Sessions

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Tuesday, April 16, 2019

9:15-10:15 a.m.
GENERAL SESSION
How Philosophy and Precedent Inform Public Policy Decisions in Radiology

Dr. Zeke Silva

The ACR has a rich history as a leader in radiology advocacy and economic policy development. Collaboration with other organizations has been a key component of the ACR's success. As the leading organization for radiology business management, the RBMA has always been an important partner in this regard. During the session, he will describe how health care policy is crafted, reflecting how history, precedent, and philosophy guide policy actions. Today's challenges may seem of a greater magnitude than ever before, but Dr. Silva will show how we have been here before and how purposeful strategy guided past success and will do the same in the future.

11 a.m.- noon
CONCURRENT SESSIONS:

  • Integrating Academic and Community-based Practice Models
    Dan Wassilchalk, MHSA, RHIA

  • Academic and community-based radiology group practices are facing problems such as mergers and acquisitions, health care reform, federal scrutiny, and changes in current service structure. This forces both sides to turn toward each other for solutions that, if not addressed, could result in failure to survive. This session will identify reasons for integration, explore a strategic approach to confronting cultural differences, provide a model to operationalize an action plan, and offer tips for integration. Additionally, attendees will hear the recent experience at University of Virginia Radiology in terms of scenario planning, lessons learned, and opportunities for improvement and further growth.
    At the conclusion of the session, the attendee will be able to:
    • Recognize challenges facing both sides that ultimately make integration a smart and viable strategy for survival.
    • Review tips for negotiation, dealing with cultural differences, integration, and how to operationalize a tactical approach with metrics for evaluation.
    • Identify opportunities for improvement based on the University of Virginia radiology case study.

  • "But Will it Get Paid?"
    Karna Morrow, CPC, RCC, CCS-P

  • “But will it get paid?” is not an uncommon question within the world of health care. Payors continue to trim the list of payable diagnosis codes and conditions for reimbursing procedures. Managing the way in which the medical record is morphed into codes while being compliant requires sincere finesse. This session is dedicated to building a solid bridge between revenue and compliance; that space where dollars are found without becoming the next major headline.
    At the conclusion of the session, the attendee will be able to:
    • Identify specific areas within the workflow that may be unintentionally dropping dollars thru the cracks.
    • Learn how to leverage the code set to reduce Unlisted Procedure Codes and additional documentation requests.
    • Manage expectations of both patients and providers by keeping the communication lines open.

  • Growing A Radiology Practice Organically
    Patrick F. Santore Jr.

  • This session will explore how to organically grow a hospital-based radiology practice nationally without acquisition, in both diagnostic and interventional radiology services. Also, this session will cover how to build strategic relationships with hospital partners and health care systems to capture additional market share.
    At the conclusion of the session, the attendee will be able to:
    • Identify how to develop growth strategies.
    • Create a plan, develop, and implement corporate reorganization strategies.
    • Assess market adjustment strategies and prepare for market changes.

  • The Science of Social Media
    Karen Barden, BBA, and Laurel Skurko, MS

  • From the standpoint of the radiology administrative decision-maker, explore the latest social media tools and platforms, ranging from standard social sites like Facebook to geofencing and LinkedIn ads. Do you think that social media is too complex to manage well? Think again. How do health care organizations manage the use of these tools for maximum impact? How can social media help build the visibility that drives volumes and improves reputation? How can social media affect relationships among colleagues? And where is all this headed? Using case examples provided by brand marketing experts from University of Virginia and University of California San Francisco, you will understand the reasons why a social media presence is imperative in today’s health care market and will receive instruction on how to measure ROI and develop a strategic plan that gets results! Take away action-oriented strategies and tactics that will distinguish you from your peers.
    At the conclusion of the session, the attendee will be able to:
    • Define your target audience(s) and develop a social media marketing plan that drives patient volumes.
    • Explore the tangible and intangible effects of social and how promoting quality ranks at the top.
    • Benchmark results against defined business goals, target market and the marketplace including competitors and different social media options.

