Pharmacy Marketing Group

What Pharmacy Marketing Group does

Pharmacy Marketing Group, Inc. (PMG) is a private, for-profit corporation jointly owned by U.S. state pharmacy associations and Pharmacists Mutual Insurance Company. Headquartered in Cedar Falls, Iowa, PMG is a marketing and sales-support organization that secures endorsements from state pharmacy associations for pharmacy insurance products, third-party prescription drug program information, and other services marketed to the pharmacy community. In return for marketing assistance, the associations generate non-dues revenue in the form of endorsement and marketing fees paid through PMG. Currently, 40 of 50 state pharmacy associations endorse the PMG/Pharmacists Mutual relationship, creating a near-national distribution backbone for the alliance.

The platform operates through three core product pillars. Pharmacists Mutual Insurance Company (founded 1909, A.M. Best A-rated, Ward's 50) writes over 80,000 policies for more than 60,000 members across all 50 states, the District of Columbia, and Puerto Rico, delivering professional liability, commercial property, business, and personal insurance to pharmacists, independent pharmacy owners, care facilities, dentists, DME providers, home health operations, veterinarians, and related small businesses through three corporate entities (Pharmacists Mutual, Chiron Insurance Company, and PMC Advantage Insurance Services). PAAS National, the second pillar, has provided community pharmacy advocacy, PBM audit defense, contract review, and Fraud Waste & Abuse / HIPAA compliance services since 1993, having assisted with more than 45,500 audits and reporting an average audit chargeback savings of $9,043 per engagement. The third pillar — the FWAC + HIPAA Compliance Dashboard Monitor, the Risk Management Portal, and the Custom FWAC/HIPAA Policy & Procedure Manual — represents PMG's limited proprietary technology surface, focused on turning regulatory compliance into a self-service workflow for member pharmacies.

PMG's business model is hybrid: an affiliate-referral/coordinator revenue stream from insurers and drug-program information providers paying endorsement and marketing fees (channeled through the association network), complemented by subscription/membership revenue flowing to Pharmacists Mutual (recurring insurance premiums to 60,000+ members) and PAAS National (membership, pre-audit consulting, post-audit defense, contract review, and FWA/HIPAA program licensing). Customer segments are heavily skewed to SMBs — independent pharmacists and community pharmacies — with secondary exposure to mid-market care facilities and other healthcare-adjacent small businesses. The company does not publicly disclose revenue, has no disclosed funding rounds or M&A activity, and operates without meaningful AI/ML, software-platform, or app-layer technology.

Name

Pharmacy Marketing Group

Legal name

Pharmacy Marketing Group, Inc.

Website

https://pmgrx.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Pharmacy Marketing Group (PMG) is a private, for-profit joint marketing organization, owned by U.S. state pharmacy associations and Pharmacists Mutual Insurance Company, that coordinates endorsements for pharmacy insurance products and PBM audit defense services across 40 of 50 states, serving independent community pharmacies and adjacent healthcare small businesses.

Ownership category

akta.pro rank

Product category

Pharmacy Insurance Marketing & Endorsement Services

NAICS

Insurance Agencies and Brokerages (524210), Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Group Pharmacy Benefit (Rx) Coverage & PBM-Integrated Plans (FSAIAFAN)

akta.pro secondary industries

Pharmacy Benefit Management (PBM) & Pharmacy Network Administration (HLAFALAI), Pharmacy Benefit Analytics, Reporting & Employer Consulting (HLAEAKAK)

Keywords

• Pharmacy insurance marketing
• Association endorsement services
• Pharmacy audit defense
• Professional liability insurance
• Community pharmacy services

