🏥 Photon Just Killed the "E" in E-Prescribing

Health systems are sleeping on one of their most valuable consumer assets

Hospitalogists,   Today’s send is a doozy! First off is a huge announcement from me.   Year 2 of Hospitalogy in-person events is officially on. I'm excited to announce the Hospitalogy AI Retreat, happening this November in Phoenix.   Last year, I hosted 50 incredibly smart, thoughtful folks in Austin to talk through the current state of value-based care, learn from one another, and hold candid conversations. These discussions weren’t recorded, and Chatham House Rules were in effect.   You can expect something similar for the Hospitalogy AI Retreat. Out in Phoenix, I’ll be facilitating off-record conversations and roundtables with your peers. You’re in the room or you miss it. Best be sure I’m not looking to stroke egos.   My mission at Hospitalogy is to drive meaningful change in the industry through connection and real conversations, and this format is by far the best to go deep on issues and share meaningful information.   There is nothing noisier in healthcare right now than the clown fiesta happening around AI and health system transformation. So I want to foster dialogue that will help health system leaders sift through this noise, learn where your peers are finding successes, share challenges, and find a sustainable path forward for your organizations.   Themes covered will be timely and designed to stretch your thinking, including Leadership through transformation, Governance and fostering trust, What ‘disrupting yourself’ actually means in practice, Rising consumerism in healthcare Ramifications of the autonomous era on healthcare, and Transitioning to health system 2.0 - strategic and financial considerations for AI deployment in key areas including revenue cycle management, population health, primary care and digital front door, and more. Plus we’ll probably play some golf and do some other cool stuff together out in Phoenix. I hope to see you there for the next flagship Hospitalogy event.   Apply for the Retreat here. Now, let’s dive into Photon and what Otto and team are doing to transform pharmacy for the better. I got the chance to hang with CEO/Founder of Photon Otto prior to their Series A announcement to dive into everything they’re doing to transform pharmacy operations.  Was this email forwarded to you? Subscribe Here Health Systems Are Sleeping on Their Most Valuable Asset Photon Health just raised $16M to build the consumer interface e-prescribing forgot. Every IDN pharmacy strategy meeting in the country should be a little uncomfortable about it. As business models transform, health systems are starting to talk less about heads in beds and more about consumer lifetime value.   They’re also asleep at the wheel on one of the most important vehicles to do so: pharmacy.   Strategic conversations in IDN boardrooms have shifted in the last 18 months. C-suites are asking patient-LTV questions out loud. About CAC. Wait…is this a consumer retail company or a health system? They’ve stopped pretending their service lines are independent universes and started, however haltingly, to think about a patient as a longitudinal consumer relationship rather than 14 separate transactions assigned to 14 separate budgets, optimized for specific patient events.   That shift is real, it's overdue, and it's happening because the consumer-side facts on the ground left systems no choice. Disrupt or be disrupted is the common mantra parroted. Patients, if savvy enough, can now compare their PCP visit experience to their last DoorDash order - and this historic information asymmetry is only going to tighten. GLP-1s normalized the idea that you might pay $300 cash for a script and route it to whichever pharmacy ships fastest. Hims, Ro, Lemonaid, and the rest of DTC virtual care taught a generation that "I want this prescription filled" is a two-tap experience, not a 45-minute round trip. Gen Z is here and expecting a richer user experience.   Patients absorbed that lesson and are now applying it to every Rx that gets prescribed by an employed physician at an integrated delivery network.   But by and large, health systems are responding by...hoping the patients do not notice the gap.   Departmental P&L models are what's broken. Ambulatory Rx volume, the single highest-frequency consumer touchpoint a system has, touches everything yet is owned by nobody. Show me a system where the answer to "who owns the ambulatory prescription consumer experience" is a name, with a number, and I'll show you a system that is going to compound LTV in 2030 while its peers are still benchmarking specialty fill rates.   This week's $16M Series A from Photon, led by Healthier Capital with Notation, Flare Capital Partners, and Evidenced participating, sits exactly on top of that strategic gap.   