GoodRx Holdings, Inc. (GDRX) Earnings Call Transcript & Summary
January 10, 2024
Earnings Call Speaker Segments
Lisa Gill
analystGood morning. My name is Lisa Gill, and I head the Health Care Services Group at JPMorgan. With me this morning, it is with great pleasure that I have GoodRx, with us is Scott Wagner, who is the Interim CEO; as well as Karsten Voermann, who is CFO. Karsten is going to read a quick safe harbor, and then we're just going to do a fireside chat. So with that, Karsten, I'll pass it over to you.
Karsten Voermann
executiveThanks so much, Lisa. We appreciate the invitation. And with respect to the safe harbor. Before we begin, I'd like to remind everyone that today's fireside chat will contain forward-looking statements. All the statements made that don't relate to matters of historical fact should be considered forward-looking including statements regarding our plans, strategies, goals, objectives, our market opportunity and our anticipated financial performance. These statements aren't promises or guarantees but involve known and unknown risks uncertainties and other important factors, which may cause our actual results to differ materially from those projected in the forward-looking statements. For additional information, we refer you to the Risk Factors section of our Form 10-K for the year ended December 31, '22, as updated by our 10-Qs through September 30, 2023. We may also reference certain non-GAAP metrics, which are reconciled to the nearest GAAP metric in the company's earnings press releases, which are on the overview page of our IR site. Thanks, and back to you, Lisa.
Lisa Gill
analystThanks again, everyone, for joining us this morning. Scott, it's been roughly a year since you took this interim role. Can you talk about what has maybe surprised you at GoodRx, what are the things that you're most looking forward to when we think about the future opportunities?
Scott Wagner
executiveWhat's exciting -- what surprised me over the last 9 to 10 months. Well, GoodRx has this really important value proposition, which is we save people money on prescriptions. And over the history of the company, GoodRx has saved people $65 billion, $15 billion just in last year alone. So there's like a big fundamental value and for those of you who have tracked the company over the last maybe 2 years, there were certainly some choppiness that maybe led to my entrance at the company. And so we've all been ruthlessly focused on what I call driving prescription savings events. And there's been 3 ways we've been doing that. The first of which is really leaning in with our retail partners to make sure that we're being distinctive for them that they're making money and that we're driving incremental basically traffic and value. The second is taking the fundamental benefit of GoodRx, which is this called a cash discount card but really an off commercial funded plan and bringing it closer together with commercial plans called Integrated savings, which we've done a bunch of those partnerships and launches really over the last 8 days and then bringing GoodRx savings to brand drugs. And those 3 things are nicely working. They're starting to show up in the results. In the third quarter of last year, the company returned to growth. We just announced our fourth -- preannounced our fourth quarter results, so that's stacking incremental growth year-over-year was, I think, a little bit above 6%. So the nice thing is the things that we're working on reinforce the value prop and that turned into good business for us.
Lisa Gill
analystAs we think about the numbers, and then maybe we'll spend a minute talking about the preannouncement this morning. When we think about what you were talking about on the third quarter, fourth quarter coming in better than expected, kind of preliminary '24 looking better than expected. I think you talked about mid-single-digit growth for '24?
Karsten Voermann
executiveCorrect. Yes.
Lisa Gill
analystCan you maybe talk about what were some of the elements of the higher fourth quarter versus your expectation as we were exiting the third quarter?
Karsten Voermann
executiveSure. Thanks for the question, Lisa. Yes, I think there are 3 elements that I'd point to. Number one, we saw better volume and that volume was driven by, among other things, some seasonally related illnesses coming in a little higher than we had expected. We didn't include them or contemplate them in our forecasting, and they've manifested particularly in December. So we're grateful for that. Number two, we saw generally more volume, both as a result of our direct contracting efforts with retailers and more broadly. And then finally, on the rate side, we had some fourth quarter specific benefits associated with some of our customer contracts as well. So all of those 3 things really help propel our prescription transactions offering forward in the fourth quarter. And as we anticipated, based on the indications we gave for 2024 as well, we expect that over performance to continue for a while in the future.
Lisa Gill
analystAnd is it the same 3 key drivers? Or how do we think about the new integrated savings playing into that updated guidance that you gave today for '24?
