ROi Privacy Policy

Privacy Policy

LAST UPDATED: December 8, 2022

Resource Optimization & Innovation, LLC (“ROi”, “We”, “Us”, and “Our”) is committed to the care and improvement of human life. Part of that commitment includes protecting your Personal Information (defined below). We maintain information confidentiality and comply with applicable regulatory requirements.

1. Acceptance of Terms

This privacy policy (“Privacy Policy”) covers Our privacy practices with respect to use and/or disclosure of information We may collect from you when you access or use Our services (the “Services”) through This Privacy Policy is part of, and incorporated into, the Terms of Use of the Site and any Terms of Sale. If you have any questions, you can contact Us through any of the means described in the “Contact Us” section at the end of this Privacy Policy.

Our Site is hosted on Shopify, which provides Us with an online e-commerce platform that allows Us to sell Our products and services to you. Your data is stored through Shopify’s data storage, databases and the general Shopify application. Payments are processed via Shopify Payments.  For more information regarding Shopify’s privacy practices, please visit:

By accessing and using Our Services (including the Site), you acknowledge and fully understand Our Privacy Policy and freely consent to the information collection and use practices described in this Privacy Policy. IF YOU DO NOT CONSENT TO THE INFORMATION COLLECTION AND USE PRACTICES DESCRIBED BELOW, YOU MUST IMMEDIATELY CEASE ANY ACCESS OR USE OF OUR SERVICES.

2. Information Collected

Our Services may permit you the opportunity to provide Us with Personal Information.  As used in this Privacy Policy, “Personal Information” means any information that may be used, either alone or in combination with other information, to personally identify an individual, household or device as defined by applicable laws.

We collect certain information, including Personal Information, from and about Our users in various ways:

  • directly from you;
  • directly from Our web server logs;
  • cookies and web beacons; or
  • from affiliates, third parties and service providers.

2.1. Information Provided by You

We and Our service providers and affiliates collect Personal Information through online forms to provide certain features of the Services to you. For example, if purchasing medical supplies or other goods, We may request that you fill out a form with information such as your name, e-mail address, phone number, and company information. In each case, We collect such information only insofar as is legal and appropriate.  If you do not provide the information required to submit the forms, We may not be able to provide you with related features and Services including selling you any goods or services.

In some cases, you may have the opportunity to enter any content that you choose into Our forms. You are responsible for such content, and We reserve the right to use such content as part of Our Services or for other appropriate purposes.

2.2. Web Server Logs

When you access or use Our Services, We may track information to administer Our Services and analyze its usage. Examples of information We may track include, without limitation:

  • Your internet protocol address;
  • The kind of browser or computer you use;
  • Number of links you click within Our Site;
  • State or country from which you accessed Our Services;
  • Date and time of your visit;
  • Name of your internet service provider;
  • Your geolocation
  • Third-party websites you visit prior to or after visiting Our Site; and
  • Pages or information you viewed on Our Site.

We use this information to analyze and improve Our Services, monitor traffic and usage patterns for information security purposes, help make Our Services more useful and other purposes appropriate to the context in which We collect the information.

2.3. Cookies and Web Beacons

A “cookie” is a small text file that may be transferred to your computer’s hard drive to personalize Our services for you and collect information regarding usage of Our Services. Each computer is assigned a different cookie that contains a random, unique identifier. Our Services may use two different types of cookies: a “session” cookie, which is required to track a user session, for example, and which expires shortly after the session ends, and a “persistent” cookie, used to track unique visits to the Site, as well as how the user arrived at the Site (for example, through an email link or from a referral link), and the type of user (patient, provider, consumer, etc.). So that users are not counted twice, this cookie can “persist” (remain on your hard drive) for a predetermined period (usually anywhere from a few days to a couple years).

Your browser software can be set to warn you of cookies or reject all cookies. Most browsers offer instructions on how to reset the browser to reject cookies in the “Help” section of the toolbar. You also can remove any cookies that have been placed on your computer. If you reject or remove Our cookies, this may disable some of the functionality of Our Services and you may not be able to use certain Services.

