Executive Leadership


Aaron Gerber, MD

Founder & CEO

Aaron has 25+ years of experience working with a broad set of health care organizations as a senior executive, management consultant and private equity investor. Prior to co-founding Reimagine Care, Aaron was President Sg2, Advisory Solutions, and Member Connections for Vizient, Inc. where he had responsibility for a portfolio of five businesses representing 800+ individuals and $110 million in contribution margin. Prior to Sg2/Vizient, Aaron held roles as a Partner at Oliver Wyman, SVP of Strategy and BD for Vanguard Health Chicago, Cofounder and CEO of an executive health and wellness company that was sold to Northwestern Memorial Hospital. Aaron started his postgraduate business career at McKinsey & Company after receiving his MD and MBA from Northwestern University.


Barbara Cannon

Chief Operating Officer

Barbara is a healthcare executive who has successfully led in the public, private, and not-for-profit sectors. She served as the COO & SVP of NuSirt Sciences, Inc., a venture backed biopharmaceutical company dedicated to improving the lives of people living with chronic metabolic disease. Under her leadership the company conducted 3 Phase II clinical trials in 3 different therapeutic areas. Prior to NuSirt, Barbara was CEO of Alive Hospice, with ADC of 400+ patients/day, 350 staff plus volunteers, $35M revenue. Ninety percent of care was delivered in the home augmented with three inpatient facilities. Under her leadership she instituted Palliative Care services for the 6-county service area. Earlier in her career, Barbara served as CEO & Board Director of Celeris Corporation (NASDAQ:CRSC) and its predecessor company Summit Medical Systems (NASDAQ:SUMT). She also was COO and EVP of ClinTrials Research (NASDAQ:CCRO). Barbara received her BS in Nursing from California State University and her MBA from Northwestern University.


Jeff Chester

Chief Commercial Officer

Jeff has 25+ years of Health IT experience and had leadership roles with Availity LLC, General Electric, IDX Systems Corporation, and WebMD. Jeff was the Chief Revenue Office at Availity for 9.5-years, a leading Health Information Exchange. In this role, Mr. Chester led Availity’s Enterprise Sales and Marketing Organization and its Provider Business. During his tenure at Availity, the business grew from $90M to over $300M. Before joining Availity, Mr. Chester was a Commercial VP and General Manager for GE HCIT/IDX. Among core commercial leadership responsibilities for a $500M portfolio, Mr. Chester led the integration of GE HCIT and IDX Systems Corporation. Jeff started his healthcare career in 1993 with WebMD, where he was part of the original management team that merged WebMD with Healtheon, Envoy, and Medical Manager.