Headquarters

HQ city

Cedar Falls

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Endorsement and Marketing Fees: PMG secures endorsements for pharmacy insurance products, third-party prescription drug program information, and other products marketed to the pharmacy community through state pharmacy associations. In return for marketing assistance provided by the associations, states generate non-dues revenue in the form of endorsement and marketing fees paid to PMG.
2. Insurance Premiums (via Pharmacists Mutual): Pharmacists Mutual generates revenue through insurance premiums across a broad portfolio of professional, business, and personal insurance products. The company writes over 80,000 policies for more than 60,000 members, operating as a mutual insurance company accountable to policy owners.
3. PAAS Membership and Services: PAAS National generates revenue through membership fees, pre-audit consulting services, post-audit defense, contract review services, and third-party newsletter subscriptions. Additional revenue comes from Fraud, Waste and Abuse and HIPAA compliance program licensing.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Pharmacy Marketing Group (PMG) coordinates the joint marketing of insurance products and pharmacy audit defense/compliance services to the pharmacy community by securing and maintaining endorsements from state pharmacy associations. It serves as the marketing arm connecting Pharmacists Mutual Insurance Company and PAAS National with independently owned pharmacies through a national endorsement network covering 40 of 50 U.S. state pharmacy associations.

Product overview

Pharmacy Marketing Group (PMG) operates as a joint marketing platform that coordinates products and services for the pharmacy community. The core offering is the PMG Partnership, which connects Pharmacists Mutual Insurance Company and PAAS National services through endorsements from state pharmacy associations (40 of 50 states). Pharmacists Mutual provides specialized insurance and risk management solutions across healthcare professions, while PAAS National delivers pharmacy audit defense and compliance services. Together, these products create a comprehensive ecosystem addressing insurance protection and regulatory compliance for community pharmacies.

Differentiator

Problem solved

Functional benefit

Products and services

• PMG Joint Marketing Platform A coordinated marketing and endorsement platform that connects state pharmacy associations with Pharmacists Mutual Insurance Company, channeling pharmacy insurance products and compliance services to the independent pharmacy market through 40 state association endorsements.
• Pharmacists Mutual Insurance Products Professional liability, business, and commercial insurance products designed specifically for pharmacists, pharmacies, and pharmacy businesses, distributed through the PMG endorsement network and licensed insurance representatives.
• PAAS National Audit Defense & Compliance Services Pharmacy Benefit Manager (PBM) audit defense, FWAC/HIPAA compliance tools, risk management portal access, and custom policy manual support offered to community and independent pharmacies seeking to mitigate audit and regulatory exposure.

Quantifiable outcome

• Average audit chargeback savings of $9,043 per audit for PAAS members
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

54 partnerships are on record, tiered core and minor.

