Change cell color w/o using conditional formula

Or, if you only want it to happen when you first enter SELFPAY into the cells, and not check the cells all the time (meaning there are no formulas changing those values), then use this instead:

Private Sub Worksheet_Change(ByVal Target As Range)
    If Not Intersect(Target, Range("K5:K70")) Is Nothing Then
            If Target.Value = "Selfpay" Then
                With Target.Interior
                    .ColorIndex = 3
                    .Pattern = xlSolid
                End With
            Else
                Target.Interior.ColorIndex = xlNone
            End If
    End If
End Sub

This occurs in real time but only when you type in those cells.

The previous macro I provided occurs in real time and will update those cell color even if formulas are possible changing their value.