VOLUME 3, ISSUE 3 MARCH 2008
Health Care in Crises: Perspectives of Rural Hospital CEOs
By David Peel (3) all counties outside of metro- in Snoqualmie, Vic Dirksen,
Publisher and Editor politan and micropolitan statisti- Chief Executive Officer of Jeffer-
Washington Healthcare News
cal areas. son Healthcare in Port Townsend,
We’ll confine our focus to issues and Tom Martin, Administrator
facing executives at rural hospi- of Lincoln Hospital in Davenport
tals holding the Critical Access – all of whom lead CAH hospitals
Hospital (CAH) designation. – to find out. Statistics and other
A result of the 1997 federal Bal- information from the Washington
anced Budget Act, the CAH pro- State Department of Health, Of-
gram was intended to be a safety fice of Community and Rural
net that assures Medicare benefi- Health reinforced their assess-
ciaries access to health care ser- ment.
vices in rural areas. It was in- Patient health status and mix
tended to simplify billing meth- Peel: The Office of Community
Rural hospitals face difficult ods, allow more flexible staffing Please see> Rural, P4
times. Patient health status and options relative to community
mix, access to capital, staffing Inside This Issue
need, and provide incentives for
constraints, coordination of care Health Care in Crises: Perspectives of
local development of integrated Rural Hospital CEOs
1
with urban hospitals and other health delivery systems including Healthcare Law: The Importance of
providers, and the percentage of 10
acute, primary, emergency and Medical Staff Credentialing
uninsured relative to insured are long-term care. Because reim- Healthcare Agency: Workplace
12
serious challenges testing some of bursement is cost-based, it can be Wellness: Why Promote Wellness?
our most seasoned hospital execu- proportionally higher than those Healthcare Company Profile: Derry,
14
Nolan & Associates
tives. amounts that urban hospitals re-
Healthcare Performance Improvement:
What is “rural”? ceive for treating patients with Time is of the Essence: Reducing AMI 16
similar conditions. Of the 39 Door to Dilation Time
While there is no single, univer-
CAH hospitals in Washington Healthcare Marketing: It’s Time for
sally accepted definition for what
Healthcare Marketers to Wake-up and 18
constitutes a rural hospital, com- State, all fall into at least one of Smell the Digital Revolution!
monly acknowledged ones in- the three common definitions for Healthcare Opinion: Raising the
20
clude: rural hospitals. Profile of Dental Benefits
Healthcare Opinion: First Change the
(1) those counties with a popula- Interviewing the leaders Rules of Health Care
22
tion density under 100 persons How difficult has it become for New or Recently Promoted Healthcare
26
per square mile; our state’s rural hospitals? In late Leaders
(2) all territory located outside of January, I spoke with Rodger Career Opportunities 27-30
urbanized areas and urban clus- McCollum, Chief Executive Offi- Plan and Hospital Financial
31
Information
ters, or cer of Snoqualmie Valley Hospital
Letter from the Publisher and Editor
Dear Reader,
Publisher and Editor
From 1996 to 2006 I held Chief Financial Officer positions at three separate
David Peel Washington State health insurance companies. I didn’t always do the best job
Business Address of passing on information that may have benefited others. I thought my em-
631 8th Avenue ployees, peers and superiors were either too busy or not interested in reading
Kirkland, WA 98033 some of the material that came across my desk. When I received something
that was “passed on”, I was often the last to get it and wasn’t always sure
Contact Information whether to return it to the sender or throw it away!
Phone: 425-577-1334 Is the Washington Healthcare News one of those publications you read and
Fax: 425-242-0452 then distribute to others? To help you decide, I’ve listed some of the reasons
E-mail: dpeel@wahcnews.com to consider passing the Washington Healthcare News on to others at your or-
Web: www.wahcnews.com ganization.
The Healthcare Law, Healthcare Administration, Healthcare Agency,
TO GET YOUR COPY
Healthcare Performance Improvement and Healthcare Marketing section
If you would like to be articles are written by well-known experts in their field and contain valu-
added to the distribution, able information to help protect, manage, insure, improve and grow your
send your contact business.
information including name, New or recently promoted health care leaders are announced each month.
title, organization, address,
The most current hospital and plan financial information is presented to
e-mail and phone number to help you better understand your business partners, vendors and competi-
dpeel@wahcnews.com. Charges tors.
may apply for special requests. Healthcare Opinion articles are published that provide insight into the is-
LETTERS TO THE EDITOR sues most relevant to our health care system.
If you have questions or If you decide to pass it on, just make sure you indicate whether they should
suggestions regarding the return it to you or throw it away!
Washington Healthcare News Until next month.
and its contents, please reply to
dpeel@wahcnews.com. David Peel, Publisher and Editor
Washington Healthcare News 2008 Editorial Calendar
Month and Year Theme of Edition Space Reservation Distribution Date
January 2008 Healthcare Public Policy December 3, 2007 December 21, 2007
February 2008 Urban Medical Clinics January 7, 2008 January 25, 2008
March 2008 Rural Hospitals February 4, 2008 February 22, 2008
April 2008 Insurance Carriers March 3, 2008 March 21, 2008
May 2008 Healthcare IT April 7, 2008 April 25, 2008
June 2008 Rural Medical Clinics May 5, 2008 May 23, 2008
July 2008 Healthcare Facilities June 2, 2008 June 22, 2008
August 2008 Healthcare Human Resources July 7, 2008 July 25, 2008
September 2008 Community Health Centers August 4, 2008 August 22, 2008
October 2008 Third Party Administrators September 8, 2008 September 26, 2008
November 2008 Insurance Brokers and Agents October 6, 2008 October 24, 2008
December 2008 Urban Hospitals November 3, 2008 November 21, 2008
Page 2
Health Care in Crises: Perspectives of Rural Hospital CEOs
Rural P6
Page 4
Health Care in Crises: Perspectives of Rural Hospital CEOs
Rural, P8
www.grubb-ellis.com
Page 7
Health Care in Crises: Perspectives of Rural Hospital CEOs
Workplace, P24
Page 12
Healthcare Company Profile Washington Healthcare News | Mar 2008 | www.wahcnews.com
Healthcare Consulting Firm Celebrates Five Successful Years of Serving
Pacific Northwest Medical Clients
Neither an unsettled economy nor billing auditing, provider educa- ciency. Improvements in the areas
a declaration of war could hold tion through their Certified Cod- of provider and nursing clinical
back Barbara Derry and Crystal ers, and revenue cycle analysis documentation templates, billing
Nolan as they set out to follow for both hospital and outpatient compliance and revenue enhance-
their passion in March 2003. Car- settings. For situations where cli- ments and patient workflow de-
ing for the health of healthcare ents request a physician-to- sign also reap rewards for the or-
organizations was paramount. The physician approach, William ganizations.