  • Duty of Care: Compliance Responsibilities as Owner/Director
    John Outlaw, CHC, CHBME

  • Can you speak as intelligently about your practice’s compliance program as you can about its financial statement? We’ll examine the role of physicians as business owners and directors of their private practices, particularly with respect to the responsibilities—and personal liability—associated with the proper exercise of their fiduciary duties. We’ll review legal and regulatory evolution with respect to compliance program oversight obligations of owners/managers/directors and explore what the proper exercise of oversight responsibility looks like in practice. We’ll learn what it means to demonstrate “good faith” and “reasonable diligence” in carrying out these duties. We’ll also consider the questions that physician-owners/directors should be asking to drive effectiveness.
    At the conclusion of the session, the attendee will be able to:
    • Analyze the legal and regulatory significance of the fiduciary role and responsibilities of physicians as owners/managers/directors of their practices.
    • Interpret what it means to apply principles of “good faith” and “reasonable diligence” in exercising compliance program oversight.
    • State the types of questions physician-owners/directors should be asking about your compliance program.

  • Who’s Marketing Your IR Services and why Does it Matter?
    Dianne Keen, BS

  • Interventional radiology as a subset of radiology marketing is quite unique because of the highly clinical nature of the services. It is not uncommon for radiology practices to stumble when it comes to marketing the practice’s interventional radiology (IR) services. Marketing IR is vastly different than marketing diagnostic modalities and requires a very unique skill set. The person who excels at promoting your CT or MRI centers may not be the right fit to market IR. This session will explore the unique skills necessary for marketing IR services, whether outpatient or hospital based.
    At the conclusion of the session, the attendee will be able to:
    • Recognize the differences in marketing diagnostic modalities and marketing IR services.
    • Identify the key skills necessary in determining who will be well suited to market IR services.
    • Develop a support system within their practice to nurture IR practice development.

1:30-2:30 p.m.
CONCURRENT SESSIONS:

  • Imaging Center Metrics – Using Data to Improve Quality, Service, and Profitability
    Scott Raymond

  • This session will define and review key quality, customer service and operational metrics that are used to improve quality, service, and profitability in outpatient imaging centers. Measuring quality can be elusive in medical imaging but this session will describe certain metrics that can create value for imaging stakeholders including patients, radiologists, referring physicians and center owners. Additional topics include quality from a patient and referring physician perspective and an in depth discussion of the four pillars that differentiate medical imaging services: quality, access, service excellence and value; and how to utilize data and metrics to improve in each of these areas leading to increased revenue and enhanced profitability.
    At the conclusion of the session, the attendee will be able to:
    • Evaluate trends in the provision of imaging services that impact quality, customer service, and profitability, by utilizing data generated by their own information systems.
    • Develop a center-specific metrics performance template to identify opportunities for improvement in key operational areas.
    • Use the connectivity between key quality and customer service metrics to improve their imaging services financial performance and profitability.

  • Using Change Leadership Tools to Implement IT Solutions
    Rachel Bergmann and Catherine Baumgardner

  • You have made the decision to enhance your IT system offerings. Now what? Are you wondering how to encourage users to be on board and engage with this upgrade (instead of resistant)? If so, this session is for you! Hear how Intermountain Medical Imaging followed a change leadership approach to not only implement their newest IT solution but also to gain the excitement and support of their referring provider offices and staff. This session, geared to practice and/or IT leaders will review the step-by-step process used in the planning and implementation stages that was utilized by the leadership of Intermountain Medical Imaging. During the session, see how changes done correctly is not as difficult as we think!
    At the conclusion of the session, the attendee will be able to:
    • Describe the change leadership process.
    • Compare and contrast their own IT approaches and identify the gaps.
    • Develop ways to apply the tools to enhance their own IT challenges.

