Healthcare Business Management Association - HBMA
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HBMA 2019: Session Details

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Thursday | Friday | Saturday


Thursday, September 12

2:00 - 3:30 p.m. Opening Session

HBMA President's Address

Mick Polo, CHBME, President, NCDS Medical Billing

2019 Keynote Address: 7 Prescriptions for Healthcare Leadership Success
Mary C. Kelly, PhD, CSP, CDR, US Navy (retired)

Session Description
No other industry has had the regulatory and industry changes of healthcare in the U.S. in the past 20 years. Practice managers and business managers in the healthcare world are faced with managing massive healthcare insurance shifts, supervising staffs, implementing systems like ICD-10 and MACRA and leading practitioners who often don't want to be led. Healthcare is a tough business. And the stakes are high. Patient lives literally depend on your management and leadership ability.

In this highly engaging, highly interactive, and high content session, Mary Kelly shares the seven prescriptions for leadership success. Based on data from over 100,000 surveys, Mary pinpoints where good people often sabotage their own leadership success. She gives us practical tools, techniques, and 5-minute templates that increase productivity, enhance staff cooperation, foster patient care, and improve morale.

Based on her best selling book, Why Leaders Fail and the 7 Prescriptions for Leadership Success, participants also receive a totally confidential and totally private leadership assessment, to help us determine where we want to focus our efforts to become even better.

3:45 - 4:45 p.m. Concurrent Sessions

Charles Holive, Managing Director of Strategy Consulting, Sisense

Session Description
Analytics and AI offer a once-in-a-lifetime opportunity to re-invent every industry by shifting core businesses from selling product/feature/services into outcomes and value driven partnerships. Dormant data in many industries like Healthcare are only steps away from becoming true monetized assets. This session will discuss successful use cases of launching multi-million dollar analytics businesses, ways to drive innovation at scale across your organization, and development of BI to AI to drive incremental value to your customers.

Learning Objectives – By the end of this session, attendees will be able to:

  • Understand the steps to create an innovation factory and generate success in 90 days.
  • Understand the skillset and organizational requirements to empower businesses to benefit from analytics and AI.
  • Learn how to build a business case to secure budget and other resources for data transformation.
  • Learn how to build a data strategy to access advanced analytics opportunities using tools like Artificial Intelligence.

Karna W. Morrow, CPC, RCC, CCS-P, Consultant, Coding Strategies

Session Description
Submitting a timely claim, to the right payer, with the right information is at the heart of the patient’s financial experience. From reducing the number of times a claim may be rejected for lack of medical necessity, to assisting with managing the patient’s financial expectations, to appropriately appealing denials, the coding department has a valuable role to play in reducing the financial stress to the patient. This session is geared to the coders and leaders within a coding or billing department who are committed to improving the overall charge capture process in your organization.

Learning Objectives – By the end of this session, attendees will be able to:

  • Identify the link between diagnosis codes and communicating the medical necessity for services rendered to a payer
  • Determine the services that may need extra effort to achieve appropriate reimbursement
  • Develop the communication paths between clinical and non-clinical staff for reduced delays in charge capture and reimbursement
  • Create processes to reduce the number of ‘touches’ between delivery of service and resolution of the account

5:00 - 6:00 p.m. General Session

Session Description
Join revenue cycle management experts as they discuss a variety of topics from across the industry. From how to negotiate your payer contracts to best practices for managing a remote workforce, this panel of HBMA members will provide ideas that you can implement as soon as you return to the office. Additional topics include client and billing company contracts, sales, and marketing, and the session will conclude with time for questions from the audience.


Friday, September 13

8:30 - 9:30 a.m. General Session

Representatives from Aetna, Cigna, Humana, and UnitedHealthcare

Session Description
Back by popular demand! HBMA is bringing the insurance companies to you. Come hear directly from leading health insurance companies, Aetna, Cigna, Humana, and UnitedHealthcare as they discuss invaluable information for you and your company.

10:45 - 11:45 a.m. Concurrent Sessions

David Jakielo, MPM, President, Seminars and Consulting

Session Description
This program will examine how you can grow your personal and professional skills which will lead to growing your company and your overall future success.

Learning Objectives – By the end of this session, attendees will be able to:

  • Identify your current weaknesses and develop a path for success
  • Recognize what it takes to be an effective leader  
  • Outline techniques and strategies to grow your business

Jennifer Searfoss, Esq, CPOM, CHCI, CMCS, Chief Executive Officer, SCG Health

Session Description
The plan under the Medicare and CHIPA Reauthorization Act (MACRA) is that the Merit-based Payment System and alternative Payment Models are the industry standard by 2021. Contracts for private payers and Medicare Advantage plans are beginning to have the flavors of value-based contracting. How can you prepare for your clients need in this brave new world? This session covers the change in the industry and how your data can prepare your clients for a new world in quality performance, technology adoption and contracting.

Learning Objectives – By the end of this session, attendees will be able to:

  • Discern the next steps for your business to evaluate the impact of payment reform on your clients and your bottom line  
  • Illustrate contracting types, the risk spectrum and how it will affect your clients  
  • Clarify data and SME resources internally and gaps for identification of partner

1:15 - 2:15 p.m. General Session

Jeff Tobe, M.Ed.

Session Description
The more engaged your employees are internally the better the experience externally Learn how to get your team beyond involved in what they do every day. According to the Gallup Organization, only 33% of Americans are engaged at what they do. What a great opportunity to set yourself apart and offer a wow customer experience.

Learning Objectives – By the end of this session, attendees will be able to:

  • Discuss the advantage of differentiating between service and experience  
  • Battle the “…but that’s the way we’ve always done it” syndrome  
  • Make the shift necessary in your culture to get your people more engaged  
  • Define he two questions that will get ‘buy in’ from your people every time  
  • Understand communication techniques that will allow you to work with people in a way in which they need to be worked with

3:15 - 4:15 p.m. Concurrent Sessions

Jasmine Vializ, President & Chief Executive Officer, Integrated Practice Solutions, Inc.

