hfma october 2013 newsletter · the hfma experience. while i’m sure everyone is busy with...
TRANSCRIPT
November 2013
In This Issue
President’s Message
Region 2 Pictures
Healthcare Business
Academy
Committee
Reports
Member Milestones
Member Spotlight
Chapter Sponsors
Autumn brings pumpkins, cooler weather, colorful leaves, and the National HFMA Member Satisfaction Survey. As all seasoned members know, National HFMA sends out its annu-al member satisfaction survey in late October. The survey is a great opportunity to let us know what you like, and also the areas in which you would like to see change. The survey helps your Chapter’s leadership plan for the upcoming year. Our goal is for each member to be extremely satisfied with the HFMA experience.
While I’m sure everyone is busy with year-end, budget preparation, and planning for a busy first quarter, please keep your eye open for the Chapter’s weekly e-mail updates. There are many opportunities for you to learn via Regional webi-nars, serve your community, and socialize with your fellow HFMA members.
As always, I would like to thank our Chapter sponsors. The experience we offer to our members would not be achievable if not for your generosity. Thank you.
Have a great holiday season!
hristopher Harris, FHFMA, CPA
President
President’s Message
Perspectives
Chris, Harris, FHFMA, CPA President 2013-2014
Region 2 Conference
Page 2
Region 2's great turnout! Teresa Figueroa, Regional Executive-Elect, looks
on to ensure everything is running well.
Steve Rose, National HFMA Chair, discussed his theme "Whatever It
Takes" amid healthcare reform.
Keynote speaker Jonathon Niloff, MD discussing best practices for data analytics in value-based reimbursement
Leadership
Operations
Committee
2013/2014
Meeting Schedule
August 6th
9:30 a.m.-10:30 a.m.
September 3rd
9:30 a.m.-10:30 a.m.
October 1st
9:30 a.m.-10:30 a.m.
November 5th
9:30 a.m.-10:30 a.m.
December 3rd
9:30 a.m.-10:30 a.m.
January 7th
9:30 a.m.-10:30 a.m.
February 4th
9:30 a.m.-10:30 a.m.
March 4th
9:30 a.m.-10:30 a.m.
April 8th
9:30 a.m.-10:30 a.m.
May 6th
9:30 a.m.-10:30 a.m.
A representative
from each committee
(Chair or Co-Chair )
is expected to attend
in person or via
teleconference.
Region 2 Conference
Page 3
Lauren Manning, former Executive at Cantor Fitzgerald and 9/11 survivor, talked about perseverance through times of extreme adversity. She also signed copies of her book.
Regional Executive Bruce Liebel helps with Lauren Manning's book signing.
Rob Lederman, comedian, entertained the attendees at the Networking Reception
Chapter Officers & Directors 2013/2014
President: Chris Harris
Rizzo DiGiacco Hern & Baniewicz CPA’s, LLC
President Elect: Paula Tinch
Rochester Gen’l Health System
Vice President: Geoff Bernhardt
Unity Health System
Secretary: Carla D’Angelo
Excellus
Treasurer: Hugh Chisholm
Rochester Gen’l Health System
Past President Alicia Dockrell
Planned Parenthood
Directors
Class of 2014 Cheryl Bennett
University of Rochester
Roberta Spezzano Westfall Surgical Center
Mary Whalen
Whalen Consulting
Class of 2015 Karl Hagen
Finger Lakes Health
Steve Kotsch Rochester Gen’l Health
System
Deb Robinson Unity Health System
Richard Yarmel
Harter Secrest & Emery, LLP
Healthcare Business Academy
Page 4
Together with the Rochester Regional Chapter of HFMA, Northstar Network is pre-senting the Healthcare Business Academy. The following article provides information about this exciting opportunity for our members.
Healthcare is undergoing a transformation. It’s a lot more than an act of Congress. It’s a dramatic shift in the flow of funds. It’s a dramatic shift in the way we pay and get paid for healthcare. In the midst of this unprecedented change on the business side of healthcare, finance leaders and advisers must be aware of a wide range of new issues that impact your organizations.
While most of these issues have a direct impact on finance and accounting – new models for reimbursement, investment decisions, mergers and acquisitions, alignments and affili-ations, to name a few – they also effect areas such as IT, Legal, Patient Safety & Quality, and Human Resources.
