[guided]The only delicate point is the sign of the derivative of $R_p$, so we isolate it carefully. The normalized entropy is
\begin{align*}
\mathcal E_p(r)
= p r^2\log r^2-\bigl(p r^2+q\bigr)\log\bigl(p r^2+q\bigr).
\end{align*}
Differentiating the two terms separately gives
\begin{align*}
\frac{d}{dr}\bigl(p r^2\log r^2\bigr)
=2pr\log r^2+2pr,
\end{align*}
and
\begin{align*}
\frac{d}{dr}\Bigl(\bigl(p r^2+q\bigr)\log\bigl(p r^2+q\bigr)\Bigr)
=2pr\log\bigl(p r^2+q\bigr)+2pr.
\end{align*}
The two non-logarithmic $2pr$ terms cancel. Hence
\begin{align*}
\mathcal E_p'(r)
=2pr\log\frac{r^2}{p r^2+q}.
\end{align*}
Now differentiate
\begin{align*}
R_p(r)=\frac{\mathcal E_p(r)}{(r-1)^2}
\end{align*}
for $r>0$ and $r\neq1$. The quotient rule gives
\begin{align*}
R_p'(r)
=\frac{(r-1)\mathcal E_p'(r)-2\mathcal E_p(r)}{(r-1)^3}.
\end{align*}
Substitution and collection of the coefficients of $\log r$ and $\log(p r^2+q)$ give
\begin{align*}
(r-1)\mathcal E_p'(r)-2\mathcal E_p(r)
=2\bigl((q+pr)\log(p r^2+q)-2pr\log r\bigr).
\end{align*}
Define
\begin{align*}
H_p:(0,\infty)&\to\mathbb R,
\end{align*}
by
\begin{align*}
H_p(r):=(q+pr)\log(p r^2+q)-2pr\log r.
\end{align*}
Thus the sign of $R_p'(r)$ is determined by comparing the sign of $H_p(r)$ with the sign of $(r-1)^3$.
We now prove that comparison rather than assert it. First note that $H_p(1)=0$, $H_p'(1)=0$, and $H_p(q/p)=0$. Direct differentiation gives
\begin{align*}
H_p'(r)=p\left(\log\frac{p r^2+q}{r^2}+\frac{2q(r-1)}{p r^2+q}\right),
\end{align*}
and differentiating once more gives
\begin{align*}
H_p''(r)=\frac{2pq(r-1)(q-pr^2)}{r(p r^2+q)^2}.
\end{align*}
The denominator is positive for $r>0$, so the sign of $H_p''$ is the sign of $(r-1)(q-pr^2)$.
Assume first that $p<q$. Then $1<\sqrt{q/p}<q/p$. On $(0,1)$ we have $H_p''<0$, so $H_p'$ decreases as $r$ increases to $1$. Since $H_p'(1)=0$, this means $H_p'(r)>0$ for $0<r<1$; therefore $H_p$ increases to the value $H_p(1)=0$, and hence $H_p(r)<0$ on $(0,1)$. On $(1,\sqrt{q/p})$ we have $H_p''>0$, so $H_p'>0$ there and $H_p(r)>0$. On $(\sqrt{q/p},q/p)$ the function is concave, while its value at the left endpoint is positive and its value at $q/p$ is $0$; concavity keeps the graph above the chord, so $H_p(r)>0$ throughout this interval.
It remains, in the case $p<q$, to handle $r>q/p$. At $r=q/p$ the derivative is
\begin{align*}
H_p'\left(\frac{q}{p}\right)
=p\left(-\log\frac{q}{p}+2(q-p)\right).
\end{align*}
We prove the elementary logarithmic inequality used to sign this expression. Define $\ell:(1,\infty)\to\mathbb{R}$ by
\begin{align*}
\ell(x):=\log x-\frac{2(x-1)}{x+1}.
\end{align*}
Then $\lim_{x\downarrow1}\ell(x)=0$, and differentiation gives
\begin{align*}
\ell'(x)=\frac{(x-1)^2}{x(x+1)^2}>0
\end{align*}
for every $x>1$. Thus $\ell(x)>0$ for every $x>1$, which is the inequality $\log x>2(x-1)/(x+1)$. Applying it with $x=q/p$ gives $\log(q/p)>2(q-p)$. Hence $H_p'(q/p)<0$. Since $H_p''<0$ on $(q/p,\infty)$, the derivative remains negative there, and $H_p(r)<0$ for all $r>q/p$.
If $p=q$, then $q/p=1$ and the formula for $H_p''$ gives $H_p''(r)\leq0$ for every $r>0$. With $H_p(1)=H_p'(1)=0$, concavity gives $H_p(r)<0$ for every $r\neq1$. If $p>q$, we reduce to the already proved case by the direct identity
\begin{align*}
H_p(r)=r H_q\left(\frac{1}{r}\right).
\end{align*}
Thus, in all cases, $H_p(r)$ has the sign of $(r-1)^3(q-pr)$, with equality only at $r=1$ and $r=q/p$.[/guided]