two owners, both Fellows in the Fallon, M.D. provides counsel on Doing it right the first time is
American College of Medical governance, grievance or com- “business as usual” for Derry
Practice Executives, forged ahead pensation issues. But they haven’t Nolan. Whether reducing ineffi-
in their mission to bring financial stopped there. ciencies in business processes or
and operational improvement New Ambulatory Surgical Cen- optimizing an industry tool, the
strategies to medical organiza- ters (ASC) development is the firm repeatedly proves its value.
tions struggling with rising costs. latest undertaking for the group – It helps that the two principals,
Though much has changed since working with physicians on feasi- Barbara and Crystal, believe
that spring day, much remains the bility, facility design, staffing strongly in making a personal
same. The war continues, the models, operations and certifica- connection with their clients.
economy slugs along, physicians tion. Existing ASCs also benefit That’s why they’ve kept one par-
(still) face rising overhead and through financial, operational im- ticular service a constant from
technologically savvy patients, provement and recertification ser- day one – the one hour compli-
and the need for Derry Nolan’s vices. mentary evaluation meeting.
professional team is as great as Electronic medical records Their approach and methodology,
ever. Primary services remain fo- (EMRs), once the wave of the fu- the resolution to be a different
cused on: ture, are now firmly entrenched. type of consultant – one who ca-
Waste reduction – labor, in- Multiple clients have already res, has ensured their success. It’s
ventory and inefficient workflow benefited from the company’s not about writing a report, citing a
proactive deep dive into EMRs few industry standards and mov-
Organizational improvement –
with the Epic systems and other ing on. A Derry Nolan consultant
operational and financial assess-
EMR technology. Providers and sees their client through the im-
ments and recommendations
support staff in a number of spe- plementation of key recommenda-
Cash flow management – in- tions and supports the organiza-
cialty clinics enjoy improved in-
creasing profitability tion through the changes. And
formation workflow within Epic
Interim management and ex- functionalities. Derry Nolan their clients appreciate it – just
ecutive recruitment works closely with Epic analysts read the testimonials on their
When clients talk to Derry Nolan, to facilitate optimal design and website. “Caring for your prac-
they’re heard. Consultancy ex- use of the Epic EMR capabilities. tice, so you can care for your pa-
pansion has helped up the ante. The collaboration results in tients.” It’s their passion.
Enhanced compliance support greater patient satisfaction and To learn more about Derry Nolan
services include medical chart/ higher physician and staff effi- visit www.derrynolan.com.
Page 14
R E F E R R A L S
Face molding for radiation
treatment using a radiation
oncology CT scanner
Over 550 leaders at 350 medical clinics receive the
Washington Healthcare News each month. As a provider
organization, doesn’t it make sense to target marketing to the
people that can refer patients?
To learn about ways the Washington Healthcare News can
help grow your business contact David Peel at
dpeel@wahcnews.com or 425‐577‐1334.
631 8th Avenue, Kirkland WA 98033 | 425‐577‐1334 | www.wahcnews.com
Healthcare Performance Improvement
Time is of the Essence: Reducing AMI Door to Dilation Time
By Lynette Jones and hospital formed a project team process. During the analyze stage
Cassie Undlin involving several cardiologists of DMAIC, a tool called a “Swim
Principals from the community, an emer- lane Diagram” was used to map
Strategic Opportunity Solutions
gency room physician, two out the process. This diagram il-
Timely access to health care treat- nurses, a unit coordinator, cath lab lustrated how each of the tasks in
ments is a critical aspect of high management and an advanced life the process moved through differ-
quality health care. A plethora of support coordi nat or from ent areas of responsibility and
research indicates that if heart at- Thurston County EMS. The team highlighted the criticality of coor-
tack victims receive angioplasty leader was an in-house process dination between the EMS per-
within 90 minutes of entering a improvement expert with a back- sonnel in the field and the hospi-
hospital emergency room (ER), tal. Tasks performed in the proc-
“Prior to the project,
their outcomes will be signifi- ess had formerly been sequential,
approximately 65% of AMI
cantly better, mortality will be but the “Swim lane Diagram” il-
patients were being treated
lower and hospital stays will be lustrated the benefits of perform-
within 90 minutes. In the
shorter. The government and ing tasks simultaneously.
