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Healthcare Innovation Workshop - Attendee Registration

March 30th, 2022

Healthcare Innovation Workshop

Increasing efficiency in Revenue Cycle Management through innovation


Day 1/March 30th

7:30-8:30am CT



8:30-8:45am CT

President’s Welcome


8:45-9:45am CT

Keynote Session: What is the Real Promise of Automation in the Revenue Cycle?

This session will explore the role of AI and machine learning technology in the revenue cycle and the factors that need to be addressed for automation to truly be effective. Friction between payers and providers will continue to inhibit the value of automation.  Prior authorization, eligibility, documentation and coding, the need for integration of clinical data into the revenue cycle workflow—all need to be addressed for automation to truly drive progress.

Speaker Bio:

Morgan Haines

Morgan Haines is a Senior Director at Optum Advisory Services (OAS), supporting hospitals and health systems with revenue cycle performance. Morgan specializes in improving the patient financial experience, engaging physicians in documentation improvement initiatives, enhancing business office performance, and optimizing overall revenue cycle operations through cost reduction and revenue maximization strategies – in hospital and professional settings. Morgan has also helped partner hospitals and physician practices improve productivity and labor management.

Morgan has served a client base of more than 150 institutions including academic medical centers, community hospitals, large physician practices, and post-acute care facilities. Morgan holds a Bachelor of Science in Business from Wake Forest University.

Marc Morhack

Marc Morhack is a Senior Director in Optum Advisory Services Revenue Cycle Management practice.  He is a leader within the organization regarding revenue cycle automation strategy definition, workflow and process refinement, technology selection and institution, and resultant ROI achievement. 

Marc has over a decade of experience providing revenue cycle advisory leadership including strategic visioning, operational transformation, functional integration, system implementation and testing, clinical end user charge training, CDM consolidation and optimization, revenue leakage reduction, post go-live metric forecasting, DNB reduction, workflow and process improvement, and cash acceleration. Marc holds a Master in Business Administration from the University of Texas and a Bachelor of Science in Systems Engineering from the US Naval Academy.


9:45-10:45am CT

Break/Exhibitor Session


10:45am-12:00pm CT

Effective Intelligence: The New Measurement of Revenue Cycle Success

Staff shortages are wreaking havoc on every industry, especially healthcare. Due to COVID, organizations have been forced to change the way they work. Achieving the needed efficiencies can be daunting for financial executives who manage large billing teams across multiple locations – especially remote staff. Billing managers need transparency into workflows to ensure staff are not just productive, but also most effective in the use of their time. While billing teams can’t afford to lose an effective employee, they also can’t afford to keep one that is ineffective.


Revenue cycle leaders must have access to the kind of structured data that empowers them to move from basic intelligence to effective intelligence— a model that enables users to execute tasks more effectively and enables managers to understand the effectiveness and bottom-line impact of each revenue cycle team member. This data does not exist in a practice management or EHR system. This level of insight only comes from workflow automation solution which provides work drivers supported by algorithms that comb through data in real-time to streamline and optimize billing workflows.

This presentation will illustrate how billing companies can substantially improve revenue cycle performance by reimagining people, process and technology through the lens of effective intelligence. Matt Seefeld will demonstrate how implementation of workflow automation and data analytics solutions significantly improved performance and output of his 60-plus person billing team along with numerous other healthcare organizations and billing companies.


Learning Outcomes for Attendees:

1. Define downstream revenue cycle impact that results from lack of transparency and non-productive activity.

2. Analyze how effective intelligence can improve productivity by prioritizing processes around greatest return.

3. Identify best practices to implementing revenue cycle automation and analytics tools.


Speaker Bio:

Matt Seefeld

MedEvolve Executive Vice President and Head of Effective Intelligence

Matt Seefeld brings 20+ years of management consulting experience in the healthcare industry. He has extensive expertise in the assessment, design and implementation of process improvement programs and technology development across the entire revenue cycle. Matt began his career with Stockamp & Associates, Inc. and worked for both PricewaterhouseCoopers LLP and Deloitte Consulting LLP in their healthcare and life sciences practice lines. In 2007, he developed a business intelligence solution and founded Interpoint Partners, LLC, where he served as Chairman and Chief Executive Officer. In 2011, he sold his business to Streamline Health Solutions where he then served as Chief Strategist of Revenue Cycle followed by Senior Vice President of Solutions Strategy until 2014.