Photon’s Founder and CEO Otto Sipe walked me through the numbers, the strategy, and how he thinks every health system pharmacy strategy meeting in the country is asking the wrong question (also, his mom loves my podcast, which is an absolutely incredible endorsement). Photon is the platform (and eventual marketplace) that finally lets an IDN treat its ambulatory prescription volume the way Amazon treats its Prime members — as a longitudinal consumer relationship with measurable engagement, retention, and lifetime value, instead of as a logistics handoff at the front desk. They won’t be just a prescribing infrastructure company for long (and yes, I’m dropping the damn ‘e’ - can we all stop using ‘e’ before e-prescribing now?) Alright, So Who is Photon Anyway? E- prescribing as you've known it since the mid-2000s solved a workflow problem. Making things digital was great for prescribers, pharmacy fill times, and especially great for the monopoly plumbing company in the middle that shall remain nameless but rhymes with schmureschripts. But what it didn’t solve for was the patient. The system was trash for the patient, who lost the consumer-facing interface entirely the moment the script went digital and got demoted from "portable, optionable healthcare instrument" to "electronic packet routed to whichever pharmacy the patient mumbled at the front desk during checkout."   So Photon was born out of the idea that consumer preference will be key to the future of pharmacy, and built the interface that vanished. A consumer-facing layer on top of the prescription that surfaces price across pharmacies, delivery options, hours, stock availability, and fulfillment choice. The patient picks, and the pharmacy fills while the health system captures the engagement event. That is the base product, and it sounds boring until you realize what it does for an IDN that owns its own pharmacy enterprise.   Photon’s engagement layer builds trust, which is and will continue to be paramount in the AI and autonomous era. Once the interface earns trust because it's solving a real problem at the moment of choice, then the health system has earned the right to put an offer in front of the patient. Free delivery from the system pharmacy. A copay alert. An equivalent product with better availability. A reminder that the system pharmacy is right there in the building and three dollars cheaper than CVS. Photon is building a marketplace where the prescription is the SKU, the patient is the activated user, and demand-side participants - system pharmacy, retail chain, mail-order, eventually the plan and pharma - compete for the right to fulfill that script.   I should put Photon’s origin story in context just for a moment because it helps with the consumer engagement piece. Photon got its start building prescription infrastructure for DTC virtual care brands, including a meaningful share of the cash-pay GLP-1 wave that hammered traditional Rx fulfillment economics over the past 24 months. So while most pharmacy infrastructure companies were built by enterprise vendors learning to talk to a consumer for the first time at age 35, Photon was built by a consumer-product team learning to talk to enterprises.   When inbound from health systems started arriving, IDN pharmacy leaders realized the consumer-grade interface Photon had built for a startup weight-loss brand was the exact interface they had been failing to ship inside their EMR for ten years. That should tell you everything you need to know about the gap between IDN digital strategy and what consumers deserve (and increasingly expect) in 2026.   Tandem, Phil, and the rest of the hub vendor cohort are building for pharma. Photon is building for the patient. Enterprise value accrues differently, incentives align differently, and the product looks nothing like a hub once you actually log in. Specialty Is a Distraction. Ambulatory Is the LTV Engine. Let’s Math. If your pharmacy operation in 2026 has a strategic plan dominated by specialty optimization, mail-order expansion as a line item for next fiscal year, and "we're looking at LDD accreditation," that operation is, to put it bluntly, stunted from a consumer orientation perspective. Don’t get me wrong, specialty matters. If you’ve been reading Hospitalogy in the past year, you understand how much activity is happening in the space across affected stakeholders.   But specialty is not the volume engine for a consumer LTV play. Specialty is 40 patients on a biologic with excessively high cost drugs. Volume, and therefore engagement with patients, on the other hand, comes from the ambulatory patient who just left a PCP visit with an Rx for a statin, a GLP-1, an SSRI, or a prednisone taper. That patient interacts with their pharmacy 8 to 12 times a year. Their PCP sees them 1.8 times a year. Pharmacy is the consumer engagement engine. PCP is the clinical checkpoint. Health system digital strategy for the past decade has been built around specialty margin optimization. Health System 2.0 needs to be built around the first.   This patient also represents 3x to 10x the dollar value over a 20-year horizon than the specialty patient does, once you factor in cross-channel utilization, repeat fills, downstream specialty conversion, and the lifetime value of the relationship. A patient who fills their statin at the system pharmacy in 2026 is materially more likely to fill their specialty Rx at the same system in 2034 when they get diagnosed with a chronic inflammatory condition. Specialty fill margin runs an order of magnitude higher than retail. Cross-selling represents LTV math, made operational by Photon.   