Conifer Health and Brookwood Baptist Medical Center to Discuss Transformational Approach to Patient Access at HFMA ANI 2017

Data-driven methodology produces optimal combination of people, processes and technology to enhance the patient experience

Frisco, Texas – June 22, 2017 – Dorothy Rubio, Senior Vice President of Patient Services at Conifer Health Solutions, and Brandon Williams, Chief Financial Officer at Brookwood Baptist Medical Center, will co-present “Leveraging Technology, Analytics & Governance to Transform Patient Access” to attendees of the Healthcare Financial Management Association’s Annual National Institute 2017. The conference runs June 25-28 in Orlando, Florida; Rubio and Williams will present Session B10 at 2 p.m. EDT Tuesday, June 27.

Due to changes in health insurance plan designs, patients across the country have been experiencing rising out-of-pocket healthcare costs in recent years. Rubio and Williams will discuss these trends in their presentation, and review the ways in which hospitals can work with patients to help them more effectively manage their financial responsibility for care, including providing better upfront cost estimates for procedures and payment options.

“High-deductible health plans have become the norm, and as consumers share a greater portion of healthcare costs, hospitals need to help patients understand the overall cost of care and their options for payment much earlier in the process,” Rubio said. “Conifer Health has deep expertise helping hospitals and health systems solve key challenges by transforming their patient access functions with an optimal combination of people, processes and technology.”

Using the results of Brookwood’s transformation, the co-presenters will demonstrate at ANI 2017 how organizations can effectively utilize data and analytics to optimize the patient experience, delivering measureable value through improved automation, efficiency and quality.

About Brookwood Baptist Medical Center
With specialty and primary care physicians across five hospitals throughout central Alabama, Brookwood Baptist Medical Center is dedicated to providing advanced, compassionate support and treatment care for every need. We understand that each medical condition requires timeliness of care and specialization, which is why we offer the largest network of health care in central Alabama. With approximately 1,500 medical professionals, Brookwood Baptist Medical Center offers the services you need, close to home. For more information, visit

About HFMA
With more than 40,000 members, the Healthcare Financial Management Association (HFMA) is the nation’s premier membership organization for healthcare finance leaders. HFMA builds and supports coalitions with other healthcare associations and industry groups to achieve consensus on solutions for the challenges the U.S. healthcare system faces today. Working with a broad cross-section of stakeholders, HFMA identifies gaps throughout the healthcare delivery system and bridges them through the establishment and sharing of knowledge and best practices. We help healthcare stakeholders achieve optimal results by creating and providing education, analysis, and practical tools and solutions. Our mission is to lead the financial management of health care.