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!

Hosted on Acast. See acast.com/privacy for more information.