Tips for Starting Brokers: How to Stand Out and Succeed in Pharmacy Benefits Management (PBM)

A beginner-friendly guide to help new brokers build trust, deliver value, and thrive in the competitive world of pharmacy benefits.

Table of Contents

1. Why brokers matter more than ever
2. Learn the basics of pharmacy benefits
3. Focus on transparency and trust
4. Partner with the right PBM/Pharmacy Benefit Solutions Provider
5. Build long-term relationships with employers
6. Keep learning and adapting
7. Quick tips recap: Broker success checklist
8. Stand out and succeed as a broker
9. Key takeaways

Why brokers matter more than ever

Brokers play a vital role in today’s healthcare landscape, especially in pharmacy benefits. Employers rely on them to make sense of complex benefit plans, negotiate better options, and ensure employees can afford the medications they need. Without trusted brokers, many companies would struggle to navigate the rising costs and confusing rules of pharmacy benefits.

The reality is that pharmacy benefits are becoming more complicated every year. Drug prices continue to rise, new specialty medications are entering the market, and employers are under pressure to control healthcare spending while keeping employees happy. This growing complexity means brokers are more important than ever but it also means they need to stand out in a crowded field.

According to the U.S. Bureau of Labor Statistics, there are more than 500,000 insurance sales agents in the United States, including health and pharmacy brokers. With so many professionals competing for attention, brokers who want to succeed must find ways to differentiate themselves and deliver real value to employers.¹

📌 To see why employers are urgently looking for better solutions, take a look at this article: Prescription drug prices are skyrocketing—how employers and brokers can take back control.

Learn the basics of pharmacy benefits

For brokers just starting out, the first step to success is understanding the basics of pharmacy benefits. Employers count on you to explain complex terms in simple language and to guide them toward the best options for their business. That means knowing how PBMs (Pharmacy Benefit Managers) work, and how modern Pharmacy Benefit Solutions go beyond the traditional PBM model to provide transparency and real savings.

It’s also essential to understand the different types of health plan structures you’ll encounter. Many companies are moving away from fully insured plans and turning to self-funded or level-funded models because they allow more flexibility and control over pharmacy spending. If you’re not familiar with the differences, you can explore them in detail in this guide.

By mastering these fundamentals, you’ll be able to speak the same language as employers. This credibility is what builds trust and trust is the foundation of long-term broker relationships.

Focus on transparency and trust

One of the fastest ways for a new broker to stand out is by building trust. Employers want to know that you’re working in their best interest, especially when it comes to pharmacy benefits, an area often filled with hidden fees, confusing rebate structures, and unclear pricing. These gaps in transparency can drive costs higher and leave employers frustrated.

As a broker, you have the opportunity to educate clients about these challenges and guide them toward solutions that eliminate unnecessary costs. By prioritizing clarity and openness, you position yourself as a trusted advisor rather than just another salesperson.

This is where the idea of Pharmacy Benefit Solutions comes in. Unlike traditional PBMs, which may prioritize profit over savings, Pharmacy Benefit Solutions focus on transparency, flexibility, and measurable outcomes.

If you want to better understand how this shift is shaping the industry, take a look at The Future of PBMs: From PBM to Pharmacy Benefit Solutions.

Brokers who embrace transparency not only earn the trust of employers but also create long-term partnerships that are far more valuable than quick wins.

Partner with the Right PBM/Pharmacy Benefit Solutions Provider

As a broker, your success is closely tied to the partner you choose for pharmacy benefits. The PBM or Pharmacy Benefit Solutions provider you recommend will directly impact whether employers see real savings or end up frustrated with hidden costs and limited options. In short, the right partner can make you look like a hero, while the wrong one can damage your credibility.

Pharmacy spending is a serious concern for employers. In fact, prescription drugs represent a growing share of healthcare costs. Reports show that pharmacy costs now account for nearly one-quarter of employer healthcare spending.² For brokers, this means the ability to control these costs is one of the most powerful ways to stand out and deliver value.

This is where Intercept Rx’s Rx Optimization Program comes in. Unlike traditional PBMs, Intercept Rx positions itself as a Pharmacy Benefit Solutions provider, focusing on transparency, flexibility, and savings for both employers and employees. With customizable programs and a proven approach to lowering costs, brokers can use Intercept Rx as a tool to strengthen their client relationships and win more business. You can learn more here: How Intercept Rx Helps Brokers Deliver Cost-Saving, Customizable Pharmacy Benefit Solutions.

By aligning with a forward-thinking partner, brokers gain the confidence to offer solutions that employers actually want like lower costs, improved employee access, and a plan that’s designed for the future.