Karsten Voermann
executiveSure. I think we made both comments on this one. I know Scott will be eager to too, but the ISP program, which we started really in earnest running last year with Express Scripts. And now, of course, we've added Caremark, Navitus and MedImpact [indiscernible] as well. So that's really become a much bigger program. We're super excited about it because it's so SAM expanding. Historically, we've gone direct to consumer and acquired consumers one at a time effectively through our marketing efforts. Now we can aggregate demand and pull in large numbers of consumers potentially all at once. So we're pretty excited about that. That said, we're also early in this year. So it's a little early to have a perfect beat on how the year will evolve. So when we look at 2024 broadly, the trends that I think continue from third quarter to fourth quarter to get specific about your question, are, number one, the volume that's coming in higher, we'd anticipate will continue to because when volume comes in higher, that generally gets us more Max, more users and once will start using us, given that 80-plus percent of our transactions are repeats, we just keep those folks and they carry forward into the future, which is exciting.
Scott Wagner
executiveYes. And I think, said differently our largest shareholders sitting in the front row, so that may have even been a nice planted question. The results that we've just delivered really don't have anything to do with integrated savings. The programs that we're now live with Caremark, ESI, MedImpact being the 3 largest ones, they went live January 1 for the most part. And I think the nice thing -- I think the nicest thing about these for me are they absolutely meet a need frankly, in the world that is, wow, as plans get more complicated as frankly, drug costs, either more drugs get pushed off benefit or co-pays go higher. It's very clear there's a big and expanding need for an ancillary service. And it's pretty much recognized by employers, plans, people and that's kind of the need we're meeting.
Lisa Gill
analystYes. I think one of the things that's interesting to me, when you think about high-deductible health plans and more than 50% of Americans are in high-deductible health plans, and you look at the fact that part of the benefit, you have to have the same deductible for pharmacy and medical. And so initially, people are paying out of pocket for all of their pharmaceuticals because to reach that average deductible, which is nearly $3,000 in the United States today. So my understanding is that when I think about that integrated savings program that you have and what companies like ESI and Caremark were trying to sell for is exactly this, and so as I think about the ramp of people signing up for that, and you said it primarily starts in January of this year, and I would assume that it goes with the benefit plan here? Is that the way to think about it? So how should I think about how that rolls on? So is it the Caremark sells it to an employer and then that employer offers it to the employees. And do they have to opt in? Or are they immediately all part of this plan? How does that work mechanically?
Scott Wagner
executiveHow is it working? Let me go first you might pick it up. You have the gist. It is introduced by let's use Caremark as the example, to their corporate plans. Now Again, this is pretty early when we signed these agreements, is measured a couple of months ago. And so they're not introducing it to everybody in their universe. And each PBM is a little different, Caremark being probably the broadest coverage around it. But then once somebody is either opted in or opts themselves in then every time a member in their plan goes and is redeeming a prescription, they're getting a check against GoodRx. Now so the economics and how is this going to roll out. So right now, it's number of lives being offered and number of script events at the point-of-sale counter. The evolution of this, I think, will continue to have to invest in retail because our CBS, Walgreens, Walmart, retail partners of the chain need to make sure that this is working great for them too and I think as it continues to evolve and roll out, I would hope that this becomes a little bit more of a structural part of people's plans.
Lisa Gill
analystAnd so again, I just want to make sure that I understand this. So it's not materially different than the GoodRx from the consumer side. It's just more tied to your actual benefit that you have within your health plan?
Karsten Voermann
executiveYes, the economics of it are substantially identical from a revenue perspective, meaning as folks come in, whether they are folks who we acquire directly or who are aggregated in through these ISP offerings. In either case, when the check happens at the pharmacy counter for the ISP folks or the direct-to-consumer folks show up with a GoodRx card, the app or other things, the way the transaction routes across our back plane of PBMs and our direct contracts works identically, which means at a nominal level, the revenue on a claim is substantially similar to. So this is basically our core business, the way it's historically worked, but pointed in a new direction that allows us to aggregate demand much more efficiently, #1. And number two, because there's still significant numbers of folks who don't even know you can save on prescriptions, it ends up being hugely SAM expanding. We did analysis through last year obviously, before you bring many new PBMs on, you check to make things -- sure things are working great. And what we found is the overlap between our directly acquired consumers and these are very, very small. I can't stress that too much, both in terms of people and actually the kinds of scripts they're filling. So this is, for us, very attractive.
