Question · Q4 2025
Stan Berenshteyn asked Wendy Barnes if the historical focus on top 10 HCP relationships, which previously sourced 50% of Monthly Active Consumers (MACs), is still a strategy to drive MAC volume, or if the approach has evolved. He then asked Chris McGinnis about GoodRx's sales and marketing efforts in 2026, inquiring about changes in deployment due to revenue strategy pivots and if top-line pressures allow for continued reduction in S&M intensity.
Answer
Wendy Barnes, Chief Executive Officer, clarified that GoodRx focuses on a broad swath of HCPs (1.2-1.3 million annually), largely driven by manufacturer relationships, and HCPs remain an area of focus, primarily in partnership with Pharma. Chris McGinnis, Chief Financial Officer, stated that marketing spend will be redirected towards specific programs. He noted that overall spend was down last year, and as a percentage of revenue, it's essentially in line, reiterating the flexibility to spend more opportunistically. Wendy added that they constantly review ROAS and shift dollars to the highest ROAS opportunities, making strategic shifts in late 2025/early 2026, especially for weight loss subscriptions.
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