Build long-term relationships with employers

Short-term savings might get an employer’s attention, but it’s long-term results that build loyalty. The best brokers understand that their role is about creating a strategy that keeps employees healthy, improves retention, and gives companies predictable expenses year after year.

Employers value brokers who position themselves as trusted advisors rather than salespeople. That means taking the time to understand the company’s culture, its workforce, and its long-term goals. When you can connect pharmacy benefits to bigger outcomes, like employee well-being, productivity, and retention, you become an essential partner, not just another vendor.

Communication is the foundation of these relationships. Clear, consistent, and proactive communication shows employers that you’re invested in their success. Checking in regularly, explaining complex topics in simple terms, and being transparent about options are all ways to build the kind of trust that keeps clients coming back to you.

When brokers focus on long-term partnerships, they not only provide better value to employers but also build a stronger reputation for themselves in the industry.

Keep learning and adapting

The pharmacy benefits industry is constantly changing. New laws, pricing models, and specialty medications appear every year, and brokers who keep learning are the ones who stay ahead. Employers don’t just want someone who can sell them a plan, they want a partner who understands where the industry is going and can prepare them for what’s next.

That’s why it’s so important to stay updated on pharmacy benefit reform laws and trends. Whether it’s new transparency requirements or changes to how specialty drugs are covered, being informed gives you an edge when advising clients.

Continuing education and certifications are another way to stand out. They not only build your knowledge but also show employers that you’re committed to being a true professional. Even short training programs or industry workshops can make a big difference in how confident you feel when talking with clients.

Finally, technology has become one of the broker’s most powerful tools. From claims analysis platforms to real-time reporting dashboards, data-driven solutions make it easier to demonstrate savings and track performance. Employers are far more likely to trust brokers who can back up their recommendations with clear numbers and easy-to-understand reports.

In short, the best brokers are lifelong learners, always adapting, always improving, and always ready to bring fresh solutions to the table.

Quick tips recap: Broker success checklist

Starting out as a broker can feel overwhelming, but keeping a few key principles in mind will set you apart right away. Use this checklist as a quick reference to guide your path to success:

✅ Understand pharmacy benefits and plan types – Know the difference between self-funded, level-funded, and fully insured plans so you can speak confidently with employers.

✅ Build trust through transparency – Be upfront about costs, contracts, and risks. Trust is the fastest way to earn long-term clients.

✅ Choose the right PBM/Pharmacy Benefit Solutions partner – Your success depends on aligning with a partner who delivers real savings and flexibility.

✅ Focus on long-term value – Show employers how better benefits improve employee well-being, retention, and predictability.

✅ Stay informed on pharmacy cost trends and laws – Employers want brokers who can anticipate changes and guide them through uncertainty.

✅ Leverage data and technology – Use claims tools, reporting, and analytics to prove value and demonstrate results with hard numbers.

Keep this checklist in mind, and you’ll build a reputation not just as a broker, but as a trusted advisor employers rely on year after year.

Stand out and succeed as a broker

At the end of the day, what sets successful brokers apart is their ability to deliver real value. Employers aren’t just looking for someone to sell them a plan, they want a partner who understands their challenges, offers transparent solutions, and helps them control rising pharmacy costs without sacrificing employee well-being.

By aligning with the right Pharmacy Benefit Solutions provider, brokers can move beyond the traditional PBM model and prove their worth with measurable savings and long-term impact.

If you’re ready to build stronger relationships, gain a competitive edge, and make a real difference for your clients, now is the time to take the next step. Visit intercept.health to explore how Intercept Rx can help you stand out and succeed as a broker.

Key Takeaways

• Brokers play a crucial role in helping employers manage pharmacy benefits and control rising drug costs.
• Understanding PBMs, self-funded, and level-funded plans builds credibility and trust with clients.
• Transparency is the foundation of strong broker-employer relationships.
• Partnering with the right Pharmacy Benefit Solutions provider can define your success and deliver measurable savings.
• Long-term strategies focused on employee well-being and retention create lasting value.
• Continuous learning, certifications, and technology-driven tools keep brokers competitive.
• New brokers who master these skills will stand out in a crowded market and position themselves as trusted advisors.

Footnote Markers:

¹ https://www.bls.gov/oes/2023/may/oes413021.htm

https://datausa.io/profile/soc/insurance-sales-agents 

² https://www.drugchannels.net/2023/01/the-state-of-employers-pharmacy.html

https://www.kff.org/medicare/how-does-prescription-drug-spending-and-use-compare-across-large-employer-plans-medicare-part-d-and-medicaid/