Our Vision

Marion Couch, MD, PhD, MBA has a deep understanding of healthcare that stems from her significant leadership experiences as a senior executive in health systems, the federal government, and a large commercial insurer. She is a co-founder of IntoValue, a company of experts committed to bringing value-based care to self-insured employers.

She served as the Senior Medical Advisor (career) in the Office of the Administrator at the Centers for Medicare & Medicaid Services (CMS) in Washington, D.C., which had a $1.4 trillion annual budget and insured 145 million Americans. In this cross-cutting role within the agency, she reported directly to the Administrator to work on policy creation, improvements in the quality programs, and national coverage decisions. During the pandemic, she helped lead the vast expansion of telehealth. She was also involved in developing value-based payment models in the Center for Medicare and Medicaid Innovation (CMMI).

Marion has worked as Senior Vice President of Health Care Services and the Chief Medical Officer at a large regional insurance company which covered over 3.1 million lives. She also worked closely as an advisor to their venture capital company. Most recently, she gained valuable insights about what self-insured employers desire for their employees by serving as a senior advisor at the Whole Health Institute.

Before joining CMS, she held senior leadership roles at several large medical centers. She began her career as a faculty member at Johns Hopkins. Marion has previously served as the Chair of the Board for a large academic medical group practice. She has been a physician executive in two large medical groups, the Chair of two surgical departments, Surgeon-in-Chief at an academic medical center, and President of two national professional medical societies.

Marion, a head and neck surgeon, received her medical degree from Rush Medical College. Her residency was at Johns Hopkins Hospital. Her Masters in Business Administration degree is from the Duke University Fuqua Business School. She is currently an Adjunct Professor in the Duke University School of Medicine.

She lives in Chapel Hill, NC, with her husband, Ed. They have twins who are recent college graduates.

Patrick serves IntoValue’s senior actuarial advisor. In this capacity, he offers strategic guidance as Intovalue works with health systems and employers.

He is a former SVP, Chief Data and Analytics Officer as well as Chief Actuary for Blue Cross Blue Shield NC. With deep expertise in areas such as health risk, analytics and value-based contracting, Patrick serves as a board advisor to Citius Tech, PASCO, H2H, Wisdo and Vision Consultants. Patrick is a Fellow of the Society of Actuaries and is a Member of the American Academy of Actuaries.

Alex Goolsby, MSPH, MBA is a co-founder of IntoValue, a company of experts committed to bringing value-based care to self-insured employers. Throughout his 20+ year career, Alex has developed solutions that improve the quality and reduce the cost of healthcare.

In Alex’s prior role, he served as the Vice President of Network and Innovation at Cambia Health Solutions, a regional BlueCross Blue Shield plan spanning four states. Alex was responsible for providing access to 102k providers, spanning 2,500 facilities, and accounting for $4.4B in annual spend for the health plan. He led a team to redesign the health plan’s provider strategy. Alex also led the implementation of value-based care programs and was a member of the Healthcare Transformation Taskforce.

Prior to this, he established Avalere Health’s Center for Payment and Care Delivery Innovation, where he advised payers, providers, manufacturers, and non-profit organizations on opportunities to integrate value-based care strategies . He also guided corporations seeking to disrupt the healhtcare status quo in new ways.

Alex has held leadership roles at Kaiser Permanente, where he guided strategy and operations for both the health plan and medical group. He authored several publications, targeting learning health system evolution through engineering, clinical data, and leadership, with the National Academy of Medicine. Alex also led strategic and operational initiatives for health systems to improve care coordination, utilization management, and discharge planning interventions. With this background, he brings a national perspective when working with health systems and payers.

Alex has degrees from the Fuqua School of Business at Duke University (MBA), the Gillings School of Global Public Health at the University of North Carolina at Chapel Hill (MSPH), and Colgate University.

Alex lives in Alexandria, Virginia with his partner and their three black Labrador Retrievers

Thomas Goolsby, MHA is a senior advisor of IntoValue Group. Throughout his 15+ year career, Tom developed systemic solutions to reduce the cost and improve the quality of healthcare.

Tom served as senior leader with Global Benefits for Amazon, where he oversaw business operations and development of the benefits strategic plan for +1.6M employees. He also led a program evaluation team to independently verify the outcomes from vendor health and wellness solutions, quantifying hard/soft returns on investment.

While with GE Healthcare, he led advisory services for health systems on service-line and system strategy and operational improvement. He also crafted innovative pay-for-performance based partnerships between provider organizations and medical device companies; rewarding collective value creation.

Tom has degrees from the Gillings School of Global Public Health at the University of North Carolina at Chapel Hill (MHA) and Hamilton College.