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The Leadership Team

WRS provides a fully integrated, web-based electronic medical record and practice management solutions for medical practices. Our company was founded in 1999 by Lawrence Gordon, M.D., a physician that experienced first-hand the challenges of practicing medicine while facing the business challenges of running a medical practice.

Across the nation, practices are choosing WRS Health, and here’s why: we simplify and streamline clinical, business and patient workflows, bringing your healthcare organization an increased return on investment by allowing physicians to focus on patient care. Our focus always has been on finding solutions to problems physicians face every day.

In 2013, WRS Health expanded to provide customized billing, marketing, and clinical and meaningful use compliance services. These services utilize cutting-edge technology to provide workflow solutions and simplify practice management, all while ensuring maximum revenue for the practice.

WRS Health is a profitable, privately held company headquartered in Goshen, NY.

Lawrence Gordon - CEO

Lawrence Gordon – Chief Executive Officer

Dr. Gordon founded WRS Health to give physicians more control over their practices and their lives.

He is the company’s chief software architect as well as its CEO. Dr. Gordon is a practicing Otolaryngologist-Head and Neck Surgeon and serves on the voluntary faculty of Columbia College of Physicians and Surgeons Department of Otolaryngology. He is a graduate of the University of Pennsylvania and the Columbia College of Physicians and Surgeons.

Jeffrey Hirsch, President

Jeffrey Hirsch – President

Jeffrey served as CEO of Orange Regional Medical Center in New York for 10 years before joining WRS Health in 2006. He was instrumental in securing approval and funding of the first new hospital built in New York State in over 20 years. Having worked in various areas of medical administration in his career, Jeffrey recognized the potential for web-based technology to transform the industry and realize better clinical, financial and personal outcomes.

His commitment to improving the healthcare system and deep knowledge of physician and hospital business needs help drive WRS Health's ongoing innovation.

Nora Alexander, VP of Operations

Nora Alexander – Vice President of Operations

Nora has worked in the software development and operations industry for 20 years. She uses her experience in product development and support to ensure WRS Health services work flawlessly and clients receive the personal support they need. Before joining the company, Nora worked in the legal, compliance and financial sectors.

Her background in these highly regulated, no room for error areas has prepared Nora for the mission critical, highly regulated Healthcare IT sector.

Resa Barbalich, Director of Clinical Services

Resa Barbalich – Director of Clinical Services

During her 30-year medical career, Resa has worked in the Pediatric ICU at Tampa General Hospital; as a Flight Nurse and Neonatal ICU Nurse at Louisville General Hospital; as an Operating Room Nurse at House of Good Samaritan in Waterville, NY and as the Practice Manager at ENT Specialty Care in Goshen, NY. Resa has trained hundreds of providers and their clinical teams on the EMR, meaningful use and clinical office workflow.

She also acts as a clinical advocate to all WRS Health clients as she relentlessly communicates the needs of the WRS provider community to the design and development teams.

Patti Van Zuuk, Director of RCM

Patti Van Zuuk – Director of Revenue Cycle Management

Patti worked in the medical practice environment for nearly two decades. She is highly experienced in the roles of front desk operations, practice manager, biller and revenue cycle manager.

Her knowledge helps ensure WRS Health Revenue Cycle Management technologies not only improve office workflow and revenue management, but are easy to use. Patti works closely with WRS clients, first assessing their needs and workflows then providing training and counsel to help them increase efficiency and maximize revenue.

Dave B. Vice President Sales

Dave Beatty – Vice President Sales

Dave brings 20 years of experience in electronic medical records software client services, product management, marketing and sales. He has a strong track record in developing and managing relationships with clients. His extensive sales experience and knowledge of EMR and Practice Management systems ensures that WRS Health is poised for continued growth.

Prior to WRS, Dave held Sales Manager positions for prominent healthcare software and information systems. Dave brings a wealth of knowledge that is instrumental in spearheading the WRS Sales Team's continued success.

Laz C. Senior VP Marketing

Laz Cabanas – Senior Vice President, Marketing

Laz is a seasoned sales and marketing executive with over 25 years of leadership experience. He has held senior management roles in both advertising agencies as well as leading online publishing firms. Laz was part of the executive management team that led eMedicine from startup to successful acquisition by WebMD. During his tenure at eMedicine, Laz developed innovative Direct to Consumer, Direct to Physician and medical education programs for a variety of national and international healthcare organizations.

Laz leads the WRS Health Marketing Team, bringing knowledge and experience that is instrumental to its continued success.