third quarter of 2007, on
many private third party payers, New policies and procedures
average, 89% of AMI patients
track and benchmark numerous were developed. The team agreed
were treated within 90
measures of performance quality to increase reliance on field as-
minutes”
across hospitals. One of these sessments made by EMS person-
measures is the timeliness of Lynette Jones and nel, allowing patient, cardiologist
treating patients for acute myo- Cassie Undlin, Principals
Strategic Opportunity Solutions and cardiac cath lab transporta-
cardial infarctions (AMIs). tion to occur simultaneously dur-
ground in industrial engineering. ing off-hours. Hospital communi-
In Olympia, Providence St. Pe-
ter Hospital wanted to improve To start the project, the team used cations staff were given prompts
their timeliness for treating several sources of information to with standardized terminology for
AMIs. Specifically, the goal was benchmark its current perform- querying clinical staff to deter-
to have the time from arrival in ance against the standard, includ- mine whether cardiac cath lab
the ER to the time the patient ing external data from CMS and staff should be called to the hospi-
started treatment in the cardiac data from internal sources. The tal. In addition, once potential
cath lab span no longer than 90 team also examined best practices AMI patients arrived in the emer-
minutes. Reaching this goal at other Providence Hospitals in gency room, St. Peter’s staff pri-
meant that treatment for AMIs Portland and Everett. oritized, tracked and timed each
would have to involve finely task to assure the patient left the
The team leader utilized a combi-
tuned coordination of at least ER and was transferred to the car-
nation of the Six Sigma DMAIC
four separate functional units in diac cath lab within 45 minutes.
(Define, Measure, Analyze, Im-
the hospital, as well as with prove and Control) process and St. Peter experienced immediate
community emergency medical Lean principles. The team leader gains in meeting their 90 minute
services (EMS) personnel in the also conducted one on one inter- goal. The project formally started
field. views and examined inputs and in April 2007 with sustainable
To achieve this coordination, the outputs across each step of the Please See> Time, P24
Page 16
Healthcare Marketing Washington Healthcare News | Mar 2008 | www.wahcnews.com
It’s Time for Healthcare Marketers to Wake Up and Smell the Digital Revolution!
By Don Morgan their brand building efforts, many now about engaging the customer
Director of Marketing are moving much too slowly. A in a conversation and persuading
Palazzo Intercreative
Forrester study reported that only them to take action.
39% of visitors to hospital web When people visit your web site,
sites report that they are satisfied they aren’t there to hear your
with their experience. That same sales pitch, your slogan or to see a
Forrester study found that con- flash animation of your logo.
sumers who visit hospital web They want information, interac-
sites are accustomed to using the tion and choices. They want a
Internet for help with their health- conversation, not a lecture. It’s
care. Ninety percent of hospital time for healthcare marketers to
take advantage of the power the
Internet affords to build brand
“It’s time for healthcare
loyalty and preference, not just
marketers to take advantage awareness. With the right mes-
of the power the Internet sages to the right people, you can
In his best-selling book, The New affords to build brand lead consumers into a preference
Rules of Marketing and PR, loyalty and preference, not for your brand.
David Meerman Scott sums up
just awareness” 2008 will be a year when internet
today’s marketing environment
with this statement “The Internet Don Morgan, marketing becomes mainstream.
Director of Marketing We are already seeing the emer-
has profoundly changed the way Palazzo Intercreative
people communicate and interact gence of online advertising as an
with each other. It has also integral part of many consumer
changed the way businesses com- site visitors have sought informa- products’ marketing programs. I
municate with current and poten- tion on medical conditions, 88% am particularly intrigued by the
tial customers. In the old days, have researched general health or integration of offline media and
marketers could only communi- fitness topics, and 80% have re- online media as a new way to use
cate through the filter of expen- searched medications online. the power of the Internet.
sive advertising or media ink The web site is only one element A great example of this is the cur-
placed by a PR firm. Today, the of the new digital marketing mix rent Burger King Whopper Freak-
rules have changed entirely.” that is available to healthcare out campaign. Thirty second TV
For some time now, we have been marketers. It is important to rec- commercials direct consumers to
encouraging our clients to look ognize that the Internet is not so a special web site, whopperfreak-
for new ways to reach their cus- much about technology as it is out.com, where an eight-minute,
tomers in today’s digital age. In a about people. The history of mar- documentary-style video tells
recent article, I pointed out that keting communications has been the story of how real custom-
while hospital marketers increas- about pushing messages to pros- ers reacted to a staged situa-
ingly say they recognize the value pects. With the power and influ- tion of a Burger King that no
that web marketing can play in ence of the Web, marketing is Please see> Marketers, P25
Page 18
R E C R U I T I N G
Over 3,300 health care leaders in Washington State and the
Northwest receive the Washington Healthcare News each
month. As a health care organization, doesn’t it make sense
to target recruiting to the people qualified to fill your jobs?
To learn about ways the Washington Healthcare News can
help recruit your new leaders contact David Peel at
dpeel@wahcnews.com or 425‐577‐1334.
631 8th Avenue, Kirkland WA 98033 | 425‐577‐1334 | www.wahcnews.com
Healthcare Opinion Washington Healthcare News | Mar 2008 | www.wahcnews.com
periodontal disease and osteopo-
Raising the Profile of Dental Benefits
rosis, kidney disease and Alz-
By Karen Brown link between oral health and over- heimer’s disease.
Communications Manager all health. Periodontal disease is Diabetes – Diabetes is twice as
Dental Health Services
often an indicator or contributing prevalent among people with
Business owners and decision factor in other serious medical periodontal disease, according to
makers usually understand how conditions that result in increased the American Academy of Perio-
important it is to have health in- medical plan costs. The Ameri- dontology. Periodontal diseases
surance benefits to attract and re- can Dental Hygienists Associa- are often more frequent and more
tain quality employees. On the tion breaks it down like this: severe among diabetics because
other hand, some employers see Every dollar spent on preventive of lowered resistance and longer
dental care as a secondary cover- dental procedures saves $8 to $50 healing process, as stated by
age that is optional. This is true in future dental treatments. American Dental Association. In
with limited budgets. However, addition, diabetics are more likely
employees consistently cite dental “About 85 percent of people to acquire gum disease, which can
coverage as one of the most who have experienced a make it harder to control their
sought after benefits. heart attack have blood sugar.