How can you stay current with all of it? How can you be sure that you, your organization, your board are asking the right questions and getting the best answers? The need for busi-ness acumen in healthcare has never been greater.
That’s why the Northstar Network has assembled a world-class team of curriculum devel-opers and built an online continuing education resource called the Healthcare Business Academy. It is designed for people who want to make a difference and organizations that want to take a lead role in healthcare transformation. This is continuing education for those who have and for those who want a seat at the table.
With the help of 10 experienced executives, we have put together a platform to deliver on-line learning to people like you who can change the trajectory of cost and quality in health care. The goal is to improve the business acumen of our healthcare leaders.
This CME certified e-learning is aimed at health care system senior leadership, chiefs, nurse managers, human resource managers, high potentials, Boards of Directors. The learning is delivered by National Thought Leaders such as David Lansky, Debra Ness, Michael Barr as well as organizations with industry experts such as Yale University, Har-ris Beach PLLC, The Camden Group, The Studer Group, The Bonadio Group, Milliman, IBM—over 60 in total. The content creators are people who live and breathe the day-to-day challenges of “The New Business of Healthcare” ( http://www.northstarnetwork.org/see-the-video)
Healthcare Business Academy (cont.)
Page 5
Our courses are unique because:
· The content is in a self-paced video format, and each video runs between 7 and 37 minutes. We created bite-size learning because individuals in healthcare are just too busy to sit for a few hours for classes. They can be watched on any Internet –connected device – smartphone, tablet, laptop or PC.
· We have facilitators on line to answer specific questions so that you can get answers quickly
· We have a network of 100 experts available for our participants;
· They are available 24 x 7 x 365 days for each participant. This way the materials can be accessed over and over again, or only when needed
· Once someone has registered and taken a course, they will be notified if the information is updated, and will be able to retake the course with the new infor-mation at no charge.
· If there is specific content you want, we can reach out to our network to create ad-ditional courses
We are pleased to offer all HFMA Members special Introductory rates available now until December 31, 2013! Pay $900.00 total for HBA Core Curriculum and registra-tion fee for a total saving of $1,294.00! The link to the course catalog is www.NorthstarNetwork.org click on Healthcare Business Academy; then click on HBA –Core Curriculum and enter Promo Code HFMA at checkout.
If you would like more information on how the Healthcare Business Academy can help you and your organization succeed in the New Business of Healthcare, please contact Lin-da Becker at 585-738-7397 or via e-mail at [email protected]
By Laura Aylward Recent patient focus group participants shared their opinions on hospital billing statement design. When you designed your hospital’s billing statement, did you consult with actual patients to find out what they preferred in terms of content and layout? Many hospitals have relied on educated guesses in the development of statements. But an educated guess is still a guess. As patients become increasingly responsible for and involved in paying for their care, it’s essential that providers treat the billing statement as a core patient communications tool that can enhance revenue or detract from it. Why We Must Know Patients’ Perspectives The constant change in the healthcare industry is sparking the need to gain deeper knowledge regarding patients’ perspectives on statements and financial communications. Even before the Affordable Care Act, health care was changing. Market shifts can be acute in how they impact hospital customers—and that should impact the communications, marketing, and other solutions we develop and use to connect with them. This couldn’t be more true for billing and patient statements. As the market has shifted toward consumer-driven health plans with high deductibles and increased patient payment responsibility, overall patient engagement in the financial aspects of care has grown exponentially. I recently helped develop targeted focus groups to get first-hand feedback about what does and does not work in patient statements. The patient focus groups were structured to reveal actionable insights under the supposition that statements can be revenue enhancers or detractors. Communication has an impact on hospital revenue. It’s imperative that patients have positive experiences not just in their clinical care but their financial care, as well. Patient Focus Group: Parameters and Approach With a goal to gain direct, knowledgeable insights to develop best practices, the focus groups were segmented to bring in health care “heavy users.” To be qualified to participate, patients must meet the following guidelines:
Received at least two hospital bills within the last 12 months Bear some responsibility in the payment for care, having directly paid a hospital bill in the
last year on behalf of themselves or family members Across the participant base, a wide range of insurance carriers and many different hospitals were represented. The three groups were separated by age ranges—25 to 44, 45 to 64, and 65 and older—to assess potential age-specific perceptions. The study was blinded so participants had no information about the company conducting the research.
