A Decade of Rebate Clarity
VativoRx was built around one idea: rebate management that healthcare organizations can actually explain. A decade later, that's still the standard we hold ourselves to.
Schedule a Discovery Call →Structured Rebate Management Since Day One
For over a decade, VativoRx has worked with health plans, TPAs, hospitals, and specialty providers — building a rebate management process that is structured enough to scale, transparent enough to audit, and specific enough to be useful to finance, compliance, and operations simultaneously.
Our approach is built on compliance-first validation and reporting that finance and operations teams can use and trust consistently — the standard doesn't change as the engagement matures.
We don't just recover rebates — we build the process that makes rebate performance explainable, consistent, and defensible.
What Drives Us
Three principles that shape everything we build and every client relationship we maintain.
Transparency First
Every step in our process is documented, explainable, and available to the organizations we support. Rebate management should never be a black box — clarity drives better decisions and stronger relationships.
Compliance by Design
Compliance isn't a checkbox — it's embedded in how we validate, report, and document rebate activity. Every eligibility decision is built to be audit-ready and defensible from the start.
Built for Long-Term Partnership
A 98% client retention rate reflects what happens when organizations see consistent, explainable results year over year. We measure our success by helping clients improve over time — not just at launch.
From a Gap in the Market to a Structured Solution
VativoRx was founded after recognizing a consistent gap across healthcare organizations: rebate opportunities existed — at scale — but the processes to identify, validate, and report on them were fragmented, inconsistent, and difficult to explain to finance and compliance stakeholders.
The founding team brought together deep experience in pharmacy benefit management, healthcare finance, and compliance to build something different — a structured, client-forward engagement model built around one principle: every step in the process should be explainable.
That original approach is the same — refined through thousands of claims, dozens of client relationships, and a retention rate that reflects clients who stay because the process keeps working.
VativoRx launched bringing structured, compliance-focused benefit management to healthcare organizations
Introduced our Rebate Management Program for inpatient injectables and oral medications — expanding our offering to include pharmacy claim-level rebate visibility.
Introduced Medical Rebate Claims Processing — extending our structured rebate management process to drugs billed under the medical benefit for the first time.
Serving health plans, TPAs, hospitals, and specialty practices — with the same structured approach, now supported by an evolving reporting platform.
The People Behind VativoRx
A team with deep experience in pharmacy benefit management, healthcare finance, compliance, and technology.
Keith Heffron
Keith leads VativoRx, with responsibility for the company's strategy, operations, and financial direction. He brings over 25 years of C-level experience, having served as Chief Financial Officer at AT&T Broadband, Comcast, Charter Communications, and Time Warner.
Keith has spent his career helping growth-minded organizations scale. He holds an MBA in Finance from Colorado State University and volunteers as a mentor at Woodson Academy.
John Srouji
John leads all aspects of sales strategy at VativoRx, with an emphasis on sustainable growth and long-term client partnerships. He brings over 20 years of enterprise sales, commercial operations, and organizational leadership experience with Fortune 50 companies.
Throughout his career, John has led sales transformations across multiple industries and managed multimillion-dollar negotiations at scale. He holds an MBA in Marketing and Logistics from the University of Tennessee and a bachelor's degree in Economics from Emory University.
Nicolas Pisano
As Chief Financial Officer, Nicolas is the strategic financial leader for VativoRx, with oversight of accounting, finance, treasury, and tax. He brings over 25 years in senior-level finance operations, internal auditing, and public accounting across domestic and international corporations.
Nicolas holds an MBA in International Business from the University of Miami and a B.B.A. in Accounting from Universidad Católica Andrés Bello in Caracas, Venezuela.
Rosalyn Banks
Rosalyn oversees company operations, daily staff management, and all prescription benefit management functions at VativoRx — including claims processing, plan management, customer service, and drug utilization review.
She collaborates closely with internal and external sales teams to develop solutions that improve member satisfaction and operational efficiency. Rosalyn also serves as project manager for the innovative VRx Connect software implementation.
Roger Perryman
Roger is responsible for VativoRx's IT infrastructure, systems, and technology implementation. He brings over 30 years of software engineering and IT architecture experience spanning analysis, UI design, system architecture, database design, coding, testing, and deployment.
His industry background covers software, financial institutions, healthcare, utilities, and transportation. Roger co-authored a software patent for the Prescription Price Messenger, awarded in May 2020. He studied Electrical and Computer Engineering at the University of Texas at Arlington.
Melissa Herrera
Melissa oversees VativoRx's client success team, developing and maintaining the relationships that define the company's service reputation. She brings over 20 years of healthcare industry experience as a certified pharmacy technician and 8 years of specialized PBM industry expertise.
Melissa guides potential clients through the entire engagement process — from initial contact through agreement finalization — providing tailored solutions aligned to each organization's specific needs.
Marquita Parrish
Marquita leads VativoRx's data analyst team, ensuring the accuracy of client eligibility data that drives member claims adjudication. She brings over 12 years of data analysis experience to the role.
Her team is committed to delivering customer service, transparency, responsiveness, and dependability across every engagement. Marquita holds a bachelor's degree in Health Administration from the University of Central Florida (2010).
Jason Baez
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