Employers may not realize that periodontal disease,
Heart Disease – People with gum
failing to offer this coverage can according to the American
disease may run twice the risk of
cost them significantly each year. Academy of Periodontology”
having a fatal heart attack. About
Dental disease or discomfort is Karen Brown 85 percent of people who have
often overlooked as a cause of Communications Manager
Dental Health Services
experienced a heart attack have
employee absence and poor job periodontal disease, according to
performance. A Surgeon General As far back as the late 1800s, oral the American Academy of Perio-
report reveals that dental ailments infections were thought to have dontology. Bacterial byproducts
and periodontal disease result in an important relationship to many from gum tissue can enter the
164 million work hours lost each systemic diseases. The mouth is bloodstream, causing small blood
year, 12.7 million days workers the greatest incubator of bacteria. clots, which may contribute to
placed on restricted activity, and In fact, the Academy of General clogging the arteries. The inflam-
6.1 million days of disability. Dentistry reports that 90 percent mation caused by gum disease
According to the American Acad- of medical illnesses first manifest may also lead to fatty deposits
emy of Periodontology, 25 per- themselves in the mouth. Oral inside heart arteries.
cent of Americans over 35 and 50 health is a factor in many medical Cancer – More than 30,000 peo-
percent of Americans 55 or older conditions including the follow- ple in the U.S. are diagnosed with
have periodontal disease, more ing: oral and throat cancer each year
commonly known as “gum dis- Respiratory Ailments – The bac- and more than 8,000 of them will
ease” or “gingivitis.” The chronic teria that grow in the oral cavity die, according to a study by Den-
nature of periodontal disease re- can travel to the lungs, causing tal, Oral, and Craniofacial Data
quires consistent, ongoing care. respiratory diseases such as pneu- Resource Center. With a five-
You can boost your business and monia, especially in people with year survival rate of only 52
provide a valuable service by gum disease. Researchers are percent, oral cancer is one of the
helping clients understand the also examining links between Continued on next page
Page 20
Volume 3, Issue 3
Continued from prior page duce labor. Pregnancy costs employees, individuals) about
deadliest types of cancer. Since through delivery can be up to 15 new benefit designs is the key to
cancer survival is directly related times higher with the birth of a showing them that they can afford
to the stage at diagnosis, it is even pre-term or low birth weight dental benefits. The dental insur-
more important to have a dental baby. The good news is that ance industry is developing more
exam. periodontal treatment during options to ease the financial strain
In addition, men with a history of pregnancy reduces premature while driving consumer responsi-
periodontal disease have a 63 per- births by 84%. bility. Our role is to provide con-
cent higher risk of developing Dental insurance has always been tinuous education so that consum-
pancreatic cancer than men with- consumer-driven since it typically ers understand how dental bene-
out periodontal disease, according offers first-dollar preventive care fits can improve their overall
to a 10-year study conducted for including regular check-ups and health and their personal and/or
the Harvard School of Public teeth cleaning. Cost sharing on companies’ bottom line—they
Health. basic and major care encourages will thank us for it.
Premature Birth – Pregnant members to become better in-
women with untreated periodontal formed consumers. As the medi- Karen Brown is the Communica-
disease are seven times more cal insurance industry moves to- tions Manager for Dental Health
likely to have a baby born prema- ward consumer-driven healthcare, Services, an employee-owned den-
turely, according to American this is likely to be a stronger con- tal benefit plan company serving
Academy of Periodontology. nection between oral and overall 100,000 people throughout WA and
Gum disease can trigger increased health. CA. Karen can be reached at
levels of biological fluids that in- Educating consumers (employers, kbrown@dentalhealthservices.com.
Page 21
Healthcare Opinion Washington Healthcare News | Mar 2008 | www.wahcnews.com
First Change the Rules of Health Care dramatically from $2,100 to $900.
This was a significant savings for
By Robert Mecklenburg, MD But the medical center is not both employer and insurer. And
Medical Director working on this effort alone. To- as a health care system, Virginia
Center for Health Care Solutions
gether with Aetna, Regence Blue- Mason was able to see five times
Virginia Mason Medical Center
Shield, Premera Blue Cross, and as many back-pain patients as be-
The cost of U.S. health care con- several major Northwest employ- fore through the optimized work-
tinues to rise with double-digit ers, Virginia Mason has looked at flow and process efficiency. Ulti-
increases every year and there’s ways to reduce costs and waste in mately, it meant patients got
no relief in sight. Millions of indi-
faster, better care for their back
viduals and families can no longer “Statistically, Virginia pain and were able to return to
afford health care. Businesses of Mason providers refer work sooner.
every size are struggling to pro- patients to expensive
vide subsidized medical coverage Another expensive workplace
emergency department health issue in both lost employee
for their staff. Medicare costs are
spiraling out of control for both
treatment for migraines only time and health care cost is mi-
seniors and the federal govern- 25 percent as often as other graine headaches. The team again
ment. The crisis is here. If we’re doctors in Washington state” looked at the process for patients
going to solve the problem, we and identified the need to provide
Robert Mecklenburg, MD
must first change the rules. Center for Health Care Solutions an effective drug treatment at the
Virginia Mason Medical Center onset of the migraine rather than
Less is more
an emergency department visit or
At the center of the problem is several of the most expensive
MRI test. Consequently, the cost
America’s misaligned reimburse- work-related care issues, such as
for treating migraines dropped
ment system. Doctors and hospi- back pain and migraines.
dramatically as well. Statistically,
tals are rewarded and reimbursed The patient-centered efficiency Virginia Mason providers refer
at higher levels for the volume of team analyzed the process a pa- patients to expensive emergency
services and expensive tests pro- tient went through to get his or department treatment for mi-
vided to patients, rather than the her back pain treated and back to graines only 25 percent as often
results or value-added care given. work. Several layers of waste as other doctors in Washington
Focusing on outcomes and elimi- such as initial doctor visits and state.
