About Us

About Us

  • StrategyGen is a prime contractor for the Health and Human Services, Centers for Medicare and Medicaid Services (HHS/ CMS), providing regulatory and health policy assistance since 2017.
  • StrategyGen provides regulatory and policy assistance to Housing and Urban Development (HUD) beginning in 2015.
  • StrategyGen has been working directly with hospitals and health systems to improve patient outcomes as a CMS subcontractor since 2011.
  • StrategyGen is a GSA contract holder on the Multiple Award Schedule (MAS), with Special Item Number (SIN) 541611.

StrategyGen’s Primary NAICS codes include:

  • 541611
  • 518210
  • 524292
  • 524298
  • 541219
  • 541511
  • 541512
  • 541519
  • 541612
  • 541613
  • 541614
  • 541618
  • 541690
  • 541720
  • 541910
  • 541990
  • 561110
  • 611430
  • 611710

Our Mission

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

Our Vision

Our Vision is to improve the health of healthcare.

Our Values

  • 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.

Our Experience

StrategyGen specializes in leading the design, implementation, education, training, and technical assistance for quality improvement initiatives for Federal and State Government contracts and commercial clients. Our vast experience has enabled us to implement successful and actionable recommendations to business and government leaders on a variety of strategic and policy initiatives.

StrategyGen's project management, quality, deliverables and agility received the highest Exceptional Contractor Performance Assessment Report (CPARS) evaluations.

The StrategyGen team provides technical assistance and training to both our private business and government sector clients, including:

  • Quality-Driven Cost Improvement

  • Technical Assistance

  • Health Policy and Regulatory Assistance

  • Market Research and Data Analytics

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

Our Team

Rob Haley Headshot-edited2
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 Market Research with FloridaBlue where he identified actionable insights and implemented innovative, differentiated and industry-leading capabilities, products and services.

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.

The StrategyGen Team

Bridget Booth

Bridget Booth, MBA

Vice President, Business Development and Client Relationships
Bridget Booth, MBA is an award-winning strategist with expertise in new ventures, partnerships and programs that drive revenue growth and sustained profitability. With over two decades of experience in Blue Cross Blue Shield plans, her work focused on leading teams through creative conceptual thinking, business plan development, forming and managing partnerships and performance management has been recognized by Harvard Business Review and in the book, Strategic Alliances. 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

Soulis Lindsay-Pangalos, JD

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

Andaleeb Ahmed, MS Market Researcher, Consultant

Andaleeb Ahmed, MS is StrategyGen's Lead Market Researcher with over 15 years of healthcare industry and therapeutic market research experience. She has extensive project management and analytical research experience with large and complex initiatives.

Andaleeb's research experience includes therapeutic areas including pain management, respiratory, sleep management, orthopedics, sports medicine, biomaterials and market research on hospital equipment and medical supplies.

Major Areas of Expertise

  • Market Research

  • Data Analysis

  • Project Management

  • Competitive Analysis

  • Planning and Scheduling

  • Market Trends and Analysis

  • SPSS

  • Tableau

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

Mr. 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. He 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

Catherine Michels, RN, MSN Clinical Quality Improvement Senior Consultant

Catherine Yockey, RN, MSN is a top-performing Quality Improvement Senior Lead with over 30 years experience in process improvement, patient care, and evidence-based practices. She helps clients by using her advanced analytic skills and her ability to use data to drive improvement activities. She works with healthcare administrators, board members, physicians, bedside clinicians and allied health professionals to create a culture of patient safety and measurable results.

Major Areas of Expertise

  • Quality improvement methodologies

  • Evidence-based clinical practices

  • Patient and family engagement

  • Healthcare disparities

  • Hospital acquired infections

  • Healthcare leadership

  • Data analysis

  • Healthcare assessments

  • Process improvement technical assistance

Dr. Shyam Paryani, M.D., M.S., M.H.A., F.A.C.R.O is a board certified in radiation oncology and was inducted as a fellow of the American College of Radiation Oncology in 2000. He is an assistant professor of oncology at Mayo Clinic and an 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

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

Janet Keller, CPC, RH-CBS is StrategyGen's Senior Healthcare Coding and Billing Specialist and is a leading expert on CPT, ICD 9 and 10, 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 Center 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. Co-Founder and 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

Jasper Xu, PhD, MHA, CHFP Chief Biostatistician and Senior Data Analyst

Dr. Jing (Jasper) Xu earned his doctoral degree in statistics from Univeristy 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 biostatitician with Johnson and Johnson before joining StrategyGen. He is passionate about improving patient experiences and hospital performances using complex data analytics tools.

Major Areas of Expertise

  • Biostatistics and health data analytics

  • Epidemiology

  • Heath economics and finance

  • International health

  • Health survey and patient satisfaction

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