12:00-1:00pm CT

Networking Lunch


1:00-2:45pm CT

Into the Weeds of Revenue Cycle Benchmarking:  Data, Analysis, and Process Design

This presentation takes a deep dive into the technical aspects of capturing and interpreting revenue cycle performance and productivity data. The attendee will learn about the proper approach to analyzing data and discover both qualitative and quantitative benchmarks for each revenue cycle process step.


Learning Outcomes for Attendees:

1. Attendees will learn the proper approach and context for analyzing, interpreting, and applying data.

2. Attendees will learn each of the core revenue cycle steps, examples of optimization strategies, key performance indicators with benchmarks, and suggested polices.

3. Attendees will learn how to assess workloads and to distribute weighted workloads.


Speaker Bio:

Landon is a dynamic healthcare executive with experience including clinical and administrative duties in a hospital setting, sales, compliance, cybersecurity, medical practice management, and hospital administration. He excels at working with hospitals and medical practices in financial turnarounds with specific emphasis on personnel development, business culture, compliance, and the revenue cycle, and regularly speaks on the subjects at regional and national conferences and association meetings. Landon served as CEO of Reeves Memorial Medical Center and as Interim CEO of LTP Medical Mobile, Inc. Before joining the Impact team, he worked as a sales executive for Clinical Pathology Laboratories and as a clinician in Cardiovascular Services for a large acute care hospital.


Landon earned a Master of Legal Studies degree in Health Law from the College of Law at the University of Oklahoma and a Bachelor of Arts degree from Louisiana Tech University. Landon earned graduate certificates in Strategic Management from the Wharton School at the University of Pennsylvania and Healthcare Organization Operations from Rutgers University. Landon is currently pursuing a Juris Doctorate from Mitchell Hamline School of Law. He holds five compliance and cybersecurity certifications from four different associations. Landon is a member of the American College of Healthcare Executives, the Medical Group Management Association, the American Health Law Association, the Health Care Compliance Association, the Society of Corporate Compliance and Ethics, and the American Academy of Professional Coders. Landon is also a member of the Healthcare Business Management Association for which he served on the Compliance Accreditation Committee and currently serves on the Ethics Committee and Board of Directors.


2:45-3:45pm CT

Break/Exhibitor Session


3:45-4:45pm CT

Round Table Discussion


4:45-5:00pm CT



5:00-6:30pm CT

Cocktail Hour


Day 2/March 31st


7:30-8:30am CT



8:30-8:45am CT

President’s Welcome


8:45-10:15am CT

Robotic Process Automation: A Closer Look

The definition of robotic process automation (RPA) is computer software ‘robots’ to handle repetitive, rule-based digital tasks. In my opinion, the purpose has more to do with process automation than it does with “bots.”These software robots interact with applications and information sources much as human resources do. Putting RPA to work on mundane tasks can help an organization achieve cost savings through efficiency and free employees to focus their attention on more valuable business priorities.


RPA Technology is not as complicated as many would imagine. It is, however, changing the software world, just as the assembly line changed the automotive industry. Today, programmers are expanding the abilities of RPA with far-reaching, complex automation campaigns such as business process automation and leveraging artificial intelligence. When considering RPA, first, you need to ask what problems you are trying to solve. Think about all of the time you spend on repetitive computer-based tasks. Whether those tasks include copying and pasting data elements from Excel files into a separate application or filling out forms and moving files between folders, RPA can help.


We have various business departments staffed with intelligent people, often performing mundane and repetitive tasks. That time and energy could be better spent on more business-critical assignments. RPA can absorb the redundant, empowering these subject matter experts to focus on more complex issues helping to drive our business forward. Our session aims to equip you with more information about RPA, how it can be leveraged in medical billing, and answer your questions on this topic.


Learning Outcomes for Attendees:

1.            Understand the concepts of RPA

2.            Understand how Robotics Process Automation works.

3.            A brief understanding of the RPA development methodology

4.            Available RPA tools a

5.            Costs vs. Benefits


Speaker Bio:

Desmond Meridian Chief Operating Officer

Desmond Meridian joined PBMS in 2018 as Director of Operations, where he transformed our operational infrastructure through innovation and automation. He accepted the role of Chief Operating Officer in 2020; in this capacity, he deploys his skills to design, plan and implement our business strategies. Before his employment with PBMS, Mr. Meridian held various managerial roles within the healthcare payor sector (insurance companies). He managed the California ACA integration with HealthNet of California and the transition for Coventry Healthcare during the Aetna acquisition in 2014. Desmond Meridian’s 15 years of progressive career experiences provide a diverse background from various stakeholders in a healthcare allied (support/delivery) system that allows him to adapt to new situations nimbly, viewing his efforts from multiple lenses. Desmond graduated Summa Cum Laude from Bellevue University in 2012 with a bachelor’s degree in Healthcare Management


Rich Papperman

Rich Papperman, MBA, CHBME, is President & CEO of Cape Professional Billing.  Rich has held executive positions with several major hospitals throughout the United States, is a Physician’s Assistant, a graduate of the University of Pennsylvania’s Wharton Graduate School with an MBA in Healthcare Administration, and a former Board member of the Healthcare Billing and Management Association (HBMA). With over 40 years’ experience in healthcare and over 30 years in medical billing, along with clinical and management expertise, Rich understands the challenges inherent in healthcare and medical billing in today’s high tech, high deductible world.


