Reflecting on the 26th Annual HFMA Western Region Symposium

By Jonathan Wiik, Vice President, Health Insights, FinThrive

The 26th annual HFMA Western Region Symposium was one for the books! It was an event full of impactful moments, bringing together healthcare professionals for thoughtful conversations, valuable insights and actionable strategies to tackle our industry’s most pressing challenges.

From educational sessions and keynote speeches to the first-ever all-stops gala, the symposium exceeded expectations. Attending in my role as Region Executive 3 for HFMA Region 10, I had the pleasure of witnessing firsthand the innovative ideas and forward-thinking perspectives shared by industry leaders—all set against the vibrant backdrop of Las Vegas.

Here are my key takeaways from this year’s transformative gathering:

The Future is AI and Automation

While I’ve traditionally approached AI sessions with skepticism, this year was different. An early-morning panel featuring Sheldon Pink (Methodist Health Houston), Tammy Bickle (OHSU) and Rudy Braccili (USC Keck) explored how AI is providing real-world solutions for revenue cycle management (RCM). Their organizations are using AI to bring efficiency to claims processing, denials management and appeals workflows—all while delivering insights that are helping them stay ahead of the curve. Conversations moved beyond theory, offering tangible use cases for how AI can enhance operational performance while maintaining financial fluidity.

The message was clear—AI and automation are no longer just buzzwords in healthcare. They’re crucial tools for solving today’s challenges and preparing for tomorrow’s opportunities.

  RELATED: The Essential Buyer’s Guide for Healthcare RCM AI and Automation

Sempre Avanti - Always Forward

Kicking off the symposium, Marc Scher, 2024-2025 HFMA National Chair, introduced the theme “Sempre Avanti - Always Forward,” inspired by Colorado’s 10th Mountain Division of the Army. Marc framed healthcare disruption not as a challenge but as a call to action for growth and innovation. He underscored how we’ve seen seismic shifts over the years, from the EHR boom to the evolution of value-based care delivery.

His rallying cry? To seize disruption as an opportunity to reimagine both clinical and financial operations, especially as healthcare adapts to consumer expectations shaped by industries like retail (hello, Amazon experience!).

Cybersecurity Moves from Reaction to Transformation

With cybersecurity threats increasingly on the rise, this year’s sessions illustrated how organizations are moving to the next phase of preparedness and defense. Experts like Patti Consolver (Ascension) and Lisa Stark (Enloe) examined how health systems must create redundancy, mitigate risk and maintain operational flexibility during cyber events. From rethinking payer relationships to fostering nimble staffing solutions, the conversation highlighted the proactive measures required to protect data and prevent disruption to patient care.

Preparation and collaboration—internally and externally—will be essential to mitigate future risks.

  RELATED: A Guide to Balancing Security and Agility

The Patient is the New Payer

A standout session on Day 1 brought the patient financial experience back into the spotlight. Leaders such as Noel Juarie (Stanford) and Evan Martin (Scripps) led discussions on building patient-centric organizations by addressing everything from Medicare Advantage expectations to general patient benefit management.

Patients are bearing greater financial responsibility than ever, making it crucial for hospitals to rethink their strategies and prioritize clarity, transparency and compassion in financial communications.

The follow-up session with Nio Querio (Nashville General) offered a meaningful spin—how AI can transform community-based charity care, ensuring fair access while streamlining charity applications.

The takeaway was clear: A patient-friendly financial experience is not just good practice; it’s a competitive differentiator.

Legislation on the Horizon

Andrew Donahue (HFMA) and Joanna Hiatt Kim (AHA) unpacked the new healthcare agenda under the current administration. Legislative changes seem likely to center around Medicaid reform, price transparency, Medicare Advantage plans and prior authorization policies. While healthcare has taken a backseat to other headline political topics (such as tax reforms and border policies), there’s still much to watch for as regulatory changes trickle down to our industry.

Financial Strategy and the Evolution of RCM

Several panels addressed healthcare’s financial landscape and strategies for aligning revenue cycles with organizational goals. Key takeaways from CFO and RCM leaders included:

• Aligning on technology to close performance gaps in managed care contracting.
• Regular communication with payer partners to ensure contract renewals reflect organizational priorities.
• Standardization as a critical tool to mitigate wasteful customization, strengthen workflows and enhance recovery.

The message was reinforced by the powerful analogy of “learned helplessness” in RCM. The thought leaders challenged attendees to move beyond outdated norms, emphasizing that the revenue cycle cannot afford to fail—it must innovate, standardize and disrupt to thrive.

Be Curious, Be Bold

The closing session epitomized the event’s forward-thinking spirit. Featuring voices from both health systems and tech innovators, the discussion centered on disrupting the revenue cycle by asking tough questions, eliminating redundancies and adopting a culture of curiosity. Leaders cautioned against the “but we’re unique” mindset, which can inhibit progress. The shared vision was one of simplicity, standardization and a clear focus on aligning RCM goals with organizational growth.

The team left us with the rallying cry of none other than Ted Lasso himself: “Be Curious.” The only way to make progress is to take action and embrace change.

Final Thoughts

The 26th Annual HFMA Western Region Symposium was far more than just another industry gathering—it was an inspirational call to action for healthcare professionals. From innovations in AI and automation to renewed focus on patient financial experience and financial strategy, the event challenged us to step up, align our priorities and drive forward.

My heartfelt thanks go to HFMA, all the speakers and everyone who contributed to making this event a success. The opportunities and insights I gained will undoubtedly shape the way I approach my work in healthcare.

I hope to see you at the next HFMA event, and above all, be well.

About the Author
Jonathan G. Wiik, MSHA, MBA, CHFP
Vice President, Health Insights

Jonathan Wiik, VP of Health Insights at FinThrive, has over 25 years of healthcare experience in acute care, health IT and insurance settings. He started his career as a hospital transporter and served in clinical operations, patient access, billing, case management and many other roles at a large not-for-profit acute care hospital and prominent commercial payer before serving as Chief Revenue Officer. Wiik works closely with the market and hospitals on industry best practices for revenue management. He is considered an expert in the industry for healthcare finance, legislation, revenue management and strategic transformation.