Otto relayed something the CPO of a prominent academic medical center had told him directly: "Our attitude is that doing as best we can to help a patient access pharmacy now means they're going to come to us in 10 years when they're on a specialty medication. We're thinking about this like the Catholic Church in terms of brand loyalty." I love this quote. Most clinically accurate, most strategically sophisticated framing of health system pharmacy strategy I've heard in five years, and it came from a pharmacy operator, not a consultant.   The Holy Catholic Church didn't become the Catholic Church by optimizing for margin on weekly collection plates at St. Elsewhere's parish. It became the Catholic Church by owning baptism, first communion, confirmation, marriage, and last rites — full longitudinal consumer relationship, reinforced by brand and trust and the occasional architectural flex. So the system with the 23-year-old on a Z-Pak today owns the 58-year-old on a GLP-1 and a specialty biologic in 2051. Math. Money on the Table Real numbers, because the abstract version of the LTV argument is exactly why CFOs glaze over and pharmacy ends up as item 17 on the strategic plan.   An average retail Rx generates $6 to $14 in fully loaded margin to the dispensing pharmacy, depending on payer mix, generic vs. brand, and 340B status (which I am officially not going to spend more than this parenthetical on, because every party at the table currently dislikes 340B for different reasons and it’s exhausting). The average ambulatory patient generates 12 to 15 retail prescriptions a year. Multiply that by an IDN's ambulatory patient panel - let’s say 500K patients for a mid-sized regional system, 2M+ for a national academic - and you are staring at $40M to $200M in annual gross margin that, in the typical IDN, leaks out the door at a 60% to 80% rate to retail chains or mail-order.   That's just pure leakage. Now layer in the downstream enterprise effects from losing the LTV cross-sell, then layer in adherence and value-based contract performance. A patient who fills their post-MI medication regimen within seven days of discharge is dramatically less likely to be readmitted. Avoiding one preventable readmission is worth $15K to $25K to a system at risk under VBC contracts (or in penalties).   Follow the throughline, and the health system pharmacy with better consumer engagement infrastructure, which is then attached to discharge prescribing results in improvements in post-discharge fill rates, and then generates outsized quality and downstream performance that nobody on the executive team is currently attributing to pharmacy.   More or less, a typical mid-sized IDN is leaving $50M to $250M annually on the table by treating ambulatory pharmacy as a fulfillment cost center. Stated differently, this amounts to the EBITDA contribution of an entire mid-sized service line…nuked.   I'll let you draw your own conclusions about why this hasn't been fixed yet, but I'll give you a hint: it's the org chart. Nobody owns pharmacy, and reporting is emphasized elsewhere. Nobody is grading themselves on ambulatory Rx retention rate or on the LTV impact of the highest-frequency consumer touchpoint a system has. Three departments, zero cross-cutting accountability, hundreds of millions in compounding leakage.   Here’s a line from Otto I thought was interesting context given the above: a senior pharmacy leader at one large multi-site IDN told him it was "really expensive" to figure out how to educate 10,000 employed providers about a new mail-order facility opening. Said in another way, hospitals, who have built some of the largest networks of clinically licensed prescription sources in the country, treat those prescribers as a marketing problem too expensive to solve. Photon is, in a meaningful way, the marketing channel for a clinical service any system already owns and already wants to push. Cigarettes at the Front Door (the LTV Ceiling Argument) Otto dropped a line in our conversation too good that I compulsively included it.   "We're not going to sell your patients cigarettes at the front door."   Alright, now I’ll provide some context.   Health systems, unlike every other pharmacy competitor in the market, hold a strategic imperative and advantage with the patient. They are clinically aligned to provide good outcomes with the consumer, localized to their communities, and their entire enterprise from end to end - ambulatory, inpatient, plan-side, specialty - is structured around the patient getting better, staying out of the hospital, and adhering to their medication regimen.   