What Patients Really Want in Their Hospital Statements
Page 6
What Patients Really Want in Their Hospital Statements (cont.)
Page 7
A First Look at Focus Group Findings Across all three groups, the study revealed a few consistent, core findings. Patients are not satisfied with the patient billing experience. When asked for words or thoughts to describe their sentiments about statements, patients offered the following comments:
Ages 25-44: Disgust, frustration, expensive, lots of paper, confusion Ages 45-64: Frustration, expensive, confusion Ages 65 and older: Confusion, shockingly high, not enough explanation
The statement is an extension of the hospital experience. Participants’ opinions of hospitals are influenced by their ability to effectively review and understand the content of the statements. Some participants from all groups stated that they trust their insurance providers to offer what they believe is the most reliable information regarding their care encounters. As educated consumers, patients expressed distrust of hospitals that send unclear bills. Patients also expressed concerns about discrepancies between statements and explanation-of-benefit documents. Patients want clearly conveyed details. The focus groups helped to redefine the term “simplicity” in association with billing statements. While some providers might have interpreted this word to mean a reduction of detail, participants resoundingly stated that, for them, it means clarity of details. Many participants across all groups stated that they rely on phone calls to the hospital to attempt to clarify their charges. They expressed the need for itemization and stated that they wait to receive all the information they need before paying, supporting the supposition that statements play a role in enhancing or detracting from revenue. Well-designed statement summaries can be effective tools. Participants chose the following summary statement as one of their favorites (see the exhibit/tool below). Access: Sample Patient Statement [PDF of statement saved in Exhibit folder.] After reviewing various strategically designed statement formats, participants responded with their initial thoughts. These comments were dramatically different from the input offered in response to their overall perception of hospital billing.
Ages 25-44: Doesn’t feel as cold, less likely to call, calming. Ages 45-64: Less confusion, easier to read, less time spent, more confidence. Ages 65 years and up: Efficient, user-friendly, not really hiding anything.
What Patients Really Want in Their Hospital Statements (cont.)
Page 8
What’s Next? Taking Action on the Insights
Providers need to adopt a strategy of clarity for their billing statements. Patients in the
focus groups responded positively to summary pages designed with intention, drawing
recipients’ eyes to key information such as amounts owed, due dates, and payment op-
tions. However, patients expressed the need for clear details to follow the summary as a
means of confirming validity of charges.
A full compilation and analysis of the focus groups is currently underway. In addition to
offering deep insights into the patient sentiments, the final report on the participants’
comments will delve into details regarding the specific statement features identified as
most effective. The groups provided practical perspectives about overall statement de-
sign, use of color and bold fonts, placement of call-outs, and order of content.
In advance of the final report, the fundamental take-away from the focus groups is that
providers should look at the billing process as an extension of their care and their
brands. Best practices can lessen the burden on patients, increase satisfaction, and incen-
tivize payments.
Laura Aylward is manager of market intelligence, Emdeon, Nashville, Tenn
Source: Reprinted with permission from the September 2013 Patient Friendly Billing E-
Bulletin. Copyright Healthcare Financial Management Association.
MEMBER
NEWS
MEMBER
APPOINTMENTS
ANNIVERSARY
MILESTONES
NEW
MEMBERS
HFMA MEMBER MILESTONES
ANNIVERSARIES
15 YEARS
Ellen Pelkey
Diane Zimmerman
10 YEARS
Attilio Balestra, Jr.
5 YEARS
William Ringwood Jr.
Page 9
NEW MEMBERS
Please join us in welcoming new members to our Chapter!
Andrew Hastings - Freed Maxick, CPAs Mark Laskoski - Rochester General Health System William Murray - Rochester General Health System
Soojin Jang - Excellus Karen Fitzpatrick - Finger Lakes Health
Johnny Brown - Excellus Jennifer Wallace - First Niagara Risk Management
Carla D’Angelo
HFMA Member Since: 2008
Job: Director, Financial Services Business Consulting at Excellus BlueCross BlueShield
Responsibilities: Highlights include: Fiscal oversight and advisement of provider-based expenditures; review and approval of all ROI savings from medical management programs and operational system improvements; provide guidance and insight from a financial perspective on ACO-like provider arrangements.
