Melissa Powell

Genesis Healthcare announced Friday an organizational shift toward a market-focused model meant to help the company focus on its recovery. 

The new structure is designed to build out a “vertically integrated community-based healthcare system in every market, supported by centralized resources,” according to a company press release

The idea is to drive community integration and long-term performance throughout Genesis Healthcare’s network of skilled nursing facilities, assisted living communities, rehabilitation therapy, physician services and other ancillary services.

“Under the market-focused model, each center will be supported by a specific market team whose sole purpose is to help the center succeed in better serving residents and patients and driving improvements,” Genesis said. “The more empowered and accountable each market is, the better those centers can fulfill their mission.”

Genesis also is making sweeping changes in leadership as it moves in a new direction. The company announced that it will replace most of its corporate leadership team and change its operational model as the post-acute provider that continues to focus on its recovery.

Melissa Powell, most recently of the New York-based Allure Group, will assume the position of chief operating officer. Powell was inducted into the McKnight’s Women of Distinction Hall of Honor in 2021.

Orrin Feingold, CFA, who previously was chief financial officer for ComplexCare Solutions, will take on the role of CFO at Genesis. Mike Sherman, the company’s current senior vice president–general counsel, will take on an expanded strategic role as the company’s executive vice president and chief legal officer. Susan Overton, current senior vice president–deputy general counsel  for risk and litigation, will assume the role of general counsel.

COO Paul Bach, Chief Nursing Officer JoAnne Reifsnyder and CFO Tom DiVittorio are leaving the company. Bach and Reifsnyder will depart Dec. 1, whereas DiVittorio will remain on board through January.

“The board and I are excited to welcome Melissa and Orrin to the Genesis team as we move into the next phase of the company’s turnaround. Both bring subject matter expertise that will be critical to the organizational shift within Genesis,” Executive Chairman of the Board David Harrington said. “I would also like to congratulate Susan and Mike on their expanded roles that will enable them to drive strategy and change at the national support level, while also providing continuity of leadership.”