What does "AI visibility" mean for my business?

When someone asks ChatGPT, Claude, or Gemini "what is the best..." or "where can I find...", AI gives specific recommendations. AI visibility is a measure of how often — and how positively — these AI platforms mention your business. It's the new version of being on the first page of Google, except now there are no pages — just one answer.

Which AI platforms do you monitor?

Pendium monitors ChatGPT, Claude, Gemini, Grok, Perplexity, DeepSeek, and Google AI Overviews — seven major AI platforms that consumers use to research local services. We run real queries that your customers actually ask and analyze the responses for mentions of your business, competitors, and industry topics.

How does Pendium improve my visibility?

Three ways. First, we identify the exact queries and topics where you're invisible. Second, we generate AI-optimized content — articles, guides, social posts — designed to help AI agents understand your business and recommend your services to the right people. Third, we continuously monitor to track improvement and find new opportunities. Most clients see measurable improvement within 60 days.

How long until I see results?

You'll get your first visibility report within minutes of signing up. Actual visibility improvement varies, but our clients typically see a 47% average improvement within 60 days. Some see results faster — it depends on your current online presence and how competitive your local market is.

Do I need to be technical to use this?

Not at all. Enter your website URL and Pendium handles everything: scanning AI platforms, analyzing your visibility, generating content, and tracking improvement. The dashboard is designed for business owners, not engineers. If you can check your email, you can use Pendium.

What makes this different from SEO?

Traditional SEO optimizes for Google's search rankings — blue links on a results page. AI visibility is different: AI doesn't show links, it gives direct answers. Even if you rank #1 on Google, ChatGPT might recommend a competitor. Pendium optimizes for the new paradigm — making sure AI platforms know about, trust, and recommend your business.

Pricing

Get a demo

Salonpas

Visibility80

Vibe100

Businesses/Healthcare & Pharmaceuticals/Salonpas

AI Visibility & Sentiment

Salonpas

Salonpas is a leading over-the-counter topical pain relief brand owned by Hisamitsu America, offering a comprehensive range of pain-relieving patches, gels, sprays, and creams. With 90 years of heritage since 1934, they are the world's #1 brand of OTC topical analgesics in the patch category, providing targeted relief for muscle and joint pain.

Active Monitoring

us.hisamitsu

Healthcare & Pharmaceuticals

AI Visibility Score

80/100

Excellent

Sentiment Score

100/100

Score by Priority

How often this business is recommended to users across different types of conversations — from direct product queries to broader open-ended conversations where AI could recommend this company's products and services

core

adjacent

AI Perception

Key Takeaways

How AI platforms collectively perceive and describe Salonpas today.

Salonpas has established itself as the undisputed conversational authority in topical pain relief, maintaining a staggering 93% mention rate on ChatGPT and dominating 'trusted brand' queries with consistent #1 rankings. While the brand perfectly captures the 'Sedentary Tech Professional' persona with an elite 1.9 average position, a significant 50% visibility gap in Google AI Overviews represents a critical bottleneck in its otherwise dominant digital footprint.

Working in your favor

Absolute dominance in 'Category Comparison & Trust' queries, frequently securing the #1 spot across ChatGPT, Claude, and Gemini as the premier alternative to legacy brands like Icy Hot.

Exceptional resonance with the 'Sedentary Tech Professional' persona (1.9 avg position), where the brand's 'discreet' and 'no-mess' value propositions are heavily rewarded by AI models.

High-authority positioning in athletic recovery, specifically for post-deadlift muscle soreness where it consistently outranks competitors for immediate relief recommendations.

Gaps to close

Critical visibility deficit in Google AI Overviews (50% mention rate), suggesting that current web content is not being parsed effectively for search-based generative results compared to pure LLMs.

Inconsistent visibility in holistic 'recovery kit' queries, occasionally being omitted entirely from marathon preparation lists where competitors are gaining ground.

Mixed sentiment performance within the 'Performance-Driven Marathoner' persona and AI Overviews, indicating a need for more structured data regarding long-term efficacy versus quick-fix relief.

Opportunities

Capitalize on the 'non-pill' management trend by specifically targeting the 'hand arthritis without medication' niche where mentions are currently sporadic.

Leverage the brand's superior 'vibe check' results to push into lifestyle-oriented AI recommendations for travel and office wellness.

Displace Voltaren and Biofreeze in structured 'recovery kit' lists by creating content that positions patches as a preventative or essential maintenance tool for endurance athletes.

Highest-Impact Actions

Audit and restructure product landing pages for Google AI Overviews (SGE) compatibility.

With a 50% visibility rate in AIO compared to 90%+ in LLMs, Salonpas is missing half of the search-driven AI market; technical SEO must prioritize 'how-to' and 'best for' schema.

Develop targeted content assets around 'Hand Arthritis Management' and 'Non-Systemic Relief'.