nating unnecessary steps will unnecessary MRI diagnostics
While the cost savings for back
drive down the costs in health were identified. The solution for
pain, migraine and other stream-
care. back pain became clear. The most
lined treatments is good for health
Virginia Mason Medical Center value-added results for patients
plans and employers, it proved to
has interwoven waste reduction came from physical therapy. So
be a challenge for Virginia Ma-
into its system-wide management physical therapy was placed first
son. By reducing the number of
methodology, called the Virginia rather than last in the care deliv-
expensive steps involved in treat-
Mason Production System. By ery system.
ment, reimbursement rates were
focusing on removing waste from By streamlining the process, the no longer profitable for the health
processes in order to eliminate wait time for appointments was system. Improvements were sav-
defects, the medical center oper- reduced from about a month to ing employers and health plans
ates more efficiently and provides less than a day, and the average
better quality care for patients. cost of back-pain care dropped Please see> First, P25
Page 22
Workplace Wellness: Why Promote Wellness? Time is of the Essence:
From Page 12 companies save money by retain- Dilation Time
your employees may miss less ing workers who appreciate the
work caring for ill family mem- benefit of a wellness program and
bers as well. The cost savings of they can attract new employees in From Page 16
providing a wellness program can a competitive market. improvements achieved by July
be measured against reduced 2007. Prior to the project, ap-
overtime to cover absent employ- Joan Flood, RHU, is an employee proximately 65% of AMI patients
ees and other aspects of absentee- benefits consultant at Parker, were being treated within 90 min-
ism. Smith & Feek, Inc., a full service utes. In the third quarter of 2007,
Improve morale and enhanced brokerage and consulting firm in on average, 89% of AMI patients
image for the organization Bellevue, WA. She can be were treated within 90 minutes.
A company that cares about its reached at 425-709-3645 or by At St. Peter, AMI patients are al-
employees' health is often seen as email at jiflood@psfinc.com ready experiencing better care.
However, St. Peter should also
begin to realize other benefits. In
addition to improving their per-
formance against other hospitals
in the country, the change should
lower St. Peter’s adjusted mortal-
ity rate. Since some third party
payers are either already paying
hospitals for superior quality per-
formance or are planning to do so,
improvement in the AMI process
may also have a direct impact on
the bottom line.
For more information about this
project, contact Kurt Miller, Heart
Program Director, at
Kurt.Miller@providence.org or
Alan Messegee, Project Leader, at
Alan.Messegee@providence.org.
Lynette Jones and Cassie Undlin
are Principals in the consulting
firm Strategic Opportunity Solu-
tions. The firm specializes in en-
gagements that improve perform-
ance of health care organiza-
tions. Lynette can be reached at
lynettedjones@gmail.com.
Cassie can be reached at
cassieundlin@gmail.com.
Page 24
Volume 3, Issue 3
It’s Time for Healthcare Marketers to Wake Up and Smell the Digital Revolution!
From Page 18 its first month, about five times full-service Seattle advertising
longer offered the Whopper on its what they would have considered agency that specializes in health-
menu. It is a very creative way to successful. care. All material is protected by
engage customers in their story of copyright, and cannot be repro-
Isn’t it time for you to wake up
a taste preference for the Whop- duced without the written permis-
and join the revolution?
per versus the Big Mac and other sion of the company. For more
alternatives. According to a Bur- information, contact Don via e-
ger King spokesman, the site has Don Morgan is Director of Mar- mail at don@palazzo.com
First Change the Rules of Health Care ployers and health plans to reduce
health care costs while providing
From Page 22 and better for patients. son will continue to align its work
money and lost employee time, Introducing the Center for with results and values perceived
but the medical center was now in Health Care Solutions by patients and employers, rather
the red on specific procedures. Based on the success of stream- than the number of services ren-
Doing things the old way was bet- lining back pain and migraine dered.
ter for the bottom line but not bet- care, Virginia Mason launched
ter for patients, employers or the Center for Health Care Solu- Robert Mecklenburg, MD, is the
health plans. Several health plans tions in the fall of 2007. This new Medical Director of the Center
recognized this disincentive and program is focused on forging for Health Care Solutions at Vir-
agreed to pay more for value- partnerships with regional em- ginia Mason in Seattle.
Page 25
New or Recently Promoted Health Care Leaders
Middle Effective New or
First Initial/ Month/ Promoted
Name Name Last Name Title Year Organization Leader
Virginia Mason Internal
Alvin Calderon MD PhD Program Director Jan ‘08 Promoted
Medicine Residency
Sandy Dillman Executive Vice President Jun ‘07 Aon Risk Services New
Dave Forsell Vice President Aug ‘07 Aon Consulting New
Senior Vice President,
Janet Hirsch Oct ‘07 Aon Risk Services New
Healthcare Practice
University of Washington
Meg Kerrigan Executive Director Feb ‘08 New
Physicians Network
Keith Mock Director of Finance Jan ‘08 Virginia Mason Medical Center Promoted
Meg Paul Vice President Apr ‘07 Aon Consulting Promoted
University of Washington
Jane Perry Director of Charge Capture Oct ‘07 Promoted
Physicians
University of Washington
Jennifer Petritz Director of Human Resources Jan ‘08 Promoted
Medical Center
Yakima Valley Farm
Ross Ronish MD Chief Medical Officer Jan ‘08 New
Workers Clinic
Kristi Spurgeon Director of Marketing Dec ‘07 Walla Walla General Hospital New
VP for Program and Highline West Seattle
Paul Tegenfeldt Feb ‘08 New
Services Development Mental Health
To announce a new or recently promoted Director or higher level individual
at your organization, e-mail David Peel at dpeel@wahcnews.com.
