From Overlooked to
Irresistible
How BioPlus Became a $2B Growth Story
Inside the transformation that doubled revenue, redefined a category, and led to multiple premium acquisitions.
The Beginning
Every great company starts with a conviction. For BioPlus Specialty Pharmacy, it began more than 30 years ago with Dr. Stephen Vogt, PharmD, standing at a patient’s bedside. His belief was simple: access to life-saving specialty medicines should be fast, easy, and compassionate.
That belief grew BioPlus into a respected independent pharmacy, but by 2017, despite $750M in revenue, BioPlus had a visibility problem. Many patients, providers, and even pharma partners simply didn’t know who they were. Competitors were consolidating. PBM giants were tightening their grip. BioPlus risked being invisible in a crowded, commoditized market.
Recognizing the opportunity to strengthen BioPlus’ market position, Dr. Vogt invited Mark Montgomery, a seasoned pharmacy executive known for scaling and selling Axium Healthcare Pharmacy to Kroger, to join as President. Working side by side, Dr. Vogt and Mark led BioPlus through a pivotal transformation, expanding the leadership team, unifying the brand, and positioning the company for sustainable growth and eventual acquisition.
The Breakthrough
That partnership with Legacy DNA began by uncovering what truly set BioPlus apart and turning it into a story the entire market could understand.
The result was the Power of 2™:
2 Hour Patient Acceptance Guarantee™
2 Day Ready to Ship™
2 Click Refills™
All anchored by a bold vision to heal the world 2gether.
It seemed simple but it was transformative. The Power of 2 became a rallying cry across the company, aligning every employee, every touchpoint, and every conversation around a story that customers remembered, providers trusted, and buyers could not ignore.
The Growth Engine
Beyond the story, BioPlus needed a repeatable model for growth. Under Dr. Vogt’s continued leadership as CEO, with Mark Montgomery serving as President and Legacy DNA embedded as Fractional CMO and agency of record, BioPlus built a growth engine that delivered 13 consecutive quarters of growth.
Together, Dr. Vogt and Mark combined clinical excellence with strategic execution. They assembled a veteran leadership team, sharpened operational discipline, and aligned the company around a shared vision for scalable impact.
Key growth milestones included:
Achieved the BHAGs (Big, Hairy, Audacious Goals). BioPlus’ leadership first set a bold vision to become the most connected specialty pharmacy. Legacy DNA helped make that real through digital transformation, CX innovation, and unified messaging. When the goal evolved to become the fourth-largest U.S. specialty pharmacy, Legacy DNA again partnered with Dr. Vogt and Mark to operationalize the strategy and build the engine that made it happen.
Digital Transformation. Award-winning website, expanded social presence, and a reputation engine that lifted Google ratings from 2.4 to 4.8 in under a year.
Customer Experience Innovation. Patient and provider co-creation programs that built loyalty and advocacy.
New Growth Channel. A direct-to-consumer program that added millions in gross profit.
Sales Enablement. Training and digital tools that equipped reps to thrive in disrupted markets.
When Dr. Vogt retired, Mark continued the mission they had set in motion. He completed the transformation and ultimately led BioPlus to a premium acquisition.
“Roxie and her team helped us translate vision into velocity. They brought structure, story, and strategy that turned BioPlus into a company buyers could not ignore.” — Mark Montgomery, President, BioPlus Specialty Pharmacy
The Results: From Plateau to Premium Exit
Revenue doubled from $750M → $2B.
Gross profit grew 202% in three years.
Dispenses scaled 78K → 325K in seven years (22.5% CAGR).
Creative Excellence Validated: BioPlus earned Gold Aster Awards multiple years running including two Golds in 2025, placing its campaigns in the top 5% nationally for healthcare marketing.
Ranked #1 in oncology specialty pharmacy care by both patients and prescribers.
Named one of Money Magazine’s 5 Best Online Pharmacies in America, the only specialty pharmacy ever chosen.
And most importantly:
2020: Acquired by Nautic Partners / CarepathRx.
2023: Acquired by Elevance Health and integrated into CarelonRx.
Two premium exits. One unforgettable growth journey.
The Lesson for CEOs & Founders
What makes a company irresistible is clarity, not size. A crisp, compelling story. A repeatable growth model. A market presence competitors cannot ignore and buyers fight to acquire.
That is the essence of Exit Readiness.
“We had something good. Legacy DNA made it better. And then some.” — Dr. Stephen Vogt, Founder and CEO, BioPlus Specialty Pharmacy
Is Your Company Ready to Become Irresistible?
The same clarity, credibility, and disciplined growth that made these companies irresistible to buyers are the same fundamentals that determine your valuation.
Since you’ve already completed your Exit Readiness Scorecard™, your next step is a private Exit Readiness Diagnostic.
In this 30-minute session, we’ll:
Review your Scorecard results together
Identify your top 1–2 growth levers
Pinpoint one red flag that could be costing you millions at exit
You’ll leave with a clearer picture of how buyers view your company and the exact steps to strengthen your position before your next funding round or acquisition process.
If you’re ready to accelerate that transformation, explore the Exit Readiness Sprint™, a 90-day program that builds the personas, messaging, positioning, and corporate story that make buyers take notice.
Meet Dr. Roxie
Dr. Roxie is meeting one-on-one with select founders and CEOs. Connect directly with a healthtech growth strategist who has helped founders scale, differentiate, and maximize valuation.