Every other pharmacy in the market is optimizing for something else. CVS is optimizing for retail footprint and PBM entrapment. Walgreens is optimizing for foot traffic and, apparently, shutting down a store every seven minutes. They also still sell cigarettes. Amazon, while pro-consumer, is optimizing for Prime engagement and unit economics per SKU. This asymmetry is the entire LTV argument. Retail pharmacies acquire and lose customers based on ingredient cost and convenience. They have no clinical reason to care whether you take the medication. But health systems do. Pharmacy adherence drives outcomes and significant financial performance in multiple arenas. That's why the LTV ceiling for a system pharmacy that retains an ambulatory patient is structurally higher than the LTV ceiling for a CVS or an Amazon Pharmacy that fulfills the same script. Every player is trying to tie the consumer to their ecosystem, but health systems hold the closest financial ties to the patient themselves.   Photon is the tool that surfaces the asymmetry to the consumer at the moment it matters. Free delivery from the system pharmacy. Pricing that shows the system option as cheapest. Real information about hours, stock, availability. UX signals telling the patient that this pharmacy actually cares whether they get the medication. Let’s Talk Investors for a Sec Healthier Capital, the firm leading Photon's Series A, is run by folks with experience in both pharmacy and consumer experience in healthcare. Amir Dan Rubin. Rubin was CEO of One Medical for six years, took the company public on Nasdaq in 2020, and sold it to Amazon for $3.9B in early 2023 which if Hospitalogists recall, was Amazon's third-largest acquisition ever, behind Whole Foods and MGM. Gregor Kevrekian is a previous CVS and Aetna venture head with lots of opinions on problems Photon should solve. Healthier Capital closed an oversubscribed $220M Fund 1 in January 2026, beating its $150M target by 47%, in a year when global venture fundraising hit an eight-year low.   People who built the previous generation of consumer-front-door healthcare assets are betting the next generation gets built around prescriptions, not around visits. They're betting the asset Amazon paid $3.9B to acquire - the consumer membership relationship - replicates at scale through high-frequency low-friction Rx engagement instead of through annual primary care visits. They're betting an open marketplace with consumer-product DNA wins this layer because no IDN is going to ship it from inside an Epic install in the next 36 months. Long-term, open-architecture market places will win over closed verticals because the consumer will always prevail. Even in healthcare Where the Thesis Gets Tested I want to be honest about where I pushed back on Otto, because it would be inauthentic to pretend Photon has a no-look layup (maybe a gimme would have been a better metaphor for me but we talked about basketball during our podcast so I’ll run with it).   The enterprise sales cycle problem is real. Otto acknowledged it directly. Photon's value proposition typically requires not just a pharmacy director but CIO/CDIO involvement, a marketing lead, a CX team, and - if the system owns a plan - a payor-side stakeholder. Every one of them has three other priorities. But Otto's counter was fair. Photon has cracked a few of the savvier IDNs and big academic systems, and what tends to move the deal is a forward-thinking pharmacy director walking into a CFO or CSO conversation with ambulatory leakage numbers that show an ROI opportunity and an easy win. Photon does not have to win every system. It needs to win the right, forward-thinking systems and let everyone else read the case study three years late.   I also pushed on the metrics. Engagement numbers Photon is posting are, by healthcare standards, off the charts. Consumer activation on a healthcare product is historically abysmal, partly because incentive structures don't support the patient taking action and partly because most "healthcare consumer" products are built by people who have never actually designed for a consumer.   Photon is posting activation rates that look more like DTC e-commerce than a pharmacy hub: roughly 60% to 70% engagement on prescriptions routed through the platform, with sell-through rates above 90% when consumers pick a pharmacy through it. Either Photon has cracked something real or the metric does not stretch to enterprise scale the way they want it to. I'd like to see third-party-verified numbers in 12 to 18 months. Otto was relaxed about that. Relaxed in the way that suggests he likes his own data, which is a signal.   The pharma angle is where most prescription infrastructure companies lose the plot. Pharma will pay a lot of money to solve adherence, price-sensitivity signal, and fall-off visibility. They’ll also happily distort a product built for the patient if the cap table lets them. Otto's framing is that Photon's relationship with pharma is arm's length and the primary mission is consumer-aligned. I believe him today. I want to see how that discipline holds when the term sheet for a $50M pharma-funded "adherence partnership" eventually shows up. Culture and governance matter here, and it's where a lot of otherwise promising companies in this space have flipped behind the scenes.   