About StrategyGen

About StrategyGen

Empowering Decisions with Precision and Insights

StrategyGen was founded in 2009 and received it's SBA HUBZone small business certification in 2021. We are a unique and differentiated HUBZone small business that provides highly specialized policy and regulatory specialists, market researchers, healthcare professionals, physicians, clinicians, and SME PhD's.


  • Prime contractor for HHS/CMS, providing regulatory and health policy assistance.
  • Prime contractor for ED providing policy and regulatory services.
  • Prime contractor for the DoD providing Health Care Integration for service members and their families.
  • Works commercial and Indian Health Service (IHS) Hospitals to measurably improve patient safety and outcomes.
  • Conducts regulatory, policy and public comment analysis for HUD, CMS, and ED.
  • A GSA MAS contract holder for SINs 541611 (Management and Financial Consulting, Acquisition and Grants Management Support, and Business Program and Project Management Services), 541612HC (Agency Human Capital Strategy, Policy and Operations), 541910 (Marketing Research and Analysis), 611430 (Professional and Management Development Training) and OLM (Order-Level Materials).

StrategyGen’s Primary NAICS codes include:

  • 541611: Administrative Management and General Management Consulting Services
  • 524298: All Other Insurance Related Activities
  • 541219: Other Accounting Services
  • 541612: Human Resources Consulting Services
  • 54613: Marketing Consulting Services
  • 541618: Other Management Consulting Services
  • 541910: Marketing Research and Public Opinion Polling
  • 541990: All Other Professional, Scientific, and Technical Services
  • 561110: Office Administrative Services
  • 611430: Professional and Management Development Training
  • 611710: Educational Support Services

StrategyGen's Mission

Our Mission is to exceed our clients' expectations by providing innovative, pragmatic and cost-effective solutions for their most complex problems.


Our Vision is to improve the health of healthcare for good.


  • Act with the highest integrity and ethics.

  • Focus on collaboration.

  • Create long-term partnerships and relationships.

  • Approach change as an exciting opportunity.

  • Provide the customer with deliverables of the highest quality.

  • Be proactive and exceed expectations.

  • Respect and value others.

  • Accept responsibility.

  • Lead with care, compassion, and empathy.

StrategyGen's Experience

StrategyGen's extensive experience  enable us to implement effective and actionable recommendations. Our project management, quality deliverables and agility received the highest rating of Exceptional on our Contractor Performance Assessment Report (CPARS) evaluations providing:

  • Policy, Regulatory and Compliance

  • Research, Evaluation and Data Analytics

  • Quality-Driven Cost Improvement

  • Education and Technical Assistance


What this means for you is that we always get the job done on time, within budget and with exceptional quality.

The StrategyGen Team

Principal and CEO
Dr. Rob Haley, PhD, MBA, MHS co-founded StrategyGen in 2009. Prior to establishing StrategyGen, he served as the Senior Director of Public Policy and Market Research for a $4 Billion health plan where he identified actionable insights and implemented innovative, differentiated and industry-leading capabilities, products and services. He serves as an Accreditor for the Commission on the Accreditation of Healthcare Management Education (CAHME).

Dr. Haley earned his Ph.D. in Health Policy and Epidemiology from the University of North Carolina at Chapel Hill. He is a J. William Fulbright Senior Specialist in Global and Public Health where he served in Egypt and the United Arab Emirates. Dr. Haley also served as a Visiting Scholar at Shandong University's Center for Health Management and Policy in Shandong, China. His research is focused on healthcare technology, value-based purchasing, cost and quality improvement.

Bridget Booth, MBA

Vice President, Business Development and Client Relationships
Bridget Booth, MBA is StrategyGen's Vice President of Business Development and Client Relationships. Bridget an award-winning strategist with expertise in new ventures, partnerships and programs that drive revenue growth and sustained profitability. She has over two decades of experience in Blue Cross Blue Shield plans. Bridget's work is focused on leading teams through creative conceptual thinking, business plan development, creating and managing partnerships. Bridget’s broad experience includes general management, strategic and tactical planning, marketing, and
e-commerce in various industries.

