1 00:00:01,120 --> 00:00:03,279 The Becker's team is excited to announce the 2 00:00:03,279 --> 00:00:06,160 launch of our new CFO and Revenue Cycle 3 00:00:06,160 --> 00:00:06,660 podcast. 4 00:00:07,440 --> 00:00:10,240 Tune in for conversations with finance experts from 5 00:00:10,240 --> 00:00:13,119 the top hospitals and health systems. We'll discuss 6 00:00:13,119 --> 00:00:15,679 key trends and ideas to drive meaningful change 7 00:00:15,679 --> 00:00:18,855 in the industry. Look for Becker's CFO and 8 00:00:18,855 --> 00:00:21,995 Revenue Cycle podcast wherever you listen to episodes. 9 00:00:24,535 --> 00:00:26,635 This is Scott King with the Becker's Healthcare 10 00:00:26,695 --> 00:00:29,335 podcast. I'm thrilled today to be joined by 11 00:00:29,335 --> 00:00:30,074 Bob Poznanovich, 12 00:00:30,614 --> 00:00:33,750 chief growth officer at Hazelyn Betty Ford Foundation. 13 00:00:34,130 --> 00:00:35,409 Bob, how's it going? Thanks so much for 14 00:00:35,409 --> 00:00:37,329 joining us today. Hey. Great, Scott. Thanks for 15 00:00:37,329 --> 00:00:39,009 having me. I think we're gonna have a 16 00:00:39,009 --> 00:00:41,250 great conversation and kinda dive into, you know, 17 00:00:41,250 --> 00:00:43,189 a lot of the big opportunities and challenges 18 00:00:43,489 --> 00:00:45,329 in health care today. But before we dive 19 00:00:45,329 --> 00:00:46,609 into all that, can you please just tell 20 00:00:46,609 --> 00:00:48,015 us a little bit more about yourself and 21 00:00:48,015 --> 00:00:48,674 your background? 22 00:00:49,134 --> 00:00:49,614 Sure. 23 00:00:50,494 --> 00:00:52,494 I am the chief growth officer at Hazel 24 00:00:52,494 --> 00:00:54,814 and Betty Ford, which has lots of different 25 00:00:54,814 --> 00:00:55,875 areas of responsibility 26 00:00:57,375 --> 00:00:59,795 in developing the relationships and partnerships 27 00:01:00,600 --> 00:01:02,920 with the business the business to business communities 28 00:01:02,920 --> 00:01:04,680 that refer patients to us and partner with 29 00:01:04,680 --> 00:01:05,980 us. But I also represent 30 00:01:06,520 --> 00:01:07,180 the entire, 31 00:01:08,280 --> 00:01:08,780 enterprise 32 00:01:09,560 --> 00:01:11,159 as far as making, 33 00:01:11,560 --> 00:01:12,780 our product services, 34 00:01:14,295 --> 00:01:14,795 available, 35 00:01:15,334 --> 00:01:17,334 to the communities we serve. And as a 36 00:01:17,334 --> 00:01:18,954 nonprofit, we have a long history 37 00:01:19,814 --> 00:01:22,055 of knowledge sharing. So it's trying to create 38 00:01:22,055 --> 00:01:24,614 those pathways that help it help more patients 39 00:01:24,614 --> 00:01:26,534 get help and for us to share our 40 00:01:26,534 --> 00:01:27,034 knowledge, 41 00:01:27,415 --> 00:01:28,234 with the industry. 42 00:01:29,269 --> 00:01:31,369 I've been here for about fifteen years, and 43 00:01:31,430 --> 00:01:32,709 prior to that, I was the founder and 44 00:01:32,709 --> 00:01:34,709 CIO of AIR Health, which is a behavioral 45 00:01:34,709 --> 00:01:35,450 health company. 46 00:01:35,750 --> 00:01:37,349 And then prior to that, I did, 47 00:01:38,869 --> 00:01:41,369 twenty years in the high-tech, mostly startups. 48 00:01:42,564 --> 00:01:44,325 Wonderful. Appreciate you sharing all the background. I 49 00:01:44,325 --> 00:01:45,305 feel very interesting. 