Mr. Jay Silverstein served as co-Chief Executive Officer at Picwell. He was a Board Member at ZappRx. He served as the Chief Executive Officer & President at Picwell. He was Chief Branding Officer at Medco. Jay is a thirty year veteran of the US health industry, and has developed a reputation as one of the industry's leading thinkers both creatively and strategically. He has played an instrumental role in the development of some of the most significant and impactful paradigm shifts in the health sector, including the development of the Point-of-Service category, the integration of complementary medicine into mainstream insurance, the development of database driven preventive medicine, the launch of physician report cards, and the elimination of medical necessity review. Jay has served as Chief Marketing Officer and a member of the Executive Council at UnitedHealthcare, and was a founding principal and Chief Imagineer at Oxford Health Plans, where he designed many of the marketing, product, and service programs that helped grow the company from its inception to over $6 billion in revenues. He has also served as SVP of Marketing and a member of the Executive Operating Committee at HealthNet, Chief Operating Officer at Revolution Health, and most recently, Chief Branding Officer at Medco Health Solutions.