CERTIFY Health Taps DSO Veteran to Master Healthcare's Operational Maze

ROCKVILLE, Md. – June 24, 2026 – In a move that speaks volumes about the strategic imperatives of modern healthcare, CERTIFY Health announced today it has appointed Dan Romary as its new Chief Operating Officer. While C-suite appointments are a daily occurrence, this one warrants a closer look. Romary isn't just another seasoned tech executive; he comes directly from the front lines of the very market CERTIFY Health aims to serve, having spent years as the Chief Information and Analytics Officer for North American Dental Group (NADG), one of the country's largest dental support organizations (DSOs).

This isn't merely filling a seat; it's a calculated decision to embed the voice of the customer directly into the company's operational core. As multi-site healthcare organizations grapple with a labyrinth of administrative burdens, fragmented patient experiences, and revenue cycle inefficiencies, CERTIFY Health is betting that the person who has lived the problem is best equipped to help solve it at scale. Romary’s transition from a major DSO to a platform designed to serve them signals a crucial trend: the industry is no longer just buying software, it's demanding partners with an intrinsic understanding of their operational reality.

A Strategic Play for Enterprise Dominance

To understand the significance of this hire, one must appreciate the complex environment of a large DSO. Managing technology, data strategy, artificial intelligence, and cybersecurity across hundreds of locations, as Romary did at NADG, provides a unique and invaluable perspective. It's a masterclass in standardization, scalability, and driving efficiency where margins are tight and patient experience is paramount. This experience is now CERTIFY Health’s strategic asset.

"Dan joins CERTIFY Health at an important stage in our growth," said Kevon Kothari, the company's Chief Executive Officer. "His experience leading technology, analytics, and operations within a large DSO gives him a unique understanding of the challenges our customers face every day. He will play a key role as we continue expanding our platform and supporting enterprise healthcare organizations."

Kothari's statement highlights the core strategy. Instead of building solutions in a vacuum, the company is integrating leadership that has firsthand knowledge of the end-user's pain points. Romary has managed the budgets, wrestled with the legacy system integrations, and sought to leverage data for better business outcomes within a sprawling enterprise. This background gives him immediate credibility and insight that will be instrumental in shaping both product development and operational execution, ensuring the platform not only has the right features but also delivers tangible ROI for complex organizations like DSOs, ambulatory groups, and other multi-site providers.

Unifying a Fragmented Healthcare Landscape

The challenges facing enterprise healthcare are well-documented. Administrative staff are drowning in manual tasks, from patient intake and scheduling to endless battles with insurance claims. Patients, meanwhile, face an inconsistent and often frustrating journey, navigating different portals, communication methods, and billing processes across a single provider network. This fragmentation erodes efficiency, strains staff, and damages the bottom line. The global practice management system market, projected to exceed $25 billion by 2030, is booming precisely because it promises a cure for this operational chaos.

CERTIFY Health positions its unified platform—integrating intake, scheduling, communications, and payments—as the antidote. By bringing these disparate functions into a single, connected workflow, the company aims to create a more seamless experience for patients and staff alike. Romary’s appointment reinforces this mission. "Healthcare enterprises are under increasing pressure to improve patient experiences, reduce administrative burden, and strengthen financial performance," Romary stated. "CERTIFY Health is uniquely positioned to help organizations address those challenges through a unified platform."

His perspective is critical in a competitive market that includes heavyweights like AdvancedMD and nimble specialists like Weave and Mend. While many offer point solutions or comprehensive but monolithic systems, CERTIFY Health’s strategy appears to be one of targeted integration—connecting the dots of the patient journey without necessarily demanding a full rip-and-replace of core clinical systems like EHRs. Romary's experience at NADG, where he would have evaluated and integrated numerous technologies, makes him uniquely qualified to refine this strategy and ensure the platform truly unifies without adding another layer of complexity.

The DSO Playbook Goes Mainstream

The rise of DSOs has created powerful case studies in operational efficiency. By necessity, these organizations have become pioneers in leveraging technology to standardize operations, manage revenue cycles, and deliver consistent care at scale. What works for a 200-location dental group is now being seen as a playbook for the broader ambulatory care sector. Romary's career trajectory is a personification of this trend: the expertise honed in the highly competitive DSO space is now being applied to a wider spectrum of multi-site healthcare.

This move is bolstered by investor confidence. CERTIFY Health’s Series A funding round in 2025, led by ABS Capital Partners, was a clear endorsement of its strategy to modernize the patient journey. The capital infusion was earmarked for platform enhancement and market expansion—a mission that now falls squarely within Romary’s operational purview. His background in data analytics is particularly relevant here, as the industry increasingly turns to AI and machine learning to automate administrative tasks, predict patient needs, and optimize financial performance. The ability to transform data into actionable insights is no longer a luxury but a core competency for survival and growth.

As COO, Romary will be tasked with ensuring the company's internal operations can scale to meet the demands of its growing enterprise client base. This involves building and refining the processes that allow for smooth implementation, robust support, and continuous innovation—all while navigating the complexities of a highly regulated industry. His role is to ensure that the promise of a unified, streamlined platform is not just a marketing slogan but a lived reality for every client, translating directly into improved staff efficiency, accelerated collections, and a better experience for every patient who walks through the door.