Save the date for the WSHHRA Spring Conference!
April 24‐25, 2008
Suncadia Lodge
Rosalyn, WA.
Join us at the beautiful, new Suncadia Lodge. Network with peers and hear speakers present timely
and relevant topics, including: how technology changes our communication with employees; han‐
dling workplace stress, dealing with difficult behaviors, and improving self management in a time
when leaders are expected to do more with less; how to get more recognition, respect, and reward
as a Human Resources Professional; and much more. Visit www.wshra.org for registration informa‐
tion.
Interested in joining an association of human resource professionals focused on issues relevant to
health care?
The Washington State Healthcare Human Resources Association (WSHHRA) is a state‐
wide professional organization of human resources professionals who work in health care. We have
an affiliation with the national association, the American Society for Healthcare Human Resource
Administration (ASHHRA). If you are interested in joining the organization, or to learn more, visit
www.wshhra.org, and click on the “Membership” tab.
Page 26
Volume 3, Issue 3
Career Opportunities To advertise call 425-577–1334
The Communication.
The Collaboration.
Exceptional People. Exceptional Care.
The Spirit of Controller
PeaceHealth. Oversees and directs the Accounting and Accounts Payable functions. Bachelor’s degree in accounting, graduate degree,
and CPA preferred. The ideal candidate will have at least five years experience in a healthcare setting, previous Federal or
NIH Grant experience, and at least five years accounting experience.
Director – Emergency Services
At PeaceHealth, we value the
Responsible for the planning, coordination, and direction of operations for our new 42‐bed ED, which includes 4 trauma
involvement, cooperation, and
rooms and 10 fast track beds. Collaborates with medical staff, and services within the organization to achieve the goals
creativity of all who work together to
and objectives of the Nursing Division, Evergreen Hospital Medical Center, and the District at large. Minimum of 3‐5 years
promote the health of the
Emergency Department Director‐level experience required. Advanced Degree in Nursing, Business, or related Health Care
communities we serve. Serving five
field is strongly preferred.
regions in Alaska, Oregon, and
Washington, this opportunity is Medical Director – Quality Management
located in the Lower Columbia Region The Medical Director for Quality and Patient Safety is responsible for promoting clinical excellence and patient safety
in Longview, WA at our 200‐bed level throughout the organization. The medical director will provide direction, guidance and support to the medical staff and
III St. John Medical Center. employees. Minimum of five years post graduate experience in direct health care delivery, Doctor of Medicine, licensed
to practice in Washington State, Board certification in specialty, Experience in either medical staff leadership or quality
F I N A N C E / C F O
Regional VP Finance/ improvement leadership.
Chief Financial Officer
Develop overall financial management
At Evergreen Healthcare we are pleased to offer competitive salaries and benefit options! Located 12 miles NE of Seat‐
policy, oversee and coordinate all
tle, our beautiful campus, excellent staff relationships, and a friendly and professional work environment are just the
fiscal affairs of the lower Columbia
beginning!
Region. This position serves as a
member of the Regional Executive To learn more about these positions and Evergreen Healthcare, visit us at:
Team (RET) collaboratively providing 12040 NE 128th St Kirkland, WA 98034
advice concerning resource www.evergreenhealthcare.jobs
allocations, setting performance
standards, and financial implications
of regional strategies and operating
decisions, evaluation, and financial
V P
planning for PeaceHealth Lower
Columbia Region. Conducts the long
range financial and capital planning
process.
R E G I O N A L
Qualifications: Bachelors in Business
Administration, Finance/Accounting or
equivalent required. Masters in HEALTHCARE MANAGEMENT ADMINISTRATORS, INC.
relevant field desired. A minimum of
six years experience in healthcare Healthcare Management Administrators (HMA) is a market leading Third-Party Administrator with
financial management and accounting more than 20 years of successful operations in the Northwest. We serve as the TPA for over 100
in a healthcare setting and/or with a self-funded health plans covering 125,000 participants. We are looking for creative, innovative
major accounting firm with good and forward-looking individuals who share our values to join our Client Services account manage-
exposure to third party ment teams in our Bellevue, WA and Portland, OR offices.
reimbursement and managed care. Account Executive (Bellevue) - Primary responsibility will be the development of strategic initia-
Must possess thorough knowledge tives specific to our clients, brokers and the Sales Team, including creation of Service Plans and
and extensive experience in Initiatives aligned with our core strategies and market growth plans. This position will provide high
accounting theory and practice, -cover for implementation and product/service offerings and serves as Subject Matter Expert on
financial management and healthcare HMA products and services, as well as acting as mentor and coach for the Account Managers and
finance. Account Service Representatives. Candidates must have excellent presentation, verbal and writ-
To view the entire job description and ten communication skills, project management and computer skills.
apply online please visit: Account Manager (Portland) – Responsible for a direct book of business, serving as the primary
http://www.peacehealth.org/apps/ client liaison, ensuring the benefit administration needs of the brokers and clients are met. This
JobsOnline/Default.asp position works closely with the Account Service Representatives, and provides technical oversight
for their work.
Candidates must have 7 years experience in the health insurance industry, including 5 years work-
ing with clients/brokers and 4 years account management. Extensive knowledge and understand-
ing of ERISA and Benefit Plan Management, Self-Funded Benefit Plans and Stop Loss. BA de-
gree (or combination of education and experience). State Agent’s License, Life & Disability or
other professional designation (i.e., CEBS, HIAA). Excellent presentation, verbal and written com-
munication, project and time management and computer skills. Salary DOE + Quarterly Incen-
FINANCE tives + opportunity for Profit Sharing Bonus.
For more information, please visit: www.accesshma.com.
