Rightway's 2025 Rebrand: A New Chapter in Healthcare Transformation
New York, Wednesday, 3 September 2025.
Rightway has announced a rebranding initiative for 2025, aiming to enhance transparency and patient-focused care in healthcare. This move supports improved outcomes and engagement, indicating a pivotal shift in healthcare delivery.
Enhancing Transparency in Healthcare Management
Rightway’s rebranding initiative underscores its commitment to transforming healthcare management by prioritizing transparency and member-centric care. The company distinguishes itself by integrating pharmacy navigation supported by clinical experts, ensuring that members have access to high-value medications with fully aligned pricing and total transparency [1]. This strategic rebranding aligns with the company’s goal of delivering better healthcare outcomes and reducing costs, demonstrating that improved patient engagement and lower medical expenses can coexist effectively [1].
Innovative Patient-Centric Approaches
The rebranding reflects Rightway’s evolution from a bold challenger to a leader in the pharmacy benefit management (PBM) space. With a clinician-led model, Rightway offers a unique approach that challenges traditional PBM practices, providing 16.1% lower pharmacy costs and 15% medical cost savings for employers [1]. This model is designed to enhance patient experiences by delivering expert-led support, seamless technology, and fully-aligned incentives, fostering an ecosystem that emphasizes personalized care pathways [1].
A Commitment to Healthcare Transformation
Rightway’s CEO, Jordan Feldman, stated that the rebranding is not just a new look but a declaration of identity and future direction [1]. The company aims to redefine the PBM space and achieve deep market penetration, setting new standards for employer and member expectations [1]. With a client retention rate exceeding 97% and member growth surpassing 100% year-over-year in 2025, Rightway’s strategic vision emphasizes innovating healthcare solutions that support better patient outcomes and engagement [1].
Leveraging Technology for Better Healthcare Delivery
In conjunction with its rebranding, Rightway is investing in technology to simplify healthcare delivery and enhance patient engagement. By integrating multimodal AI, the company aims to address the complexity of healthcare systems, ensuring that patients receive the right care at the right time [2]. This technological integration is designed to build trust and transparency in healthcare decisions, which are crucial for effective patient-centered care [2].