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Over 60 years of service

Surf Drugs, Circa 1971

In 1957 Frank Rittenberg open a neighborhood pharmacy on Miami Beach called Surf Drugs. As a retail store, his focus was to offer the highest in customer service combined with the highest quality products and expert advice.

That service-minded legacy is still evident in everything SurfMed does today. Although the company’s offerings are very different now, the ethics remain the same. In the 1990s Frank’s children revamped the company, changed its name to SurfMed, and expanded into medical equipment, supplies and even home health. They formed the nation’s first Medicaid managed care program for DME, which was the precursor for Medicaid Managed Care nationwide. SurfMed became a leader in Medicare and helped form national Medicare DME policy. SurfMed helped craft the legislation creating Florida’s statewide Medicaid Managed Care program and has been the state’s leader in Medicaid equipment and supplies. Now, SurfMed has expanded across America, as it has been invited by MCOs to meet their members’ needs in state after state.

SurfMed still focuses on service, quality and expertise, but that is now combined with inventive technology, risk sharing, utilization management, coordination of care and much more. As a result, SurfMed has become a nationally recognized brand and a trusted partner to health care companies, their executives, and their patients.

Core Values


SurfMed’s strong leadership team is comprised of experts in health care, technology, procurement, and operations who work to provide the very best customer experience and savings. SurfMed has the strongest leadership team in the industry. Wrought by bringing together experts in their fields and growing talent from within. We invite you to speak to us regarding any questions or inquires you have.