340B INDUSTRY LEADER SPOTLIGHT

Heather Brooks, VP of Pharmacy Services Product, VytlOne

Heather Brooks

Q: Where did you grow up?

South Alabama

Q: Tell us about your educational background and training.

I graduated from Auburn University’s Harrison School of Pharmacy. My career as a pharmacist includes retail, hospital, and specialty pharmacy.

Q: What are your favorites?

Food: Mexican, chocolate

Movie: I do not watch many movies, but I

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Navigating the Evolution of 340B in 2026

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Covered entities (CEs) are facing a period of rapid change, making adaptability and strategic planning more important than ever.

In 2025, the 340B program experienced major turbulence:

  • HRSA’s 340B Rebate Pilot
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Strategic Outlook: Preparing Your Pharmacy and Health System for the Impact of HRSA’s 340B Rebate Pilot & the OBBB

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As the healthcare landscape evolves under the weight of federal reforms, two major developments, the HRSA 340B Rebate Pilot and the One Big Beautiful Bill (OBBB), are poised to reshape how hospitals, health centers and pharmacies

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340B INDUSTRY LEADER SPOTLIGHT

Clay Cooper, Director, Insights Execution & Innovation, VytlOne

Clay Cooper

Q: Where did you grow up?

I grew up in Henderson, TN. It’s a small town in southwest Tennessee. It’s a very rural area; very large farming community. I still live in the area, in the next small town over called Selmer.

Q: Where did you go to college?

I earned my B.S. in Education at

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The Compliance Arms Race: Can Smaller Covered Entities Keep Up?

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The 340B program has morphed into a battlefield of rules, audits, and reporting. For smaller covered entities (CEs), especially rural hospitals and community clinics, keeping pace feels like a losing race. While large health systems deploy entire

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