Thank You to Our Platinum and Presidential Sponsors

2010 Issue 1

Our Corporate Sponsors

We gratefully acknowledge the commitment of our Corporate Sponsors who assist in the funding of the Chapter's programs and activities

President's Club
Ernst & Young, LLP
Human Arc Corp.
Howard, Wershbale & Co.

Platinum Club
Alta Partners LLC
Joseph R Harrison Co., LPA
HRSI/FirstCredit International Corp
JP Recovery Services
RSM McGladrey
Total Practice Management, LLC

Gold Club

CBE Group
Squire, Sanders & Dempsey LLP

Silver Club
Fenner Consulting
The ROI Companies

Bronze Club
ARC Group Associates
Bruner Cox, LLP
Calfee, Halter & Griswold LLP
Emrhein & Associates
HMC Group
KeyBanc Capital Markets
Masters Assoc Receivables Mgmt, Inc.
Quadax, Inc.
UCB, Inc.
Wise Management Services Inc.

HFMA Northeast Ohio
Chapter Officers

Michael J. Manfull

Susan R. Flaherty, CPA

Vice President
Diane Lilko, CPA

Chapter Secretary/Treasurer
Geoffrey A. Himes, FHFMA, MBA

Anna Sulewski, CPA

Chapter Coordinator
Kathleen A. Much

Board of Directors
Charles R. Alderson
Carl S. Ebner, CPA
Daniel Hardwick
Holly M. Pelaia
Theodore E. Reddy
Suzanne M. Tschetter, CPA

Visit HFMA National at:

Visit HFMA Northeast Ohio at:

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President’s Message

Mike ManfulDear Fellow HFMA members,

Issues such as changing legislation, reductions in reimbursement, and scrutiny regarding readmissions are nothing new in the healthcare industry. However, in this new chapter in our industry, these issues could potentially have a far greater affect on healthcare delivery. When we all thought that uncertainty in our industry could not deepen, we are now facing historic changes for our nation which, at best, are even more uncertain. The one commonality is that we all believe change is needed. The problem in that common feeling is that not all agree on how much change is enough or, in some cases, not enough. This underscores the importance of our profession and all that we do. As finance professionals, we may never directly save a life, but every day we play a role in the health, healing and wellness of our community and, ultimately, our nation.

As Debora Kuchka-Craig, the Chair of the National Board of Directors for HFMA, described to us at ANI, her theme is "Step Up." Ms Kuchka-Craig has chosen her theme of "Step-Up" for this year and for this time. After hearing her vision and presentation concerning her theme, I could not agree more. The question is who must "Step Up"? My response is that we all must do so. In this time of change, no matter what role we are in, whether a provider organization or not, we all are responsible for playing a part in change.

There is no doubt that the changes to come will affect us all regardless of whether we are in an executive position, a PFS role, reimbursement, reporting, consulting or even support services such as AP, payroll or analysis. I would suggest that if change will reach us all, then we all have an opportunity to play a role in that change. As we are all aware, healthcare spending in our nation has reached a level that is unacceptable and unsustainable. Future forecasts are bleak at best. We all have the responsibility in our roles to facilitate change through efficiency, technology and innovation. We can each play an important role in change, assuming we are willing to "Step Up".

Mike Manfull
Northeast Ohio Chapter, HFMA

New Members Spotlight - Welcome to NEOHFMA!

A closer look at some of the newest members to the Northeast Ohio Chapter of HFMA.

Tyler N. Lewis, MBA
CompuData, Inc.

Getting to Know You Questions:
What do you like most about working in healthcare?
The future prospects with major change and the business opportunities that will undoubtedly follow.

