HBMA Strategic Imperatives ADAPTING TO A SHIFTING LANDSCAPE By Ron Decker, CHBME December 24th around 9:00 PM, we experienced a 3.7 earthquake centered 1.3 miles from our Christmas Eve festivities. This followed a 4.5 only two weeks before. The conversations quickly shifted from Christmas traditions, family members, and what we put in the eggnog. Our guests wondered why – in an area experiencing catastrophic tornados, ice storms, droughts, and torrential Pacific Northwest rain – we were discussing earthquakes! a quick study of Oklahoma earthquake activity reveals that Oklahoma has been experiencing sizeable earthquakes since well before statehood. It seems that earthquakes, which are described as “seismic shifts in the earth,” are fairly commonplace. my response is to adjust my behavior and prepare for these ongoing seismic shifts in the landscape. so what does all this have to do with HBma's members? 6 HBma BIllIng • maRCH.aPRIl.2014 HBMA neWs Depending on your perspective, technically nothing, really. If you step back and think about it on a larger scale, however, the answer is quite different. Whether we like it or not, seismic shifts are a part of our life. Whether they are in nature, Wall street, or Washington, DC, it does not matter: they are a factor in daily life. either we prepare for them or we will be overwhelmed when they occur. The leadership of HBma has been working over the past year to adjust to the changing landscape within the billing, revenue cycle management, and healthcare practice management environment. Hundreds of hours of review, calls, and analysis have been invested to develop a business strategy for your HBma going forward. an element of the strategy consists of seven imperatives that are the centerpiece of the strategic direction for the success of HBma. The imperatives are: On (continued on page 8) IMPERATIVE new Vision expanded membership Targets Offer new membership Types Overhaul of education Program KEY PROGRAMS • Vision/name agreement • member communication (webinars, emails) • Key stakeholder communication (calls, letters) • Website update (include FaQs) • enhance website content and functionality • screen and retain marketing services agency • Develop campaign • execute campaign and measure results • Create programs and pricing • Communicate to current RCm company members • launch program in the first quarter of 2014 • Conduct membership analytics (ongoing) • assess membership benefits and programs • Revamp spring meeting 2014: revised format, speakers, content, and educational tracks • Develop new web-based programs and expand our reach as an authoritative source, provide information to industry stakeholders, and produce a healthy revenue stream for HBma • Consider additional feedback from the education Committee on current initiatives • Institutionalize HBma university
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