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MVP names leader for commercial business segment

Rochester Business Journal
March 13, 2013

David Crosby has joined MVP Health Care as its new executive vice president of commercial business.

Crosby will lead development plans for MVP’s current market segments as well as preparation efforts for New York State’s upcoming government regulated and standardized health benefit exchanges.

Crosby, who will work out of MVP’s Rochester office on Alexander Street, will oversee the organization’s commercial business across three states.

Prior to joining MVP, Crosby served as managing director of UHealthSolutions Inc., an affiliate of University of Massachusetts Medical School. Before that, he was regional president of Pennsylvania-based HealthAmerica and CEO of Michigan-based HealthPlus.

“I am pleased to welcome Dave as an important member of my executive team,” said Denise Gonick, president and CEO of MVP Health Care, in a statement. “Dave has a long history of success in the health care industry, bringing a strong focus on helping to align health plans with the communities they serve and the ability to evaluate and capitalize on new opportunities.”

(c) 2013 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or email

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