Blue Ocean Global Technology interviews Amy Hooks | PharmD, CEO at Rx Proof

Amy Hooks is a healthcare executive with over 30 years of experience in pharmaceutical and clinical operations. After earning her Doctorate of Pharmacy in 1994, she began her career in retail pharmacy before transitioning to hospice care and long-term care. She later served as Vice President of Pharmaceutical Relations at a prescription insurance benefits company, working with major employers on drug coverage and clinical education. Currently, Amy is the founder and CEO of RX Proof, a nationally certified, 100% women-owned business focused on identifying cost-saving opportunities in healthcare. She is also active in nonprofit work, co-founding the Spider Web Club and serving on the board of an Autism Foundation for 20 years.

Blue Ocean: Tell us about your professional journey. What inspired you to pursue a healthcare career, particularly focusing on affordability and clinical operations?

Amy Hooks: I began my career in pharmacy after graduating in 1994 with a Doctorate of Pharmacy from the University of Nebraska. After graduation, I moved to Las Vegas and began working in retail pharmacies like Walgreens and CVS. After about a year, I realized I needed more of a challenge, and so I transitioned into hospice care, home infusion, and nursing home practices, where I worked for several years.

It was during that time that I met my current husband, who had just started a company in the 90s managing prescription insurance benefits for hotel-casinos. His first client was Boyd Gaming, and Las Vegas was just beginning to boom. I joined his company– a small team of about 10 people at the time– as the sole clinical pharmacist. My role involved educating physicians on which drugs were covered under large employer group plans, such as MGM, Caesars, and the Teachers Union. I helped determine the most effective drugs under these plans and compared competitive medications.

For 15 years, I served as Vice President of Pharmaceutical Relations, working closely with drug companies to learn about new medications and their effectiveness for different populations. I also chaired our Pharmacy and Therapeutics Committee, where we reviewed medication guidelines and policies and made coverage decisions. After that period, I took a hiatus to focus on raising my son, but still stayed active in charity work and keeping up-to-date on the latest drugs and developments in the field.

During my break, I co-founded the Spider Web Club with my sisters, which aimed to bring women together for networking and support. I was heavily involved in nonprofit work, including serving on the board of an Autism Foundation for 20 years. During the pandemic, we shifted focus and began producing hand sanitizer for the hotel casinos in Las Vegas.

Now that my son is older, I’ve returned to the industry full-time and founded RX Proof—a nationally certified 100% women-owned business focused on helping clients identify savings opportunities by analyzing medical and pharmacy data, with an emphasis on the effectiveness and affordability of prescriptions.

Blue Ocean: What does your typical day look like as CEO at RX Proof?

Amy Hooks: A typical day starts with getting the “mom part” out of the way—packing school bags and getting the kids up and off to school. Once that’s done, my day focuses on sales and marketing. Currently, I spend a lot of time reaching out to clients who previously worked with the pharmaceutical companies we’ve partnered with, seeing how our company can help them with their healthcare and drug costs.

Much of my role revolves around customer service, analyzing data, and reporting back to clients on how their current benefit plan compares to what we can offer.

Blue Ocean: What is one trend, either current or upcoming, that excites you the most in the healthcare sector?

Amy Hooks: Over my 30 years in the pharmaceutical industry, one of the most exciting trends is finding ways to consolidate all the information available to employees or patients. Whether you’re trying to see a doctor or check which drugs are covered under your plan, it’s often a hassle. You typically either have to call the number on the back of your prescription card or log in multiple times on an app.

What we’re developing, and what excites me, is a new tool we’re calling Widget AI. We’re utilizing AI, which is a significant advancement and the way of the future. This AI-driven widget isn’t just an app, but more of an image-based tool that is accessible on your phone or computer. Once you click the image, it opens up a range of options—everything from checking your benefit plan, co-pays, and deductibles, to seeing which drugs are covered, finding the closest doctor or pharmacy, and comparing drug prices.

Blue Ocean: How have you differentiated yourself in the healthcare space, and what do you believe is the foundation of your success?