One pushback I didn't get in the call but wanted to flag. AI prescribing is going to re-architect the upstream Rx workflow within 18 months. Agentic clinical layer is going to start routing prescriptions before the consumer ever sees them, and the obvious worry is whether that hollows out a marketplace built around an engaged consumer. Otto's likely answer (and the one I'd give if I were running Photon) is that AI prescribing makes the consumer interface more important precisely because it accelerates volume into a workflow with fewer human touchpoints. Patient engagement at dispensing becomes the only remaining trust-building event in the entire flow. I think he's right. I also think the company that wins this market has to ship the consumer experience and the AI integration simultaneously, and I'd want to see how Photon resources both at this round size.   None of these concerns disqualify the business. They are the pressure tests any enterprise-scale marketplace has to pass, and Photon, to its credit, is walking into them with clear eyes. Health System 2.0 Runs on Prescriptions, Not Visits Zoom out. Every trend Hospitalogists have been tracking for the past 24 months converges on what Photon is building.   Consumer primary care fragmenting the front door. GLP-1s ripping open the cash-pay Rx market and dragging specialty pricing dynamics into the retail tier. Vertical integration on the distributor side restructuring fulfillment economics. Big three retail pharmacies in structural decline. Amazon Pharmacy on track to be a top-5 dispensing pharmacy by volume inside 36 months. AI prescribing about to re-architect the Rx workflow within 18 months.   Through all of this dislocation, the most trusted, most clinically integrated player in the ecosystem — your local IDN — is standing at the door presented with a compelling pharmacy opportunity.   Otto's quote in the press release maps to this directly:   "We're building prescription infrastructure for the AI era. We're scaling at a critical juncture where healthcare SaaS and services are being disrupted by LLMs and agentic workflows — right as healthcare affordability and consumer demand for transparency reach a boiling point."'   Health systems that win the next decade of ambulatory pharmacy are the ones that stop treating Rx as a fulfillment artifact and start treating it as the highest-frequency consumer touchpoint in the entire enterprise.   Consumer loyalty infrastructure in every other industry, like Amazon Prime, Apple ID, the Starbucks app, Delta Medallion was built on high-frequency, low-friction, emotionally neutral transactions. Outpatient Rx is the only healthcare touchpoint that fits that profile. Yet the industry has been treating it like a shipping label. Blake’s Take Photon is one of the more strategically compelling companies I've covered this year - they’re  interesting because they are solving a problem the health system itself has not yet figured out how to articulate, let alone fix. And they are doing it from a consumer-product DNA that IDN incumbents structurally cannot replicate from inside their existing EMR vendor relationships.   LTV thinking is finally cracking through at the executive level further enabled by AI and data liquidity. Departmental P&Ls are still the operating reality but the boundaries are melting into whole-house math. Photon sits in the middle of that gap as a piece of infrastructure an IDN can buy off the shelf to align pharmacy, patient experience, and population health around a single consumer engagement event. Smart money sees it, and systems that move first are going to open up a structural advantage the rest of the field will have a hard time closing.   Plus, Otto is that dude. He is humble, hungry, down to earth, and just an all around beast.   For pharmacy strategies still anchored in specialty optimization and cost-center framing, that's a choice. With the benefit of everything we now know about consumer disintermediation in retail healthcare, it is a bad one. Amazon and other tech forward consumer-centric players are not waiting for anyone's strategic plan to catch up, and the longer the typical IDN waits, the more of the next decade's compounding consumer LTV will be sitting in someone else's app at the moment of truth.   For those forward thinkers, Photon is ready for your ‘e’mail. SPONSORED BY AMPLIFYMD It’s time to rethink old staffing models. Relying on high-cost locum tenens to manage specialist shortages isn’t a long-term coverage strategy. AmplifyMD’s new white paper breaks down the workforce optimization and staffing economics of scalable, more cost-effective approaches. You’ll learn: Why the one-physician-per-site model is increasingly unsustainable How shared fractional coverage models are delivering 14x ROI for health systems Ways to coordinate specialist coverage across multiple hospitals, making better use of scarce specialists and creating lasting clinical capacity Download White Paper Thanks for the read! Let me know what you thought by replying back to this email.   — Blake   🏥 Hospitalogy Membership I'm building a community of leaders in strategy, finance, and ops at hospitals and health systems to help us connect, learn, and grow together. Apply for free membership here. Get your brand in front of 68,000+ executives and healthcare decision-makers. Let's Partner → Workweek Media Inc.  1023 Springdale Road, STE 9E Austin, TX 78721   Want to ruin my day? Unsubscribe.