On July 19, Cerner named Jeff Hurst its new senior vice president of Cerner Revenue Cycle Management and president of Cerner RevWorks, effective Sept. 1. Hurst is currently the senior vice president of finance at Florida Hospital, part of Adventist Health System. Cerner President Zane Burke and Jeff recently chatted about his new role.
Zane Burke: We’ve made a lot of progress in revenue cycle, and our recent trajectory has been very positive, but there is still so much to go do. The business model is evolving, and as you look forward at what our clients are facing with changing payment models and regulatory changes and you throw things like population health into the mix and consumers having a much louder voice – it continues to be a tough and challenging environment for providers. We created this new role to show our continued commitment to providing the best resources to help our clients be successful.
Adventist and Florida Hospital have been great partners of ours, and we’ve got a lot of deep respect for the provider perspective and experience with Cerner’s solutions that Jeff brings to the table. He’s got an impressive track record of delivering strong financial results while maintaining a high standard of care – the same vision that drives our innovation today.
Jeff Hurst: I’m excited about the opportunity to take my experience and knowledge from Florida Hospital and scale it to provide value to all of Cerner’s clients. Cerner is bringing that innovation not just to Adventist but also to the health care industry as a whole.
ZB: Health systems are increasingly being asked to live in two worlds – a future state driven by reimbursement models aligned to risk and quality outcomes and a current state where fee-for-service is still the predominant model. To bridge the gap between the present and the future, we need to focus even more on the success of our clients. We know they're going to have fewer dollars, not more, so they'll need to leverage their resources better. Our competition is how successful we can make our clients and the resources they have.
JH: Health care, in the current state and as we move forward, is all about integration and alignment. Historically, health systems and health care technology (HIT) have been siloed between the clinical and financial sides. But from a payment standpoint, we’re no longer going to be paid for care that is provided but rather the care we document. To be successful, we need to create more alignment among all sides of care through transparency and simplification. There needs to be a strong relationship between the operations and technology side to deliver value for the end consumer.
ZB: That’s where we’re focused with our clinically-driven revenue cycle solution – helping our clients optimize workflows across the continuum of care to collect and use clinical data to drive positive financial performance. For the end consumer, that looks like a single bill from your provider no matter what services you received rather than today’s scenario where you receive multiple bills from the same provider. That current state isn’t efficient, effective or sustainable.
JH: Consumers are demanding this from providers. Disparate billing systems aren’t working, and a provider’s payment stream is obviously extremely important. It’s critical to have integration between clinical and financial. The biggest demand in the RCM market is one integrated solution, which Cerner provides.