Been employed there since: 2007
The best part of my job is: Every day presents a new challenge. Rarely do I work on the same thing twice! I am knee deep in innovative provider payment strategy which is a topic I absolutely love.
I joined HFMA because: My boss recommended I join HFMA for learning and networking opportunities. I’m sure glad she did!
My favorite food is: Chicken riggies (my colleagues in Central New York know what this is!)
My very first job was: Making subs at a pizzeria
The best advice I ever received was: Never miss an opportunity to say “thank you”.
My family includes: My husband, Nick and Prixie, our pet hedgehog.
My heroes/mentors are: My parents!
If I’m not at work, you’ll find me: Volunteering at the Perinatal Network of Monroe County, Trillium Health or the Young Entrepreneur’s Academy (YEA)
What I’m Most Proud of: Being genuinely happy with my life.
Hobbies: Golf, travel, reading, yoga, volunteering
A book I would recommend: Where Good Ideas Come From: The Natural History of Innovation by Steven Johnson
Benefits realized from my involvement in HFMA: A more well-rounded understanding of the healthcare industry. It can be very easy to make decisions and judgments based on what I know and have experienced so I appreciate the ability to talk with my colleagues in all aspects of healthcare finance to get their perspective. The educational sessions provide me with business knowledge and the connections and friends I’ve made have helped me to establish a strong network of healthcare professionals I can rely on.
Page 10
HFMA Member Spotlight
Certification
Committee
Chair
Diane Lage
(585) 368-6264
dlage@
uni tyhea l th .org
Co Chair
Rache l le Fletcher
(315) 462-0403
rache l le . f le tcher@
cshosp.com
Members
Karl Hagen
Jim Helms
jhe lms@jmhny .org
Certification Committee News
Page 11
The committee wants to remind the membership about certification maintenance. HFMA has designed certification maintenance to coincide with your professional development and education, so it is relatively simple in that regard. However, like anything which utilizes the word “maintenance,” it is designed to be accomplished in small increments over time.
Members who have already earned the Certified Healthcare Financial Professional (CHFP) or Fellow of HFMA (FHFMA) designation must maintain their certification by remaining a member in good standing and completing 60 contact hours of eligible education every 3 years (through 5/31 of the year listed in your on-line member record). A contact hour is 50 minutes of educational programming, excluding social activities, meals, and breaks.
Activities that count toward maintaining HFMA certification are:
Attending educational programs offered by HFMA National or local chapters, oth-er professional organizations and possibly your employer
Presenting at HFMA chapter meetings or HFMA National events
Completing self-study programs
Reviewing or authoring professional publications
You must log your own educational activities on-line at http://www.hfma.org/Certification , unless you have received a letter from National HFMA for national-sponsored education. Once logged in at the HFMA Certification page, click on “Maintaining My Certification”. Under “Reporting Your Activities” click on “using the online reporting tool.” From there, you can enter CPE points or go to another section to view your member.
Many members find it most convenient to log their educational activities as soon as they return to their offices; others keep a log and enter their educational activities quarterly. The most important thing to remember is to enter the educational activity on-line and make sure you are earning enough contact hours – at least 20 hours per year; on-pace for 60 over the course of 3 years ending 5/31 of your “good thru” year.
Those who do not maintain their certification will lose their designation as of September 1 of the “good thru” year and will need to re-take the certification exam as well as meet other requirements for certification to re-earn the designation.
For more information on maintaining certification, including a list of eligible educational activities, please go to: http://www.hfma.org/Content.aspx?id=513 or contact a member of the Certification Committee.
Communications
Committee
Chair Courtney Spi tz
(585) 381-1000
Co-Chair Ryan McGinnis
(585) 368-6214
ryan.mcginnis@
rochestergeneral.org
Members
Matt Drake
matt.drake@
rochestergeneral.org
Tim Elder
timothy.elder@
lifetimehealth.org
Chuck Fal ler
chuck.faller@
rochestergeneral.org
Matt Geur ink
mgeurink@
winthropresources.com
Rich Leicht
S lava Nesterov
slava.nesterov@
rochestergeneral.org
Nancy Reiss
Je f f Rice
jeff.rice@
rochestergeneral.org
Roberta Spezzano
rspezzano@
westfallsurgery.com
Editor:
Diane Lage
Communications Committee News
HFMA Websites:
Chapter: www.rochesterhfma.org
National: www.hfma.org
Page 12
We are really making an effort to increase our electronic networking through our Chapter’s Linked In Page. A
huge thank you to Matt Geurink for being our Chapter’s Electronic Website & E-Marketing Chair! We welcome
any postings to Linked In. Please spread the word to join Linked In.