Major Areas of Expertise

  • Alliance management

  • Supplier Relationships

  • Strategic investments

  • Business plan development

  • Portfolio management

  • Corporate governance

  • New initiative integration

  • Risk mitigation

  • Diversity and cultural competence


Soulis Lindsay-Pangalos, Esq.

Vice President, Regulatory Affairs, Quality and Compliance
Soulis Lindsay-Pangalos, JD is StrategyGen's Vice President, Regulatory Affairs, Quality and Compliance. He is an expert on federal and state regulatory policies and regulations. Soulis advises clients on the impact of emerging, new and existing regulations and provides relevant insight tailored to client needs. He leads the development of proposed and final rules and other materials for the Federal Register, including the public comment, policy-based responses. Soulis provides subject matter expertise and analytical insight for program integrity, state and federal compliance, liability and leads StrategyGen's 508 compliance capability.

Major Areas of Expertise

  • Federal and regulatory compliance

  • Data analysis

  • Program and provider integrity

  • Health care administration law


  • Continuing learning modules

  • Proposed and final rules

  • Public comment analysis and response

  • 508 compliance

Alaina Shmeleva

Alaina Shmeleva, MBA-MIS, PMP, CSM, BSAC

Vice President of Operations
Alaina Shmeleva, MBA-MIS is StrategyGen's Vice President of Operations. She is highly experienced in a range of settings, including healthcare compliance and program management at the Federal and State level. Alaina brings a refreshing skillset which intertwines her analytical background with business acumen. Prior to working in healthcare, Alaina served as a Project Manager with several national financial organizations, honing her skills in managing federal compliance initiatives, risk assessment, quality assurance, IT development, and strategic planning.

Major Areas of Expertise

  • Regulatory compliance and health policy

  • Program management and development

  • Strategic planning and execution

  • Process improvement and business analytics

  • Fiscal management

  • Proposal oversight and contract negotiation

  • Adaptive leadership skills

  • Federal Contract Management certification

Lian An, PhD, CFA Senior Global Financial Economist

Dr. Lian An, PhD, CFA is StrategyGen's Senior Global Financial Economist. Dr. An graduated from the University of Kentucky with her Ph.D in economics. Her background includes experience in international economics with a focus on exchange rate. Dr. An has a wide arrange of peer-reviewed publications in prestigious economics journals including Review of International Economics and Open Economics Journal.

Dr. An is nationally and internationally known for her economic and financial expertise.  She is a tenured Professor of Economics at The University of North Florida and served as the Director of the Center for Economics and Geography Research.  Dr. An also served as a guest professor to Beijing International Studies University, Southwestern University of Nationality, and Dongbei University of Economics and Finance. She was awarded the “Education Award” by Women of Color and has been received numerous awards for  education and technical assistance. 

Major Areas of Expertise

  • Regulatory impact analysis

  • Economic impact evaluation

  • Financial analysis

  • Economic impact evaluation

  • IMPLAN (Impact Analysis for Planning)

  • Matlab, SAS, Stats, Python, MySQL, IMPLAN 

  • Capacity Utilization Modeling

  • REMI (Regional Economic Model)

Melissa Archie-Burton, BSN, RN, ESQ. Quality Improvement and Assurance Director

Melissa Archie-Burton, BSN, RN, ESQ. is StrategyGen's Quality Improvement and Assurance Project Director with over 20 years of industry experience in nursing and law.  She is a licensed attorney specializing in health care law with a expert knowledge base of health law regulations. Melissa has extensive experience writing government regulated quality improvement initiatives, analyzing HEDIS, HOS, and CAHPS scores, maintaining NCQA accreditation and with organizational compliance with Centers for Medicare and Medicaid Services CMS audits. 

Melissa has experience as a Health Insurance Specialist and Nursing Consultant with CMS, including:

  1. Center for Clinical Standards and Quality, Quality Improvement Group, Division of Beneficiary Health Care,
  2. Center for Program Integrity, Medicare Program Integrity Group, Division of Plan Oversight & Accountability,
  3. Center for Medicare, Medicare Enrollment and Appeals Group, Division of Appeals Operations, and
  4. Center for Program Integrity, Program Integrity Enforcement Group.