50 00:01:46,645 --> 00:01:49,305 And getting getting to the great work 51 00:01:49,765 --> 00:01:51,944 at Betty Ford, I'm just curious what 52 00:01:52,245 --> 00:01:54,245 accomplishments you're most proud of from the past 53 00:01:54,245 --> 00:01:54,745 year. 54 00:01:55,329 --> 00:01:56,930 Yeah. I think well, I think in the 55 00:01:56,930 --> 00:01:59,170 past the past year has been yeah. I 56 00:01:59,170 --> 00:02:00,709 think we if we look at the addiction 57 00:02:00,849 --> 00:02:02,209 treatment world today and we look at the 58 00:02:02,209 --> 00:02:03,109 changing patient 59 00:02:03,569 --> 00:02:04,069 expectations 60 00:02:04,450 --> 00:02:06,530 and then the patient needs, I think the 61 00:02:06,530 --> 00:02:08,849 thing that I'm most proud of, I think 62 00:02:08,849 --> 00:02:10,789 that we're most proud of, that we accomplished, 63 00:02:11,925 --> 00:02:12,824 last year 64 00:02:13,164 --> 00:02:13,664 is 65 00:02:14,004 --> 00:02:15,784 our evolution of our mission 66 00:02:16,564 --> 00:02:18,584 and our care to do more integration 67 00:02:19,125 --> 00:02:21,444 of mental health and substance use and to 68 00:02:21,444 --> 00:02:22,425 create new 69 00:02:22,965 --> 00:02:23,784 co occurring 70 00:02:24,520 --> 00:02:27,560 mental health and substance use substance use disorder 71 00:02:27,560 --> 00:02:28,060 programs, 72 00:02:28,919 --> 00:02:31,159 and that we're opening up new service lines 73 00:02:31,159 --> 00:02:33,400 and new facilities to support the growing needs 74 00:02:33,400 --> 00:02:35,800 of these more complex patients. I would also 75 00:02:35,800 --> 00:02:36,860 say I I I 76 00:02:37,974 --> 00:02:39,254 do wanna miss the thing I think that 77 00:02:39,254 --> 00:02:40,215 we're most proud of too. One of the 78 00:02:40,215 --> 00:02:41,835 things that we're most proud of too is 79 00:02:42,135 --> 00:02:44,375 that last this year, we celebrated our seventy 80 00:02:44,375 --> 00:02:46,854 fifth anniversary. You know, Hazel Betty Ford was 81 00:02:46,854 --> 00:02:49,014 one of the pioneers in addiction treatment. They're 82 00:02:49,014 --> 00:02:50,615 founded back in 1949. 83 00:02:50,615 --> 00:02:52,750 And then in 1982, we merged with the 84 00:02:52,750 --> 00:02:54,370 Betty Ford Center who also celebrated, 85 00:02:54,909 --> 00:02:56,696 you know, its fortieth anniversary. So we had 86 00:02:56,696 --> 00:02:58,803 a lot of years of of first or 87 00:02:58,803 --> 00:03:01,169 or or or years of recognition last year. 88 00:03:01,310 --> 00:03:02,669 But I think also that, 89 00:03:03,150 --> 00:03:05,090 our continued focus through some general 90 00:03:05,474 --> 00:03:07,094 generation generation of, 91 00:03:07,955 --> 00:03:08,694 of donations 92 00:03:09,155 --> 00:03:11,495 generous donations that we've been able to establish 93 00:03:12,115 --> 00:03:14,455 a national center for for family and children 94 00:03:14,835 --> 00:03:17,395 so that we could continue to evolve treatment 95 00:03:17,395 --> 00:03:18,914 to the families, which is really important in 96 00:03:18,914 --> 00:03:21,590 need, and to children whose parents are struggling 97 00:03:21,590 --> 00:03:23,530 with substance use that we continue to expand, 98 00:03:23,909 --> 00:03:25,510 you know, our research and care and to 99 00:03:25,510 --> 00:03:27,830 share that knowledge and care with anybody in 100 00:03:27,830 --> 00:03:29,290 The US who needs that help. 101 00:03:29,830 --> 00:03:30,969 I wanna ask you about 102 00:03:31,430 --> 00:03:31,930 technology. 103 00:03:32,550 --> 00:03:35,044 I'm sure, obviously, developments technology help 104 00:03:35,504 --> 00:03:36,784 you and your colleagues with the work you 105 00:03:36,784 --> 00:03:39,104 do with Betty Ford. But is it also 106 00:03:39,185 --> 00:03:40,944 does it also create challenges when you're when 107 00:03:40,944 --> 00:03:43,344 you're dealing with patients and people you're trying 108 00:03:43,344 --> 00:03:44,324 to help and and 109 00:03:44,625 --> 00:03:46,864 how there's such easy access to things that 110 00:03:46,864 --> 00:03:48,805 they might be abusing or attempted to abuse? 