SWH Names New Massachusetts President

Veteran Health Plan Executive Becomes President of Senior Whole Health of Massachusetts 

CAMBRIDGE, MA, Aug. 28, 2014 – M. Keith Peifer, a veteran health plan executive with a track record of growing membership, has been named president of Senior Whole Health (SWH) of Massachusetts, the company announced today.


Peifer has since 2008 been associated with Pittsburgh-based Highmark Health, the country's third-largest integrated health care delivery and financing network, with 37,000 employees serving 35 million people.

Since 2013, he has been president of West Virginia Family Health, a start-up that teamed up with Highmark to provide managed care services to the Medicaid population in West Virginia. Family Health is projected to have nearly 80,000 members by 2017.

Prior to heading Family Health, Peifer served as Highmark's vice president of sales and client management for the small group/individual/association market, growing membership by 20 percent to nearly 350,000 members. A graduate of Mansfield University in Pennsylvania, he has also worked for Geisinger Health Plan and the insurance subsidiary of the Pennsylvania Chamber of Business and Industry.

"Keith understands health plans, the evolving nature of the health care industry and how to grow membership in this dynamic environment," said Wayne Lowell, the chairman and CEO of SWH, which in August reached the 10,000 member mark on its 10th anniversary. "He is the right person to continue and build on our momentum."

"Senior Whole Health's proven model of one-stop, all-inclusive, patient-centered care is the future of senior care. The company's future is limitless and I'm excited to be a part of it," said Peifer.

SWH, which operates in Massachusetts and New York, has become a national leader in providing health care to so-called "dual eligibles" – people over 65 who qualify for Medicare and Medicaid (known in Massachusetts as MassHealth). The company provides a single point of access to the health care system and an individualized care plan that uses a mix of medical, social and community-based services to keep seniors healthy and independent.