Major Areas of Expertise

  • Regulation Interpretion

  • Policy Writing

  • Project Management and Oversight

  • Process Improvement

  • Claims Management

  • Health Insurance

  • Medicare Part D RAC appeals

  • Legal Research and Auditing

Emmanuel Dan-Jumbo Junior Business Analyst

Emmanuel Dan-Jumbo is StrategyGen's Junior Business Analyst with extensive experience in technology and healthcare industries. He has an in-depth background for analysis and eliciting, analyzing, documenting and fulfilling complex functional and business requirements for various stakeholders and business users through interviews and JAD sessions. Emmanuel's experience includes all phases of the Software Development Life Cycle (SDLC). He also has extensive experience as a SCRUM Master and delivering Functional Requirement Document, Use Cases, Process Flow Diagrams.

Major Areas of Expertise

  • Business Process Mapping

  • SDLC

  • Agile Framework

  • Atlassian Management

  • ThoughSpot & Qliksense

  • SQL

  • Waterfall

  • Jira

Akinlabi Hubbard, MS, CompTIA A+ Technician Administrative and Technical Analyst

Aki Hubbard is StrategyGen's Administrative and Technical Assistant Analyst with experience analyzing brand strategy, marketing strategy and strategic communications.

Aki earned his Master of Science in Education, CompTIA A+ Technician Certificate and Technical Certificate in Information Technology.

Aki reviews datasets and meta data to provide recommendations and inform decision-making and conducts database and metadata research, data entry, and developing and updating existing data for both internal and external assessment.


Major Areas of Expertise

  • Internal and External Assessments

  • Business Analysis

  • Brand Messaging

  • Technical Certificate in Information Technology

  • CompTIA A+ Technician Certificate

  • Radiation Physics and Safety

  • Health Technology

Jon Thomas, MSN-NI, BSN, RN Senior Population Health and Clinical Outcomes Clinician

Jon Thomas, MSN-NI, BSN, RN is StrategyGen's Senior Population Health and Clinical Outcomes Clinician. He has a unique specialization in military health with the U.S. Army as a Training NCO/Combat Lifesaver.  Jon also served as an Emergency Medical Technician and is specialized in healthcare informatics. He has significant experience collaborating with utilization managers, case managers, physicians, clinicians and provided efficient and effective patient care for our service members, military staff, and their families.

Jon analyzes population based data and implements interventions to improve the clinical outcomes of beneficiaries and implements and designs disease management programs based on the needs of the population.

Major Areas of Expertise

  • Military Health

  • Health Care Integration

  • Quality and Data Management

  • Disease Management

  • Population health

  • Evidence-based practice

  • Process Improvement

Janet Keller, CPC, RH-CBS Healthcare Coding and Billing Consultant

Janet Keller, CPC, RH-CBS is StrategyGen's Senior Healthcare Coding and Billing Specialist. Janet is a leading expert on CPT, ICD 10 codes, and HCPCS codes.  Janet is a member of the American Academy of Professional Coders, a Certified Professional Coder (CPC), and also holds the certification of Rural Health-Coding Billing Specialist.

Janet has extensive experience working with the Centers for Medicare and Medicaid Services (CMS) to provide comprehensive analysis of ICD 10 codes.

Major Areas of Expertise

  • CPT

  • ICD 9/10


  • 3M Encoder

  • CPSI

  • NextGen

Marsha Proctor Killen, JD. Senior Regulatory Consultant

Ms. Killen is a health law strategist and professional statistician. She co-founded StrategyGen in 2009 to support clients’ successful implementation of emerging healthcare regulations. Prior to establishing StrategyGen, she spent over a decade with BlueCross plans and their subsidiaries where she led the strategic planning, business development, research and development (R&D). As a health law attorney,

Marsha represented Medicare and Medicaid beneficiaries. As a professional statistician, she has both quality improvement and market research experience. Marsha has over 25 years of successful management and leadership experience in strategic planning, quality improvement, health system and hospital planning, and modeling of complex health systems.

