Rob Holland
Rob Holland

Rob Holland

Director—MBA, MPH, CVA
1100 Poydras Street, Suite 2900, New Orleans LA 70163

Value At Work

Depth of Knowledge

Robert Holland (“Rob”) joined HMS Valuation Partners as a consultant in 2003, having already worked in the healthcare industry since 1995. Since that time, he has honed his expertise in providing fair market value opinions for professional service agreements and business valuations for a variety of healthcare entities, including physician practices, urgent care centers, diagnostic imaging centers, hospitals, ambulatory surgery centers, and hospice agencies.

With nearly three decades of experience in the industry, Rob possesses an in-depth knowledge of what drives value in healthcare. He has performed hundreds of valuations on professional service agreements between healthcare facilities and physician-owned entities. When evaluating compensation for professional services, Rob drills down below the overall reimbursement for each CPT code to the inputs that make up each code’s value (work, practice expense, and malpractice components). He dissects Medicare cost report data to determine the costs of services that are otherwise not readily discernable.  Rob looks beyond published survey data to paint a more complete picture of provider compensation specific to each professional services opinion he provides.


Rob holds a Masters of Business Administration and a Masters of Public Health with a concentration in Health Systems Management from Tulane University in New Orleans, Louisiana. With concentrations in healthcare administration and finance, Rob’s education allows him to understand both the operations and financial side of the healthcare industry. Prior to joining HMS, Rob gained experience in healthcare administration, information technology, strategic planning, business plan development, physician recruiting, contracts administration, and physician practice management by serving in leadership positions at both the department and school-wide level at Tulane University School of Medicine.

Professional Memberships / Certifications:

  • National Association of Certified Valuators and Analysts
  • Healthcare Financial Management Associations


Blending his hands-on experience in health management and financial analysis, Rob brings a balanced perspective to his clients’ engagements. His deep understanding of the data utilized by industry stakeholders allows him to craft conclusions of value that are easily understood and conform to industry best practices.

Value Outside Work

My favorite things to do as a kid were. . .
When I was a kid, my parents owned a drugstore that had an old fashion lunch counter with a soda fountain. One of my favorite things to do was eat lunch there on Saturday afternoons. Best greasy burger I’ve ever had. Washed it down with a refreshing lime freeze.

As a big kid, I like to. . .
Take road trips with my family. Whether it is a quick weekend trip to a state park in Alabama, or a two-week trek to Maine, we enjoy traveling and making memories we hope our kids will cherish as much as we do.

One of the things I hope to do. . .
Play golf at Pebble Beach. Or even better, break 80 at Pebble Beach. I’m currently a long way from doing either.

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