Ever wondered where Reference-Based Pricing (RBP) came from — or who helped create it? In this episode, host Ray Kober sits down with Woody Waters, one of the original founders of RBP and a true pioneer in bringing transparency and fairness to healthcare costs.
Woody shares his 33-year journey through the insurance world — from his early days as a broker to co-founding the model that reshaped how employers manage healthcare spending. Learn how his work helped lay the foundation for what eventually became Imagine360 (👉 imagine360.com).
💬 In this episode:
- The origin story of Reference-Based Pricing
- Why healthcare pricing became so broken
- How employers can regain control of their healthcare costs
- What “cost + Medicare” pricing really means
- The truth about self-funded and level-funded plans
🔥 Don’t miss Part 2 next week, where Woody dives deeper into how RBP evolved and what’s next for employers and employees in the healthcare space.
👍 If you enjoyed this episode, like, subscribe, and turn on notifications so you don’t miss Part 2 and future episodes of the Broken Healthcare Podcast!
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