Today I spoke with David Burton, Chief Revenue Officer at Indiana University Health. We discussed the NRC survey on patient loyalty that reports why patients would consider switching providers.

David shared why value and volume are two of his favorite V words and how both count in the revenue cycle. We also talked about how closely the Chief Revenue Officer title is to care affordability and consumer experience.

If you are a company looking for a CRO, David’s advice is that you should “be clear on why you are creating the role." It could be revenue enhancement, market share growth, or many other things. He suggests making sure you know how you want to differentiate.

Catch the rest of our conversation in our latest episode from “Against the Odds: The Path to Patient Loyalty.”