The Huddle

Wednesday, August 25 3:00 PM CT


Mark Lupo
SVP, National Sales
Direct Supply 

Mark Lupo started his career with Direct Supply in 1997. He has worked in many different roles across the sales organization and currently leads the National Accounts team at Direct Supply, with key responsibilities of managing customer relationships, developing people and managing go-to-market strategies. Lupo also has led the sales and marketing  efforts at ATI Physical Therapy and Smart Choice MRI, multi-facility providers  of outpatient PT and Imaging services. He has a Bachelor of Science degree  in Mathematics from University of Wisconsin-Eau Claire.

Bob Hillis
CEO & Founder
Direct Supply

Bob Hillis is the founder and CEO of Direct Supply, one of the nation’s largest providers to healthcare networks. An engineer turned serial entrepreneur, he is a visionary who built the nation’s first true “virtual distributor” in 1985, the first cloud-based eCommerce network in 1993, Aptura – a full-spectrum developer of Senior Living buildings – and TELS – the nation’s largest platform for building management. Hillis is also the Founder and Chairman of the CPAC PARTNERS, a group of healthcare suppliers who support AHCA’s Council of Post-Acute Care. He is an active public policy advocate for Senior Living across the nation, leading numerous political efforts on behalf of the entire Post-Acute Care spectrum. Hillis graduated from Rose-Hulman Institute of Technology and then earned an MBA from Indiana University in Bloomington. He received honorary Doctorates in Engineering from the Milwaukee School of Engineering in 2007 and Rose-Hulman Institute of Technology in 2013.

Brandon Farmer
President & CEO
Alabama Nursing Home Association

Brandon Farmer is President and CEO of the Alabama Nursing Home Association and has more than two decades of health care and political experience. He joined the Alabama Nursing Home Association in February 2020 after serving director of governmental relations and public affairs of NHS Management for 17 years. At NHS Management, Farmer was responsible for state and federal legislative strategy, policy analysis and public relations for the Tuscaloosa-based nursing home operator. Farmer often worked with members of the U.S. House of Representatives and the U.S. Senate and staff at the Centers for Medicare and Medicaid Services on issues important to post-acute and long-term care providers. Farmer began his career as a public affairs consultant for Stephen Bradley & Associates. A native of Tuscaloosa, Farmer earned Bachelor of Science and Master of Arts degrees from The University of Alabama. He and his wife, Laura, have two children.

Genevieve Hillis, MPH
Vice Chairwoman
Direct Supply

Genevieve started at Direct Supply as a Government Affairs Intern in 2007 and joined full time in 2008. By then she was already a seasoned expert on healthcare public policy. Before coming to Direct Supply, Genevieve worked in the office of Congresswoman Deborah Pryce in Washington, D.C. She went on to join Congresswoman Pryce in her leadership office in the House Republican Conference.  

Since joining Direct Supply, Genevieve has established the company as a national leader in working with the Administration, Congress and state governments. Genevieve oversees the state and federal government affairs activities within Direct Supply, as well as the political strategic planning. She engages with lawmakers to educate them on the unique circumstances of patients in the Long Term Care continuum and the impact of policy decisions on the industry. She is a leading force in the national effort that includes many Direct Supply association and provider partners. 

Genevieve holds a bachelor’s degree from the Annenberg School of Education and Social Policy at Northwestern University. She received her master’s degree in Public Policy from Indiana University. Genevieve’s work with the Indiana Public Health Association led to her being awarded the Stephen Jay Leadership Award for improving public health in the State of Indiana. She has worked at the Health & Medicine Research Group in Chicago, Illinois and has been heavily involved in various initiatives benefiting the HIV/AIDS community. Genevieve currently resides in Chicago, Illinois with her husband Brian and her son Robert.

Brian Perry
AVP, Government Relations
ProMedica Senior Care

Brian Perry serves as the Assistant Vice President of Government Relations at ProMedica Senior Care (formerly HCR ManorCare), a division of ProMedica. ProMedica is a mission-based, not-for-profit health and well-being organization headquartered in Toledo, Ohio. It serves communities in 28 states. The organization offers acute and ambulatory care, an insurance company with a dental plan, and post-acute and academic business lines. The organization has more than 49,000 employees, 12 hospitals, 2,500+ physicians and advanced practice providers with privileges, 1,000+ healthcare providers employed by ProMedica Physicians, a health plan, and 335+ assisted living facilities, skilled nursing centers, memory care communities, outpatient rehabilitation clinics, and hospice and home health care agencies. 

Perry provides public policy analysis and political strategy, representing the organization with key policy-makers and government officials. He leads the company’s lobbying efforts to address and influence key legislation and regulations at the federal and state levels.

Prior to joining HCR ManorCare in 2013, Perry was the Director of Government Relations for Golden Living, with lobbying responsibilities spanning 13 states. He began his career as the Director of Economic Affairs for the Indiana Health Care Association.

Perry earned a bachelor’s degree in Public Policy Management from Indiana University. A native of North Vernon, Ind., he and his wife Kara reside in Lake Forest, Ill., and are the proud parents of son Teddy and daughter Jane.