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David has over 30 years of experience in the healthcare and technology fields as an executive at Fortune 500 companies, president of independent subsidiaries and founder of his own consulting company.

 

David founded and manages West End Associates, a healthcare and technology consulting company, in 2002, with clients throughout the healthcare industry including Highmark, Independence Blue Cross, WellPoint, McKesson, RxHub, NCQA and Anthem.

 

From 2005 through early 2008 David was the Vice President of Information Management for WellPoint, Inc, managing over 400 staff responsible for the development, distribution and maintenance of all internal and external reporting and analysis for the largest health plan in the United States.

 

Prior to founding West End Associates, David was the SVP of business development at Medscape/Medicalogic, an EMR and medical web content company.  In that capacity he developed a complete clinical data warehouse based on the consolidation of the electronic medical records of over 1 million patients. 

 

At Aetna, David was the President of two innovative subsidiaries, Intellihealth and USQA. Intellihealth was Aetna’s healthcare content and e-commerce site providing both sophisticated medical content from Harvard Medical School and a full scale retail site for healthcare related purchases. USQA was Aetna’s healthcare informatics company, which provided all support for Aetna’s internal and external reporting and analysis as well as a for-profit unit which created studies for pharmaceutical companies, government agencies and academic institutions.

 

Earlier in his career, David held executive positions in Technology, Operations, Informatics and Administration for Equitable, Equicor and CIGNA.



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Robert is an accomplished executive with over 30 years of experience in the healthcare industry, focused on business development and information technology strategy development.


His experience and expertise includes a wide range of disciplines including enterprise portfolio governance management, enterprise level strategic planning, information and data management strategy development, e.Commerce and Internet strategy development, data warehousing and healthcare informatics, enterprise information architecture strategy, new product development, mergers and acquisitions, new business start up development, and systems design and development.


One of his primary focus areas has been in the development of organizational and enterprise-level information strategies that enable the achievement of critical business goals and objectives.




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Si has over 20 years of experience in the healthcare and technology fields holding many leadership positions at Fortune 500 companies.


Over the years he has held several business and technology management roles as liaison between the business and systems management in the strategic planning around the technology enablement of long-term business objectives.  As a part of this process he has lead the planning and implementation of strategic business and systems program governance oversight teams to ensure appropriate integration and coordination of complimentary initiatives.  


In addition, he has lead or participated in many different types of systems related initiatives including project management, membership claims conversions, mergers and acquisitions, development and marketing of real time employer based eligibility and claims applications and electronic commerce program oversight.

Executive Leadership Team










David A Kirshenbaum

President














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Robert Kelly

Managing Director



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Si Flores

Managing Director

We specialize in developing strategies that leverage technology to deliver executable business plans for our clients.  Our team of experts come from a diverse background of healthcare and technology disciplines, enabling us to provide a wide range of consulting services.


We have experienced many of the business needs and challenges that our clients face. Therefore we can quickly assess their needs and help develop viable, sustainable and cost effective solutions.

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