Major Areas of Expertise

  • Program integrity

  • Quality improvement

  • Medicare, Medicaid and long-term care planning

  • Training and Education

  • Market Research Statistician

  • Strategy Planning

Dr. Shyam Paryani, M.D., M.S., M.H.A., F.A.C.R.O is StrategyGen's Chief Medical Consultant with an extensive background in the delivery of primary and specialty care. He is a board certified in radiation oncology and was inducted as a fellow of the American College of Radiation Oncology in 2000.  Dr. Paryani attended the University of Florida, where he received a Bachelor’s Degree in Electrical Engineering magna cum laude and a Master’s Degree in Nuclear Engineering/Radiation Physics.  He received training in Internal Medicine at the University of Texas and M.D. Anderson Hospital.

Dr. Paryani earned a Master’s in Health Administration (MHA) from the University of North Florida. He is an Assistant Professor of oncology at Mayo Clinic and a Clinical Assistant Professor in Health Administration at the University of North Florida.

Dr. Paryani serves as StrategyGen's Chief Medical Advisor and Consultant providing consulting services for ICD-10 coding, medical supply and equipment pricing, and clinical quality improvement.



Major Areas of Expertise

  • Oncology

  • Quality Management in Healthcare

  • Medical Billing & Coding

  • Health Policy in Insurance Reform

  • Medical Practice Management

  • Dental Practice Management

  • Brachytherapy

  • Radiation Physics and Safety

  • Health Technology

Laurence Roth, PMP, MS Senior Project Manager and Data Analyst

Laurence Roth, PMP, MS is StrategyGen's Senior Project Manager with more than 14 years of project management experience with CMS and the nation’s health services organizations. He managed highly complex projects for Centers for Medicare and Medicaid Services (CMS) as a Project Lead for IT System Design for the CMS Innovation Center. Larry was CMS’ Operations Lead for the Exchange Operations Center (XOC) and was their HITECH IDR GTL and Governance Coordinator. He directed the collection of data sets from CMS IDR and QIES and non-CMS (ACS) systems.

In addition to Larry’s CMS experience, he provided knowledge management, decision support and data analytics services for various health services organizations, including the nation’s largest pharmacy benefits managers.

Major Areas of Expertise

  • Project Management of Large, Multiple Projects

  • IT System Design of Applications

  • Business System Analysis

  • Data Analysis

  • Business Research

  •  Software Life Cycle

  • Knowledge Management and Decision Support

Arpit Shah, MBA Senior Management Program Analyst

Mr. Arpit Shah is StrategyGen's Senior Business Program Analyst specializing in records and data management and program evaluation. He has experience using his graduate business and medical practitioner training to support the National Institutes of Health (NIH).

He assists in formulating and implementing NIH policy and guidance for record-keeping in accordance with HHS policies and congressional mandates for all electronic and analog records, NARA regulations, standards and guidance, and appropriate professional records/information management standards.

Arpit also has experience conducting a multitude of studies to assess problems and identify both inefficiencies and opportunities for process improvements to improve efficiency and minimize loss.

Major Areas of Expertise

  • Planning and Coordination

  • Analytical Skills

  • Data Management

  • Organization and Time Management

  • Project Management

  • Training & Development

Jasper Xu, PhD, MHA, CHFP Chief Biostatistician and Data Scientist

Dr. Jing (Jasper) Xu earned his doctoral degree in statistics from University of Georgia, where he improved the model fitting and convergence for semiparametric zero-inflated regression models. After that, Dr. Xu has been working in the medical device industry for 10 years as a biostatistician with Johnson and Johnson before joining StrategyGen.

Dr. Xu is passionate about improving patient experiences and hospital performances using complex data analytics tools.

Major Areas of Expertise

  • Biostatistics and Advanced Health Data Analytics

  • Epidemiology

  • Heath Finance and Economics

  • International Health

  • Health Survey and Patient Satisfaction

Clay Keller, BS Business Analyst

Clay Keller, BS is StrategyGen's Analyst with more than 8 years of project leadership, management, research, and marketing experience.

Mr Keller has managed large projects and end-to-end business development, analyzing market trends, performing competitive scans, and profitability analysis.

Major Areas of Expertise

  • Online Marketing

  • Organization

  • Market Research

  • Business Analysis