About - Certive Health
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Vision and Mission


Certive Health’s mission is making healthcare better by applying People-Equity and Capital to provide solutions in the healthcare communities it serves.


Certive Health’s Evolution


Early in its existence the Company assessed its target market and competencies and narrowed its strategic focus to the provider side of the U.S. healthcare industry, specifically the revenue cycle segment where U.S. hospitals wrote off between 3% and 15% of their total revenues as claims for care were not paid by insurance companies for a variety of reasons – an indicator of the severity of the problems associated with the complexity of the reimbursement process and the overall market.


On July 15, 2015, the Company acquired the assets of Omega Technology Solutions LLC. With that acquisition, the Company established a technology base and the ability to provide several core revenue cycle services.  Through the period up to August 2018, Certive had secured a toehold in a segment of the overall hospital revenue cycle market.


Led by Tom Marreel, the Company had assembled the foundation of its Advisory Council which is comprised of accomplished senior healthcare executives. As Advisors, these executives guide Certive to realize its vision of becoming a significant contributor to healthcare change. Every member of the Advisory Council is also an investor in the company.  The Advisory Council represents the People-Equity around which the Company is being built.


In 2018, recognizing the opportunity that lay ahead, several changes in management were made as Tom Marreel joined the team as CEO and Timothy Hyland joined as CFO. Both consummate leaders, their experience and connectivity in healthcare has positioned the Company to achieve its vision.




…and is Building a Great Healthcare Company Around It.



The Advisory Council is comprised of TWELVE  accomplished executives from TWELVE different healthcare disciplines. Each are investors in the company.

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Advisory Council Members have BUILT, GROWN, or SOLD a healthcare company or is a significant influencer and THOUGHT LEADER in the industry.


Advisory Council ● Governance ● Management


Every Advisor must contribute and be available for projects, to recruit key talent, and be willing to join the team at the right time.


Organic and Acquisitive Growth


Its wholly owned subsidiary Omega Technology Solutions LLC out of Ft. Lauderdale, Florida provides Revenue Integrity solutions to Hospitals with an emphasis on Lost Charge Recovery services. The company will see organic growth through investment in sales and marketing and through the addition of additional lines of service brought to market through internal innovation and select partnerships.


The Company is evaluating revenue growth through acquisition of additional businesses in the Hospital Revenue Cycle Management Services sector.


The Market


The U.S. healthcare market is a $3.7T industry with over $900B of that being lost to waste and inefficiency, $176B of that alone coming from the revenue cycle area. With overall healthcare costs among the highest in the world and the quality of care among the lowest, the U.S. healthcare market is ripe for innovation and improvement. With its size and complexity, change takes time. The changes will not be coming from a few select leaders but rather the many smaller and more nimble innovators unconstrained by the past, with the experience to get it done.


Four primary market forces are driving these trends:


        1. There are numerous hospitals that build centralized revenue cycle operations and neglect to continually improve their own internal unit. A strategy to integrate this should include a value- added shared services organization that provides a common business intelligence platform across entities and service lines system wide.
        2. Increasing patient obligations for hospital bills resulting from commercial payers reducing their benefit leads to a growing amount of hospital bad debt.
        3. Commercial payers’ scrutiny of claims has significantly increased. Hospitals are losing an average of five percent of their margins to underpayments, denials, and contract negotiations. Payers often have the advantage in terms of data and insight in such negotiations.
        4. While major surgeries and procedures are often charged automatically based upon time, less invasive surgeries are separately charged, and certain procedures are often missed. Examples of these missed charges are the improper billing of pharmaceutical administration, drug waste, interventional cardiology coding errors and charges for implantable devices being omitted.


Under continuing healthcare reform, reimbursement will continue to evolve from traditional fee-for-service (FFS) models to outcome-based models. FFS models have proven to be complex from a vendor’s point of view and the outcome-based model becomes more complex from a vendor’s technology standpoint. This will have a positive impact on those vendors who adapt their service offerings along with the changing market. Overall, the Revenue Integrity Market Segment is forecasted to continue to grow. Separately, the healthcare analytics segment is ~$40B, doubling year over year with predicted continued strong growth as healthcare systems and payers begin to take advantage of the interoperability put in place after years of investing in Health Information Management Systems (HIMS).