Bob Charles, MBA

Vice President - P&L Strategy

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Bob Charles is a senior executive in the biotech distribution industry, with specific expertise in a payor-centric pharmacy model. Currently, Bob serves as Principal/Founder of GeneriSys, which is a global pharmaceutical channel manager with the mission to promote supply chain optimization.  Past clients include Target, Humana, Prime Therapeutics, Fred’s Stores, PharMerica, Merck, Shire, and many others.


Additionally, Bob was a founder and majority shareholder in Velocity, a technology platform that connects physicians, payers, pharmacies, and other healthcare providers to automate the Prior-Authorization transaction. Axon transacts PAs in real-time, for drugs, DME, radiology, lab, procedures, services…anything with a PA can be transacted on Velocity.


Previously, Bob was Staff Vice President at Wellpoint Specialty Pharmacy, where he planned and implemented business development strategies that grew the start-up division to over $1.2B revenue base within three years.


Bob has worked in senior leadership positions at Priority Healthcare (Senior Director, Oncology Services), OptionCare, Inc. (VP, Sales and Marketing), and Express Scripts Infusion and Specialty Services (Regional Director), consistently achieving improvements to both clinical and financial outcomes. In these roles, Bob has maintained deep relationships with pharmaceutical manufacturers, both brand and generic manufacturers.  He serves on a variety of pharma ad boards including Merck Bioventures, Biogen-Idec, Genzyme, Glaxo Smith Kline, Genentech, Dr. Reddy Labs, and Aurobindo. 


Bob serves on the Board of Directors for AOA/Excel, a for-profit division of the American Optometric Association.  In this role, he helped divest an IT segment in a multi-million dollar transaction.  Continued work focuses on deploying value-adding services for optometry practices such as a GPO, HIPPA-Compliancy, and practice transitions solutions.


  • Digital Reimbursement

  • Channel Negotiation

  • Payer Marketing


Webster University 

Masters of Business Administration

Florida State University

Bachelor of Science, PreMedical Sciences