Our Vision is
to Help

We work to improve the overall performance of Virginia healthcare providers through the delivery of innovative solutions that meet their changing needs.

Our Mission is Excellence

We strive to provide excellent products, services, and resources that will transform Virginia’s health care system. Our transformation strategies reduce expense, improve clinical performance, and recover revenue for providers. We are committed to meeting the needs of providers and our partners and help assure their success.

CEO

Matthew Marry

Matthew Marry joined the Virginia Hospital & Healthcare Association (VHHA) in 2018 and is currently the Chief Executive Officer of VHHA Solutions, the organization’s for-profit subsidiary. In this role, he leads strategic initiatives that deliver innovative, cost-effective solutions to support hospitals, health systems, and healthcare providers throughout the Commonwealth.

Previously, Matthew served as VHHA’s Director of Emergency Preparedness, where he led the Virginia Healthcare Emergency Management Program’s (VHEMP) statewide preparedness efforts, public sector partnerships, federal grant programs, and supported health systems’ responses during the COVID-19 pandemic and numerous other emergencies. His career spans healthcare leadership, emergency management, and clinical practice, including serving as an athletic trainer with the Detroit Lions.

He holds a Doctorate of Chiropractic from Palmer College of Chiropractic and a Bachelor of Science in Athletic Training from Grand Valley State University.

Director of Partnership Growth & Strategy

Erick Herrmann

Erick Herrmann joined VHHA in October 2025 and serves as the Director of Partnership Growth & Strategy for VHHA Solutions, the for-profit subsidiary of VHHA. In this role, Erick is responsible for aligning innovative and cost-effective strategic solutions with Virginia’s hospitals, health systems, and healthcare providers.

Prior to joining VHHA, he was Director of Client Development at Master Center, where he created and implemented the strategic growth plan for the Outpatient Addiction Medicine Practice. Throughout his career, Erick has held several strategic growth and leadership positions within various healthcare verticals, including tech, medical device, and health systems.

Erick is a graduate of Hampden-Sydney College and a Richmond native. He currently resides in Hanover with his wife Katie and two children, Emmie and Jack.

Director of Partnership Growth & Strategy

Phonya Lewis

Phonya Lewis serves as Director of Partnership Growth & Strategy, Non-Acute for VHHA Solutions. In this role, she will draw on 12 years of cross-sector healthcare experience to build strategic alliances that strengthen operational efficiency, elevate clinical outcomes, and expand access to innovative solutions for providers across Virginia.

Her professional background includes progressive roles in sales, marketing, and business development spanning healthcare, banking, and technology—giving her a well-rounded perspective on organizational growth and performance.

Phonya is a graduate of Liberty University, where she earned a bachelor’s degree in Marketing and Business Management, and holds a Master of Healthcare Administration (MHA) from Walden University.

Director of Marketing Operations & Strategy

Isaac Rife

Isaac Rife is the Director of Marketing Operations & Strategy of VHHA Solutions. In that role, he leads marketing strategy, brand management, and multi-channel campaigns that strengthen engagement with industry partners, customers, and healthcare providers. His work centers on aligning marketing, data, and technology to grow revenue, improve customer experience, and support the healthcare community.

Before joining VHHA Solutions, Isaac built a broad marketing background across several industries through roles that blended strategy, client management, and hands-on execution. His experience includes serving as marketing manager for a large hotel and conference center and leading projects for a digital marketing agency focused on the building materials sector.

He holds two bachelor’s degrees in Public Relations and Business Management from Virginia Tech, along with a Master of Business Administration (MBA) concentrated in Marketing and Organizational Management & Strategy.

CEO