• Alabama Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by CEO Louise Jones, the association is based in Montgomery, AL.
• Alaska Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Based in Anchorage, AK.
• Arizona Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by CEO Kelly Fine, based in Tempe, AZ.
• Arkansas Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by COO John Vinson, Pharm.D., based in Little Rock, AR.
• Colorado Pharmacists SocietycoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Emily Zadvorny, PharmD, BCPS, based in Aurora, CO.
• Connecticut Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by CEO Nathan Tinker, based in Rocky Hill, CT.
• Delaware Pharmacists SocietycoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Kim Robbins, based in Smyrna, DE.
• Florida Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Vice President Michael Jackson, R.Ph., based in Tallahassee, FL.
• Idaho State Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Pam Eaton, based in Boise, ID.
• Illinois Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Garth K. Reynolds, RPh, based in Springfield, IL.
• Indiana Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Vice President Darren Covington, based in Indianapolis, IN.
• Iowa Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Vice President/CEO Kate Gainer, based in Des Moines, IA.
• Kansas Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Aaron Dunkel, based in Topeka, KS.
• Kentucky Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director/CEO Ben Mudd, based in Frankfort, KY.
• Louisiana Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Julie Fuselier, based in Baton Rouge, LA.
• Maryland Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Aliyah Horton, based in Columbia, MD.
• Massachusetts Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Vice President Lindsay DeSantis, based in Woburn, MA.
• Minnesota Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Sarah Derr, PharmD, based in St. Paul, MN.
• Mississippi Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Beau Cox, based in Jackson, MS.
• Missouri Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by CEO Ron Fitzwater, C.A.E., MBA, based in Jefferson City, MO.
• Montana Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Stuart Doggett, based in Helena, MT.
• Nebraska Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by CEO Marcia Mueting, based in Lincoln, NE.
• New Jersey Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by CEO Elise M. Barry, based in Princeton, NJ.
• New Mexico Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director R. Dale Tinker, based in Albuquerque, NM.
• North Carolina Association of PharmacistscoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Penny Shelton, based in Durham, NC.
• Ohio Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Ernest Boyd, P.D., C.A.E., based in Columbus, OH.
• Oklahoma Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Debra Billingsley, based in Edmond, OK.
• Oregon State Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Brian Mayo, based in West Linn, OR.
• Pennsylvania Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by CEO Victoria Elliott, based in Harrisburg, PA.
• Pharmacists Society of the State of New YorkcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Deanna Ennello-Butler, based in Albany, NY.
• Pharmacy Society of WisconsincoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by CEO Sarah Sorum, based in Madison, WI.
• Rhode Island Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Matthew Lacroix, based in Warwick, RI.
• South Carolina Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by CEO Brian Clark, RPh, based in Columbia, SC.
• South Dakota Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Amanda Bacon, based in Pierre, SD.
• Tennessee Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Anthony Pudlo, based in Nashville, TN.
• Texas Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by CEO Debbie Garza, RPh, based in Austin, TX.
• Utah Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Adam Jones, based in Midvale, UT.
• Virginia Pharmacists AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Executive Director Christina Barrille, based in Richmond, VA.
• Washington State Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by CEO Dr. Jenny Arnold, PharmD, BCPS, based in Renton, WA.
• Wyoming Pharmacy AssociationcoreGTM or Marketing PartnerOne of 40 state pharmacy associations endorsing the PMG/Pharmacists Mutual relationship. Led by Kristen Jones, based in Guernsey, WY.
• NASPA (National Alliance of State Pharmacy Associations)minorGTM or Marketing PartnerPharmacists Mutual maintains corporate membership in NASPA to build industry relationships and visibility within the pharmacy community.
• ACA (American College of Apothecaries)minorGTM or Marketing PartnerPharmacists Mutual maintains corporate membership in ACA, supporting the professional well-being of independent community pharmacists.
• NCPA (National Community Pharmacists Association)minorGTM or Marketing PartnerPharmacists Mutual maintains corporate membership in NCPA, the leading organization representing independent community pharmacies.
• APC (American Pharmacy Alliance)minorGTM or Marketing PartnerPharmacists Mutual maintains corporate membership in APC to support independent pharmacy professionals.
• PAAS NationalcoreStrategic or Co-development PartnerPAAS National has been the industry-leading advocate for community pharmacy dealings with Prescription Benefit Programs since 1993. It is featured on the PMG website as a partner organization alongside Pharmacists Mutual, providing complementary audit defense and compliance services to the same pharmacy community.
• Chiron Insurance CompanycoreStrategic or Co-development PartnerOne of three companies under the Pharmacists Mutual umbrella (alongside Pharmacists Mutual Insurance Company and PMC Advantage Insurance Services) that together satisfy all of a member's professional, personal, and business insurance needs.
• PMC Advantage Insurance ServicescoreStrategic or Co-development PartnerOne of three companies under the Pharmacists Mutual umbrella providing comprehensive insurance solutions to members.
• NCPA FoundationminorGTM or Marketing PartnerPharmacists Mutual has provided $1 million in donations to pharmacy foundations including the NCPA Foundation, supporting pharmacy education and research.
• APhA FoundationminorGTM or Marketing PartnerPharmacists Mutual has provided $1 million in donations to pharmacy foundations including the APhA Foundation, supporting pharmacy education and research.
• IACP FoundationminorGTM or Marketing PartnerPharmacists Mutual has provided $1 million in donations to pharmacy foundations including the IACP Foundation, supporting pharmacy education and research.
• ACA Research and Education FoundationminorGTM or Marketing PartnerPharmacists Mutual has provided $1 million in donations to pharmacy foundations including the ACA Research and Education Foundation, supporting pharmacy education and research.
• EPICminorGTM or Marketing PartnerPharmacists Mutual has received endorsement from EPIC, one of the pharmacy-focused endorsements listed on the PMG website.
• KeystoneminorGTM or Marketing PartnerPharmacists Mutual has received endorsement from Keystone, one of the pharmacy-focused endorsements listed on the PMG website.
• RXInsiderminorGTM or Marketing PartnerPharmacists Mutual has received endorsement from RXInsider, one of the pharmacy-focused endorsements listed on the PMG website.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• American Pharmacies (AP): Independent pharmacy buying group and services organization providing PBM contracting, audit support, and operational resources to member pharmacies. Comparable because it competes with PAAS National for the same independent pharmacy customer base seeking PBM audit defense, contract review, and compliance services.
• PBA Health (Pharmacy Buying Association): Independent pharmacy services and buying organization offering PBM contracting, audit defense, and compliance resources. Comparable because it targets the same community pharmacy segment as PAAS National and competes for the same wallet of services related to PBM relationships and audit risk.

