What members want - Viewpoint - Healthcare Financial Management Association - Brief Article

Healthcare Financial Management, June, 2002 by Richard L. Clarke

In the recent Mel Gibson movie, "What Women Want," Gibson played a character who could listen to the private thoughts of women, which ultimately led him to a deeper understanding and appreciation of women's wants and needs. Think how valuable such insight would be for an organization to understand the wants and needs of its customers.

We survey our members regularly to gain these insights. In January 2002, HFMA conducted another in a series of membership satisfaction surveys to understand better "what members want." From that survey and other studies undertaken by HFMA, we found that members particularly value in-depth information, job-specific information, and local information and education.

But what do those words mean? How effectively is HFMA responding to members' need for such information, and how can we respond better?

Based on member comments and volunteer and staff analysis, we believe that "in-depth information" refers to analysis and practical guidance related to regulations of concern to healthcare financial professionals, training and workshops that provide comprehensive coverage in an interactive format, and case studies highlighting best practices to help members learn from the experiences of others.

HFMA is meeting member needs for this type of information in many ways. For example, in-depth regulatory guidance and analysis is exemplified by the "HFMA Compliance Checklist Series," which was developed jointly by HFMA's Principles and Practices Board and Compliance Officers Forum. And HFMA's 2002 Annual National Institute in Seattle on June 16-20 will offer many case studies, such as "Implementing 2002 Best Practices in Revenue-Cycle Management," which will be presented by Michael E. Zimmerman, Zimmerman & Associates, Hales Corners, Wisconsin.

HFMA also recognizes areas for improvement. For example, one member told us, "The summaries... for the Federal Register are too general. These are good for an executive level, but it would be nice to have something in between this and the actual detail of the Federal Register."

Regarding "job-specific information," members have indicated that they mean information that is relevant and specific to their jobs based on their function, employer, and role within the organization. In the words of one member: "I would love to see education more structured for different types of professionals based on their roles--help folks in their chosen careers."

HFMA makes such information easily accessible to members through its Web site (www.hfma.org) and membership in its GPO, PFS, Compliance, and Managed Care Forums. In addition, HFMA's chapters have been particularly active on this front, examples being the work of the First Illinois Chapter's Post Acute Care Committee and the Georgia Chapter's Certified Patient Accounts Representative (CPAR) program.

But members also have suggested areas in which HFMA might increase its efforts. One member noted, "I would like to see.., more information on healthcare tax issues, especially related to tax-exempt organizations. This would include handling UBI issues and preparation of 990s."

Other members expressed interest in more coverage of the competencies needed for various key roles in finance.

Finally, member responses suggest that interest in "local information and education" translates into a desire for more immediately available information, educational events near their workplaces, and coverage of local issues of importance to finance professionals. To this end, HFMA has substantially expanded its offering of audioteleconferences, and HFMA chapters have stepped up their efforts to provide more local interactive sessions and workshops. The Florida Chapter's Certified Coder Boot Camp is just one example of the latter.

Members also have identified ways HFMA could increase its offering of local information and education. One member suggested, "It would be great to have a local medical review policy update section on the Web site." And another commented, "Changes in state regulations (especially Medicaid) that affect reimbursement and cost reports would be helpful."

HFMA's goal is to provide the highest quality of service to its members. And we are pleased and encouraged by the high level of satisfaction that members expressed in response to our recent member satisfaction survey But we do not want to "rest on our laurels." We, therefore, will continue to make it our highest priority to listen to members, understand what members say, and provide "what members want."