Our cookies, to the best of Our knowledge, cannot be used to run programs or deliver viruses to your computer. One of the primary purposes of cookies is to provide a convenience features to save you time. Cookies help the Site recall your specific information on subsequent visits. For example, if you save an item in your cart that you want to buy, and then navigate away from the Site or that page, cookies will store information so that when you return the item will still be in your cart. This simplifies the process of delivering relevant content and eases website navigation by providing and saving your preferences and login information as well as providing personalized functionality.

We may use Google Analytics on Our Site to help Us analyze the traffic on Our Site. We do not combine this information with any data from other websites.  For more information on Google Analytics’ processing of Personal Information, please see” You may opt out of the use of Google Analytics here:

We may use Lucky Orange’s analytics services on Our Site to analyze the traffic on Our Site.  We do not combine this information with any data from other websites. For more information regarding Lucky Orange and your data privacy, please see:  You may opt-out of Lucky Orange for all websites that you visit here:

Some features of Our Services (such as social media widgets that allow you to share content) may use cookies or other methods to gather information regarding your use of the Services, and may combine the information in these cookies with any Personal Information about you that they may have. The use of such information by a third-party depends on the privacy policy of that third-party.

Since sponsors or partners of the website may use their own cookies when you click on a hypertext link to their website or service, you should carefully review the privacy policy of other websites to which you link from Our Site.

A “web beacon,” “clear GIF,” “web bug,” or “pixel tag” is a tiny graphic file with a unique identifier that is similar in function to a cookie, but would allow Us to count the number of users that have visited certain pages or screens of Our websites, and to help determine the effectiveness of promotional or advertising campaigns. When used in HTML-formatted email messages, web beacons can tell the sender whether and when the email has been opened. In contrast to cookies, which may be stored on your computer’s hard drive, web beacons are typically embedded invisibly on pages or screens. We may use web beacons in providing the Services.

We reserve the right to share aggregated Site statistics monitored by cookies and web beacons with Our affiliates and partner companies.

2.4. Third Parties and Affiliates

We may collect Personal Information about individuals from Our affiliates or for service providers for any of the purposes described in this Privacy Policy. For example, We may collect information about members or potential members in order to provide them with information or offer Services that We believe may be of interest.

3. Marketing and Advertising

3.1. Advertisements appearing on any of Our Services may be delivered to users by advertising partners, who may set cookies. These cookies allow the ad server to recognize your computer each time they send you an online advertisement to compile information about you or others who use your computer. This information allows ad networks to, among other things, deliver targeted advertisements that they believe will be of most interest to you. This Privacy Policy covers the use of cookies by Us and does not cover the use of cookies by any advertisers.

3.1.1. We and Our service providers may use information about your interactions with Our Services to predict your interests and select the ads you see on and off our Website. This is known as interest-based advertising. In providing interest-based ads, We follow the Self-Regulatory Principles for Online Behavioral Advertising developed by the Digital Advertising Alliance ("DAA").  For more information about interest-based advertising and how you can opt out, visit:

3.2. We may use Hubspot’s customer relations management (CRM) and marketing tool. We use the tool to follow up people who are in contact with Us, whether they are existing customers, new customers who contact Us through forms on Our website or applicants for positions with Us.  For more information on Hubspot’s processing of personal information see

4. Relationship with Other Services and Policies

ROi or its affiliates may provide separate services to members such as those provided by HealthTrust and AdvantageTrust as well as access to a Member Portal. All such services, and access to any such portal or separate website, are subject to the terms and conditions of such services and websites as well as separate privacy policies. Please review such websites and privacy policies for additional information.

5. How Else May Your Personal Information be Used and Disclosed?

We do not sell, lease, rent or otherwise disclose the Personal Information collected from Our Services to third parties unless otherwise stated in this Privacy Policy or with your consent.