111 00:03:49,400 --> 00:03:50,840 Yeah. I mean, that that's a really good 112 00:03:50,840 --> 00:03:53,000 question. I think that that's one of I 113 00:03:53,000 --> 00:03:55,020 think our challenges moving forward 114 00:03:56,360 --> 00:03:56,860 is 115 00:03:58,199 --> 00:04:00,780 how do we meet the changing expectations 116 00:04:02,314 --> 00:04:03,055 of consumers 117 00:04:03,835 --> 00:04:04,814 as it relates 118 00:04:05,675 --> 00:04:07,534 to how they want how they 119 00:04:07,835 --> 00:04:08,895 look for care, 120 00:04:09,754 --> 00:04:11,915 how they engage in care, and what they 121 00:04:11,915 --> 00:04:13,375 expect care to look like. 122 00:04:13,675 --> 00:04:15,675 One of the initiatives that we're working on 123 00:04:15,675 --> 00:04:16,975 and that we've worked on 124 00:04:18,079 --> 00:04:19,599 over the last couple of years is to 125 00:04:19,599 --> 00:04:20,099 create 126 00:04:20,879 --> 00:04:22,500 new digital patient pathways 127 00:04:23,680 --> 00:04:25,839 to kind of make make help us meet 128 00:04:25,839 --> 00:04:27,220 patients where they're at 129 00:04:27,759 --> 00:04:29,519 in not only their disease, but also in 130 00:04:29,519 --> 00:04:31,139 their decision making process. 131 00:04:32,645 --> 00:04:34,345 So we can make care more accessible 132 00:04:35,845 --> 00:04:37,225 and easier to access, 133 00:04:38,324 --> 00:04:39,145 more confidential. 134 00:04:39,685 --> 00:04:40,485 And I think, 135 00:04:41,205 --> 00:04:42,485 you know, we're faced with some of the 136 00:04:42,485 --> 00:04:45,384 challenges of emerging new of new tech companies, 137 00:04:45,860 --> 00:04:47,379 you know, who keep moving into the the 138 00:04:47,379 --> 00:04:48,519 behavioral health space 139 00:04:49,259 --> 00:04:49,750 who, 140 00:04:50,240 --> 00:04:52,980 you know, are are are bringing a lot 141 00:04:52,980 --> 00:04:55,139 of solutions to market quickly. And how do 142 00:04:55,139 --> 00:04:57,779 we compete with that while we're still holding 143 00:04:57,779 --> 00:05:00,264 true to, you know, our long term model 144 00:05:00,264 --> 00:05:03,084 of care? You know, combining that that science, 145 00:05:04,024 --> 00:05:07,165 evidence based therapies with spiritual, mental, physical well-being, 146 00:05:08,185 --> 00:05:10,665 as well as communities. I think that's the 147 00:05:10,665 --> 00:05:11,944 challenge for us is to be true to 148 00:05:11,944 --> 00:05:13,785 our model, but also to evolve it in 149 00:05:13,785 --> 00:05:14,685 a digital world. 150 00:05:15,610 --> 00:05:18,009 What are the big organizational goals you've set 151 00:05:18,009 --> 00:05:19,230 for 2025? 152 00:05:20,250 --> 00:05:21,470 To continue to integrate 153 00:05:22,089 --> 00:05:22,750 and expand, 154 00:05:23,930 --> 00:05:24,990 our mental health 155 00:05:25,529 --> 00:05:27,150 and substance use treatment 156 00:05:27,685 --> 00:05:29,625 and to continue to to hire, 157 00:05:30,485 --> 00:05:32,725 the staff recruit and hire and retain the 158 00:05:32,725 --> 00:05:33,944 staff that is qualified 159 00:05:34,805 --> 00:05:35,305 to 160 00:05:35,845 --> 00:05:36,985 deliver these different, 161 00:05:37,845 --> 00:05:38,745 forms of treatment, 162 00:05:39,990 --> 00:05:40,650 to meet 163 00:05:41,350 --> 00:05:43,290 the, again, the complexities of the patients, 164 00:05:43,750 --> 00:05:44,730 that we're seeing. 