Priority Health appoints Jeff Smith as senior vice president of health plan applications

(GRAND RAPIDS, Mich. — December 1, 2025) Priority Health, a nationally recognized nonprofit health plan serving more than 1.3 million members, has named Jeff Smith as senior vice president of Health Plan Applications. Smith replaces Chris Crook who stepped down from the role with plans to retire.

Smith most recently served as vice president of strategic transformation and program delivery at Priority Health, responsible for providing strategic direction for technology transformation efforts and enterprise agility transformation. He has extensive experience in enabling business strategies using advanced technology, as well as building integrated technical and business-oriented teams to support enterprise programs.

“Jeff has consistently expanded existing platforms and vetted new digital solutions to drive deeper consumer engagement, brand awareness, self-service and desired business outcomes,” said Nick Gates, president of Priority Health. “He also continues to develop strategic partnerships and new business models to support growth opportunities.”

Smith has worked in the health care industry for nearly 20 years. Prior to joining Priority Health in 2016, he supported health care payers, providers and life science organizations with value-based business solutions and innovative technologies. He started his career as a systems engineer at Ford Motor Company.

About Priority Health

Our members are at the heart of everything we do. With more than 30 years in business, Priority Health is the second-largest health plan in Michigan and the third-largest provider-sponsored health plan in the nation, offering an extensive portfolio of health benefits options for employer groups and individuals, including Medicare and Medicaid plans. Serving more than 1.3 million members each year in Michigan, Indiana and Ohio, Priority Health offers a broad network of primary care physicians. Priority Health continues to be recognized as a leader for quality, customer service, transparency and product innovation. Learn more about affordable, quality health coverage options from Priority Health.

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