  • Uses of Personal Information. We may use, process and disclose Personal Information about you for a number of different purposes such as the following:
    • to provide, analyze, administer, and improve Our Services;
    • to contact you in connection with Our Services and appointments, events or offerings;
    • to identify and authenticate your access to the parts of Our Site or other password-protected Services that you are authorized to access;
    • to send you surveys;
    • for recruiting and human resources administration purposes;
    • to protect Our rights or Our property and to ensure the technical functionality and security of Our Services; and
    • as required to meet Our legal and regulatory obligations.
  • Our Service Providers & Contractors. We transfer Personal Information to service providers and contractors to perform tasks on Our behalf and to assist Us in providing Our Services. We may use service providers and contractors for security, website analytics and to provide point of service or website hosting services. We use commercially reasonable efforts to only engage or interact with service providers and contractors that post a privacy policy governing their processing of Personal Information and require them to maintain confidentiality and comply with applicable laws in the processing of Personal Information.
  • Affiliates. We may share Personal Information about you with Our Affiliates for a variety of purposes such as consolidation or aggregation of information about you, marketing or other purposes.
  • Authorized Representatives. If another individual is managing your account on your behalf, that person may be able to view Personal Information about you.
  • Other Situations. We also may use and disclose information outside of Our day-to-day business practices and in ways unrelated to Our Services.
    • In the Event of Merger, Sale, Divestitures or Change of Control. We may transfer or assign Personal Information to an  entity that acquires or is merged with Us as part of a merger, acquisition, sale of ownership or assets, or other change of control.
    • Other Disclosures. We may disclose Personal Information about you if We have a good faith belief that disclosure of such information is helpful or reasonably necessary to: (i) comply with any applicable law, regulation, legal process or governmental request; (ii) enforce Our terms of use or Terms of Sale, including investigations of potential violations thereof; (iii) detect, prevent, or otherwise address fraud or security issues; or (iv) protect against harm to Our, your or third parties’ rights, property or safety.

6. Information Security

No website can guarantee security, but We maintain industry-accepted physical, electronic, and procedural safeguards to protect your Personal Information collected via Our Services in compliance with applicable law. Please see the terms of use or Terms of Sale via the Site for more specific information about information security and your responsibilities.

7. What Can I do to Protect my Privacy?

In order to protect your privacy, you should:

  • Never share your username or password;
  • Always sign out when you are finished using the Site;
  • Use only secure web browsers;
  • Employ common anti-virus and anti-malware tools on your system to keep it safe;
  • Use a strong password with a combination of letters, numbers and symbols;
  • Change your password often; and
  • Notify Us immediately if you believe your login and/or password have been compromised.

If you share your username and password with another person, this will allow that person to see your confidential information and to act on your behalf. We have no responsibility concerning any breach of your confidential information due to your sharing or losing your username or password. You are responsible for all activity on the Site or relating to the Services by any person who has logged in with your username.

8. Third-Party Websites

If you use the Site to link to a third-party website, that website may collect personal information about you. This Privacy Policy does not apply when you leave the Site and go to a third-party website. Please note when you leave the Site and be sure to read the terms of service and privacy statements of each third-party website that you access.

9. User Communications

Communications that you send to Us via Our Services, such as by clicking on email or other links or utilizing chat functionality (if any), may be shared with a customer service representative, employee or agent. We make reasonable efforts to respond in a timely fashion once communications are received. Once We have responded to your communication and addressed any issues, it is usually discarded or archived unless subject to additional uses under this Privacy Policy and depending on the nature of the inquiry, method of communication and all applicable laws, rules and regulations.

Any email, chat or other functionality on Our Services will not provide a completely secure and confidential means of communication. It is possible that your communication may be accessed or viewed by another internet user while in transit to Us. If you wish to keep your communication private, do not use Our email or other communications functions.

10. Communications Opt-Out

We may send certain messages, including electronic newsletters, notification of account statuses, and marketing communications on a periodic basis. If you wish to be removed from such messages, you may request to discontinue future ones. All such material will have information as to how to opt-out of receiving it, although certain messages (such as an account status update), may not be subject to such opt-out capabilities such as those required by law or relating to your account or a contract for Our Services.