165 00:05:46,150 --> 00:05:47,910 What headwinds do you anticipate for the next 166 00:05:47,910 --> 00:05:49,290 year or two? Well, 167 00:05:49,670 --> 00:05:51,430 that's a great question. If you, you know, 168 00:05:51,430 --> 00:05:52,790 I think if you think of us as 169 00:05:52,790 --> 00:05:53,449 an organization, 170 00:05:54,784 --> 00:05:56,384 I think that we're we've got a lot 171 00:05:56,384 --> 00:05:57,985 of challenge. I mean, the things that pop 172 00:05:57,985 --> 00:06:01,284 up always are, you know, payer payer reimbursement 173 00:06:01,504 --> 00:06:02,004 rates. 174 00:06:02,464 --> 00:06:04,404 I think if you look at digital security, 175 00:06:04,625 --> 00:06:07,904 you know, and and rev cycle management and 176 00:06:07,904 --> 00:06:09,910 staff retention, as I mentioned, I think those 177 00:06:09,910 --> 00:06:11,210 are all the issues facing, 178 00:06:11,990 --> 00:06:14,490 the organizations. If I think about me specifically, 179 00:06:15,270 --> 00:06:16,970 you know, in in my organizational 180 00:06:17,430 --> 00:06:17,930 growth, 181 00:06:18,310 --> 00:06:18,949 I think, 182 00:06:19,350 --> 00:06:20,410 I think it is, 183 00:06:20,949 --> 00:06:22,330 continue to grow demand 184 00:06:23,675 --> 00:06:24,654 and to understand, 185 00:06:25,914 --> 00:06:26,735 the changing 186 00:06:27,194 --> 00:06:28,414 patterns of consumers 187 00:06:29,514 --> 00:06:31,454 to to find effective, 188 00:06:31,914 --> 00:06:33,615 ways to acquire patients, 189 00:06:34,235 --> 00:06:36,495 while the cost of acquisition is growing. 190 00:06:37,220 --> 00:06:38,660 I think we see a lot of patients 191 00:06:38,660 --> 00:06:40,759 today using kind of that word, that shopper, 192 00:06:41,220 --> 00:06:44,100 who are more confused trying to navigate behavioral 193 00:06:44,100 --> 00:06:45,639 health, you know, as ever before. 194 00:06:46,019 --> 00:06:47,540 I think many of them are turning to 195 00:06:47,540 --> 00:06:48,360 doctor Google 196 00:06:48,914 --> 00:06:49,414 and, 197 00:06:50,435 --> 00:06:52,774 you know, finding easy access on ramps 198 00:06:53,314 --> 00:06:53,814 that, 199 00:06:54,675 --> 00:06:56,274 may not be what they need, but maybe 200 00:06:56,274 --> 00:06:57,634 what what they were trying to do. And 201 00:06:57,634 --> 00:06:59,474 then what happens to those patients and where 202 00:06:59,474 --> 00:07:00,854 do they fit fall into, 203 00:07:01,770 --> 00:07:04,490 the cracks when, you know, those levels of 204 00:07:04,490 --> 00:07:04,990 intervention 205 00:07:05,610 --> 00:07:07,149 don't provide the help they need? 206 00:07:08,009 --> 00:07:09,210 You know, what do they do next? I 207 00:07:09,210 --> 00:07:10,670 think, you know, the headwind is 208 00:07:11,290 --> 00:07:12,270 is trying to, 209 00:07:13,370 --> 00:07:16,189 look at new ways to to engage patients 210 00:07:16,884 --> 00:07:18,564 and to provide the services that they're looking 211 00:07:18,564 --> 00:07:20,345 for and then to expand our continuum 212 00:07:21,045 --> 00:07:22,485 to support them in the way they wanna 213 00:07:22,485 --> 00:07:24,084 be supported so that, you know, the emphasis 214 00:07:24,084 --> 00:07:26,324 on digital and virtual product development will be 215 00:07:26,324 --> 00:07:26,824 important. 216 00:07:28,165 --> 00:07:30,245 You shared a lot about your career at 217 00:07:30,245 --> 00:07:31,305 the start of the podcast. 218 00:07:31,680 --> 00:07:32,579 How are you evolving as a 219 00:07:32,879 --> 00:07:33,379 leader? 