Anti-PR® campaign will elevate Vxtra Health founder and CEO Larry Hightower’s voice in national conversations about employer healthcare costs, transparency, physician leadership, and health plan accountability.
TAMPA, Fla., Nov. 4, 2026 /PRNewswire/ — As rising healthcare costs put pressure on employers to better understand what is driving the expense, JOTO PR Disruptors™ has signed Vxtra Health for a national Anti-PR® campaign. Vxtra is a healthcare operating company serving self-insured, middle-market employers through a physician-led approach to managing health plans. The engagement will build Vxtra’s media authority around employer healthcare affordability, transparency, physician leadership, and greater accountability for how health plans operate between annual renewals.
Through its Managing Operating Partner model, Vxtra coordinates medical and pharmacy administration, claims integrity, healthcare analytics, nurse-led care coordination, and plan oversight within one structure.
“Healthcare costs are increasingly a business issue, but the conversation still too often begins and ends with the renewal number,” said Karla Jo Helms, Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™. “Employers need greater visibility into what is driving those costs, who is responsible for acting on the information, and what can be changed before the next renewal. Vxtra is bringing a different operating perspective to that conversation.”
Results Over Impressions
The partnership reflects Hightower’s preference for communications tied to measurable influence rather than publicity. “I don’t like PR just for the sake of PR,” said Larry Hightower, founder and CEO of Vxtra. “What we need is results. Anti-PR is not about impressions, but about trust and credible influence.”
That emphasis fits Hightower’s effort to describe the company as “The Anti-Health Insurance Company,” reflecting its aim to rethink how employers purchase and manage healthcare rather than simply work within the traditional insurance model. JOTO’s role will be to translate that methodology into a clear market narrative and help audiences understand how Vxtra approaches healthcare purchasing, plan oversight, and physician participation.
Putting Physicians Back Into the Employer Healthcare Conversation
Physician leadership is central to Vxtra’s model. Hightower’s emphasis on physician leadership draws on a career spanning medical devices, physician education, and employee benefits. He later founded Vxtra Partners, which served more than 90 self-insured medical practices across 19 states before its acquisition by OneDigital in 2023.
That experience shaped Vxtra Health’s focus on the relationship between the organizations paying for healthcare and the physicians delivering it. Through its “Our Town” strategy, Vxtra aims to connect employers, local physician leaders, and healthcare partners within secondary markets where community relationships can support closer coordination.
“Vxtra is asking who should be accountable for how an employer health plan operates and what role those local physicians can have in decisions that affect cost and care,” Helms said. “Our job is to bring Hightower’s perspective and Vxtra’s methodology into that public conversation and build sustained third-party credibility around those issues.”
About JOTO PR Disruptors™
JOTO PR Disruptors™ is the Anti-PR® agency behind some of the fastest-growing tech and innovation brands in the U.S. By applying crisis management techniques and modern media algorithms, JOTO PR creates third-party credibility campaigns that produce measurable results and build undeniable market influence. Learn more at www.jotopr.com
About Vxtra Health
Vxtra Health is a healthcare operating company serving self-insured, middle-market employers. Through its Managing Operating Partner (MOP) model, Vxtra Health integrates physician leadership, pharmacy management, claims administration, care navigation and healthcare analytics into a coordinated operating system. The company focuses on secondary markets, where local physician relationships, transparent data and aligned incentives can be used to help employers make more informed healthcare purchasing and care-management decisions. Vxtra Health’s model is designed to give employers greater visibility into healthcare spending while restoring physicians to a more active role in how care is coordinated. For more information, visit Vxtra Health.
Media Inquiries:
Karla Jo Helms
JOTO PR™
727-777-4629
Jotopr.com
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SOURCE JOTO PR