Josh Lomers Process Improvement Director

Josh manages reporting and analytics focusing on clients’ custom reporting requests. He identifies opportunities to improve Acclaim’s business processes, has designed measures to systematically track daily operations, and developed RPA processes to improve throughput and efficiency.


10:15-11:15am CT

Break/Exhibitor Session


11:15am-12:15pm CT

Driving Digital Transformation in the Revenue Cycle

The implementation of machine learning, artificial intelligence and robotic process automation has led to significant improvements in productivity and quality in the revenue cycle without compromising compliance.

During the session, Setu will introduce the concept of digital transformation and four key components that can have a real-world impact on the revenue cycle. The discussion will include practical implementation information, including some of the difficulties faced and how these challenges were overcome.

Setu will share a case study that illustrate how companies have achieved a 25% productivity gain for provider accounts receivable functions, implemented a data driven approach to coding which reduced processing time from days to hours, and adopted a machine learning approach to quality.


Learning Outcomes for Attendees:

• Describe Digital Transformation through relatable real-world examples.

• Identify and explain four key components of Digital Transformation – Machine Learning, Robotic Process Automation, Artificial Intelligence and Visualization.

• Understand how these components can be used in RCM through illustrative examples.

• Understand at an introductory level some of the practicalities of adopting Digital Transformation solutions to improve costs, accuracy and/or compliance.


Speaker Bio:

Setu Patel is a Senior Vice President at Apexon Health, responsible for developing and directing technology-enabled back office services for healthcare provider and payers.  Setu is passionate about developing realistic solutions for RCM and is currently focusing on applying the latest automation techniques to Apexon Health’s Revenue Cycle Operations, a team that is responsible for $3 billion of managed revenue. 


Five years ago, Apexon formed a team of clinicians, data scientists, revenue cycle operations managers, quality managers, statisticians and software architects to drive digital transformation of revenue cycle operations. The flagship solution helps customers reduce costs, improve cash flow and increase client satisfaction.


About Apexon Health

ApexonHealth, the healthcare division of Technosoft Corporation which employs over 4,000 professionals, has been an HBMA vendor affiliate since 2005. ApexonHealth has successfully combined software, analytics and quality with revenue cycle operations.  ApexonHealth is headquartered in Southfield, MI and has service delivery centers in the US and globally. With over 13 years of healthcare experience, ApexonHealth is trusted by dozens of small, medium and Fortune 500 clients and is an active member of HFMA, HBMA, AHIMA, AAHAM, AAPC, MGMA, AHIP and CISA.


12:15-1:15pm CT

Networking Lunch


1:15-2:15pm CT

The Great Resignation and the Added Impact on Healthcare Revenue Cycle

The pandemic has created a national worker shortage. Dubbed "The Great Resignation" it is estimated that 48% of workers are either looking for a new job or actively considering it. The challenge is amplified in healthcare where job burnout is at an all-time high. Within healthcare, Revenue Cycle has always had a high attrition rate. Organizations are looking for processes and new technologies that can help automate some of the mundane, but necessary tasks, to allow teams to focus on higher-value work. This discussion will focus on healthcare's unique challenges.


Learning Outcomes for Attendees:

1. How can providers meet operational goals while facing high rates of attrition?

2. What processes can the revenue cycle organization put into place to ensure continuity throughout chaos?

3. How and where can automation be leveraged to maintain service levels while allowing staff to focus on higher-value work?


Speaker Bio:

Amy Raymond serves as the Vice President of Revenue Cycle Operations (RCO) at AKASA, where she maintains operational responsibility for the production and performance of the firm’s AI-driven automation platform. Across her 25-year career in revenue cycle, Amy has held several leadership, consulting, and implementation roles. Her industry experience includes tenures at national and regional health systems, as well as numerous care settings and specialties.


Most recently, Ms. Raymond served as a senior leader in the revenue cycle technology vertical at the Advisory Board Company. Amy’s extensive professional expertise includes: end-to-end revenue cycle operations, process redesign/optimization, patient financial experience improvement, technology deployment/adoption, change management, and employee engagement.


