The Rebate Shell Game and a Different Kind of PBM, with Greg Baker, CEO of Affirmed
Episode 6 — Greg Baker (AffirmedRx): The Rebate Shell Game and a Different Kind of PBM Hannah Mamuszka and Lena Chaihorsky interview Greg Baker, founder and CEO of AffirmedRx, a pharmacy benefit manager structured as a public benefit corporation which was recently named No.5 on the Inc. 5000. Baker, a pharmacist who spent years running on-site pharmacies for large employers, argues the drug-pricing system isn't broken but "working as designed" to maximize shareholder profit. He explains how the dominant PBMs make money as a percentage of drug cost, creating an incentive to favor expensive, highly rebated brands over cheaper generics, and how manufacturers must compete on rebate size for formulary placement, using Humira and Enbrel as his example. He describes what he calls a rebate "shell game," in which PBMs route rebates through offshore group purchasing organizations (Express Scripts' Ascent, in Switzerland) to obscure how much they keep. AffirmedRx, he says, charges a flat per-claim fee, passes rebates through fully, and caps executive pay. He points to recent ERISA lawsuits against employers (J&J, Wells Fargo, JPMorgan) as a turning point. A closing segment covers pharmacogenomics: why a person's metabolism affects whether a drug works, and how a cheek-swab test could reduce trial-and-error prescribing. Key takeaways AffirmedRx is a public benefit corporation charging a flat per-claim fee (not a percentage of drug cost), who says its incentives align with clients rather than favoring expensive, highly rebated drugs. The core mechanism Baker targets is rebates: manufacturers compete on rebate size for formulary placement, which he argues pushes list prices up and can force patients to switch drugs for financial rather than clinical reasons. Transparency is the throughline: Baker describes offshore rebate-aggregator GPOs (like Express Scripts' Ascent) as designed to obscure how much money PBMs keep, and urges employers to demand drug-level rebate data. Pharmacogenomics matter in many diseases, including mental-health, pain, and ADHD drugs, where using genetics to determine metabolism of drugs shorten trial-and-error. Relevant links AffirmedRx (public benefit corporation PBM): https://affirmedrx.com/ FTC settlement with Express Scripts referencing its Switzerland GPO "Ascent": https://www.ftc.gov/news-events/news/press-releases/2026/02/ftc-secures-landmark-settlement-express-scripts-lower-drug-costs-american-patients ERISA drug-benefit fiduciary lawsuits (J&J, Wells Fargo, JPMorgan) overview — Jones Day: https://www.jonesday.com/en/insights/2026/05/rising-scrutiny-of-employer-health-plan-administration-erisa-fiduciary-litigation-federal-transparency-initiatives-state Gallagher / Osceola County settlement over undisclosed commissions: https://floridapolitics.com/archives/589098-osceola-schools-settle-lawsuit-over-insurance-consultants-secret-commissions/