After spending nearly seven years at Big 3 pharmacy benefit manager (PBM) CVS Caremark, pharmacy industry veteran Ritu Malhotra recently joined a brand-new alternative PBM, Illuminate Rx, as president. Illuminate Rx, which launched on Sept. 10, 2025, is an affiliate of RxBenefits, a pharmacy benefits optimization company founded in 1995. What makes it different from the standard PBM, according to Malhotra, is Illuminate Rx is “very clear” about where its money comes from: an administrative fee “that captures all of the costs associated with administering the plan.” “What that allows for is a level of flexibility and customization that just doesn’t really happen at the bigger PBMs because they’re taking risk in a different way,” she said. The PBM is also unique in the fact that it employs a large portion of clinicians relative to the company’s overall size, Malhotra added. “I was shocked when I found that out,” she said. “We’re putting the clinical focus back into pharmacy benefits. So much of it was about cost for so long, with prior authorizations and other clinical programs really just being barriers to care as opposed to having a clinical point of view.” Here’s what she thinks about the state of the industry.—MA |