Unveiling the Medical Billing Blueprint for Establishing a Future-Ready Pharmacy 

Harley Ross

Chief Commercial Officer, XiFin Inc.

Harley Ross is a XiFin executive who holds a cross-functional, strategic role at the health-tech company. He works with other leaders to guide XiFin’s go-to-market strategy for new and existing markets, and he also manages strategic product integration initiatives.

Harley is passionate about building on XiFin’s forward-thinking approach to healthcare technology solutions. He has a proven track record of successfully supporting several complex projects and service offerings that helped create custom solutions for HCPs. He is enthusiastic about technology and how data can drive better patient outcomes while supporting the paradigm shift in healthcare delivery and reimbursement.

Bolstered by his extensive experience and steadfast commitment to propelling healthcare forward, Harley shares impactful knowledge with every audience he encounters.

Ashley Keller

Product Manager, Clinical Services, XiFin Pharmacy Solutions

Ashley Keller is an experienced product manager with 20 years of pharmacy industry expertise. She excels at leveraging market trends and user needs to develop innovative solutions that simplify pharmacists’ workflows and diversify pharmacies’ revenue. She strongly believes in community pharmacies and technology’s ability to empower pharmacists to work at the top of their licenses.

Ashley’s proficiency extends beyond product management. She has a proven track record of driving payor relationships between pharmacists and insurance companies to ensure pharmacists are recognized and compensated as providers of care.

With her wealth of experience and unwavering dedication to advancing the pharmacy industry, Ashley brings insight and inspiration to every audience she addresses.

Sandra Greefkes

Vice President of Product and Partner Marketing, XiFin, Inc.

Sandra Greefkes leads the product and partner marketing team at XiFin, Inc. and has more than 25 years of experience helping business, public sector, and healthcare leaders learn how to leverage digital transformation strategies to increase profitability and competitive advantage.

Before joining XiFin, her tenure included management consulting and marketing leadership to large North American IT organizations across various industries. Her teams’ accomplishments are recognized by Forrester Research, Gartner, and the Information Technology Services Marketing Association (ITSMA), and she is a contributing author to the best-selling business book, 42 Rules of Product Marketing.