Specific gaps in hand-specific arthritis queries allow gel-based competitors to win by default; providing clear evidence for patch efficacy on small joints will close this gap.

Establish 'Kit Integration' partnerships or content strategies for the 'Marathoner' persona.

The 'NOT MENTIONED' result in marathon recovery kit queries indicates that AI models don't currently view Salonpas as a 'must-have' part of a larger recovery ecosystem.

Value Proposition

FDA-approved, clinically proven topical pain relief that delivers targeted, long-lasting relief through innovative patch technology and maximum-strength formulations, available without a prescription at major retailers nationwide.

Overview

Mission

Pioneering pain relief through innovative topical solutions, helping people live more active, pain-free lives for over 90 years.

Products & Services

Pain relief patches (lidocaine, menthol, capsaicin formulations)Topical pain relieving gels and creamsPain relief sprays (Jet Spray)Arthritis-specific pain patchesHot/cold therapy patches

Current State

Visibility Landscape

A high-level view of how Salonpas performs across AI platforms, broken down by strategic priority level — from core brand queries to growth opportunities.

	ChatGPT	Claude	Gemini	AI Overviews
Reputation1q Brand recognition & direct queries	97	97	97	97
“What do you know about Salonpas? What do they do and what's their reputation?”	#1	#1	#1	#1
Core6q Product/service category queries	94	96	95	80
“my lower back is killing me after deadlifts yesterday, what are the best topical patches or sprays for quick relief?”	#1	#1	#1	#2
“what are the best muscle rub brands that don't leave a huge mess but actually work for shoulder pain?”	#3	#2	#1	No
“what's better for arthritis knee pain, lidocaine patches or medicated gels? give me some specific product recommendations.”	#2	#1	#2	#4
“I'm looking for a way to manage my hand arthritis without taking more pills, what are the most effective over-the-counter options?”	#2	#2	#3	#5
“what are the most trusted brands for medicated pain patches right now?”	#1	#1	#1	#1
“top-rated alternatives to icy hot and bengay that actually stay on your skin and don't smell too bad, specific brands please.”	#3	#1	#3	#2
Growth Areas4q Adjacent, aspirational & visionary	97	96	96	62
“help me build a recovery kit for a marathon I'm running, what specific pain relief products should I include?”	#1	#1	#1	No
“what should I look for when choosing a topical pain reliever to make sure it's safe and actually works?”	#1	#2	#2	No
“I get terrible neck tension sitting at my desk all day, what are some discreet pain relief options I can use at the office?”	#1	#1	#1	#1
“what's the best way to deal with back pain while traveling on a long flight, are there any patches that won't get flagged by TSA?”	#1	#1	#1	#1

“What do you know about Salonpas? What do they do and what's their reputation?”

“my lower back is killing me after deadlifts yesterday, what are the best topical patches or sprays for quick relief?”

“what are the best muscle rub brands that don't leave a huge mess but actually work for shoulder pain?”

“what's better for arthritis knee pain, lidocaine patches or medicated gels? give me some specific product recommendations.”

“I'm looking for a way to manage my hand arthritis without taking more pills, what are the most effective over-the-counter options?”

“what are the most trusted brands for medicated pain patches right now?”

“top-rated alternatives to icy hot and bengay that actually stay on your skin and don't smell too bad, specific brands please.”

“help me build a recovery kit for a marathon I'm running, what specific pain relief products should I include?”

“what should I look for when choosing a topical pain reliever to make sure it's safe and actually works?”

“I get terrible neck tension sitting at my desk all day, what are some discreet pain relief options I can use at the office?”

“what's the best way to deal with back pain while traveling on a long flight, are there any patches that won't get flagged by TSA?”

Competitive Landscape

Salonpas

127 mentions

Biofreeze

69 mentions

Voltaren Arthritis Pain Gel

66 mentions

Icy Hot

56 mentions

Voltaren

49 mentions

Aspercreme

38 mentions

Tiger Balm

34 mentions

Voltaren Gel

29 mentions

Bengay

21 mentions

ThermaCare

18 mentions

Lidoderm

16 mentions

Analysis

Insights & Recommended Actions

What's working, what's not, and specific steps to improve Salonpas's AI visibility.

Key Findings

Strength

Absolute dominance in 'Category Comparison & Trust' queries, frequently securing the #1 spot across ChatGPT, Claude, and Gemini as the premier alternative to legacy brands like Icy Hot.

Strength

Exceptional resonance with the 'Sedentary Tech Professional' persona (1.9 avg position), where the brand's 'discreet' and 'no-mess' value propositions are heavily rewarded by AI models.

Strength

High-authority positioning in athletic recovery, specifically for post-deadlift muscle soreness where it consistently outranks competitors for immediate relief recommendations.

Recommended Actions

Audit and restructure product landing pages for Google AI Overviews (SGE) compatibility.

With a 50% visibility rate in AIO compared to 90%+ in LLMs, Salonpas is missing half of the search-driven AI market; technical SEO must prioritize 'how-to' and 'best for' schema.