As a military spouse herself, Amy is a passionate advocate for mil-spouse hiring and community support.


2:15-2:30pm CT



2:30-3:30pm CT

Perspectives on Patient Responsibility

Today’s era of healthcare is defined by rising patient responsibility. This trend is a catalyst for increased patient consumerism and medical debt. Several important factors are propelling patients to take on an increased burden of medical costs. In this presentation Blake will explore the underlying factors fueling this trend and the associated need for more advanced and efficient billing processes to optimally manage patient responsibility. This presentation will also include results from an online survey conducted with independent medical practices and medical billing companies to gain deeper insight into these topics.


Learning Outcomes for Attendees:

1. An analysis of how rising patient responsibility impacts the operations of medical practices and billing companies

2. How practices and billing companies are utilizing the latest technology today and how they see it shifting in the future

3. Top priorities for 2022 and beyond


Speaker Bio:

Blake Walker, CEO & Co-Founder

Blake is obsessed with how people experience the world, he started Inbox Health out of his own frustration paying medical bills, and saw it immediately as an experience problem that needed fixing. He’s passionate about design, and technology, and is constantly seeking out new ways to solve problems combining the two. When he is not working on Inbox’s next project, he’s spending time with his two kids, wife, and bulldog Gus.


3:30-4:30pm CT

Automation/Changes in Revenue Cycle 2022 & Beyond

1. Trends in Revenue Cycle and where things are going

2. New Reality with - work from home/remote work and current hiring issues in the US

a. Workflow automation and the importance of tracking human productivity/quality/KPIs

b. In a tight labor market, you need to do more with less.

c. Workflow automation will help your team focus on deliverables and improve productivity

3. Knowledge management and documentation

a. Each of your clients has a specific set of work instructions.

b. KM technologies that can help your employees get to the reference instructions faster.

4. Transition of new clients and using technology to ease the process

a. During transitions, our endeavor is to create the policies and procedures manual that will help us manage the work processes and ongoing changes

b. Automating workflows and providing work instructions on demand helps our clients

5. RPA and AI and how it is changing Revenue Cycle

a. Time is now to make your business ready for the AI future

b. Most billing processes are routine and with some training, bots are now automating a chunk of revenue cycle processes

6. Technology in Patient Experience

a. The patient is emerging as a key player.

b. Predicting patient responsibility, providing a great experience, and flexibility in payments through tech interventions are some of the things mid-large size healthcare systems are looking for!

7. Other Trends

a. Changing role of clearing houses

b. Legacy software – how it is draining out your resources.

c. Need to shift to more open API based software

d. Transparent reporting for your clients. How can you automate that?

8. Two examples of Business Model Innovation

9. Discussion/Questions and Answers


Learning Outcomes for Attendees:

1. Trends in Revenue Cycle and where things are going

2. Work from home/remote work as the new reality

     -Workflow automation and the importance of tracking human productivity

     -Infusing tech during transitions

3. Leveraging New Tech - RPA and AI. How AI is automating routine tasks

4. Technology in Patient Experience

5. Other Trends

6. Examples of Business Model Innovation


Speaker Bio:

Vinod (Vinny) Sankaran – CEO/Founder of Medical Billing Wholesalers

Vinod (Vinny) brings over 15 years of experience in operations, financial analysis, strategy, growth, corporate development, strategic planning, and marketing. At Medical Billing Wholesalers, he is involved in applying his experience to optimize revenue cycle process flows to improve our clients' profitability and performance.

As a member of the founding team of MBW, Vinny has helped MBW grow from 3 employees in 2010 to over 400 employees with multiple locations in the US and delivery locations in Chennai and Bangalore, supporting numerous medical billing companies, healthcare practices, revenue cycle software providers, and EMR companies. As the CEO, he is tasked with developing the company, new client acquisition, and applying new generation technology to drive revenue and profitability.

The dual master's degrees in quantitative finance and Industrial Engineering that he received from Oklahoma State University and the certifications - AI for business from Wharton and  Digital Marketing Customer Engagement, social media, Planning & Analytics from Columbia University along with his extensive experience and achievements within the healthcare arena allow him to offer demonstrable economic benefit, enhancing medical practices' revenue cycle management and profitability.

He loves to travel and has been to over 50 countries and also loves kickboxing and is an instructor in his free time.


4:30-4:45pm CT

Workshop Wrap Up

Refund Policy:
Please see the HBMA Refund Policy page for details on refunds for educational events and products