Where did you go to college?
B.S Finance Miami University '02 and MBA Banking/Finance/Organizational Development Case Western Reserve University '08

What activities do you enjoy outside of work?
Golfing, cooking, spending time with family

What is your favorite restaurant in Northeast Ohio?
Ken Stewart's

Camille Ho-A-Lim
Hillcrest Hospital a Cleveland Clinic Hospital

Getting to Know You Questions:
What is the biggest challenge you face in your position?
Acclimating and becoming familiar with the various healthcare terminologies, rules & regulations.

Favorite Sport or Sports Team?
Basketball and the Lakers.

Tell us the most intriguing thing about yourself?
I immigrated from a tropical country in South America to Cleveland where I had to acclimate to the seasons.

Where did you grow up?
Guyana, South America

Brenda Cervini
First American Healthcare Finance

Getting to Know You Questions:
Why did you decide to get involved in HFMA?
My company, First American Healthcare Finance recently received the Peer Reviewed Status from the HFMA. We are the only finance company to have achieved this designation, and we were very excited about it. I would like to become active in the NE Ohio Chapter because I call on hospitals all over Ohio, and want to fully understand healthcare issues and processes.

Where did you go to college?
SUNY Brockport. I have a BA in Business Administration with a minor in Spanish.

Do you have any pets?
Yes, a Pekenese named Maxine, and three cats, Puck, Cutie and Peanut.

What was your first job?
I worked in corporate banking at Chase Bank.

Sarah Fletcher
Kaiser Permanente

Getting to Know You Questions:
What do you like most about working in healthcare?
I had never worked in healthcare prior to accepting this position, and all my experience was manufacturing/retail based. Now I get to come to work everyday and learn something new! I also had absolutely no concept of how complex healthcare is, which makes it all the more challenging and rewarding.

What was the last book you read?
Under the Dome by Stephen King. Great read and interesting thoughts on social interaction.

Do you have any pets?
My beloved Lab Mazzy!

Team Edward or Team Jacob?
Definitely Team Jacob. My dog kind of looks like him!

Michelle L. Earich
The Wellington Group, LLC

Getting to Know You Questions:
What is the biggest challenge you face in your position?
Getting the attention of a potential client to review our products given their busy schedules. On a positive note, once they are able to put some time aside for a demonstration they often see the value of our products to improve reimbursement and compliance.

What activities do you enjoy outside of work?
My husband Scott and I enjoy spending time with our family and love to travel.

Where did you grow up?
My father was in the Navy for 22 ½ years and I was born in Oakland California. We traveled often and I was in 14 schools before graduating in 1978 from Canton McKinley in Canton Ohio.

What was your first Job?
My first job was with Aultman Hospital in Canton, OH. I was hired as a Pharmacy Technician.

Michael Ferkovic
Deloitte & Touche, LLP

Getting to Know You Questions:
Why did you decide to get involved in HFMA?
I am in the process of taking on an industry specialization for my work. Healthcare is intriguing due to the challenges and issues noted above. HFMA can provide me with learning and networking opportunities to take on those challenges.

Where did you go to college?
The University of Notre Dame

What was the last book you read?
The Black Swan: The Impact of the Highly Improbable by Nassim Nicholas Taleb

What is your favorite restaurant in Northeast Ohio?
I’m torn between Michael Symon’s B-Spot or Great Lakes Brewery.

New Members - Welcome to NEOHFMA!

Please welcome our newest members to the Northeast Ohio Chapter of HFMA. Look for them at our next meeting and welcome them to our organization.

Julia Zeleznikar
Ernst & Young

Mamta Soni

Ed Junelov
Ernst & Young

Damon Lewis
Health Dynamix

Jennifer L. Meyer
Ernst & Young

Michael Ferkovic
Deloitte & Touche LLc

Jennifer Minne
Ernst & Young

Susan Mego
MetroHealth System

Greg Folger
Ernst & Young

Stacy L. Harper
MetroHealth System

Stephanie Smith
Howard, Wershbale & Co.