220 00:07:34,399 --> 00:07:35,839 That's a really good question too. 221 00:07:37,519 --> 00:07:38,879 Yeah. We we put a lot of work 222 00:07:38,879 --> 00:07:41,379 into our DEI initiatives this year, 223 00:07:41,759 --> 00:07:43,519 and I think that that's opened my eyes 224 00:07:43,519 --> 00:07:44,979 to opportunity for inclusion. 225 00:07:46,194 --> 00:07:47,495 I think as an individual, 226 00:07:48,675 --> 00:07:49,335 I am 227 00:07:49,955 --> 00:07:51,574 really working to understand 228 00:07:52,514 --> 00:07:53,254 the crossroads 229 00:07:53,795 --> 00:07:55,254 of traditional patient care 230 00:07:56,035 --> 00:07:58,595 and and the digital world. So I personally 231 00:07:58,595 --> 00:08:00,194 been investing a lot of time and effort 232 00:08:00,194 --> 00:08:00,694 into, 233 00:08:01,949 --> 00:08:02,449 technology, 234 00:08:02,750 --> 00:08:03,250 AI, 235 00:08:03,870 --> 00:08:04,349 and, 236 00:08:05,229 --> 00:08:07,310 growing need to bring technology into all of 237 00:08:07,310 --> 00:08:08,370 our patient interactions. 238 00:08:08,910 --> 00:08:10,930 And one of my areas of responsibility 239 00:08:11,470 --> 00:08:14,209 is our first call for help teams. And, 240 00:08:14,615 --> 00:08:16,394 you know, how do we continue to evolve 241 00:08:16,455 --> 00:08:19,675 that patient journey? How do we use AI 242 00:08:20,535 --> 00:08:21,595 to help make our 243 00:08:21,975 --> 00:08:23,274 first call for help, 244 00:08:23,894 --> 00:08:24,394 staff 245 00:08:24,935 --> 00:08:25,675 more effective? 246 00:08:27,095 --> 00:08:28,875 And, you know, how do we use technology 247 00:08:28,935 --> 00:08:29,915 to better understand 248 00:08:30,910 --> 00:08:33,149 our patients, their needs, and to personalized care 249 00:08:33,149 --> 00:08:34,910 for them? You know, on a on another 250 00:08:34,910 --> 00:08:36,830 personal level, since we're talking today, Skye, I 251 00:08:36,830 --> 00:08:39,309 will share that. I am excited today to 252 00:08:39,309 --> 00:08:41,230 to that I am celebrating my thirtieth year 253 00:08:41,230 --> 00:08:41,889 of recovery. 254 00:08:42,750 --> 00:08:44,274 Not only am I a Hazel and exec, 255 00:08:44,274 --> 00:08:45,795 but, thirty years ago, I was a Hazel 256 00:08:45,795 --> 00:08:46,855 and Betty Ford patient. 257 00:08:47,394 --> 00:08:48,934 And I think, you know, 258 00:08:49,715 --> 00:08:51,495 living my life's journey in recovery, 259 00:08:52,355 --> 00:08:55,894 being able to mix that combination of business 260 00:08:56,909 --> 00:08:57,649 and recovery 261 00:08:58,350 --> 00:08:58,850 experience 262 00:08:59,709 --> 00:09:01,230 to helping us guide, you know, where we 263 00:09:01,230 --> 00:09:02,589 need to go in the future and then 264 00:09:02,589 --> 00:09:05,329 also, you know, how I practice those principles 265 00:09:05,389 --> 00:09:06,690 at all of my affairs, 266 00:09:07,149 --> 00:09:08,929 you know, within, our organization 267 00:09:09,789 --> 00:09:11,809 has been something that I've been focusing on. 268 00:09:12,745 --> 00:09:14,745 Well, a big congratulations on that, Bob, and 269 00:09:14,745 --> 00:09:16,345 thank you very much for sharing. I'm sure 270 00:09:16,345 --> 00:09:18,665 that experience has made you a huge asset 271 00:09:18,665 --> 00:09:20,504 to everybody you're helping over there. And thanks 272 00:09:20,504 --> 00:09:21,865 so much for joining us. It was a 273 00:09:21,865 --> 00:09:23,785 great conversation, and I look forward to working 274 00:09:23,785 --> 00:09:25,705 with you again soon. Thank you. Thank you 275 00:09:25,705 --> 00:09:26,524 very much.