ELITE 2021 Transformational Leader Myra Reinhardt of Lash Group

Myra Reinhardt

Vice President of Product Innovation & Analytics

Lash Group

Advancing Technology to Improve Patient Access

Myra Reinhardt, BSN, MBA started her journey in healthcare as an emergency room registration associate and later became a nurse, but soon yearned to find a way to help more patients on a broader scale. Not only has she been able to do that, but for the past 15 years she has influenced nearly every facet of the patient’s access journey.

Now at Lash Group, a part of AmerisourceBergen, she leads the product innovation team and uses her experience in operations, PMO leadership, data governance, and analytics to bring innovation to market in a way that solidifies the connection between technology and patient interaction. To accomplish this, Myra built a team that shares her passion of infusing the patient’s perspective into every product launched.

As the COVID-19 pandemic intensified in the United States, Myra and her team worked to continuously adapt to meet the evolving needs of patients. This included rapid launches of a portal to help facilitate patient enrollment from a variety of devices in any location and refreshed copay services that upgraded the patient’s experience and speed to financial support through a more streamlined and feature-rich offering.

Over the past few years, Myra also spearheaded the expanded use of AI and machine learning to elevate Lash Group’s electronic benefit verification (eBV) services, which give providers and patient support specialists up-to-date payer information when they need it—not days after the fact. Additionally, Myra and her team accelerated their efforts to incorporate a unique “digital assistant” into Lash Group’s eBV solution, which uses AI, natural language recognition, and speech synthesis technology to place automated calls to payers—further increasing automation and reducing emphasis on a temporary and remote workforce during the 2021 annual reverification season.

Myra continuously finds new ways to blend technology with human interactions to help patients access the therapies they need and achieve positive health outcomes. Her background as a nurse has always guided her approach and helps her keep focus on the patient always being at the center of every innovation brought to market.


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