Ty Otto

Madeline Hanna
Ernst & Young

Trey Sheehan
Revenue Group

Bill Gill
Gateway Health

Brent Donnell
Charter One Bank

Jefferey S. Fennell
Parma Community General Hospital

Suzanne Trihas
The MetroHealth Medical Center

Karen L. Davila
Primary Care of Northern Ohio

Aya Ophir
Cohen Healthcare Consulting

Deanna B. Moore
The Center for Health Affairs

Camille A. Ho A Lim
Hillcrest Hospital

Bill Thielmon
Clinical Research Management

Edward C. Isla

Michael Shebak
Hartland Healthcare Services

Jason G. Cort
PNC Bank

Patrick B. Hinton
Southwest General Health Center

Doug Suna
The MetroHealth System

Sarah A. Fletcher
Kaiser Permanente

Christine H. MacKay-Michels
Akron General Health System

Angela M. Bush
Summa Physicians, Inc.

Carleen B. Welch
Cleveland Clinic Health System

Brenda Cervini
First American Healthcare Finance

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Welcome Back!

HFMA Members that have reinstated their Membership

David R. Lang, CPA
SHC/ The ARC of Medina

J. William Kutschbach
Howard, Wershbale & Co.

Dale J. Howard, CPA
University Hospitals

Susan E. Spanos
UHHS/ CSAHS – Cuyahoga, Inc.

Wendy M. Conway
Cleveland Clinic

John J. Brocketti
Cuyahoga Falls General Hospital

HFMA Certification

About HFMA’s Certification Programs
HFMA’s certification programs prepare you for increasingly responsible positions in the healthcare finance industry. Certification demonstrates your comprehensive understanding of healthcare financial management overall, as well as your proficiency in one or more specialty areas of healthcare finance.

HFMA offers two levels of certification:

  • Certified Healthcare Financial Professional (CHFP): Requirements include successful completion of the HFMA Core Certification Exam and one of four specialty exams in accounting and finance, patient financial services, financial management of physician practices, or managed care. Learn more about earning the CHFP designation.
  • Fellow of the Healthcare Financial Management Association (FHFMA): Available only to recipients of the CHFP designation, Fellowship in HFMA represents exemplary educational achievement, experience, and volunteer service to the healthcare finance industry. Learn more about earning the FHFMA designation.

Maintaining Your HFMA Certification
Once you’ve received your CHFP or FHFMA designation, you must maintain your designation by:

  • Remaining an active member in good standing of HFMA
  • Completing 90 contact hours of eligible professional development activities every three years

For more information visit:

Top Ten Reasons You Should Join the Marketing Committee (Membership & Web Page)

10. We need you!

9. It’s fun!

8. We are two Committees for the price of one - Membership and Web Page!

7. Once in awhile we feed you!

6. We need you!

5. It looks good on your resume!

4. You get to work with Phil who has a groovy English accent!

3 . Your boss will think you are a real enterprising person!

2. We need you!

And… the number one reason you should join the Marketing Committee…


To sign up please contact:

Philip J. Thorne @ (330) 666-6970 X13 ( or
Maureen Campbell @ (216) 986-1319 (


By Jack Bailey

Kudos to Darren Mauch of the Cleveland Clinic on being promoted to Director, Financial Reporting. Darren has exhibited a leadership role with finance leadership, PFS and the decision support team. Darren will also take the lead on developing the reporting functions for EAPM.

Kudos to Marian Buckner, also of the Cleveland Clinic, on being promoted to Director, Contract Compliance. Marian continues to be a key leader in supporting Market & Network Services and Revenue/Reimbursement leadership with key data related to contract performance and opportunity.

Congratulations to Frank M. Klaus, CPA, FHFMA, Cleveland State University. Frank was recently honored as Accounting Professor of the Year by the student members of Beta Alpha Psi, the accounting honorary, and the Accounting Association. Mr. Klaus teaches Accounting Information Systems and Information Systems Auditing as well as financial and managerial accounting to students in the Cleveland State University M.B.A. program.

