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Leading Just Associates is a team of professionals with extensive MPI and EMPI database knowledge and Health Information Management (HIM) expertise. With a staff of fully-credentialed HIM professionals with years of experience in HIM department operational and management, Just Associates understands our clients' needs and is well-equipped to improve health data quality for organizations of all sizes.


Beth Just, MBA, RHIA, FAHIMA – President, CEO and Senior Consultant

Beth founded Just Associates in 2002 and has grown it into one of the industry's leading providers of data integrity services that minimize the ongoing cost of maintaining patient data quality.

With more than 30 years of experience in the HIM sector, including executive-level positions at QuadraMed, Pyramid Health Group, New Era of Networks and Quality Visions, Inc., Beth brings to Just Associates a unique blend of HIM and technical expertise, including database and software design and management. Beth's strengths include project management, business development, healthcare business and operations management, product management and financial management. While her pragmatic business techniques, technological know-how and strong knowledge of the healthcare industry bring a unique value and quick return on investment to the clients she serves. Beth has completed hundreds of consulting engagements including MPI clean-ups, Patient Access assessments, MPI assessments, HIM operational reviews and EMPI needs assessments, and RFP development, as well as software development, testing and implementation projects for healthcare organizations, multi-facility IDNs and RHIOs.

She has served in several officer, board and chair positions for AHIMA and the Colorado Health Information Management Association (CHIMA) and contributed to the "HIM Principles in HIE" and "Patient Identity in RHOs" workgroups. Beth was appointed co-chair for AHIMA's Health Information Exchange Practice Council in 2008 and is the past president of the Colorado HIMA. In 2014 Beth was asked to serve on the AHIMA Information Governance Task Force which will continue through the end of 2015. She was also recognized as the 2015 Colorado Health Information Management Association's "Distinguished Member." 

Beth has also been a featured speaker at numerous State and National professional meetings including AHIMA, HIMSS and TEPR, as well as a number of software vendors' user group conferences (Cerner, Microsoft, IDX).In addition, she has authored and been quoted in articles published in the Journal of AHIMA, For the Record, Healthcare IT News and Modern Healthcare. She was the lead author on AHIMA's Practice Brief: HIM Principles in Health Information Exchange. 

Beth earned her Bachelor of Arts at College of Saint Scholastica and her Master in Business Administration at the University of Colorado.

Jerry Just - Sr. Vice President

Jerry is responsible for the leadership and strategic direction of Just Associates’ corporate branding, marketing and business development. With more than 30 years of experience in sales, sales management and marketing within the healthcare field, Jerry has helped several venture-capital-backed medical device startups grow to the point of acquisition by companies such as Eli Lilly and Boston Scientific.

Prior to joining Just Associates, Jerry served as regional sales manager for Interventional Technologies, area business manager for Datascope and the vice president of sales and marketing for Quality Visions. His experience spans the markets for both disposable and capital medical equipment as well as information technology software and consulting services. Jerry earned his Bachelor's degree in Business Administration with an emphasis in Marketing from the University of Wisconsin and his Master in Business Administration from the University of Phoenix.

Lora Hefton, PHR - Chief Operating Officer

As Chief Operating Officer, Lora is responsible for managing all hands-on operational aspects of the company. Guided by the objectives of the organization, she provides the leadership and management necessary to ensure that the company has the proper operational controls, administrative and reporting procedures, and people systems in place to increase growth, as well as improve the financial strength and operating efficiency of the organization. Before serving in this role, Lora served as V.P. of Human Resources and Business Services as well as business manager for Just Associates.

Lora has more than 21 years of experience in the technology sector, excelling in positions ranging from marketing to executive and regional sales administration. Prior to joining Just Associates, Lora served as the product marketing manager at Microsoft. Lora holds a Professional Human Resources certification from the HR Certification Institute and has completed a number of advanced training courses in professional development and effectiveness. Lora has earned an associate's degree in Business Administration from Barnes Business College and a Bachelor of Science degree in Business Management from Western Governors University.

Karen Proffitt, MHIIM, RHIA, CHP – Vice President, Consulting Services

As Vice President of Consulting Services, Karen oversees the day-to-day operations of Just Associates’ consulting services. She is also responsible for strategic development of new services and solutions that leverage the firm’s unique data integrity capabilities to serve evolving market needs. Karen has more than 30 years of experience in HIM, with a strong expertise in electronic health records, EMPI management, Epic implementation, medical record document management, legal/privacy issues and data governance.

Karen is a member of AHIMA. At the state level, she served as a director for the Colorado Health Information Management Association in 2008 and was president of the Tennessee Health Information Management Association from 1997 to 1998. Karen is past president of the Upper East Tennessee Health Information Management Association and the Mid-East Tennessee Health Information Management Association. She also served as the education chair on medical records for INSIGHT, a HIS user group, from 1994-2000. Karen earned her Bachelor’s degree in Medical Record Administration and her Master in Health Information/Informatics from the University of Tennessee.

Joseph D. Gradecki – Vice President, Development and Security Officer

Joe is responsible for managing Just Associates IT infrastructure and developing IDMaster®, the firm's proprietary duplicate record workflow software that facilitates the accurate resolution of duplicate records in the most efficient manner. He has recently become Mirth certified He is also a key member of Just Associates' business development team.

Prior to joining Just Associates, Joe worked as chief architect at Raytheon. He has also worked in a variety of industries including defense, finance, consulting and '' startups. Joe is an accomplished technical writer with 11 books published by John Wiley and Sons, Inc. He holds a BS and MS in Computer Science and is currently working toward his PhD in Computer Science from the University of Denver. Recently, Joe has become Mirth certified.

Robin E. Gates, RHIA - Vice President, Southern Regional Sales

Robin currently serves as Vice President, Southern Regional Sales for Just Associates, Inc. In her role, she oversees sales and business development for a suite of services including master patient index data integrity consulting, MPI clean-up projects, augmentation of MPI management workflow, and algorithmic optimization. Robin has rich background in Health Information Management having worked in both healthcare organizations as well as with numerous healthcare vendors over her 30+ healthcare career. She has dedicated her career to helping her clients improve business processes, reduce costs, and most importantly assure each patient can be uniquely identified to improve clinical care and patient safety.

Previously, she was a Senior Healthcare Sales Executive at NextGate Solutions, Inc. where she focused on business development for the EMPI and Provider software solutions in the southeast territory. Prior to NextGate, Robin also spent 15 years working with QuadraMed selling several solutions including coding/compliance, records management, and patient identity management solutions.   

Robin holds a Bachelor of Science degree in Health Information Management from Indiana University and holds AHIMA’s Registered Health Information Administrator (RHIA) credential. She is a member of the GA and TN state AHIMA associations as well as HIMSS. Most recently she joined the AHIMA Standards Task Force which focuses on aligning HIM business practices and capabilities of standards-based HIT products.