ASHP's Pharmacy Practice Model Initiative (PPMI) strives to increase pharmacist participation on patient care teams while delegating drug distribution tasks not needing clinical input to qualified pharmacy technicians and technology. It's being launched while Healthcare Reforms multiple payment initiatives such as Accountable Care Organizations (ACOs) and value based purchasing are jockeying for position. Pharmacy's need to be recognized and paid both for clinical contributions and drugs they're providing relies on competency in basic areas: strategic planning, budgets to increase revenue and decrease expense, managed care organization negotiations, Medicare/Medicaid payment systems and finding funding to support PPMI. Selling a new concept to finance teams and defending it against outside influences striving to reduce expenses is challenging. This presentation introduces concepts to assist in articulating the goals and values of pharmacy and provides a strategy for moving forward.