Beyond Savings: Visory Health's COO Leads Disruption of Prescription Drug Market

By Margaret Mitchell

November 12, 2025

For decades, the prescription drug market has been dominated by a complex web of Pharmacy Benefit Managers (PBMs), often criticized for a lack of transparency and practices that inflate costs. Now, a new player is challenging the status quo, and its leadership is earning recognition. Debbie Sanders, Chief Operating Officer of Visory Health, has been awarded a Silver Stevie® Award for Female Executive of the Year, a testament to her role in spearheading a disruption that's gaining momentum.

Visory Health isn't just offering discounted prescriptions; it’s fundamentally altering how those discounts are delivered. The company's innovative model bypasses traditional PBMs, directly connecting pharmacies and patients to offer transparent pricing and significant savings – savings that are resonating with a growing number of Americans struggling with soaring healthcare costs.

Challenging the PBM Paradigm

The core of Visory Health’s strategy is a cloud-based technology that allows it to adjudicate claims and offer pricing directly, eliminating the often-opaque layers of fees and rebates associated with traditional PBMs. This direct approach isn't simply about cost savings; it's about restoring transparency to a system that has long been criticized for its lack of it.

“The existing system is incredibly complex, and that complexity benefits those who manage it, not necessarily those who use it,” explains an industry analyst who requested anonymity. “Visory Health is attempting to simplify that, and that's a compelling proposition.”

The company’s model is gaining traction. Visory Health has partnered with over 37,000 pharmacies nationwide, including major chains like Walgreens and Kroger. Kroger notably switched to Visory Health as its exclusive discounted prescription alternative in 2022, replacing GoodRx, a move indicating a significant shift in strategy.

Beyond Discounts: A Focus on Transparency and Accessibility

The impact extends beyond just lower prices. Visory Health emphasizes accessibility, with no sign-up or registration required to access its discounts. This ease of use is particularly important for uninsured and underinsured individuals who are most sensitive to price fluctuations.

“We wanted to create a system that was simple, straightforward, and truly beneficial to patients,” says Sanders in a company statement. “Transparency is at the heart of everything we do.”

Consumer testimonials consistently highlight the substantial savings realized through the platform. Reports indicate savings of over $50 on pet medications and annual savings reaching $1200 on a single prescription. While savings can vary depending on the specific medication and location, the consistent theme is affordability.

A Rising Tide in a Disruptive Market

Visory Health isn't operating in a vacuum. It’s part of a growing trend of “alternative PBMs” that are challenging the dominance of the “Big Three” (CVS Caremark, Express Scripts, and Optum Rx). These newer players are prioritizing transparent, fee-for-service models, aiming to eliminate hidden fees and align incentives with patient needs.

“The PBM industry is facing increasing scrutiny from regulators, lawmakers, and employers,” notes a healthcare economist. “There’s a growing demand for transparency and accountability, and companies like Visory Health are responding to that demand.”

The Federal Trade Commission has launched investigations into PBM practices, questioning opaque rebate systems and spread pricing. This regulatory pressure, coupled with employer dissatisfaction, is creating an opening for alternative models.

“Traditional PBMs have enjoyed a relatively unchallenged position for a long time,” says an anonymous source within a major insurance company. “Now, they’re starting to feel the heat, and they’re being forced to adapt.”

Recognition and Future Growth

The Silver Stevie Award for Female Executive of the Year acknowledges Sanders’ leadership in driving this disruption. Beyond the award, Visory Health's recognition by Fast Company as a