11. Your Privacy Rights

11.1. Information Collected, Disclosed, or Shared.

In the last 12 months, We have collected the following categories of personal information from individuals from the following sources:


Category Examples Sources Business Purposes for Use Disclosures
Identifiers Name; email address; phone number; physical address; IP address; order number Directly from consumers; Directly and indirectly from Our Site; Directly and indirectly from applications used on Our Site; Directly and indirectly from Affiliates; Directly and indirectly from third-party service providers To fulfill transactions; to provide customer service; internal finance operations; to analyze Our Services; to market Our products and analyze Our marketing efforts Affiliates; third-party service providers;
Commercial Activity Records of property purchased Directly and indirectly from Our Site; Directly and indirectly from third-party service providers To fulfill transactions; to provide customer service; to market Our products and analyze Our marketing efforts Affiliates; third-party service providers;
Network Activity IP address; cookies; browser user agents Directly from consumers; Directly and indirectly from Our Site; Directly and indirectly from applications used on Our Site; To fulfill transactions; customer service; to analyze Our Services; to analyze Our Services; to market Our products and analyze Our marketing efforts Affiliates; third-party service providers;
Geolocation Geolocation Directly and indirectly from Our Site; Directly and indirectly from applications used on Our Site; service providers To fulfill transactions; customer service; to analyze Our Services; to market Our products and analyze Our marketing efforts Affiliates; third-party service providers;


11.2. California Consumer Privacy Rights

11.2.1 Shine the Light Law.  Under California’s “Shine the Light” law, California residents have the right to request in writing from businesses with whom they have an established business relationship: (a) a list of the categories of Personal Information, such as name, e-mail and mailing address and the type of services provided to the customer, that a business has disclosed to third parties (including affiliates that are separate legal entities) during the immediately preceding calendar year for the third parties’ direct marketing purposes; and (b) the names and addresses of all such third parties. To request the above information, please contact Us as directed in the Contact Us section below with a reference to “Shine the Light.”

11.2.2 Consumer Rights Under CCPA.  Under CCPA, consumers have certain rights regarding their Personal Information, as described below.

  • Right of Access: You have the right to request, twice in a 12-month period, that We disclose to you the following information about you, limited to the preceding twelve (12) months:
    • The categories of Personal Information that We collected about you;
    • The categories of sources from which the Personal Information is collected;
    • The business or commercial purpose for collecting or selling Personal Information;
    • The categories of third parties with whom We share Personal Information;
    • The specific pieces of Personal Information that We have collected about you;
    • The categories of Personal Information that We disclosed about you for a business purpose or sold to third-parties; and
    • For each category of Personal Information identified, the categories of third parties to whom the information was disclosed or sold.
  • Right of Deletion: You have the right to request that We delete any Personal Information about you which We have collected from you, subject to exceptions within the law.
  • Right to Opt-Out: You have the right to opt-out of the disclosure of Personal Information about you for monetary or other valuable consideration. However, we do not sell or share your data for monetary or other valuable consideration.
  • Right to Opt-In: Unless proper consent is acquired, a business shall not sell or share the personal information of consumers if the business has actual knowledge that the consumer is less than 16 years of age.  We do not have actual knowledge that we collect, share, or sell the Personal Information of minors under the age of 16.
  • Right to Limit Use and Disclosure of Sensitive Personal Information: You may request specific limitations on further sharing, use, or disclosure of your sensitive Personal Information, as defined by California privacy laws, which is collected or processed for “the purpose of inferring characteristics about a consumer.”  However, We do not collect or process sensitive Personal Information for this purpose.
  • Right to Correction: You have the right to request that We maintain accurate Personal Information about you and correct any Personal Information about you which We have collected from you, subject to exceptions within the law.

If you would like to exercise your rights, please refer to the below Section “Consumer Requests.”

11.3. Virginia Privacy Rights

As of January 1, 2023, this section is applicable to residents of Virginia. If you are a resident of Virginia, you have certain rights described below. The following do not apply to individuals who do not live in Virginia on a permanent basis, individuals We do not collect personal data about, or individuals for whom all of the information We collect is exempt from the statute. “Personal data,” for purposes of this section regarding the rights of Virginia residents, does not include de-identified data or publicly available information. The categories of personal data processed, the purposes of processing, the categories of personal data shared, and the categories of third parties to which personal data is shared are provided in the above sections of this Policy, including the chart depicted in the above section “Your Privacy Rights” “Information Collected, Disclosed, or Shared.”

