In this episode of the Validation Institute podcast, we explore the evolving role of pharmacy benefit managers (PBMs) with Serve You Rx, a full-service, independent PBM dedicated to transparency, flexibility, and client-centered solutions. Our guest discusses the company’s commitment to breaking away from the traditional PBM model, the importance of third-party validation, and how Serve You Rx is setting a new standard for contractual integrity in the industry.
You can view the full video here
Key Takeaways from the Discussion on Serve You Rx
- Breaking Away from the Traditional PBM Model – Serve You Rx prioritizes flexibility and customized solutions rather than the rigid, one-size-fits-all approach often seen in the PBM industry. Their model ensures cost savings at the per-member, per-month level while putting the client’s needs first.
- Why Validation Matters – The PBM industry is known for its complexity, with intricate pricing models, hidden fees, and opaque contracts. Serve You Rx sought independent validation to provide employers and advisors with confidence in their PBM partner and eliminate the doubt surrounding contract transparency.
- Contractual Integrity Validation – Serve You Rx underwent a rigorous review process to ensure full transparency in revenue sources, pricing structures, and audit rights. Their validation guarantees clients access to fully disclosed, best-practice contract terms without hidden costs or misleading terms.
- Advice for Benefits Buyers – Employers should challenge the traditional PBM status quo, demand transparency, and focus on true cost reduction rather than promises of “savings” based on past performance. Understanding a PBM’s revenue sources and contract terms is crucial to ensuring alignment with client interests.
Introduction
Validation Institute:
“Today, I’m joined by Serve You Rx to discuss their approach to transparency in pharmacy benefits management. Welcome, and thank you for being here today.”
Serve You Rx:
“Thank you for having me. I’m excited to talk about the importance of transparency and flexibility in the PBM space.”
What is Serve You Rx?
Validation Institute:
“Let’s start with an overview. What is Serve You Rx?”
Serve You Rx:
“Serve You Rx is a full-service, independent PBM that has been committed to delivering flexible, client-focused solutions for over 40 years. In an industry dominated by large PBMs with rigid contracts and hidden fees, we take a different approach—one centered on transparency, tailored strategies, and meaningful cost savings for our clients.”
“Rather than offering cookie-cutter programs, we focus on customized solutions that meet each employer’s unique needs while driving measurable cost savings year over year.”
Why Did You Pursue Validation?
Validation Institute:
“Why did Serve You Rx decide to get validated?”
Serve You Rx:
“The PBM industry can be incredibly complex. Employers and advisors face difficult-to-understand pricing models, contract loopholes, and a general lack of transparency. Meanwhile, headlines about lawsuits and regulatory scrutiny have created distrust in the industry.”
“We pursued validation from the Validation Institute to remove that doubt and demonstrate our commitment to financial integrity and transparency. Our entire contract was independently reviewed to ensure it aligns with best practices—allowing clients to trust that they are working with a PBM that prioritizes their best interests.”
“By getting validated, we’re making a bold statement: We have nothing to hide. We welcome scrutiny because we know our model stands up to the highest standards of transparency and fairness.”
What Does Contractual Integrity Validation Mean?
Validation Institute:
“What does it mean for Serve You Rx to have contractual integrity validation?”
Serve You Rx:
“Contractual integrity validation means that every aspect of our contract—every clause, definition, and guarantee—was reviewed by independent experts in pharmacy benefits management.”
“This process ensures that we fully disclose all revenue sources, have true pricing transparency, provide clients unrestricted access to their data, and offer enforceable contractual guarantees. There are no hidden fees or vague definitions that could lead to unexpected costs later.”
“Unlike other PBM contracts that may include loopholes or fine print, our validation gives clients peace of mind that they’re receiving a truly transparent and financially aligned PBM partnership. This validation is a game-changer for employers who want to ensure they’re making the best decision without needing to hire outside consultants or attorneys to decipher contract terms.”
Advice for Benefit Buyers
Validation Institute:
“What advice would you give to benefit buyers when selecting a PBM?”
Serve You Rx:
“First, don’t be afraid to challenge the traditional PBM model. Legacy PBMs have designed contracts that serve their own financial interests rather than those of employers and plan members.”
“Second, stop relying on name recognition alone. Large PBMs often claim transparency while embedding hidden fees and complex pricing models into their contracts. If their contracts were truly fair, mid-market PBMs like Serve You Rx wouldn’t need to exist.”
“Third, focus on true cost reduction, not just promises of savings. Some PBMs will highlight how much you ‘would have saved’ last year if you had used them—this isn’t useful unless you have a time machine. Instead, ask how they will actively reduce your costs moving forward.”
*”Finally, demand full transparency in your contract. If a PBM isn’t willing to disclose their revenue sources, rebate structures, or contract terms in plain language, that’s a red flag. Every buyer should be asking questions like:
- Are biosimilars being fairly priced?
- Am I receiving 100% of the rebates?
- What are your revenue sources?
- Who actually operates your PBM—is it truly independent, or is it backed by a large, traditional PBM under a different name?”*
Final Thoughts on PBM Selection
Validation Institute:
“What final advice do you have for benefit buyers evaluating PBMs?”
Serve You Rx:
“Know who your PBM truly is and how they make money. Many PBMs profit from hidden revenue streams rather than serving their clients. Some even operate under different names while funneling clients back to large, vertically integrated PBMs.”
“Follow the money—if a PBM is earning more from a big PBM partnership than from what you’re paying them, their incentives are not aligned with your best interests.”
“Finally, always review the contract carefully. Many buyers make decisions based on RFP responses, only to discover hidden ‘gotchas’ in the final contract. If a PBM isn’t willing to have their contract independently validated, ask yourself why. That’s why we pursued validation—because we believe in full transparency, flexibility, and accountability.”
Conclusion and Invitation to Learn More
Validation Institute:
“Serve You Rx’s commitment to transparency and flexibility is reshaping the PBM landscape. Their validation from the Validation Institute further strengthens their position as a trusted PBM partner. Thank you for joining us today.”
Serve You Rx:
“Thank you for having me. We appreciate the opportunity to discuss how transparency can drive better outcomes for plan sponsors and members alike.”
Validation Institute:
“To learn more, visit validationinstitute.com and download the Serve You Rx report. Thank you, and have a great day.”
