MedWatchers Leadership

Bita Farrokhroo, Pharm.D

Founder and CEO

Dr. Bita Farrokhroo graduated from Samford University pharmacy school with Rho Chi honors in 2004. She is a certified geriatric pharmacist and a fellow of the American Society of Consultant Pharmacists. She worked as a consultant pharmacist for Omnicare for several years while she was an active member of the Arizona Pharmacist Association. She served as the board of directors and then chair of communications for ASCP, CA chapter from 2010 to 2013. She is APHA certified in Medication Therapy Management and has been nominated for her work as best encounter several times with different MTM companies.


–Paul von Ebers

Senior Advisor

Paul von Ebers holds an MBA in finance and hospital administration from the University of Chicago. He’s done extensive work in the Blue Cross Blue Shield organization both in senior management positions and as a private consultant. He has also worked extensively with health systems, academic medical centers, physician groups, health IT companies and health care entrepreneurs.

Paul von Ebers founded Prospective Health, LLC in 2014 to provide senior advisory services to health plans, health systems and other health care companies. Recent projects include advising the Veteran’s Health Administration on organizational structure and its community care program, development of a statewide cancer collaborative with the Louisiana Department of Health and advisory services to a number of early stage health care companies.

Von Ebers was President and CEO of Noridian Mutual Insurance Company (dba BlueCross and BlueShield of North Dakota), a health plan with 500,000 members and $1.7 billion in revenue, from 2009 to 2014. Von Ebers also held senior management positions with Excellus Blue Cross Blue Shield and Univera health plans, first as senior vice president of Marketing and then as executive vice president and chief operating officer of a $5 billion health plan with 1.9 million members.


Larry Cease

Senior Advisor

Mr. Larry Cease has held executive management positions for well over 30 years. He was a senior manager at Bell South holding management positions in various departments including responsibility for all strategic software development. He has served as President of two NASDAQ companies and has started and sold 4 successful companies that were eventually purchased by larger companies.