Brian Ruff is a seasoned healthcare executive with extensive experience in clinical risk management and value-based care initiatives. As the CEO and Founder of PPO Serve since March 2015, Brian Ruff has developed a business model focused on creating Integrated Clinical Consortia, where local multidisciplinary teams provide standardized clinical products under a unified brand. Prior to this, Brian Ruff served as the Head of Clinical Risk Management at Discovery Health from 1999 to February 2015. Academically, Brian Ruff holds a Post Graduate Diploma in Health Economics and Financial Planning from the University of Cape Town and a specialist physician qualification (FCP - SA) in Internal Medicine from the College of Medicine, South Africa, along with a foundational education from the University of the Witwatersrand.
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