It is a great way to keep in touch with each other!
Hockey Suite Night!
Friday, February 7, 2014 at 7:05pm
The Social Commi ee invites you to
join us in our suite for the
Rochester Americans vs. Hershey Bears
Tickets are $25/person
Sea ng is limited to the first 20 people
Food will be provided during the game
With ques ons or
To reserve your ckets contact:
Please Join the Rochester Chapter of HFMA as
SPECIAL SANTAS VOLUNTEERS FOR HILLSIDE CHILDREN’S CENTER
Wednesday, December 18th 9:30 am – 12:30 pm 1:30 pm – 4:30 pm
(Please consider at least one shift if you cannot make both)
Hillside Children’s Center, 2075 Scottsville Rd.
Crestwood Campus
The Hillside Special Santas Program of Hillside Family of Agencies (HFA), benefits children and families served by Crestwood Children’s Center, Hillside Children's Center, Hillside Work-Scholarship Connection
and Snell Farm Children’s Center. Some children and their families served by HFA do not have the resources for gifts at holiday time. The goal of Hillside Special Santas is to try to give each child in the family three gifts. Many local companies will be donating unwrapped gifts to Hillside, and they need help sorting these gifts into appropriate cate-
gories (age, gender, etc.) It is a very fun event!
Please contact Janet Desmann 368-6268 or [email protected]
Community Svc/Social Comm
Chair
Scot Dennis
(585) 339-7736
Co Chair
Shawn Bishop
(585) 339-7736
Members
Cheryl Bennett cbennet t@roches ter .edu
Geoff Bernhardt
Diane Brothers
Janet Desmann
Lan Diep
Melissa George
Shannon Glassman
David Groth
Val Kuhn
Jennifer Raines
Lori Saunders
Daniel Wright
Beth Young b you ng0 1 @u ni t yh e a l t h .o rg
Diane Zimmerman
diane.zimmerman@
urmc.rochester.edu
Salvation Army Bell Ringing We'll be participating in the Salvation Army Bell Ringing again this year. The date is set for Saturday 12/7 at both the Eastview Mall and the Greece Ridge Mall. Time slots will be available from 10am - 8:30pm at both locations. Contact Dave Groth at [email protected] if you are interested in participating. Amerks Game The Committee is also hosting a Hockey Suite Night at the Blue Cross Arena on Friday February 7 for the Amerks vs Hershey Bears game. Tickets are $25/person and limited to 20 people total. Contact Scot Dennis at [email protected] with questions or to reserve your tickets. Hillside Special Santas We'll also be participating in the Hillside Special Santas Program. Available shifts will vary by day and are as follows: Monday, Wed. & Friday—9:30-12:30 or 1:30-4:30 Tuesday & Thursday—11:00am -2:00pm Contact Janet Desmann at [email protected] if you would like join us. Asbury Dining Center For our last winter activity we'll be volunteering three Sundays in February at the Asbury Dining Center soup kitchen. We won't know the exact dates and times until January but Shannon Glassman will be coordinating this event. Let Shannon know if you are interested by emailing her at [email protected].