Congratulations to Jill Hiner and her husband Michael on the birth of their first child, Logan Michael Hiner, on 05/25/10. Jill is the VP of Finance, CFO of Summa Western Reserve Hospital.

Kudos to Mary Reed and Bill Gill, formerly associated with DMI Transitions, on joining The Gateway Group. They bring national presence and the resourcesto support Gateway Health's growing client base.

Kudos to Chuck Josey on accepting the position of VP Corporate Finance at Lake Health.

Congratulations to Ted Reddy on accepting the position of Account Executive at Quadax in April.

Congratulations to Bob Matitia, of Menorah Park, and family on welcoming a new baby girl, Rachel, on 07/11/10.

Kudos to Holly Pelaia on her promotion to Vice President of Operations for the company’s Hospital Business Division. Read more on this in Sponsor’s Corner.

Northeast Ohio HFMA Speaker Series
Save the Date for these upcoming programs

Volunteer Appreciation Outing
Program Date: August 26, 2010
Program Location: Firestone Country Club, Akron, OH

Healthcare Updates
Program Date: September 22, 2010
Program Location: Corporate College East, Cleveland, OH

Program Date: October 21, 2010
Program Location: Corporate College East, Cleveland, OH

Gain CPE & Help NEO HFMA

Attend one or all of the free webinars below and not only gain CPE credits, but also help NEO HFMA reach its annual goal for educational hours.

HFMA’s Webinars offer you an easy way to get the information you need on pressing healthcare finance topics. From the comfort of your office, you can participate in a Webinar and find the strategies and tools you need to help your organization achieve success.

Upcoming Webinars

Submitting Appropriate Medicare Cost Report Data for Medical Devices and Supplies(August 19, 2010)

Transparency in Health Care: Patient Friendly Billing (August 26, 2010)

Medicare’s Final Inpatient Prospective Payment System Rule for FY11 (August 31, 2010)

To sign-up visit:

Chapter Educational Programs
You Asked — We Listened

The member satisfaction survey indicated a strong desire to hold educational programs in areas other than the eastside of Cleveland. The last three programs: held February through May: PFS, Healthcare 101 and GHALI have been in Akron, Independence and Canton. The most recent program held July 29th “Change is Coming – Will you be ready?” was held in downtown Cleveland and the Volunteer Appreciation will be held at Firestone Country Club in Akron. We are also working with providers to host educational programs on-site.

When planning a program, we need to factor in all expenses. The basic expenses include room rental, audio visual equipment and food. Corporate College East includes the audio visual, which is why it is frequently used. The more we can hold down expenses, the more money we have available to sponsor chapter activities. If anyone has any suggestions on other venues that would meet our needs, please contact Diane Lilko at, or (216) 767-8731.

We are asking – please listen

National HFMA sets goals for each chapter. For this past year ending April 2010, our education goal was 7.9 hours per member and we achieved 10.8, for a total of 6,708.4 hours. We were awarded the C. Henry Hottum Award for Education Performance Improvement. Special thanks go out to Susan Flaherty, last year’s Program Chair.

This year’s goal is set even higher: 12.9 hours per member, or 6,742 in total and includes both local and national educational events. This counts for 25% of our total chapter requirements. We need your participation in meeting these goals. If anyone has any suggestions on program topics or speakers, please contact me or any other Officer or Director.

Our website ( events calendar lists upcoming seminars. Some dates are tentative as we are still planning our year, so check the sight often for updates. We will also be making webinars available. Keep an eye out for email notifications of both programs and webinars. A brochure is also mailed to members for upcoming programs. These are sent approximately one month in advance. You need to keep your contact information up to date with National to assure you continue to receive correspondence. Choose “Update my Information” at

Thank you for your input and for making our chapter successful!