Page 27
Career Opportunities To advertise call 425-577–1334
Chief Financial Officer
Deering and Associates, has been retained to
assist the Family Health Center’s of Okanogan in
recruiting for their Chief Financial Officer.
FHC enjoys strong community support and is
strong financially. The Center has 136 employees,
13 medical providers, and 4 dentists.
The CFO is responsible for the overall financial
activities of FHC and serves as a member of the
Board Finance Committee.
This is a rewarding opportunity to assist a very
successful community based health center. Oka‐
nogan is large enough to provide community
amenities and retain its small town feeling and
sense of community.
A Bachelors degree in Business Management,
Finance or Accounting is required, a CPA or MBA
preferred. 5 years experience in community
health centers is highly desirable, with at least 3
years executive level experience.
If you or anyone you know might be interested in
this opportunity, please reply in the strictest
confidence with a resume to Deering and Associ‐
ates by calling toll free (888) 321‐6016 or email at
dewey@deering‐associates.com.
Manager - Contract Performance
Position Summary:
Responsible for the oversight and manage-
ment of payor contracts including: monitoring
compliance and performance with financial
and contractual obligations, for commercial
and government business. Supports UWP
and the Contracting and Payor Relations team
by providing analysis of payors and their per-
formance, marketplace trends and other perti-
nent health care industry trends. Manages a
small team of support analysts. Maintains
positive relations with UWP department per-
sonnel. Interested in posting a
position or
Required Qualifications:
announcing an
Bachelors degree in business administration,
finance, health services administration, or employee’s recent
equivalent combination of education and ex- achievement?
perience; Five years experience in health care
field with an emphasis on claims administra- Use the News!
tion and/or contract management; Knowledge
of local payor market, desirable; Comprehen-
Deadline for reserving
sive understanding of physician practice plan space in the April 2008
operations with emphasis on operational is- edition is March 3,
sues relating to contracting / and payor re- 2008.
quirements.
Contact David Peel at
For information on the application process,
visit www.uwphysicians.org and click on dpeel@wahcnews.com
“Careers at UW Physicians.” to learn more.
Page 28
Volume 3, Issue 3
Career Opportunities To advertise call 425-577–1334
Physician Assistants &
Nurse Practitioners The Communication.
Join the exceptional staff of Community Health The Collaboration.
Association of Spokane! The Spirit of
Purpose of Job: To improve the overall health of the com‐
PeaceHealth.
munity and to expand the availability of health care by About Spokane
providing quality medical services. The Spokane community At PeaceHealth, we value the
involvement, cooperation, and
Duties include: Examining patients to determine general has 201,600 residents, creativity of all who work together to
physical condition, performing physical examination and 443,800 in the promote the health of the
preventive health visits, prescribing or recommending metropolitan area. communities we serve. Serving five
drugs or other forms of treatment under the direct super‐ Enjoy 260 days of regions in Alaska, Oregon, and
sunshine per year. The Washington, this opportunity is
vision of a physician, and developing practice plans and a located in the Lower Columbia Region,
region is a gateway to
relationship with the supervisory physician. in Longview, WA at our 200‐bed level
the great outdoors with
III St. John Medical Center.
Qualifications: Valid licensure in Washington State, Board 76 lakes, 33 golf courses,
Certified or Eligible, able to apply for prescriptive privi‐ 11 wineries, 5 ski resorts, Regional Director,
leges, graduation from an accredited school, CPR/ACLS 5 major national parks, PeaceHealth Medical Group
certification, effective oral and written communication and Columbia River Two positions: Primary Care and
D I R E C T O R
skills, ability to secure credentialing through identified Gorge all within an easy Specialty Care. Directs medical group
drive of the city. CHAS primary care operations, evaluates the
agencies (Medicare, Medicaid, etc.)
offers competitive development of new and continuation
of existing services, participates in
salaries outstanding physician compensation plan
benefits. For more administration and revisions as
information on CHAS needed, evaluates the impact of
and employment future technologies on physician
opportunities visit: practices and patient satisfaction,
creates a patient centered
WWW.CHAS.ORG
R E G I O N A L
environment that is highly satisfying to
physicians and staff, manages
community and interdepartmental
The Washington State Hospital Association is a membership organiza‐
relations, and coaches/mentors
tion representing community hospitals and several health‐related or‐ physician manager team to improve
ganizations. The association provides issues management and analysis, team leadership effectiveness.
information, advocacy and other services. We are currently seeking
Qualifications: Bachelor’s Degree in
the following positions to join our organization. healthcare or related field. Minimum
of 4 years of progressive leadership in
Quality Improvement Manager, Rural Healthcare Quality Network physician practice management
We are seeking a seasoned healthcare professional who has a passion for improving quality of required. Previous progressive senior
care in rural settings to help support implementation of the Rural Health Quality Network leadership experience in health care
programs. Monitors, communicates and helps hospitals implement quality improvement ini‐ administration, and experience in
medical group administration
tiatives. BA, BSN or equivalent; graduate degree highly desirable. Competitive compensation
required. Strong understanding of
package
principals of patient centered care,
Director, Program Communication physician compensation systems,
medical technology, including
We are seeking a highly organized individual responsible for developing, writing & overseeing
electronic medical records, and qual‐
production or communications pieces for three programs. Responsible for creating publica‐ ity/service improvement strategies.