Lisa Gill
analystWhen I think about overall prescription volume, you've outperformed the market, generally speaking. So when we think about those volumes and we think about those trends, and we think about the trends in cash pay, what are some of the things that we need to think about from an investment perspective? And is this continued opportunity for you to outperform? Do we think of you as going more towards normalization when we think about what utilization trends look like in the U.S.?
Karsten Voermann
executiveYes. I can jump in on this one. And I think historically, you've seen us grow faster than market. If you define market as cash pay. I think cash pay itself is also something that's looking like a more and more attractive market, too. I think over the last few months as well, certainly, all the data we're looking at suggests that we continue to be a growing share of that pie. So from that perspective, we're coming back to the point where we have consistently grown faster than the market as a whole. And I think that's fundamentally driven by some of the changes we've made on the marketing side and various other efforts on our part.
Scott Wagner
executiveIf I could, maybe just framing cash pay, and then relatively GoodRx. So roughly, we'll do a little under 100 million prescription fills associated with GoodRx a year. Like it's a pretty good number. And we're high 30% share of what's called cash, but back to the fundamental trends that you just laid out in terms of higher deductible plans, higher co-pay, more drugs with less benefit, right? The tailwind broadly would sit in the space that we'd call cash, but it's almost a bad label for it. And what we're starting to do now is bring cash even a little closer to funded plans through ISP. So I think from an investor perspective, when you asked that question, what gives me comfort, again, particularly, it's a non-health care guy coming into this is, oh, wait a minute, the fundamentals of how and where healthcare gets delivered in the country, kind of our tailwind. Now in the value chain, there's obviously a bunch of swirling and arm wrestling that seems to happen all the time. But fundamentally, there's tailwind that we're serving and eat on, and that gives me a lot of comfort.
Lisa Gill
analystJust coming back to ISP and when we think about 2024, and you said so early on, not really a lot in the number, but how do I think about what that market opportunity looks like? And how much do you think that you potentially can capture in '24?
Karsten Voermann
executiveSure. So Scott briefly touched on some of the variables. I think the 2 key ones are the number of people or lives who benefit from it through their employers and the PBMs we work with. And the second dimension is the conversion rate, meaning the proportion of the time that the GoodRx price is lower and we win the transaction, and the prescription effectively. So when I think about those 2 variables on the first one, in many cases, our PBMs are having employers opt out, particularly new employers who are being sold by the particular PBMs. So that means from the perspective of acquiring lives, we're relatively well positioned, we think, and we're pleased with the trajectory we're seeing. With respect to the conversion rate, I think that's where more data will be helpful to us. But on that dimension as well, given that we have the experience of running this program last year, we feel like we have a decent line of sight, I'd actually argue a pretty good line of sight on what we should expect there. That said, fundamentally, the employers who take offers like ISP, particularly the ones who are opting in, tend to be the more forward-thinking employers who have better benefits anyway. So the conversion rate may not be as high as it would be for just some random directly acquired consumer and likely won't be as high in our view, relative to some directly acquired consumer because of the relative richness of the plans being higher from the sponsors who are most eager to adopt ISP early. It's probably the best way of putting it.
Lisa Gill
analystAnd so as we think about when you give guidance and you give us updated numbers, please correct me if I'm wrong here, but I think you're going to break this out for us. Is that the plan to give us some KPIs around this as we think about it rolling out throughout '24?
Karsten Voermann
executiveYes. As we get to our normal guidance time, I think we'll anticipate, number one, we'll provide more [indiscernible] around the first quarter and potentially '24. And we'll also have more line of sight at that point on the ISP program. Again, now we're in 10 days into January, but has 8 real days because one of them was New Year's Day and one of them is today, and I don't have a ton of data from today yet. So I think we're really looking forward to being able to share more concrete realities around the fourth quarter call.
Scott Wagner
executiveWe'll give people an indication. If you're building the model and tracking GoodRx, there's really 2 revenue lines that we will continue to be providing sort of metrics and thought around. One is we call it the marketplace, but is the combination of script fills in the marketplace and then manufacturer solutions, which are their special brand deals. And I'd kind of encourage everybody to just think in those 2 blocks.
