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Who is RxEOB and what is our corporate mission?

RxEOB is a team of more than 20 health care industry professionals who understand pharmacy benefit services, data management, software development, industry research, and industry market trends.  With headquarter offices in Richmond, Virginia and staff offices in Wilmington, North Carolina, privately-held RxEOB supports millions of people who are covered by health plans and pharmacy benefit managers with web-based software applications that improve their understanding of their pharmacy benefits – which leads to better medication adherence, lower costs, and increased drug safety.

RxEOB’s Story

RxEOB was founded over 15 years ago by Robert S. Oscar, a registered pharmacist who recognized that patients didn’t have a clue about their pharmacy benefits and needed his help at the retail pharmacy counter to sort through which alternative medications were available and how to get approval to receive them. Bob and some of his associates agreed that something needed to be done. So, together they began developing and implementing web-based portal applications to help members of health insurance plans better understand their pharmacy benefit options.

The RxEOB website portal applications they created were soon followed by the development of additional web-based tools for selecting pharmacy benefit plans at open enrollment and then these applications evolved into “workflow” time-saving tools used for managing formularies and for efficiently submitting and approving drug prior authorizations. These applications help corporate customers understand “all things pharmacy” for millions of patients receiving pharmacy benefits.

As health plan members began using more mobile technologies, RxEOB’s applications evolved to include consumer-facing mobile applications and personalized messaging services to bring relevant and personalized communications to members and patients about saving money on their medication expenses and encourage better adherence to the medications for better health.

The US healthcare industry can be a complex and confusing place for consumers who are searching for effective ways to manage chronic diseases and to achieve better health efficiently. RxEOB proudly serves companies who manage over 45 million members and collaborates with each company to develop pharmacy-focused software applications used by both their staff and their covered members to communicate the value of accessing and using their pharmacy benefits wisely.

Our People – Senior Management Team

Robert S. Oscar, R.Ph.
CEO/ President
Robert Oscar has more than 25 years of experience in healthcare. Throughout much of his career Mr. Oscar has developed and implemented successful programs to effectively manage pharmacy benefit risk, including pioneering work in the Medicare HMO market. Before founding RxEOB, Mr. Oscar worked in the medical information systems industry-designing, developing and implementing several different claims analysis tools. Previously, Mr. Oscar also served as Clinical Coordinator for Maxicare/HealthAmerica of Ohio, where he helped develop one of the nation’s first outpatient pharmacy formularies. Mr. Oscar was Director of Outpatient & Contract Pharmacy Services for Bon Secours Health Systems. Mr. Oscar, a Registered Pharmacist licensed in Virginia, is a graduate of Ohio Northern University, and is certified in pharmacy-based immunization. Robert is active in several professional groups including the National Council on Prescription Drug Programs, and the Academy of Managed Care Pharmacy. He is married, has two daughters, enjoys reading and volunteers with the Henrico County Medical Response Corps with a special interest in community immunization programs and infant mortality prevention.


Bryan York, CPA
Chief Operating Officer
Bryan York has more than 15 years of experience in pharmacy management and information systems. He is a certified public accountant licensed in the Commonwealth of Virginia and a member of the National Council of Prescription Drug Programs (NCPDP). Prior to joining RxEOB, Mr. York served as an Operations Lead for the Bureau of Financial Institutions of the Virginia State Corporation Commission. Mr. York graduated Cum Laude with a Bachelor of Science degree in Business Administration from Virginia Commonwealth University and is a veteran of the United States Army.


Matt Rokenbrod
Chief Technical Officer
Matt Rokenbrod is a Senior Partner and Chief Technology Officer for RxEOB. Mr. Rokenbrod is responsible for the evolution of RxEOB’s technology strategy and the delivery of enterprise business solutions, focusing on meeting the needs of RxEOB customers. Mr. Rokenbrod has more than 15 years of information technology experience, including more than 9 years with RxEOB. Prior to joining the company, Mr. Rokenbrod was an enterprise consultant at The Whitlock Group in Richmond, VA and Senior Programmer at Heritage Information Systems (Heritage-ACS). Mr. Rokenbrod earned a degree in Management Information Systems from Virginia Tech.


Dan Heneghan
VP, Marketing and Sales
With more than 24 years of executive marketing and sales leadership within start-up health care information companies, Dan is responsible for the market positioning, sales planning, account management, and annual revenue goals for the company. Most recently, Dan provided strategic and tactical marketing and sales direction toward the development of Resolution Health Inc. (RHI) into a nationally recognized patient-focused healthcare communications and analytics company. RHI grew from a start-up to more than $12M in annual revenue during the 4-year period under Dan’s sales leadership. RHI was subsequently acquired by WellPoint, Inc. in April 2008. Prior to building RHI, Dan provided sales and marketing leadership in the start-up of Solucient (formerly HCIA), which was then purchased by Thomson Reuters. Dan is a graduate of the University of North Carolina-Chapel Hill.


Roopesh Kumar
VP, Information Technology
With more than 16 years of experience in I.T including South East Asia and U.S, Roopesh is responsible for I.T Strategy, Governance, Compliance, Architecture and also for providing strategic leadership and direction to create a cognizant, durable, agile, and enterprise-focused, technology solutions. Roopesh will also be responsible for strategizing the integration of all clients and technologies into the current environment ensuring that there is complete understanding of all integration requirements and plan for initial on-boarding. Prior to RxEOB Roopesh has worked with various fortune 500 companies, which include G.E Health care, Xerox, Fiserv, Wyeth Pharmaceuticals to name few and worked in different capacities as Applications Architect, Lead Architect, Tech Lead. Roopesh is one of 57,000 individuals certified in TOGAF 9 Foundation and is currently pursuing his MBA from Virginia Common Wealth University.