Develop targeted content assets around 'Hand Arthritis Management' and 'Non-Systemic Relief'.

Specific gaps in hand-specific arthritis queries allow gel-based competitors to win by default; providing clear evidence for patch efficacy on small joints will close this gap.

Establish 'Kit Integration' partnerships or content strategies for the 'Marathoner' persona.

The 'NOT MENTIONED' result in marathon recovery kit queries indicates that AI models don't currently view Salonpas as a 'must-have' part of a larger recovery ecosystem.

Content Engineering

Content Ideas

Content designed to help AI agents learn about your category and recommend your brand.

Programmatic Testing

Sample Conversations

We programmatically analyze questions that real customers are asking to AI agents and chatbots, extract brand mentions and sentiment, analyze every response, and synthesize the data into an action plan to increase AI visibility.

ChatGPT

Claude

Gemini

AI Overviews

Athletic Recovery & Muscle Soreness(3 queries)

“my lower back is killing me after deadlifts yesterday, what are the best topical patches or sprays for quick relief?”

4/4 platforms mentioned

Core

ChatGPT

1.Salonpas Pain Relieving Patch

2.Icy Hot Max Strength Patches

3.Voltaren Arthritis Pain Gel

4.Aspercreme 4% Lidocaine

5.Salonpas Lidocaine

+5 more

Claude

1.Salonpas Pain Relief Patch

2.Icy Hot Medicated Patch

3.Voltaren Patch

4.Salonpas Lidocaine

5.Tiger Balm Patch

+4 more

Gemini

1.Salonpas Lidocaine 4% Pain Relieving Gel Patch

2.Aspercreme with Lidocaine No-Mess Applicator (Spray)

3.Biofreeze Pain Relief Spray

4.Tiger Balm Large Medicated Patches

5.Stopain Extra Strength Spray

+4 more

AI Overviews

1.Biofreeze

2.Aspercreme

3.Aspercreme Pain Relieving Patch with Lidocaine

4.Salonpas Pain Relief Patch (Large)

5.Biofreeze XL Pain Relief Patches

+6 more

“help me build a recovery kit for a marathon I'm running, what specific pain relief products should I include?”

0/4 platforms mentioned

Adjacent

ChatGPT

1.Biofreeze Professional Gel

2.Voltaren Arthritis Pain Gel

3.Tiger Balm Ultra Strength

4.Advil

5.Motrin

+23 more

Claude

1.Biofreeze

2.Voltaren Arthritis Gel

3.Tiger Balm

4.Boiron

5.Advil

+12 more

Gemini

1.Biofreeze Professional Gel

2.Voltaren

3.Tiger Balm Ultra Strength

4.Advil

5.Aleve

+14 more

AI Overviews

1.Advil

2.Aleve

3.Tylenol

4.Hyperice Hypervolt 2 Pro

5.Normatec 3 Legs

+2 more

“what are the best muscle rub brands that don't leave a huge mess but actually work for shoulder pain?”

2/4 platforms mentioned

Core

ChatGPT

1.Voltaren Arthritis Pain Gel

2.Biofreeze Gel or Roll-On

3.Aspercreme with Lidocaine (Roll-On)

4.Penetrex Therapy Cream

5.Theraworx Relief Foam

6.Salonpas Pain Relief Patch

+1 more

Claude

1.Biofreeze

2.Voltaren Arthritis Pain Gel

3.Penetrex

4.Biofreeze Roll-On

5.Tiger Balm Roll-On

+6 more

Gemini

1.Biofreeze Professional

2.Biofreeze

3.Voltaren Arthritis Pain Gel

4.Voltaren

5.Penetrex Joint & Muscle Relief

7.Salonpas

+8 more

AI Overviews

1.Biofreeze Professional Pain Relief Roll-On

2.Icy Hot Original No-Mess Roll-On

3.Zensah Recovery Muscle Relief Stick

4.Aspercreme Odor Free Max Strength Lidocaine Liquid

5.Penetrex Joint & Muscle Therapy

+5 more

Source Intelligence

Citations

The sources AI platforms cite when recommending this brand. Pendium reverse-engineers what's already proven to be catnip to AI agents, then engineers content that fills gaps and helps agents do their job — which means more citations for you.

www.shape.com

shape.com

Salonpas

Key Takeaways

Visibility Landscape

Insights & Recommended Actions

Content Ideas

Sample Conversations

Citations

Brand Voice & Style

Engineer content that makes AI agents recommend you

Start gettingrecommended by AI.

Frequently asked questions

Salonpas

Key Takeaways

Visibility Landscape

Insights & Recommended Actions

Content Ideas

Sample Conversations

Citations

Brand Voice & Style

Engineer content that makes AI agents recommend you

Start gettingrecommended by AI.

Frequently asked questions

Start getting
recommended by AI.

Start getting
recommended by AI.