Amy Hooks: One of our biggest differentiators is that we’re one of the few women-owned companies in the vast world of pharmacy and healthcare benefits. There aren’t many other women-owned businesses that do what we’re doing. Another key differentiator is our extensive experience, with over 30 years of knowledge and expertise in pharmacy benefits and healthcare. Client retention is also a major strength—our clients consistently renew with us year after year due to our proven success and exceptional customer service.

Amy Hooks [CEO of RX Proof]

Blue Ocean: Looking back, what advice would you give to your younger self when starting your journey in healthcare and leadership?

Amy Hooks: The best advice I would give my younger self is to never give up on your dreams. When I started my journey, I began as a chemical engineering major at Texas A&M. I moved to Nebraska my sophomore year and attended The University of Nebraska.

Moving to Nebraska was a challenge because I was leaving behind everything I knew. I also realized that, while I loved chemistry, I wasn’t passionate about engineering. So, on a whim, I took a risk and applied to pharmacy school. Looking back, it feels like fate led me to where I am today and to the success we’ve been fortunate to achieve.

It’s been challenging, and there were times I wanted to give up. But the key is to keep going, even when it’s tough, and never take “no” for an answer. Even if you’re turned down 50 times, eventually, someone will say “yes.” I’ve been told many times that the space I’m entering is overcrowded, too competitive, and that I wouldn’t make it. But I’m proving that I can, and that we will succeed as a women-owned pharmacy benefit company.

Blue Ocean: As a business leader, how has your experience shaped how you approach your professional and personal life today?

Amy Hooks: My experience, starting as a clinical pharmacist and working my way up in the company, has been invaluable. Each step along the way has taught me something new and provided me greater responsibility and management skills. Every learning experience has been a stepping stone, helping me grow and develop a deeper sense of professionalism.

It’s crucial to stay true to yourself, be knowledgeable about your business, and educate others on what really matters. It’s about presenting the reality of what’s out there, rather than trying to sell something that doesn’t exist.

Blue Ocean: What is something you’re particularly grateful for, either professionally or personally?

Amy Hooks: Firstly, I’m grateful for simply being here and for God giving me the grace and life that I have. Secondly, I’m thankful for my health and the ability to do what I love. My family’s support and cherished friendships have truly had a positive impact on my life. In the end, I believe having faith is what matters the most.

Blue Ocean: Outside of your role at Rx Proof, what passions, interests, or hobbies do you enjoy pursuing?

Amy Hooks: I have a lot of hobbies and I love spending time with my family and friends, often over a great glass of wine. I’m very active and don’t sit still for long. I enjoy riding my bike and playing golf, and one of my current passions is pickleball. Our entire family plays, and my 13-year-old son is really good at it, so I enjoy watching him and traveling together.

Amy with my son playing pickleball

These activities help me stay balanced. If it’s all work, you’ll burn out. It’s important to step away and enjoy life.

Amy & her  husband at the Monaco F1 race

Blue Ocean: What sources of happiness and inspiration do you find most meaningful in your life?

Amy Hooks: My faith in God is important to me. I love going to church every Sunday and cherish listening to the messages. It’s a big source of happiness for me. Having a great and supportive family is always important, and being healthy–both physically and mentally–is probably the biggest thing that makes me happy.

Blue Ocean: Is there a favorite quote or philosophy that resonates with you?

Amy Hooks: The guiding philosophy I live by is simply being a good and honest person. It’s important to stay true to yourself and who you are. I don’t sugarcoat things; honesty is the best policy. I emphasize being a genuinely good human, especially as I raise my 13-year-old. I always tell him, “Just be a good human, be kind to people, and stay true to yourself.” People notice this, and it helps build trust and belief in you.

Conclusion

Amy Hooks’ professional journey highlights the importance of adaptability, perseverance, and integrity in achieving success. Key takeaways include the value of pursuing one’s passions, as seen in her transition from engineering to pharmacy, and the significance of continuous learning through diverse experiences. Her commitment to innovation is reflected in her development of an AI-driven tool to enhance healthcare access. Additionally, Amy underscores the impact of strong support systems, whether from family, friends, or community, and advocates for staying true to oneself and maintaining honesty as foundational principles in both personal and professional endeavors.