tions, presentations, webcasts & general communications pieces that promote programs’ ac‐
To view the entire job description and
tivities, message and mission. Excellent writing & interviewing skills, attention to detail, pro‐ apply please visit:
ject development & ability to handle multiple priorities are required. 5 years of experience, http://www.peacehealth.org/apps/
health care communications a plus; BA preferred. FT with excellent benefits. JobsOnline/Default.asp
To apply for either position, complete and download application from www.wsha.org and send
with cover letter and resume to:
Connie Ray
Washington State Hospital Association
300 Elliott Avenue West, STE 300
Seattle, WA 98119 PEACEHEALTH MEDICAL GROUP
E‐mail: connier@wsha.org
Page 29
Career Opportunities To advertise call 425-577–1334
Next month in the News-
An analysis of 2007 versus
Clinical Quality Program Coordinator
2006 financial results of
Practice Administrator Skagit Valley Medical Center, located in Mount Vernon,
domestic health insurance
WA, represents a multi‐specialty team of healthcare pro‐
An excellent opportunity for an experienced fessionals dedicated to excellence and patient satisfaction carriers
at every level of our organization.
health care professional to provide leadership and A Healthcare Company profile
We are seeking a Clinical Quality Program Coordinator to
direction in managing clinical operations at a assist in developing and managing the clinical quality on Northwest Health Care
Yakima based, medium sized orthopedic practice. improvement program at our company. Additional respon‐
sibilities include collection and analysis of data, preparation Linen
Candidates should have experience in: problem‐
of reports for providers and clinical staff and presentation
solving with physicians, contract negotiations, of material to small and large groups. An interview with David Weber,
preparation and analysis of financial reports, Qualifications: Experience with paper and electronic MD, CEO of Wenatchee Valley
physician recruitment, oversight of retirement medical records and data extraction. Familiarity with Medical Center
plan, personnel management, medical billing and clinical quality measures (NCQA, etc.) and coding schemes
(CPT, etc.). Excellent verbal and written communication
coding, and clinical policies and procedures. skills. Formal training in clinical medicine (such as RN with A Healthcare Opinion article
Administrator is responsible for the overall func‐ bachelors degree) or training in health information appro‐ from State Senator Linda Evans
tioning and financial success of the practice, as priate experience. Parlette and State Senator Mark
well as the maintenance of high staff morale and a Applicants should download and complete application Schoesler
from our website (www.svmc.net) and send with cover
culture of compassionate medical care. We offer
letter and resume to: A Healthcare Opinion article
a competitive salary and benefits package.
Skagit Valley Medical Center, Human Resources
Please send cover letter and resume to
1400 E. Kincaid, Mt. Vernon, WA 98274
from Linda Tieman, RN, MN,
peuteneier@orthnw.com. or fax to (360) 428‐6485 FACHE, Executive Director of
the Washington Center for
Nursing
To receive your complimentary copy
contact David Peel at
dpeel@wahcnews.com.
Page 30
Volume 3, Issue 3
Plan and Hospital Financial Information
YTD Net Income and Members through 09/30/07 for the Largest Health Plans in Washington State¹
Plan Name Net Income Members Plan Name Net Income Members
Health Plans: LifeWise Health Plans of AZ. ($11,164,137) 31,266
Regence BlueShield $66,554,186 885,521 Arcadian Health Plan ($924,311) 19,090
Premera Blue Cross $76,438,960 726,319 Timber Prod. Manuf. Trust $460,174 9,611
Group Health Cooperative $72,789,487 401,888 Washington Employers Trust ($1,560,699) 9,122
Molina Healthcare of WA $32,585,577 283,931 Aetna Health, Inc. $1,977,998 6,708
Community HP of WA $9,300,708 232,579 Washington State Auto Ins. Trust ($1,654,448) 3,100
Group Health Options $114,549 103,491 Puget Sound Health Partners ($1,675,215) 0
Asuris Northwest Health $4,047,694 90,828 Vision or Dental Plans:
LifeWise Health Plan of WA $1,623,819 89,102 Washington Dental Service $12,560,083 907,902
Pacificare $33,427,691 52,399 Vision Service Plan $6,141,567 544,640
KPS Health Plans ($943,114) 45,740 Willamette Dental $461,985 70,043
Columbia United Providers ($1,570,608) 35,681 Dental Health Services ($1,003,741) 25,664
YTD Margin and Days through 09/30/07 for the Largest Hospitals in Washington State 2
Hospital Name Margin Days Hospital Name Margin Days
Sacred Heart Medical Center $41,858,163 112,800 St. Joseph Hospital Bellingham $13,364,759 43,285
Swedish Medical Center $79,937,119 107,202 Good Sam. Comm. Healthcare $36,754,790 41,629
Harborview Medical Center $11,535,000 101,165 Valley Medical Center $24,428,199 40,121
Providence Everett Med Ctr. $23,002,895 75,599 Yakima Valley Memorial $5,485,968 37,569
University of WA Med Ctr. $24,366,972 73,583 Highline Medical Center $6,459,112 35,552
St. Joseph Medical Center $59,093,249 69,277 Northwest Hospital $4,222,277 30,934
Virginia Mason Medical Ctr. $11,629,102 64,481 Swedish Cherry Hill Campus ($10,398,308) 30,925
Southwest WA Med Ctr. $2,382,889 63,986 Kadlec Medical Center $6,098,901 30,386
Providence St. Peter Hospital $20,180,986 62,386 Central Washington Hospital $10,563,706 30,235
Tacoma General Hospital $37,433,609 62,046 Holy Family Hospital $799,029 28,828
Children’s Hospital $34,197,000 49,936 Legacy Salmon Creek Hospital ($4,541,322) 24,029
Deaconess Medical Center ($687,439) 49,514 Auburn Regional Medical Ctr. ($1,650,027) 23,463
Harrison Medical Center $20,068,173 48,955 St. Clare Hospital $9,523,855 21,384
Overlake Hospital Med. Ctr. $10,582,844 44,677 Yakima Regional Medical Ctr. $8,585,803 20,969
1
Per filings with the WA State Office of Insurance Commissioner. 2Per filings with the WA State Department of Health. Evergreen
Healthcare and Stevens Hospital were among the largest hospitals but their complete financial information wasn’t available on the
WA State Department of Health website at press time and therefore wasn’t reported.
Page 31
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