Lisa Gill
analystOkay. Perfect. Can you spend a few minutes just talking about GoodRx pricing and how they compete, whether it's an insured versus the traditional offering or ISP. Is there a meaningful difference between the traditional and ISP?
Scott Wagner
executiveCertainly not from a revenue standpoint and how the economics work, they look exactly the same. So speaking selfishly for and on behalf of investors, everybody would be agnostic to GoodRx, having an individual walk in on a GoodRx sort of branded and generated transaction and traditional cash versus ISP, if you're an investor, you're agnostic and thrilled to have them both.
Lisa Gill
analystAnd just again, asking a lot of questions around this. But when we think about the ISP pilots that you had and think about the mix between branded and generic drugs, has that been consistent with non ISP GoodRx users? Or have you skewed more towards branded drugs because of the cost of the branded drug?
Karsten Voermann
executiveMarketplace offering broadly to use the taxonomy that Scott just laid out between our brand drug support manufacturer solutions offering and our prescriptions fills in both our prescription transaction and our subscriptions offering, have always been very oriented towards generics on the prescriptions marketplace side, and we continue to see that, that generics are extraordinarily dominant in that -- in that marketplace for a...
Lisa Gill
analystAnd that's because that's 90% of the volumes in the U.S. today, right, or basically generic?
Scott Wagner
executiveIt is. The brand, although, again, boy, the brand opportunities specifically for brands. And this is -- this will be an anecdote, but it's indicative of the opportunity here where I was sitting with one of a brand owner of a big pharmaceutical company and their head of market access. And it's a drug that's going off benefit and competes with generics. And we pulled up the site and they didn't have -- they didn't know what the cash price of their drug was. And it's something that it popped up and it was about $800. And they both said, oh why is that $800? I don't want it to be $800, and it's like, well, we can work with you -- in our parlance, that's manufactured solutions, which is great if you want to be under the price of the generic you're competing with. Gosh, you can buy this down on GoodRx and actually have an ability to put your drug at a price point that people, individuals want to interact with.
Lisa Gill
analystDo you see a lot of opportunities like that?
Scott Wagner
executiveI do. I do. Again, that's how we've probably shifted may even be the wrong word. We're honing the focus of our manufacturer solutions effort because if you think about a brand owner or a brand steward of a drug, what GoodRx really brings that's unique is we're a marketplace for people looking for a drug at a price point. And so anybody with a brand drug that maybe competes with another brand, maybe competes with generics and you really care about the end price, we're kind of uniquely suited to be the vehicle by which you can translate that price to people. So yes, I do. It's actually the thing that kind of coming in, I was most excited about. And I'm a little frustrated by the fact that if I could get every market access person in this room, there's a set of drugs...
Lisa Gill
analystThey're all here.
Scott Wagner
executiveI'm trying, but you really could take probably about 125 brands like this is a [ no-brand ]. And so that's just the work that you have to do to go get in front of people and actually get them to structure real programs.
Lisa Gill
analystKarsten, you talked earlier about cannibalization between the 2 programs ISP and traditional GoodRx. Did you put a number around that? You said it was very small as far as the number of people.
Karsten Voermann
executiveI think from an overlap perspective, both the quantum of people and the medications have really low overlap. So we had historically talked about it being in the single-digit percentages. So very, very low.
Lisa Gill
analystThere's been a lot of talk at this conference around transparency. And there's new pricing models in the marketplace. CVS came out with something called CostVantage. There's expectations that other drug retailers could move more in that direction. We have PBMs that are offering transparent business models, transparency to their customers. Can you talk about if there's any impact on GoodRx as we start to think about some of these new cost-plus type models?
Scott Wagner
executiveYes. We'll definitely tag team that one. I think broadly, I love the way you started that, which is transparency is the theme. That helps us, right? The things that -- the minute anybody talks about what is this cost and value, okay? That helps GoodRx. So CVS specifically and CostVantage, that actually is the way that we are interacting with CVS on a whole bunch of direct drugs. So it actually fits in with how we as GoodRx, not only working with GoodRx, but now working with retail. So in some ways, CostVantage, that's good. Now I don't know if you want to put some more thoughts on it, but it actually fits in line with the trend on how we're actually approaching our retail partners.
