---
type: source
title: "Mark Cuban Cost Plus Drugs + Humana Partnership: Challenging PBMs Through Pass-Through Pricing, But Big Three Control 80% of Claims"
author: "Medical Economics / Drug Channels / Pharmaceutical Commerce"
url: https://www.medicaleconomics.com/view/mark-cuban-s-cost-plus-drugs-teams-up-with-humana-on-employer-drug-costs-resident-physician-burnout-hits-three-year-low-symptom-based-dosing-gets-opioid-exposed-newborns-home-sooner-morning-medical-update
date: 2025-11-01
domain: health
secondary_domains: []
format: article
status: unprocessed
priority: low
tags: [pharmacy-benefits, PBM, Cost-Plus-Drugs, market-competition, drug-pricing, structural-reform]
intake_tier: research-task
---

## Content

**Cost Plus Drugs market position (2025-2026):**
- Company: Mark Cuban Cost Plus Drug Company, founded 2022, Dallas TX
- Model: acquisition cost + 15% fixed fee, 2,300+ mostly generic medications
- Recent: partnership with Humana CenterWell Pharmacy for "end-to-end employer prescription solutions" — combining Cost Plus pass-through pricing with CenterWell distribution
- Expanding into biosimilar portfolio as next growth phase
- Pursuing US manufacturing expansion (generic drug fee waivers)

**Market structure context:**
- Big Three PBMs (CVS Caremark, OptumRx, Express Scripts): control approximately 80% of US prescription claims
- Cost Plus Drugs: growing but PARTNERING WITH incumbents (Humana) rather than displacing PBMs
- "Challenger model" coexisting with incumbents, not disrupting them

**Drug Channels (February 2026) analysis:**
- Cuban vocal opponent of PBM practices (testified at congressional hearings, supported FTC investigations)
- Growing political scrutiny of PBM business practices (rebates, spread pricing, white bagging)
- Cost Plus positioned as political/narrative pressure vehicle even if market share is small

**Limits of the Cost Plus model:**
- Primarily generic drugs — doesn't address branded/biologic drugs where margins are highest
- Distribution infrastructure built on partnership (Humana), not owned — dependent on incumbents
- No clinical services layer — drug pricing tool, not care delivery model

**Parallel: Amazon Pharmacy (2023-2026):**
- Amazon launched pharmacy services, generic drug pricing pressure
- Has NOT succeeded in clinical-grade services (Amazon Care shut down 2023)
- Amazon's consumer pharmacy growing but not disrupting the clinical/institutional layer where most spending is

**FTC scrutiny:**
- FTC investigation into PBM practices ongoing
- Drug Channels note: Cuban supported FTC-ESI (Express Scripts) investigation
- Political momentum for PBM reform but structural change pending

## Agent Notes

**Why this matters:** Part of the Belief 3 disconfirmation attempt — does market competition via alternative pharmacy models (Cost Plus, Amazon Pharmacy) bypass structural payment misalignment? The answer: no. Cost Plus is growing but PBMs still control 80% of claims, and Cost Plus is partnering with Humana (an incumbent) rather than disrupting the channel.

**What surprised me:** Cost Plus partnering WITH Humana rather than competing with it. The narrative has been "disruptor vs. incumbent" but the actual business strategy is partnership for distribution. This is a revealing signal about the structural barriers to disrupting drug distribution channels.

**What I expected but didn't find:** Evidence that Cost Plus has achieved meaningful market share in branded/specialty drugs (where the margin extraction is concentrated) or that it's competing successfully for institutional/health system purchasing.

**KB connections:**
- Supports [[proxy inertia is the most reliable predictor of incumbent failure because current profitability rationally discourages pursuit of viable futures]] — even alternative models like Cost Plus end up working WITH incumbents
- Structural limits of market competition argument against Belief 3 — even the best-funded, highest-profile drug pricing disruptor (backed by Mark Cuban) hasn't displaced the 80% PBM market structure
- Connects to healthcare AI regulation needs blank-sheet redesign — PBM reform also requires structural intervention, not just market competition

**Extraction hints:**
- NOT ready for standalone extraction — insufficient data on Cost Plus market share to make a claim
- CONTEXT for existing claims: enrichment note that market competition via alternative pharmacy is real but marginal; PBMs retain structural dominance
- NOTE for Belief 3 analysis: even the most prominent "market competition" play in drug distribution is partnering with incumbents, not displacing them. This is the proxy inertia pattern.

**Context:** Multiple 2025-2026 sources synthesized. Drug Channels (February 2026) most recent. The PBM disruption narrative is politically salient but economically marginal as of Q1 2026.

## Curator Notes

PRIMARY CONNECTION: [[proxy inertia is the most reliable predictor of incumbent failure because current profitability rationally discourages pursuit of viable futures]]
WHY ARCHIVED: Supports Belief 3 confirmation — market competition mechanisms (Cost Plus, Amazon Pharmacy, DTE channels) are real but marginal; structural reform (VBC, FFS → capitation) is the primary pathway. The "partnering with incumbents" strategy from Cost Plus is the tell.
EXTRACTION HINT: Low extraction priority. Use as context for enriching the VBC transition claims with counter-evidence acknowledgment — note that market competition mechanisms exist but remain structurally limited.