Page 15
Community Service/Social Committee News
Community Svc/Social Comm
Chair
Scot Dennis
(585) 339-7736 scot.dennis@
rochestergeneral.org
Co Chair
Shawn Bishop
(585) 339-7736 shawn.bishop@
rochestergeneral.org
Members
Cheryl Bennett c b en n e t t @ r o ch e s t e r . e d u
Geoff Bernhardt [email protected]
Diane Brothers [email protected]
Janet Desmann [email protected]
Lan Diep [email protected]
Melissa George melissa.george@
rochestergeneral.org
Shannon Glassman [email protected]
David Groth [email protected]
Val Kuhn [email protected]
Jennifer Raines [email protected]
Lori Saunders [email protected]
Daniel Wright [email protected]
Beth Young b you ng0 1 @u ni t yh e a l t h .o rg
Diane Zimmerman diane.zimmerman@
urmc.rochester.edu
Education Committee
Chair
Geoff Bernhardt gbernhardt@
uni tyhea l th .org
Co Chair Carla D’Angelo car la .dange lo@
exce l lus .com
Members
Hugh Chiso lm hchisholm@ fcc-cpa .com
E l len Gal lagher
ellen.gallagher@ rochestergeneral.org
Sonja Gel lert -Powel l son ja .ge l le r t -powel l@ roches te rgenera l .o rg
Chris Harr i s
charr i s@ r izzodigiacco .com
Ji l leen Hays
jhays@ uni tyhea l th .org
Janine Mangione
jmangione@ bonadio .com
Susan Matthews
smat thews@ abramslaw.com
Sharon Polak
spo lak@ mvphea l thcare .com
L isa Smith
eagleswingsconsult@ rochester.rr.com
Courtney Spi tz
cspi tz@bonadio .com
Paula Tinch paula.tinch@
rochestergeneral.org
Beth Young byoung01@
uni tyhea l th .org
Education Committee News
Page 16
Healthcare Business Academy:
What do Employer’s Want from Healthcare Providers?
December 4, 2013
First American Healthcare Finance
255 Woodcliff Drive, Fairport, NY
Coming soon!!
A Lean Six Sigma event and will be held jointly with the Western and Central New York Chapters. It will be a full day event on January
21st. It will be held in Rochester. Stay tuned for the exact location and registration!
In February, we will hold a follow-up event featuring local hospitals and health care providers who have successfully implemented Lean
Six Sigma techniques in their organizations.
Membership
Committee
Chair
Jon Mil ler
(585) 381-1000
jmiller@
bonadio.com
Co Chair
Michael Gsel lmeier
(585) 643-3380
michael.gsellmeier@
faef.com
Members
Chr is Ets ler
(585) 368-6276
ce t s le r@
uni tyhea l th .org
Joe Pepl in
(585) 249-2835
jpepl in@
bonadio .com
Lori Saunders
(585) 368-6289
l saunders@
uni tyhea l th .org
The Membership Committee is always striving to make sure your Rochester Regional Chapter of HFMA is delivering the most value to all of its members.
Currently we are identifying educational events, networking opportunities, and social events that will specifically benefit certain members and will contact you to personally invite you to the event.
In addition, our committee will review the Chapter’s survey results and guaran-tee members are getting the most from their experience.
In addition, HFMA benefits go further when you share them. HFMA members are leading the change in the healthcare finance industry. Help build the mo-mentum. Invite your peers, your staff, and others in your organization to join the nation's leading membership organization for healthcare financial manage-ment executives and leaders - HFMA.
Recruit 1-2 Members and choose between:
HFMA apparel, duffel bag, or smartphone accessory $25 Visa debit card
Recruit 3-4 Members and receive:
$100 Visa debit card Entry into a drawing for $1,000
Recruit 5 or more Members and receive:
$150 Visa debit card Entry into a drawing for $2,500
For every Member you recruit, your name is entered in
Drawing for an iPad Mini Drawing for Grand Prize of $5,000
When recruiting new members, please make sure to provide your HFMA num-ber.
HFMA is a member based organization, without the members, we do not exist. If you have an idea that you think will improve your membership experience, whether it be a specific training, networking event or communication medium, feel free to contact Jon Miller at [email protected].
Membership Committee News
Page 17
Chapter Sponsors
The Rochester Regional Chapter of HFMA wishes to recognize and express its
appreciation to the following sponsors who generously support the
Chapter and its educational programs:
Platinum Fust Charles Chambers
Key Bank
Salient Management Company
Gold EFP Rotenberg, LLP
Kronos
Rochester General Health System
The Bonadio Group
Unity Health System
Silver First American Healthcare Finance
Physicians Reciprocal Insurers
Bronze Harris Beach
University of Rochester Medical Center
Sponsorship opportunities are available for your organization.
Contact Paula Tinch @ 922-1223 or [email protected]
Page 18
Sponsorship
Committee
Chair
Paula Tinch (585) 922-1223
paula.tinch@
rochestergeneral.org
Co Chair
Geoff Bernhardt
(585) 368-6208