Karsten Voermann
executiveYes. I think this, broadly speaking, Lisa, it goes to a question of what the landscape looks like and narrow the competitive landscape. And as we think about that, over the years, we've seen a variety of different entities try and compete with us, like Cuban came out with some announcements at one point, and I think folks were sort of worried about that. Before that, Amazon came out with announcements they used to drop them on somewhat ironically on the same day as our earnings dates usually, which was interesting. But the reality is neither one has had an impact and even expanding the aperture from there when we look at what GoodRx offers, meaning the breadth meaning entire formulary that's out there, the reach, meaning you can use GoodRx in 70,000 plus pharmacies. It's not some weird mail order thing. And the pricing, when you combine those 3 factors, no one else can come close to what we do. And they haven't historically been able to period come close to what we do. So the competitive dynamic and a competitive question set that at least I get receded because of that because I think folks are beginning to understand that it's all 3 variables matter. If you don't have a full formulary like Cuban, kind of isn't that competitive. If you don't have availability like Amazon, kind of isn't that effective. And frankly, if you don't have the right price points, that doesn't work either. And because GoodRx has that combination, that's a big reason that we're the -- we believe we're the #1 referral from health care providers. Even our competitors have referred to as the clinics of prescription discounts and health care provider offices, which I take as a complement.
Lisa Gill
analystWhen I think about these transparent models and CostVantage, you talk about your pricing advantage. You talk about the breadth of where you can pick up the script, et cetera. When I think about drug retail, and I think a lot of people know that I've followed drug retail for a long time, you've had this cross subsidization for a very long time, where they were cross-subsidizing branded and losing money on branded and making a ton of money on generics. And that probably created more opportunity for you to be able to have a better price. If the cross-subsidization changes where they have better price on branded and bringing down their pricing on generic. Does that impact your model in any way?
Scott Wagner
executiveIt would certainly, I'd say, move the pieces, but I don't think it -- but I don't think it fundamentally changes the value prop, which is the -- a benefit relative to whatever your insurance is, right? so back -- coming at it differently and which is, oh, is there something relative to somebody's deductible co-pay or uncovered drugs, that's the solve. The retail cross-subsidization, which I've now boy, more up to speed than ever I thought I would be on it, has really messed up each of the pieces like -- it's crazy. If that gets cleaner, I actually think it helps. And I think we're now starting to the programs that we have in place. In some ways, they're starting to clean up some of the cross-subsidization, like at a little level. But like when we're going into Walgreens or CVS, for example, we're super focused on helping them hit margin and target and incremental traffic goals, but in some way and our little contribution to the world is like cleaning up some of that cross-subsidization.
Lisa Gill
analystNow, that's helpful. It appears you'll end 2023 with MAC growth in the low single digits for the year. How do you approach MAC growth? And how might that look with ISP partnerships coming online next year?
Karsten Voermann
executiveSure. Yes. Just to give a relative perspective on this year and last year, we talked about obviously mid-single-digit growth. And that mid-single-digit growth is sort of at the nominal level, I think when you think about it, though, we've talked over the last few quarters about various things we've done in the business, like, for example, shuttering our vitaCare offering, which contribute mid-single digits of dollars last year, and we'll increase our margins we believe. We've also talked about things like moving away from the Kroger Savings Club program within our subscriptions offering, which will also cost sort of mid-single-digit millions of dollars and focusing more on point-of-sale rebates as a marketing tool, kind of like coupons for our users, first-time users to use GoodRx. All of those things are effectively impacting revenues. So if you look at sort of growth net of those things, we believe the growth rate on a like-for-like basis is even higher. And in connection with that, taking it to MAX, we also see, based on that reality, the potential for acceleration in our MAC growth relative to what we've seen from us in the past.
Lisa Gill
analystWe talked a little bit about competition earlier. Everyone loves that Amazon headline, right? When I think, though, from a PBM perspective, there's one PBM, one large PBM that has their own price transparency tool. And when I think about the competitive landscape around price transparency tools and those that you work with versus those that have their own. Can you maybe talk about the differentiated value proposition that convinces them not to build their own offering. So if I think about this, right, there -- the 2 other PBMs actually have more volume than the third one that their transparency tool. So...
