We looked at the digital footprint of Georgia’s leading pharmacy brands — and found three very different stories.
Aversi, PSP and GPC are three of the most recognizable names in Georgia’s pharmacy market. They compete for similar customers, carry many of the same categories and increasingly communicate far beyond medicine — from beauty and skincare to wellness, lifestyle and seasonal campaigns.
But being in the same business doesn't necessarily mean occupying the same place in the customer's mind. Using Hapttic, we looked at how the three brands appeared across public digital conversations in 2026: what people were saying about them, how customers described their experiences, what the brands themselves were communicating and how they appeared in AI-generated answers.
The result was less about finding a winner and more about discovering what each brand seems to own in the conversation.
Social Listening: What People Say About Aversi, PSP and GPC
One of the first things we looked at was Share of Voice: how much of the conversation around the three brands belonged to each one.
Through the Social Listening feature, Hapttic tracks public conversations across social media, online media, forums and other digital sources, analyzing not only how often a brand is mentioned, but what people are talking about, how they feel and what is driving the conversation.
Key findings:
Aversi generated the highest overall volume of public conversation during the analyzed period. The difference in volume isn't huge - which makes what sits underneath it much more interesting.
Aversi appeared frequently in practical discussions around medicine and product availability, pharmacy locations and everyday healthcare needs. This gives the brand something particularly valuable: visibility that isn't dependent only on campaigns or promotions.
PSP showed a stronger connection with promotions, seasonal communication and online shopping-related conversations, while GPC had a particularly visible association with beauty and skincare.
Three pharmacy brands, but three somewhat different territories.
And this is where Share of Voice becomes more than a percentage.
Knowing that a competitor is being discussed more is useful. Understanding what is creating that advantage, which conversations are growing and where your brand has an opportunity to strengthen its position is much more valuable.
We analyzed conversations in public Facebook groups, individual posts and customer discussions. This surfaced some of the recurring criticism around each brand:
These mentions don't necessarily represent the overall customer experience, but they show the value of looking beyond a brand's own comment section: reputation is often being shaped in conversations happening elsewhere.
Customer Reviews: How Aversi, PSP and GPC Compare
Social conversations tell us what people are talking about.
Reviews show what happens when someone actually interacts with the brand.
With Hapttic’s Reviews Analysis feature, customer feedback from review platforms is analyzed collectively to identify sentiment, recurring topics, positive and negative experience drivers and common pain points — rather than treating every review as an isolated piece of feedback.
Key findings:
Product availability, staff interaction and service speed were among the most recurring customer-experience themes across the three brands.
The percentages provide a useful benchmark.
The reasons behind them tell us much more.
Positive experiences frequently came down to surprisingly practical things: finding the required product, helpful employees, convenient locations and smooth service.
Negative feedback followed a similarly practical pattern.
Customers discussed product availability, waiting times, promotional conditions and differences in experience between individual locations.
For large pharmacy networks, that distinction matters.
One complaint about waiting time is simply one unhappy customer. If the same issue begins appearing repeatedly - or suddenly increases around a particular location — it becomes something else entirely.
A pattern.
And that's where customer feedback moves from reputation monitoring into business intelligence.
Hapttic can identify recurring issues and generate recommendations around the areas that deserve attention first, helping teams understand what is changing, where it is happening and which customer-experience problems may require action.
Sometimes the most valuable customer research isn't hidden inside a survey.
Customers are already saying it publicly.
Curious what customers are really saying about your brand?
Go beyond individual reviews and mentions with Hapttic. Request a Demo ⭠
Content Analysis: How Aversi, PSP and GPC Communicate Online
The next layer was analyzing the brands’ owned channels.
Hapttic’s feature: Content Analysis tracks what brands publish, where and when they publish it, which topics and formats they use, who they collaborate with and how audiences respond. This allows us to compare competitors' content strategies over time — not just by performance, but by understanding what they are actually communicating and what creates a response.
Key findings:
Recent campaigns illustrate this well. During the simultaneous TIRTIR launch, GPC generated approximately 800K views and 1.5K engagements, compared with around 700K views and 1K engagements for Aversi. But the audience response differed: GPC's conversation focused more heavily on the influencers, while Aversi generated more discussion around TIRTIR itself, availability and purchase intentions.
PSP took a different direction with “You Can't Hide From the Sun”, turning SPF awareness into a broader summer campaign, including its collaboration with Gulf. GPC's relatable summer content around different types of people in the sun also generated strong reactions and organic sharing.
These are individual campaigns. The real intelligence appears when hundreds of pieces of content are analyzed together.
Which competitor is publishing more frequently? Which topics are increasing? Who are they collaborating with? Which formats repeatedly generate a response? What has changed compared with three months ago? What are people saying in their comments?
And importantly: what should your brand test next?
Hapttic uses these patterns to generate content recommendations and identify opportunities revealed by both a brand's own performance and competitor activity.
That's a very different view of the market than checking competitors’ Instagram pages once a month. That's why, after monitoring and tracking, Hapttic generates insights and recommendations — my favorite section of the platform.
I’ll tell you more about it later; it’s a whole different story. Imagine tracking and monitoring all of this data and then turning it into an actionable plan. If I were a marketing manager, I would die to have all of this. But let's discuss that later.
AI Listening: How Aversi, PSP and GPC Appear in AI Search
There is now another place where Aversi, PSP and GPC compete — and it's one that many companies still aren't actively monitoring.
AI.
People increasingly ask ChatGPT and other AI platforms questions they once typed into search:
Through Hapttic’s AI Listening feature, we analyze how brands appear in AI-generated answers — whether they're mentioned, how prominently they appear, which competitors appear alongside them and which sources influence those answers.
Key findings:
The differences became even more interesting at the prompt level.
A brand could perform strongly in general pharmacy discovery and become significantly less visible when the same customer asked about a specific product, service or location.
AI visibility isn't one ranking - it changes with every customer need.
And finding the gap is only the first step. What exactly should pharmacy websites change to become more visible to AI? That’s the main question.
Based on these findings, Hapttic also generated AEO recommendations for the brands, identifying opportunities across their websites and wider digital presence that could help strengthen visibility in AI-generated answers. Hapttic got us lots of new ideas about the Aversi, PSP and GPC websites, as well as content that could be more readable and easier for AI to cite, so these activities go beyond just monitoring.
What Marketing Intelligence Reveals About Georgia’s Pharmacy Market
If we looked only at the headline numbers, we could simply say that Aversi generated the largest Share of Voice and strongest overall AI visibility in our analyzed sample.
But that would miss most of the story.
What's more interesting is how differently these three brands are building their digital identities:
And each creates blind spots that may be difficult to see when a brand only looks at its own analytics.
Because customers don't experience companies through separate dashboards.
They see a campaign. Visit a store. Search for a product. Leave a review. Talk about the experience. Ask AI for a recommendation.
Monitoring tells you what happened. Intelligence should help you decide what to do next.
That's why Hapttic doesn't stop at mentions, sentiment, content performance or AI visibility. It connects those signals, identifies patterns and turns them into strategic recommendations around what brands can improve, test or prioritize next.
Because somewhere among thousands of conversations, reviews, campaigns and AI answers, customers are already explaining why they choose one brand over another.
The opportunity is knowing how to listen - and what to do with what you hear.
Ready to See Your Brand Through Marketing Intelligence?
Go deeper into your brand health management, customers feedback and competitor analysis with Hapttic.
See what people are saying, understand what drives customer sentiment, discover what competitor content is working, track how AI platforms perceive your brand - and get strategic recommendations on what to do next.
