Learn how Greenway Health helped one practice improve operational efficiency and improve reimbursement rates.

1. © 2017 Greenway Health, LLC. All rights reserved. Cited trademarks or registered trademarks are the property of Greenway Health,
LLC or its affiliates. Other product or company names are the property of their respective owners.
Case Study
Maintaining the financial
foundation for excellent care
Genesis OB/GYN Genesis OB/GYN is a family of single specialty women’s health practices covering all
southern Arizona. With 200 employees — including 40+ providers — the practice sees over 200,000
encounters per year. Its open-door policy means that the practice sees all the women who come to them,
regardless of insurance status or ability to pay. Seeing patients from all walks of life is part of the Genesis
mission to improve the health of women throughout southern Arizona.
Challenge
As Genesis CEO Gregory Robinson says, “In
focusing on patient care, the bottom line often
gets challenged, and that’s the most difficult thing
for a Chief Executive Officer. In order to be a good
steward to our patients, we have to have a healthy
bottom line. That means we have some fiduciary
responsibility to really focus on running an efficient
and profitable business.”
Financial issues particularly impact an open-
door practice like Genesis. Of course, the practice
also grapples with other challenges facing the
healthcare industry: meeting changing patient
expectations; training and keeping good staff; and
managing the transition from fee-for-service to
value-based care.
“I think our greatest challenges today are reaching
out to patients, communicating with patients, and
getting patients involved in their own healthcare —
all while maintaining a very healthy environment
in the workplace for our practitioners and for our
employees,” Robinson summarizes.
To maintain the healthy bottom line that enables
excellent patient care, Genesis needs accurate
data. “Some of the metrics that we evaluate from a
financial standpoint are things like days in accounts
receivable, collection rates, and write-off rates.
From a clinical perspective, we dive into things that
affect the OB/GYN world, things like C-section rate
and length of hospital stay. Those metrics are very,
very important to Genesis.”
To learn more about Greenway Revenue Services, call 866-242-3805.
Solution
Genesis looked at multiple vendors to determine
the best ambulatory healthcare system for both
electronic health records (EHR) and practice
management. “Ultimately, you’ve got to have good
data,” Robinson states, “and Greenway brought us
an evolving platform focused on data analytics that
ease the transition from fee-for-service to value-
based medicine.”
Genesis uses Greenway in every aspect of
the practice, from check-in to checkout. The
practice premises are wireless environments, so
practitioners can interact with Greenway systems
throughout the patient visit and treatment. “You
really have to become operationally efficient and
very automated,” says Robinson. “Having an EHR
that is integrated with practice management is vital
to reducing cost associated with payroll, along with
getting patients through our system in a timely and
efficient manner.”
To get the most from its Greenway partnership,
Genesis has worked with Greenway to focus on
training staff at every level, from the front desk to
“Having an EHR that is integrated with
practice management is vital to reducing
cost associated with payroll, along with
getting patients through our system in a
timely and efficient manner.”
— Gregory Robinson, CEO, Genesis OB/GYN

2. © 2017 Greenway Health, LLC. All rights reserved. Cited trademarks or registered trademarks are the property of Greenway Health,
LLC or its affiliates. Other product or company names are the property of their respective owners.
Case Study Allergy, Asthma & Immunology Associates
© 2017 Greenway Health, LLC. All rights reserved. Cited trademarks or registered trademarks are the property of Greenway Health,
LLC or its affiliates. Other product or company names are the property of their respective owners.
Case Study Genesis OB/GYN
the practitioner. Genesis has dedicated training
facilities and dedicated training personnel to
ensure that staff are well-equipped to use the
Greenway tools.
Explains Genesis COO Wendy Kurtin, “Our training
department works with all new physicians
individually to learn the Greenway system. That
includes bringing them into the classroom and
doing dedicated classroom time before we even
bring them into the clinic. The trainer then follows
the physician for however long it takes for them
to be comfortable with the system so it doesn’t
interfere with patient care.”
Results
Genesis has seen a 15% rise in operational
efficiency since partnering with Greenway for EHR
and practice management. “We think we’ve gained
that efficiency through the automation associated
with Greenway Health,” says Robinson. “Physicians
can now electronically prescribe medications, order
tests, and have that information automatically
entered into the EHR without human intervention.”
Adds COO Wendy Kurtin, “The increased
automation and efficiency have improved physician
workflow. They can really concentrate on seeing
the patient and giving them the face time that they
deserve instead of worrying about documentation.”
One of the founding physicians, Jennifer Reinhart,
M.D., now gets patient information more quickly,
For more information on Greenway Revenue Services and how Greenway Health can
help increase your practice revenue, call 866-242-3805 or visit greenwayhealth.com.
and can get it anywhere. “I can get important
information about patients’ medications and
important history information — the information
I need to give them the best care possible. Since I
can securely access the information from my office,
from my home, or from the hospital, I’m that much
more efficient.”
Secure, always-on access to information also
facilitates patient satisfaction. “The electronic
medical record is set up with a face sheet,” explains
Dr. Reinhart. “Just by scanning that quickly, I can
see what the patient has been through. I can look at
the notes documenting the reasons for their most
recent visits, and it helps me go in there feeling like
I know what’s going on and I’m ready to help.”
Greenway and Genesis OB/GYN’s focus on training
has reduced the employee turnover rate. “If you
give employees the tools they need to get the
job done,” Robinson observes, “and give them
that continual training, they become better, more
efficient, more contented employees.”
Equally important is Genesis’s ability to seamlessly
collect and access the data necessary to ensure
reimbursement. “We’re very proud of the fact that
our billing and collections are among the top in
the country,” Robinson says. “We couldn’t do that
without Greenway — particularly their practice
management, data analytics, and software and
reporting tools. Those are the types of things
Greenway is always proactively creating, adjusting,
and moving forward.”
That forward progress in data analytics and access
will pave the way for Genesis to succeed in value-
based reimbursement scenarios — and do so
without sacrificing the excellent care its teams
provide to all the women who come through its
doors, from every walk of life. “For us,” Robinson
concludes, “the most important thing in a vendor
relationship is a team approach. With Greenway,
when the day is done, I know we’re working
together to improve patient care.”
Key Outcomes
• 15% increase in operational efficiency.
• Reduced staff turnover.
• Among the highest reimbursement rates
in the nation.