Program Recaps

2010 GHALI
by Claudio Zanin

The 2010 GHALI was held at the Glenmoor Country Club in Canton, Ohio. This historic and tradition filled site, initially was a seminary high school for boys preparing for the priesthood. In addition, this classic gothic building was built during the years 1930-1931 with the first class starting in late October of 1931. The building contains approximately 167,000 square feet. The Wolstein family purchased the 381 acres of land and building in 1989 that many considered to be one of the most desirable tracts in Stark County. After two years of renovation, the spa portion of the club opened in December of 1991. On July 1, 1992 Jack Nicklaus took part in the gala celebration which opened the golf course. The Grand Opening of the Clubhouse in September of 1992 followed. Moreover, the GHALI committee was very excited to bring the conference back to Glenmoor.

Our theme: “Surviving Change” was justly fitting for this year’s event. Healthcare reform legislation has finally been released and change has already begun. As a result, the conference included educational sessions led by healthcare industry leaders and a variety of pertinent topics, and provided attendees opportunities to research products and services present at the vendor booths during vendor fair times and throughout the 2-1/2 days. In keeping with tradition, the networking opportunities were abundant, starting out with Wednesday’s always very popular casino night. Thursday’s networking events included your choice of an 18 hole golf scramble, a visit to “The Spa at Glenmoor” or a enjoyable wine tasting event followed by an evening banquet which enabled our attendees to sample more of Glenmoor’s fine cuisine. We concluded that evenings events with music, Texas Hold-em and Cornhole tournaments.

Special thanks to everyone who participated on the GHALI Planning Committee for a job well done. The response to this year’s GHALI at Glenmoor Country Club was very positive and we do plan on having it there again in 2011! Consequently, planning is well underway for the 2011 GHALI and we will be releasing 2011 dates very soon. Please make sure to watch for details of next year’s conference so you won’t miss out on everything this event has to offer.

Click here to view event photos Click here for program documents

Sponsor’s Corner

Human Arc Promotes Holly Pelaia to Vice President of Operations

Cleveland, Ohio: June 21, 2010 – Human Arc Executive Vice President Robert W. Glaser has announced the promotion of Holly Pelaia to Vice President of Operations for the company’s Hospital Business Division.

In her new role, Ms. Pelaia is responsible for overall Hospital Business Division quality, performance and profitability. Glaser stated, “Rapid growth, coupled with increased market complexities, requires enhanced planning, organizational and team development, systems thinking and innovative problem solving capabilities; these are all Holly Pelaia’s key strengths and demonstrated competencies. Also, in her previous capacity directing our division’s expanding PayerLogicsm Services line, she established a consistent record of impressive success, including driving substantial improvements in the quality of our out-of-state Medicaid billing and follow-up business and the introduction of effective solutions to newer challenges facing our hospital clients, such as those now posed by recovery audit contractors.”

Immediately before joining Human Arc in 2006, Ms. Pelaia was Vice President of Revenue Management for Spectrum Diagnostic Imaging (with 20 facilities across four states), a capacity in which she was critical to strategic planning, training, compliance, new contract development, cash management and customer service. Prior to that, she served as Director of Accounts Receivable and Insurance Operations for DentalCare Partners, Inc., the management firm for 68 Sears Dental facilities. In the 1990’s, she began building her management experience as Director of Patient Financial Services for both Coram Healthcare and, before that, the Visiting Nurse Association of Cleveland.

Ms. Pelaia is an industry-recognized speaker, a Northeast Ohio Healthcare Financial Management Association board member, and co-chair of its Patient Financial Services Committee. She holds both BS and BA degrees from Miami University (Oxford, OH) and presently leads two major community outreach initiatives on behalf of the National Multiple Sclerosis Society.

