Generation Health, Inc. is a health management company that was formed in November 2008 to help employers and healthcare plans manage medical costs and improve their employees' and members' health by assuring optimal utilization of genetic testing. Just as pharmacy benefit managers (PBMs) arose in the 1980s to help healthcare payors better manage their pharmacy expenditures, Generation Health recognizes the need for a genetic testing benefit manager (GBM), a trusted third party that can help payors manage this increasingly complex field.