In 2012, Howard Buff founded Orange Health Solutions, formed an ACO services company and acquired a CMS MSSP ACO in Northeast Florida. Through incredible growth by 2014, Howard and a team of healthcare innovators invested in Orange Health and strengthened the offerings to include a full suite of technologies under the flagship application, EZ-CAP, to support claims, referral, authorization and medical management needs of providers, health systems and health plans. Citra was born and investments in technology, process and domain experts continued. In 2016, Citra continued to strengthen their healthcare ecosystem with the acquisition of SironaHealth, a leader in healthcare call center capabilities and outsourced care extension service for many plans, providers and health systems across the United States.
Citra in the Market
The company is singularly focused on becoming the pre-eminent solution provider for value-based and emerging payment models. With over $52 million in MSSP shared savings in its short tenure, and with nearly 30 million members on its platform, Citra is driving healthcare to a new level of excellence. To date, it has focused on desirable outcomes and positioned technology to augment those outcomes. Many competitors try to re-engineer workflow to “fit” the technology at hand. At Citra, the team makes the technology flexible (through configuration) such that they support the constituent being served with efficiencies that improve clinical and financial outcomes across the care paradigm. The solutions have evolved with experience and been modernized to support virtually any workflow or payment model, and with such flexibility, it ensures collaboration between business, functional, and technical domains.
Coordination at its Best
Citra Health Solutions delivers an ecosystem that transforms the way healthcare partners coordinate, deliver and receive reimbursement for care. The provider-focused, patient centric model develops a holistic view of the patient by aggregating and synthesizing disparate data, identifying specific needs and defining appropriate care delivery venues resulting in the most cost-efficient, optimal health outcomes. Citra’s ecosystem is designed to give clients the best mix of industry leading software and services, designed around the specific needs of the market. Whether a practice, health system, health plan or fully-integrated network, each module of the ecosystem is integrated to ensure the best possible financial and clinical outcomes are realized. Across the spectrum in the value-based care transition, Citra’s suite of solutions come together to help realize the potential of the healthcare environment. The modules provide a flexibility that gives clients the freedom to use the software and services that work best for their business. Different constituents have different needs, and Citra’s solutions enable them to use the products they need, without paying for the ones they don’t.
Needs Served at its Fullest!
Managed care is in high demand in the market and with Citra clientele. Many are under fully capitated arrangements, and the available solutions ensure customers achieve or exceed targets within those highly complex arrangements. The company has been able to transform healthcare in every state in the union including remote Alaskan villages where access to care is severely limited. Citra has invested in successfully supporting the provider as the risk arrangements and health plan contracts evolve. Providers have significant opportunities today to capitalize on both Fee-For-Service and Fee-For-Value arrangements, and it brings revenue and improved clinical outcomes to nearly each constituent it serves. Addressing the future plan, Howard Buff, CEO says, “We will continue to strengthen the Citra Ecosystem. We will continue to build B2B partnerships. We will continue our M&A activity, and we will continue to provide world-class service to our customers and their customers (patients and members.)”
Case Study:Care of Older Adults
Citra conducted outreach calls to Medicare members located predominantly in the Miami area, Puerto Rico and Texas. The goal of the call was to complete the following:
Qualified team of health professionals
Entirely live agent interaction, no automated voice services
Citra systems managed outbound call queue, assessment scripting and documentation
Customized scoring utilized to determine referral to client services
Exceeded customer expectation by reaching an incredibly high percentage rate or completion for a hard to reach population. Delivered the right care at the right time with calculated success.
Meet the Founder
Howard Buff, Founder and CEO: For 20 years, Howard’s executive leadership focus has been in all aspects of healthcare and financial services within UnitedHealth Group, Paychex, and Insperity. Howard led and drove numerous enterprise-wide organizational efforts that resulted in double/triple digit growth, industry leading customer/consumer satisfaction outcomes, and high levels of employee engagement, while expanding profit margins and improving shareholder value. Howard’s personal passion for improving healthcare stems from his son’s diagnosis with childhood leukemia. With a commitment to give back to other families experiencing a catastrophic pediatric illness, the Buff family founded Momcology, a national peer support organization. Howard and his wife, Kimberly, are committed to helping children and families affected by pediatric cancer by providing emotional support, funding clinical research and creating new programs that enable families to heal through community.
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