About Human Arc
Established in 1984, Human Arc serves hospitals and healthcare systems nationwide with self-pay reimbursement-related services. These include the company’s Eligibility Enrollment Servicesm, Disproportionate Share Servicessm, PayerLogicsm Denial Solutions, Out-of-state Medicaid Solutions and Legacy Conversion Advantage services, as well as its proprietary Software-as-a-Service technology to help healthcare providers manage their in-house self-pay eligibility/enrollment efforts. Human Arc also provides inovative revenue enhancement solutions to managed care health insurers. These include specialized PremiumAssistsm Part D Solutionssm services to Medicare Advantage, prescription drug and special needs health plans, as well as Best Benefitssm Supplemental Security Income enrollment assistance to qualified Medicaid managed plan members. Human Arc helps clients optimize their fiscal health in the marketplace while improving access to healthcare and quality-of-life benefits.

For more information, please visit

HFMA Sponsors -

Do not forget to get your company’s spotlight & new products & services mentioned in the Newsletter.

Have you and your organization reviewed and joined the HFMA Northeast Ohio Chapter Linked In & Facebook groups yet? Contact Mike Manfull for additional information.

Educational Articles

The Math and Mentalities of Market Timing

By: Adam J. Smith, CFA, CAIA
Investment Strategist

The concept of “market timing” continues to divide the investment industry: Some investors, particularly active traders, believe an investor can profit from changes in an asset class’s outlook by moving entirely into or out of that asset class at a certain moment, while academics tend to believe it impossible to consistently generate excess returns this way. Active traders build portfolios around market timing strategies, and even those who don’t engage in highly active investment strategies are still susceptible to emotional market timing – for example, eliminating or reducing exposure to the U.S. equity market after a significant decline.

It’s always tempting to try to time the market; this is one of the core reasons that financial advisers are constantly instructing institutions not to. But what happens if they do try – and they’re right? Or wrong? And can institutional investors consistently time the market? Read More

Patient Identity – A Hospital’s Clinical Responsibility

By: B. Christopher Linder, Senior Client Executive, SearchAmerica

It’s Sunday afternoon in the ER of an outlying hospital in the Midwest. The radiologist arrived and completed his review of some X-rays from a car accident victim admitted the night before. He identified several blood clots which needed to be treated or a massive stroke may result. However, as no injuries were found the patient was released earlier that morning.

No problem.

The physician calls the phone number on the patient’s record only to find it disconnected. A day nurse offers to drive by the address on her way home and ask the patient to call her physician immediately. Unfortunately, the address is a vacant lot. Read More…

What’s Hiding in Your Vendor Inventories?

About the Author
Steven Levin is CEO and co-founder of Connance, a leading provider of back-office, self-pay collection and scoring solutions. Contact him at or visit

Today, most hospital business offices rely on third party vendors, such as collection agencies, extended business office partners and eligibility firms, to augment their internal collection efforts. Every day, accounts and financial updates flow back and forth between a hospital and its vendors. Despite everyone’s best intentions, the current operating routines and processes often result in inconsistencies between the inventory records of a hospital and its vendors.

Always thought to be a relatively minor issue, recent research suggests the inventory reconciliation problem is significant, pervasive and critical. Reconciliation issues between providers and their vendors can lead simply to lost cash and high operating costs or go so far as to create regulatory issues and major public relations problems. Read More…

HFMA Website News

In an effort to demonstrate the Chapter’s commitment to enhance communications to our members, the website committee has engaged in a project to improve the NEO HFMA website. In recent months, several opportunities have become available that will promote further collaboration and networking amongst our members.

Watch for these and other changes in the coming months on improvements to the website’s functionality and the content available to you.

If you haven’t been on in a while, check it out and see what you have been missing at


These words can all have a letter added and then be rearranged to make a new 5-letter word. The letters added spell a 9-letter word. What are the new words?


E-mail your answer to Debora Guillermo at All correct entries will be included in a drawing and one lucky entrant will receive a $25 gift certificate.

Previous puzzle


Apples : $2.40
Bananas $1.25
Cherries $3.70

Lisa Geiger of Alliance Community Hospital won a $25 gift card.



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