American Family Children's Hospital

Robert O'Keefe, CPA

Senior Vice President and Chief Financial Officer, UW Hospitals and Clinics Authority

Robert O'KeefeBob O'Keefe assumed the role of senior vice president and chief financial officer for UW Hospitals and Clinics Authority in February 2015. In that role he leads UW Health's long-range financial planning and forecasting in light of changing payment models, payer mix and financial impact of potential new contracts or mergers. He also provides senior executive leadership for the UWHC fiscal affairs department's operations for business planning and analysis, patient financial services, accounting, accounts payable, capital and operational budgeting, internal audit, cost reporting and reimbursement and payroll.


Bob has a breadth of experience in auditing, consulting and working in complex health care environments. Prior to joining UW Health, he worked for 20 years at Aurora Health Care, Inc. in Milwaukee, where he served as a vice president in the finance area with a broad range of responsibilities. Prior to Aurora, he held various progressively more responsible positions with KPMG, culminating in being named a partner in the health care practice.


Bob holds a Bachelor of Business Administration in Accounting from UW-Whitewater, where he also served as captain of the varsity baseball team. He is a Certified Public Accountant and a member of the Healthcare Financial Management Association.