Scott Wagner
executiveIt's a weird -- I mean, again, sorry to like state this with a high-level statement, but that the whole dynamic of that is kind of weird, like the fact of oh, their own price transparency tool, but why and where? What is it as a purchaser of all sorts of plans, the dynamic and interaction as a consumer of health care plans and other companies when we were negotiating, dealing with them every year, if a PBM is bringing forward their own price transparency to a little bit of it as well wait a minute, why isn't this -- what is this different than what I'm getting regularly. Now there's a whole bunch of other tools that sit like at the retail corner that, honestly, if you think about it from a patient or even a pharmacist standpoint, add no value and probably consume more energy in the system that are attempts to deal with the cross subsidization, right? They're not actually adding consumer benefit, and they're actually adding more work at the pharmacy counter, they're just trying to steer marginal economics. So they're a little weird and I think from GoodRx's standpoint, if we approach retail and say, wow, well, we're going to create ways that you're making money, and there's a great patient benefit, it actually cleans up a lot of work at the counter and ends up in a better spot.
Karsten Voermann
executiveAnd Lisa, just to add one quick thing there. I think when you look back at the history of some of the PBMs we're working with now in the context of ISP, they tried that, too. Like there was a product called, and I think I'm going to get this called right price that launched in -- I think it was 2020 or '21. And it was a PBM-specific offering to offer discounts at cash to their existing sponsors and their employees that PBM stopped offering that and now works with GoodRx for all of these services. And I think that's pretty telling that empirically in the market, folks have tried before at the PBM level to do this independently, and it hasn't been as successful as working with GoodRx has proven to be for them, and of course, for us.
Lisa Gill
analystIf I understand it in a very simplistic way, if I'm a single PBM and I'm offering price transparency or offering discounts the way that you are, I can do it off of the contracts that I have. The difference with GoodRx is that you have access to far greater number of contracts and the opportunity to be able to accumulate a better price by looking at multiple pricing sources rather than a single pricing source?
Scott Wagner
executiveSo yes. And yes -- we're able to do -- have an incremental benefit as opposed to the structure of a whole plan. So again, if you're managing the profit pools of plan design there, right, like your -- you're really, I think, trying to protect a lot of price points. So the cannibalization on your own is probably really hard to do. And our ability as GoodRx to be a consumer focused event-driven value prop, which is somebody has a specific drug need at a specific point in time relative to their plan and we're able to get them that discount. I think that also makes it a much cleaner individual and patient experience. Does that make sense?
Karsten Voermann
executiveAnother really big factor here, too, just to jump in on, Scott, is brand absolutely matters here, meaning when an employee goes to HR department and says the portion of it benefits burden pass to me is getting bigger each year. But when I have to fill a prescription, I use GoodRx, they say, "I use GoodRx, " the HR folks then go to their PBMs and say, "what the heck is going on, "you're charging me more every year. I can't really lower co-pays because they help to defray the cost of the overall pharmacy benefit. My employees are using GoodRx, this is a mess, what do I do?" and so the whole ISP program as gestation came from employees pulling through employers through PBMs because we have de facto the best brand in the space. So ignoring the contracting side of it for a second, the dominant variable for us is people know who GoodRx is and we draw people in.
Lisa Gill
analystThat's helpful. So on the direct contracting side with pharmacies has been a path to drive incremental volumes for both GoodRx and for the pharmacy. We touched a little bit on this, but can you walk through the benefit, not just for GoodRx, but also to the pharmacy. Is it just simply volume, more front-end traffic?
Karsten Voermann
executiveYes. I think the direct contracting is a really exciting aspect of our business for us because what it's really allowed us to do is partner up in ways that Scott alluded to earlier, for example, ensuring that pharmacies have the appropriate margins that they want, in some cases, being able to share upside with pharmacies to the extent that we both meet targets that are useful to them and to us. So what it's done is it's originally came out of the issues we had with one retailer in specific. And in the don't waste a crisis realty, we said, this gives us a real opportunity to partner up with other retailers in ways we haven't historically and that's worked out for us exactly as well, maybe better than we hoped it would. It's probably the right way of putting it because it's made the relationships incredibly symbiotic. And the biggest pharmacies are ones that we've worked with, as we've talked about in the past, like CVS, Walgreens, et cetera. So we're super excited about that prospect. I think is probably the best way to characterize it, and we anticipate that well, it's not going to be a majority of our volume anytime soon. We see it is essential to making sure that the dialogue with the pharmacies is open, continuous, transparent. I'll use that word again, and that we make sure in a win-win.