  • The Impact of Artificial Intelligence on Health Care RCM
    Navaneeth Nair

  • The rapid development and improvements in AI algorithms and their ability to impact health care will have significant implications for revenue and payment processes. The advent of mainstream AI has been impacting a wide range of health care arenas including clinical decision making, precision medicine, and imaging. One area that has the potential immediate value is the application of AI to enable physicians to get paid consistently and accurately. AI will enable accurate requirements for pre-authorizations, improved coding, reduced gaps and billing errors. AI will proactively identify denials and help to prioritize AR to identify feasibility of both payer and self-pay collections.
    At the conclusion of the session, the attendee will be able to:
    • Learn how AI is impacting health care.
    • Review the impact of AI on RCM processes.
    • Recognize how AI can be made actionable in RCM today.

  • Promoting Interoperability: Are Radiologists Really Exempt?
    Kelly Whittle, MS

  • Many radiologists are deemed exempt from completing the MIPS Promoting Interoperability (PI) performance category (aka ACI) as a result of their facility-based work status. While at first glance this may be considered good news, let's take a deeper dive to confirm radiologists are truly exempt from task and intent of the regulation. This presentation will review both HIPAA and PI security risk assessments to provide a clear understanding of what is required by these two regulations associated with protected health information. Armed with new insights, participants will begin to develop an action plan to establish compliance and avoid a penalty. The presenter will share a real case study on assessment findings with workflows that seamlessly incorporate PHI protections.
    At the conclusion of the session, the attendee will be able to:
    • Compare compliance criteria for HIPAA and PI security risk assessments.
    • Apply SRA criteria to our privacy strategies to establish a compliance plan and prevent a penalty.
    • Construct strategic workflow enhancements to seamlessly protect patient PHI in the medical practice.

  • An Agnostic Attorney's View on Radiology PPMCs
    Ken Davis, JD

  • Across radiology, everyone is talking about so-called “PPMCs,” a commonly used acronym for investor-owned (often by private equity) physician practice management companies. Despite their ignominious history, a second (and perhaps even a third) generation of PPMCs has proliferated and has moved into radiology. These “next generation” PPMCs tend to have different strategic objectives than their ancestors. Their tactics (and transactional structures) for achieving these objectives have some components in common with the old way of doing things, but they also have some new twists. This presentation will be from the perspective of an agnostic, i.e., an attorney who is neither pro nor con PPMC. Rather, the focus simply will be on "connecting the dots" and understanding what everything means, what's "market," and what radiologists should be thinking about in these deals.
    At the conclusion of the session, the attendee will be able to:
    • Anticipate the tactics of the radiology PPMCs (how they do what they do).
    • Address the significant threshold issues that every radiology group has to work through.
    • Recognize what the transaction may look like, and be familiar with the key documents, terms, and conditions.

  • Incidental Findings: Why Tracking Radiologists’ is Recommended
    Richard Friedland, MD, and Donna Vible, CPCU

  • The volume and complexity of medical imaging have grown significantly. Practitioners are challenged by test result overload including results containing incidental findings. These incidental findings, while noncritical, are nonetheless actionable. Numerous studies show these incidental yet actionable findings are not well communicated and tracked. This failure to track in a timely manner can lead to delayed diagnosis and treatment, poor patient outcomes, and legal liability. Failure to adequately communicate results is the third largest cause of litigation against radiologists. Best practice test result management requires that all actionable findings are both communicated effectively and then tracked contemporaneously, to 'close the loop'. Most current test result management systems don’t track every recommendation and don’t insure that a potentially vital follow-up test is performed. Referrers want 1) scalable methods to reliably identify patients who need follow-up, and 2) user-friendly yet rigorous communication systems that document responsibility, especially during transitions of care.
    At the conclusion of the session, the attendee will be able to:
    • Recognize that incidental findings are numerous, potentially important, but often poorly communicated and frequently untracked.
    • Explain why the failure to communicate and track incidental findings will cause harm to patients and legal/financial exposure to radiologists and referrers.
    • Share data that shows radiologists and referrers want better test result management systems.

