Create the future - Vantage Point - Healthcare Financial Management Association - Brief Article

Healthcare Financial Management, June, 2002 by Phyllis A. Cowling

Noted management expert Peter Drucker once said, "The best way to predict the future is to create it." This quote serves as an inspiration to me, both in my continuing role as a healthcare financial professional and in my new role as the 2002-03 HFMA Chairman. The idea is quite powerful: if we don't actively work to create the future, then we leave the future solely to chance. And that neither delivers the best we have to offer nor provides the results we desire. I believe we can create the future--that of our industry our organizations, and our careers--by developing innovative, creative solutions to the challenges we face.

The world of healthcare finance faces many challenges today. That statement doesn't exactly astound those of us within the profession, does it? Every day, new pressures emerge, while existing challenges seem only to intensify. From labor shortages to rising costs, from medical errors to HIPAA, it seems that, in the immortal words of Gilda Radner's "Saturday Night Live" character Roseanne Roseannadanna, "It's always something." As healthcare financial managers, we experience the equivalent of an emotional roller-coaster; while we often feel overwhelmed by the pressures, we are nonetheless stimulated by the challenges. However, these problems--both old and new--require new ideas, new answers, and new solutions.

How, or where, will we find these ideas, answers, and solutions? I certainly don't know, but I do know that we won't discover them by applying only analysis and logic--the traditional talents for which we, as healthcare financial professionals, generally are known and respected. Instead, the best solutions, both within the industry itself and within individual organizations, will stem from a combination of both analysis and creativity And who better to provide this combination than healthcare financial leaders and managers? We are well-regarded, and rightfully so, as analytical problem-solvers, and we must continue to bring those strengths to the table. But we also must build a reputation as creative problem-solvers. To do so, we must further develop, and use, our creative skills. And in applying creativity to today's challenges, we will be better able to predict and solve challenges we will face in the future.

Why do we, as healthcare financial managers, tend to resist the idea of creativity in our lives and roles? First, I think it's because we often apply the term somewhat loosely and negatively "Creative accounting" conjures up images of AHERF and Enron--not exactly role models for the financial professional. "Creative financing" enjoys a somewhat more positive reputation but still leaves questions in our minds as to exactly how creative it is.

Second, those with whom we work usually do not expect us to be creative, nor do we typically expect it of ourselves. In our world, logic and well-thought-out analysis prevail, and creativity somehow seems an affront to that logic. However, I believe that a strong business sense, enriched with creativity can bring about the solutions we desire to the challenges we face. Further, developing our abilities to determine, and implement, creative solutions to the challenges confronting our industry and our organizations also will enhance our ability to influence our personal futures in the form of career growth and advancement.

This idea of "creating the future" actually is not new for HFMA. Look at the Chairmen's themes of the past few years. They've all pointed in the same direction--the future. Two years ago, Connie Cape challenged us to "Imagine the Possibilities." She told us that by using our imaginations, together with our knowledge and expertise as healthcare financial professionals, we place ourselves in a unique position to influence our profession, our industry, and our organizations. That sounds a lot like creating the future. And Ron Long's theme this past year, "Leading @ the Speed of Light," emphasized the need to embrace technology, accept and manage risk, and remain flexible. That's great advice for creating success.

I am pleased and honored to serve as the HFMA Chairman this year. My goal for all of us is to spend the year developing and using our individual and collective creativity to achieve the best possible future--and present--for our healthcare industry our organizations, ourselves, and HFMA. Together, we will "Create the Future."