Virginia provides residents with specific rights regarding Personal Information, including:

  • To confirm whether or not We are processing your personal data and to access such personal data.
  • To correct inaccuracies in your personal data which We have collected, taking into account the nature of the personal data and the purposes of processing the personal data.
  • To request deletion of personal data for which We have collected, subject to legal exemptions.
  • To obtain a copy of your personal data.
  • To opt out of the processing of personal data for purposes of targeted advertising, the sale of personal data, or profiling in furtherance of decisions that produce legal or similarly significant effects.
  • If you would like the above information, you may contact Us via the methods depicted in the below section “Contact Us”


11.4. Consumer Requests.  You may exercise your consumer rights by contacting Us through Our webpage or customer service. You may also submit a request on Our webform available at Contact information is at the bottom of this policy.


11.4.1 Right to Non-Discrimination. We may not discriminate against you because you exercise any of your rights, including, but not limited to:

  • Denying goods or services to you;
  • Charging different prices or rates for goods or services, including through the use of discounts or other benefits or imposing penalties;
  • Providing a different level or quality of goods or services to you; or
  • Suggesting that you will receive a different price or rate for goods or services or a different level or quality of goods or services.

11.4.2. Verifying Requests. CCPA requires Us to verify your identity when you make a consumer request to help protect your privacy and maintain security.  If you request access to or deletion of your Personal Information, We may require you to provide additional information, including but not limited to: name, email address, telephone number, or company. When you make such a request, We will respond within the time frames legally required and provide an explanation for any denials of requests.

11.4.3. Authorized Agents.  You may designate an authorized agent to request any of the above rights on your behalf. You may make such a designation by providing the agent with written permission, signed by you, to act on your behalf.  Your agent may contact Us as described in the Contact Us section below to make a request on your behalf. Even if you choose to use an agent, We may, as permitted by law, require:

  • The authorized agent to provide proof that you gave written permission to the authorized agent to submit the request;
  • You to verify your identity directly with Us; or
  • You to directly confirm with Us that you provided the authorized agent permission to submit the request.

11.4.4. If you are a resident of Virginia, you have a right to appeal any denial of your consumer requests.  To exercise this right, please contact Us as described in the Contact Us section below.

12. International Visitors

Our Services and the Site are intended solely for businesses located in the United States and We do not do business outside the U.S. Please do not visit Our Site or receive other Services from outside the United States. Should you do so, your information may be transferred to, stored or processed in the United States, where Our servers are located and Our central database is operated. While We take steps to protect your privacy, the data protection and other laws of the United States and other countries might not be as comprehensive as those in your country. By using Our Services, you understand and agree that your information may be transferred to Our facilities and those third parties with whom We share it as described in this Privacy Policy.

13. Protected Health Information

ROi does not solicit, collect or need access to protected health information (“PHI”) to provide access to the Site or perform any of Our Services. Please do not send Us PHI.

14. Children May Not Use the Services

ROi does not knowingly collect or solicit Personal Information from anyone under the age of 16 or knowingly allow such persons to register on Our Site. If you are under the age of 16, please do not attempt to visit or register on the Site or send any information about yourself to Us, including your name, address, telephone number, or e-mail address. No one under age 16 may provide any Personal Information to or on the Site. In the event that We learn that We have collected Personal Information from a child under age 16 without verification of parental consent, We will delete that information as quickly as possible. We encourage parents to monitor their children’s internet usage and/or to use web filtering technology to supervise their children’s access to the interne

15. Policy Changes

We reserve the right to change the terms of this Privacy Policy at any time by posting those changes in revisions to this Privacy Policy, so that you are always aware of Our processes related to collection, use and disclosure of information. We urge you to check here for any updates to this Privacy Policy from time to time. Unless otherwise indicated, any changes to this Privacy Policy will apply immediately upon posting to the Site.

16. Contact Us

If you have any questions or concerns about this Privacy Policy or the information practices of Our Services, or if you would like to exercise any of your request rights described above, please contact Us at

You also may contact Us at 1-855-845-9302.