Direct peers

• Healthcare Providers Service Organization (HPSO): A major provider of professional liability insurance and risk management products for healthcare professionals. Comparable because it uses a similar endorsement-and-affinity distribution model targeting allied healthcare practitioners, competes directly with Pharmacists Mutual for the pharmacy professional liability wallet, and sells through state and national associations.
• NSO (Nurses Service Organization): Affinity-based professional liability insurance provider for nurses and allied health professionals. Comparable because it operates on the same association-endorsed, niche-professional distribution model that PMG uses for pharmacists, monetizing through state and national association partnerships and recurring policy premiums.
• Proliability (Healthcare Providers Insurance): Specialty insurance broker offering professional liability coverage to individual healthcare professionals across many disciplines. Comparable because it targets the same solo-practitioner and small-practice healthcare customers PMG serves, with a similar emphasis on profession-specific coverage, association partnerships, and online self-service quoting.
• EPIC Pharmacy Network: Independent pharmacy services organization offering PBM contracting, reimbursement support, and operational tools to community pharmacies. Comparable because it serves the same independent pharmacy customer base as PMG's PAAS National arm and addresses overlapping pain points around PBM audits, contract review, and compliance.

Broad incumbents

• CNA Financial (Healthcare Professional Liability): A large national insurance carrier with a substantial healthcare professional liability practice. Comparable because it underwrites the same categories of insurance products PMG/Pharmacists Mutual sell (professional liability, commercial property, workers' comp) for healthcare providers and competes for the same independent pharmacy and care facility customers.
• Pharmacists Mutual Insurance Company: The insurance carrier at the core of the PMG partnership. Comparable because it provides the same specialized pharmacy professional liability and business insurance products, holds the A.M. Best A rating, and serves the same pharmacist and healthcare professional customer base that PMG reaches through state association endorsements.
• Lockton Affinity: Affinity insurance and benefits program administrator for associations and member-based organizations. Comparable because it designs, markets, and administers insurance products on behalf of associations — the same joint-marketing role PMG performs between state pharmacy associations and Pharmacists Mutual.

Others

• Avanlee Medical: Listed as one of the pharmacy-focused endorsements on the PMG website. Comparable because it represents the broader class of niche service providers that PMG affiliates and endorses to its pharmacy community, illustrating the ecosystem of partners competing for placement alongside Pharmacists Mutual and PAAS.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pharmacy-marketing-group-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pharmacy Marketing Group