3:15-4:15 p.m.
CONCURRENT SESSIONS

  • Thumbs Up, Thumbs Down: Evaluating Billing Performance
    Pat Kroken FACMPE, CRA, FRBMA and Jennifer Kroken MBA

  • The session presents guidelines used to evaluate billing performance for an in-house billing department, as well as for a third-party billing company. Most of the time the same measures apply—but when do they vary and why? What is realistic to expect in terms of performance compared to RBMA key indicators and when should the alarm bells go off? Recognizing the adage, “if you’ve seen one radiology practice, you’ve seen one radiology practice,” but there is still a logical progression regarding what to review and where problems are most likely to occur. During the session, the presenters will give you an view from a consultant’s perspective of what they see when reviewing a radiology practice or billing company, so attendees can better apply similar concept when looking at their own practices for making improvements.
    At the conclusion of the session, the attendee will be able to:
    • Define billing performance in different settings.
    • Apply a logical progression when evaluating key performance measures.
    • Determine realistic expectations.

  • LinkedIn for Business Development and Career Advancement
    Catherine S. Read

  • This session is geared to radiology business professionals on how to leverage the power of LinkedIn to enhance the brand of their practice, to build long-term professional relationships, and to demonstrate subject matter expertise. Attendees will learn about the lesser known functions of LinkedIn and how to use this platform as a tool of connection, engagement and career management. A well crafted LinkedIn profile is the basis of a strong personal brand that is both global and accessible 24/7. Unlike a simple resume, LinkedIn can showcase what you know, who you know, and who knows you. It is an important relationship management tool when used effectively. Attendees will also learn how to use LinkedIn as a tool for finding community service opportunities through board service and pro bono services, and how to utilize useful features of the platform that are consistently overlooked.
    At the conclusion of the session, the attendee will be able to:
    • Create the basic elements of a compelling LinkedIn profile that showcases your education, experience, skillsets, and network.
    • Develop a compelling profile for connecting, posting, messaging and strengthen your professional networks, showcase subject matter expertise, highlight your professional goals, and promote your company.
    • Use LinkedIn to strengthen in-person networking and to maintain professional relationships over the long term.

  • If it Isn't Broke, Break it: Leadership in an Era of Consolidation
    Mark Kleinschmidt

  • This session will focus on the changing landscape for radiology groups and the role of radiology practice executives in preparing their groups for dealing with change. Examples of both successful and unsuccessful outcomes will be discussed. Attendees will learn why the status quo is not a strategy.
    At the conclusion of the session, the attendee will be able to:
    • Review and discuss the effects consolidation has had on private practice radiology groups.
    • Identify decision-making alternatives to consider in guiding the strategic direction of radiology groups.
    • Develop a comfort level with change and considering options that may be “the road less traveled.”

  • Private Equity: Taking a Deeper Look At How it Works
    Steve Stang, CPA

  • Is your radiology group contemplating whether or not to pursue a private equity investment? This session will provide you several things to consider before engaging in conversations with a private equity firm, the most current market data on radiology transactions, expected future trends, and a real-life interactive case study that compares and contrasts key aspects of two recent radiology deals.
    At the conclusion of the session, the attendee will be able to:
    • Explain what private equity is and how it works.
    • Translate current trends of private equity investment in radiology groups.
    • Apply learnings from the session in a real-world interactive case study comparing and contrasting two recent PE-radiology deals.

4:30-5:30 p.m.
INDUSTRY BUZZ
Washington Policy Update
Shea McCarthy

As Democrats hold control of the House for the first time since passage of the Affordable Care Act, a major slate of health policy issues could be on the legislative agenda this year. From marketplace stabilization to prescription drug pricing, to reducing burden for providers, this session will examine the health policy issues that are driving the day — and provide insights into how they may ultimately be resolved.

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