Scott Wagner
executiveCan I -- I'll just add a story to reflect how this is rolling. When I walked into the company, and I said, "Hey, tell me how this interaction with retail works, I would assume. We have data APIs flowing back and forth and with uncertain categories, every retailer is like, do you want to be high, do you want to be #1. Do you want to be low? What's your margin target? Do you want to be better than somebody else or not. And the reaction was well, we kind of do that. And it's like, well, that's an opportunity. And that really is when we talk about direct contracting, it's getting to that point and with one of the major retailers in the fall, it was nice because they -- there were 2 different stories in this, one of which is they came and said, "You know what, we'd love to like bump our margin a little bit. And within 48 hours, we had a meaningful incremental margin delivery to them, which was changing some pricing that they asked for. Cold and flu season came up and they said, we want to win cold and flu. Immediately something we worked with them very quickly, put that into place and then they totally pop traffic, which I think is that dynamic and how really we should be working with every retailer on an ongoing basis.
Lisa Gill
analystYou talked a little earlier when you talked about the $800 story when we talked about manufacturing services. But when we think about the manufacturing solutions, you've been clear on your focus on scaling that side of your business. And also, as part of as it relates to restructuring, right, there's some restructuring that's going on in that business. You've deprioritized less profitable sides of the business including vitaCare, I think you mentioned that, Karsten. Where are you in the evolution of the offering? And where is the team's effort really focused these days?
Scott Wagner
executiveYes, thanks. It's early. So for everybody around manufacturing solutions is about a $100 million revenue business for us. It started about 3 years ago with the realization of wow, we have over 10 million plus users a year, $15 billion of savings, all this prescription transactions, boy, there's other models that say you should be able to run a direct marketing advertising business around that. And really, the last 3 years, I think, we're a big experiment that shows that there's value because it ended up producing $100 million of revenue in a pretty short period of time that if you look at other health care ad businesses like Doximity, we got to that number faster. That's not us versus them thing, but it's a nice way to track hey, is there fundamental value here? Now we really are at what I'd call the first stage of the two of its evolution, which is okay. We figured out what do we do really well? And who does it apply to? And now we're showing up to those people and brands with a structured offering that hopefully can scale. So it's still in early days, but it's refining and honing in on what do we do well, and that's what we're going to build the business on.
Lisa Gill
analystWe only have about a minute left together, but I just want to talk about cash flow for a minute. I mean, you are a cash flow generating business. What are the key capital deployment priorities at this point?
Karsten Voermann
executiveSure. I'll do this in really quick to make sure we have room for more. But at this point, we have deprioritized certainly any M&A, as we've talked about in the past. And I think we're evaluating given where in a net cash positive position, net of debt and debt costs are increasing, exactly how we'll use that. So more to follow, but yes, I think at this point, we've deprioritized sort of M&A, and we see margin increasing over time as we've talked about, both historically and forward-looking and that margin correlates with cash flow.
Scott Wagner
executiveSo I think I can say this with me, we've -- in the filing, we bought a bunch of stock over the last quarter. For those of you who might have followed even micro and background, buying back stock when you generate a lot of cash, doing so at the right time is a really good way to create shareholder value, and we're certainly attuned to that not only, let's call it, not only that dynamic but ongoing opportunity that provides going forward.
Lisa Gill
analystI know we're out of time, but Scott, there's a lot of things that you're working on. What do you hope people will appreciate 12 months from now that maybe they don't appreciate it about GoodRx today?
Scott Wagner
executiveYes, that it's actually not -- it's actually a reasonably simple story. All right. Like -- and there was a lot of chuckling around that just boy -- if one believes that the dynamics of plans push more deductibles up, co-pays up, drugs up benefit, then this is a consumer-oriented way to add real value to people in the world that's kind of unique in health care and the things that we're working on are supporting that in a way that hopefully we could take $15 billion of annual savings. And I think there's ways to grow it to $30 billion plus, and that's what we're working on.
Lisa Gill
analystGreat. Well, thank you very much, everyone.
Scott Wagner
executiveThanks Lisa.
Karsten Voermann
executiveThanks everybody, appreciate it.
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