increase in sales generated by Closed User Groups, cashback platforms, and loyalty partners—creating a more sustainable, value-driven ecosystem in a last-click attribution model.
Mission Statement Alignment
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.
RevWise offers a market-first ‘outreach focused’ affiliate growth process
RevWise offers a market-first ‘outreach focused’ affiliate growth process
Regardless of the network your affiliate program is currently hosted on, our approach results in net new sales growth due to an ‘always on’ new-partner acquisition funnel. Approaching publishers - not as an agency - but as your brand. We use a methodical outreach process to research, identify and engage with publisher decision-makers directly. Going to market as your in-house affiliate team allows us build and maintain one-to-one relationships with contextually relevant growth-driving publishers needed for your program.
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16:32
Messenger
Gary Winter
Head of Growth - Co-Founder
Angelina Daneva
Operations Manager
Jamie Brusey
Head of Operations - Co-Founder
Silvena Hristova
Operations Manager
Maria Picornell
Account Director
Dan Hull
Senior Account Director
Veronica Garcia
Account Director
Edward Dare
Commercial Manager
Olivia Drage
Head of Sales
David Marks
Non-Exec Advisor
Jasmine Ovall
Digital Marketing Manager
Charlie Culff
Credit Controller
Vlad Kostyna
Senior Affiliate Account Manager
Stoyan Yanev
Affiliate Marketing Team Leader
Yanitsa Yaneva
Affiliate Marketing Team Leader
Milena Stefanov
Senior Affiliate Account Manager
Borislav Nachev
Senior Affiliate Account Manager
Jess Anatasi
Social Commerce Lead
Nikolay Dragnev
Senior Affiliate Account Manager
Boyana Koleva
Senior Affiliate Account Manager
Fabrice Gagneux
Lead Developer
Shey Giron
Head of Data & Research
