Chapter 4What Could Be More Inspiring Than a Trusted Channel?

EARLY IN 2004, MEMBERHEALTH WAS A NICE, LITTLE COMPANY HELPING SENIORS GET DISCOUNTS ON THEIR PRESCRIPTION DRUGS. CEO CHARLES HALLBERG PRESIDED OVER 20 EMPLOYEES IN A NONDESCRIPT OFFICE BUILDING NEAR CLEVELAND, OHIO, AND REVENUES FOR THAT YEAR TOPPED $6 MILLION. BUT THAT WAS BEFORE HALLBERG’S BRAINSTORM. ONLY THREE YEARS LATER, MEMBERHEALTH WAS THE FASTEST-GROWING COMPANY IN THE UNITED STATES, ACCORDING TO INC. MAGAZINE. ITS REVENUES HAD SOARED TO $1.24 BILLION, AND ITS THREE-YEAR GROWTH RATE WAS A MIND-BOGGLING 20,129.9 PERCENT. (I LOVE THAT LAST NINE-TENTHS OF A POINT. TALK ABOUT PRECISION.)

How did Hallberg do it? By jumping aboard the Medicare Part D prescription drug bandwagon ...

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