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

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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 Reach

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.

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 reach level — from core brand queries to growth opportunities.

	ChatGPT	Claude	Gemini	AI Overviews
Reputation Brand recognition & direct queries	85	81	88	66
Core Topics Product/service category queries	88	85	83	42
Growth Areas Adjacent, aspirational & visionary	—	—	—	—

ChatGPT

Claude

Gemini

AI Overviews

Reputation

Brand recognition & direct queries

Core Topics

Product/service category queries

Growth Areas

Adjacent, aspirational & visionary

—

Competitive Landscape

Biofreeze

69 mentions

Voltaren Arthritis Pain Gel

66 mentions

Icy Hot

56 mentions

Voltaren

49 mentions

Aspercreme

38 mentions

Tiger Balm

34 mentions

Loading visibility matrix...

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

Web1 ref

Lidocaine vs Icy Hot vs Biofreeze Patches

curistrelief.com

Web1 ref

Topical Relief for Muscle Pain - Verywell Health

verywellhealth.com

Web1 ref

6 Science-Based Products for Back Pain Relief - Goodpath

goodpath.com

Web1 ref

Topical painkillers for sprains and strains - Harvard Health

health.harvard.edu

Edu1 ref

Biofreeze® Pain Relief Spray, 3 fl oz. Aerosol Spray

biofreeze.com

Web1 ref

OTC Topical Products for Back Pain Relief: Cream And Gels

goodpath.com

Web1 ref

AleveX™ Pain Relieving Spray | Product Information

aleve.com

Web1 ref

Biofreeze Pain Relief Spray, Arthritis Pain Reliever, Knee & Lower ...

amazon.com

Web1 ref

Patches or Creams for Back Pain Relief: Which Is Better for You?

aspercreme.com

Web1 ref

Lidocaine Patch for Back Pain: Effectiveness, Types, Benefits

healthline.com

Web1 ref

Amazon.com: Sumifun 4% Lidocaine Pain Relief Patches 30 Count ...

amazon.com

Web1 ref

Best Patches for Back Pain – Curist

curistrelief.com

Web1 ref

Do Topical Patches Work for Back Pain? | Hackensack Meridian Health

hackensackmeridianhealth.org

Web1 ref

Back Pain Patches - Amazon.com

amazon.com

Web1 ref

Competitive Landscape

Brands and products that AI platforms mention alongside or instead of Salonpas.

Salonpas127 mentions

Biofreeze69 mentions

Voltaren Arthritis Pain Gel66 mentions

Icy Hot56 mentions

Voltaren49 mentions

Aspercreme38 mentions

Tiger Balm34 mentions

Voltaren Gel29 mentions

Bengay21 mentions

ThermaCare18 mentions

Lidoderm16 mentions

Brand Identity

Brand Voice & Style

How AI perceives Salonpas's communication style and personality

Salonpas communicates with a reassuring, health-focused tone that balances clinical credibility with accessible, consumer-friendly language. The brand emphasizes its heritage and FDA-approved status to build trust while maintaining a helpful, solution-oriented approach. Messaging is straightforward and benefit-driven, focusing on pain relief efficacy and ease of use without being overly technical or intimidating.

Core Tone Traits

Trustworthy & Credible

Emphasizes FDA approval, clinical backing, and 90-year heritage to establish authority

Helpful & Solution-Oriented

Focuses on solving pain problems with clear product benefits and application guidance

Accessible & Approachable

Uses simple, jargon-free language that makes healthcare products feel approachable

Reassuring & Supportive

Conveys understanding of pain struggles and confidence in relief solutions

Engineer content that makes AI agents recommend you

Pendium analyzes how AI platforms perceive your brand, reverse-engineers what they already cite, and continuously publishes content designed to fill gaps and earn more mentions — on autopilot, with you in the loop.

Data generated by Pendium.ai AI visibility scanning. Last scanned February 24, 2026.

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AI Visibility Score

Salonpas has an AI visibility score of 78/100, rated as good. This score reflects how often and how prominently Salonpas appears in responses from AI assistants like ChatGPT, Claude, and Gemini.

AI Perception Summary

Strengths

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.

Visibility Gaps

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.

Competitors in AI Recommendations

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
Zostrix: 15 mentions
Aleve: 14 mentions
Advil: 14 mentions
Biofreeze Professional: 12 mentions
Aspercreme with Lidocaine: 12 mentions

Categories: Healthcare & Pharmaceuticals