Session Description
In this session, we will cover how to choose & implement the tools needed to successfully scale your revenue cycle management company. We have identified the surefire ways to get great results for your clients by leveraging some of the basic tools on the market today. We will discuss each of the pillars of business and how you can use these types of tools to move the needle in your business to strengthen your overall business structure.

Learning Objectives – By the end of this session, attendees will be able to:

  • Identify outline how proper the use of tools can improve your organizations overall operations
  • Recognize that the tools can be properly used to strengthen the foundation of their business
  • Name a few fairly inexpensive tools that you can implement immediately

Sean McSweeney, MBA, Chief Executive Officer, Apache Health

Session Description
Sick of losing business to competitors who underprice you and offer poor service and performance?  What about competitors who falsely claim they are better than you and generate “10-30%” increases in collections?  If you are better than your competitors, there is a way to hold (or increase) pricing, win new business and retain business fighting off low priced and poor performing competitors.  The key is analytics. In this session we will debunk many of the RCM metrics used in marketing, show you what to focus on and how to calculate it, then walk you though how to use your performance metrics to win and retain high margin business.

Learning Objectives – By the end of this session, attendees will be able to:

  • Understand the KPIs that actually matter in RCM and debunk competitors’ useless or misleading metrics
  • Identify and calculate the most important metric in RCM (spoiler alert – it isn’t AR days) 
  • Know how to compare your performance to a prospective client’s so that you can win their business using your performance data

4:30 - 6:00 p.m. General Session

Bill Finerfrock, HBMA Government Relations Director

Session Description
An annual favorite, the Washington Update is your chance to hear exactly what is happening in our Nation’s Capital. Bill Finerfrock will discuss recent health policy developments and provide an update about how these changes might impact you and your clients.

Learning Objectives – By the end of this session, attendees will be able to:

  • Identify recent legislative updates that may affect your business.
  • Discuss how the upcoming elections may impact the future of healthcare policy.


Saturday, September 14

8:30 - 9:30 a.m. Concurrent Sessions

Eric Christensen, MCSE, CCNA, CHCP, Director of Client Services, Healthcare Compliance Pros

Session Description
Regulatory compliance in healthcare is a complex, ever-changing industry. Regulatory change means constanct vigilance is necessary to prevent serious vulnerabilities that will lead to costly penalties and fines. During this presentation, we will discuss the top 10 compliance topics that you need to consider in your organization, to assure adherence to requirements and government standards.
1.     Security Risk Analysis (SRA) - Including an insufficient EMR or Checklist
2.     Current Cybersecurity Trends
3.     Social Media Policy and Procedures Missing or Not Being Followed
4.     Exclusion Screening Not Being Performed Correctly, or at All!
5.     A Lack of Auditing and Monitoring Being Implemented
6.     Mobile Device Usage
7.     Missing Mechanisms in Place for Employee and Patient Complaints
8.     Failing to Implement Regular and Effective Education and Training Programs
9.     Not Tracking or Reporting Suspected Breaches and/or Other Incidents.
10.  Not Resolving Compliance Deficiencies and/or Findings Effectively 
Compliance doesn't need to be a burden, and Eric will show how organizations can have a correct implementation and adherence to standards that will benefit your practice.

9:45 - 10:45 a.m. Concurrent Sessions

Rapid RCM Best Practices and Resolutions
Moderated by Sara Nofziger-Drew, CHBME

Session Description
Access HBMA's experts at a high speed network pace! Not every process requires a Lean Six Sigma project. Sometimes a problem can be resolved or improved by accessing your network of peers. During this session, you will have access to knowledgeable industry experts in your chosen areas of need. Your peers will be right alongside you for collaboration, suggestions, and resolutions to issues and challenges you are facing in your company. With the opportunity to participate in six different 'speed' sessions in under an hour, you'll make lasting connections to continue working through challenges even after you leave the conference. Make sure to bring your business cards with you to tap into one of HBMA's most valuable resources - continual networking and learning even after you leave the conference.

Learning Objectives – By the end of this session, attendees will be able to:

  • Define best practices in six key areas of revenue cycle management
  • Discuss opportunities for optimization in your business 

Becky Kopecky, Vice President, Client Management and Business Intelligence, ALN Medical Management 

Session Description

In this session, hear a case study of transforming an offshore relationship. By utilizing advanced analytics, knowledge management, and change control tools, you can learn to improve the efficiency and quality of your offshore processing.

Learning Objectives – By the end of this session, attendees will be able to:

  • Develop a new offshore relationship based on automation, cross organization engagement and a shared performance management model 
  • Outline the capabilities and application of new automation and advanced analytics tool sets 
  • Increase their ability to manage offshore cultural differences

11:00 am - 12:00 p.m. General Session

Sponsored by GeBBS
John Marron, MBA, Vice President and General Manager of Revenue Cycle Management, AdvancedMD
Allen M. Starkman, MHA, CMPE, CHFP, Chief Revenue Officer, Forefront Dermatology
Walt Williams, Director, Revenue Cycle Optimization and Strategy, Quadax, Inc.
Moderator: Kiran Kumar, Executive Vice President, Clietn Relations and Solutions, GeBBS Healthcare Solutions


Session Description
Join our industry panel for a thought provoking discussion on how to create more efficient operations in your organization. From automation and new technology coming into the workplace and revenue cycle to measuring staff productivity and ensuring operational compliance, this discussion will leave you poised to hit the ground running with new improvements as soon as you return to the office. Even with just a few tweaks around the edges, you can increase your efficiency and boost profitability.