Ask a Revenue Cycle Leader is a new series featuring insights from health system and hospital revenue cycle executives nationwide. Becker’s poses questions on the most pressing issues in healthcare finance — from payer relations and automation to workforce and patient experience.
Question: What’s the one revenue cycle initiative you’re prioritizing for the second half of 2026 and why?
Joel Gentry. Vice President of Revenue Cycle at OU Health (Oklahoma City): For the second half of 2026, I’m prioritizing the implementation of AI-driven technology to strengthen, standardize, and automate our prior authorization workflows. The goal is to reduce avoidable revenue loss associated with missing authorizations, incomplete or inaccurate authorization details, and medical necessity denials. As payer requirements continue to grow in complexity, leveraging AI to identify risks earlier in the process will improve both operational efficiency and financial performance. Ultimately, this initiative helps ensure patients receive timely care while protecting reimbursement for services appropriately delivered.
Dennis Jones. AVP of Revenue Cycle at Jefferson Health (Philadelphia): We are prioritizing a reduction in Medicaid “leakage” — patients who may qualify for Medicaid eligibility, but are receiving services without starting a Medicaid application.
We feel that we can offset some of the Medicaid cuts by being more diligent/aggressive in our efforts to identify and enroll patients who may qualify for Medicaid coverage. This is a benefit to the patients/families that we are attempting to enroll and is consistent with our mission to increase access to healthcare for our community.
Offsetting the administration’s Medicaid cuts will also help us keep our emergency rooms and outpatient clinics open for our patients.
Tony Morrison, Vice President, Chief Revenue Cycle Officer, Sanford Health (Sioux Falls, S.D.): At Sanford Health, our top revenue cycle priority for the second half of 2026 is our patient access transformation initiative. We’re creating a more modern and convenient front door for patients by leveraging technology, automation and innovative workforce models to enhance both the patient and employee experience.
Our focus is on simplifying the patient journey by reducing administrative burdens and making it easier to access care. That includes expanding self-scheduling, implementing contactless registration and arrival so patients can complete registration before they arrive for care and continuing our transition to a more digital, cashless experience through electronic billing and automated payment solutions that align with consumer expectations.
We’re also reimagining how our teams work. By leveraging automation to reduce repetitive administrative tasks and expanding flexible work opportunities, including remote roles where appropriate, we’re enabling employees to focus on higher-value interactions with patients.
Together, these efforts will create a more accessible, efficient and patient-centered experience while supporting employee engagement, operational excellence and long-term revenue cycle transformation.
Next question: What was the best piece of advice you received early in your career?
If you are interested in responding, please send responses to Andrew Cass at acass@beckershealthcare.com
At the Becker's 11th Annual IT + Revenue Cycle Conference: The Future of AI & Digital Health, taking place September 14–17 in Chicago, healthcare executives and digital leaders from across the country will come together to explore how AI, interoperability, cybersecurity, and revenue cycle innovation are transforming care delivery, strengthening financial performance, and driving the next era of digital health. Apply for complimentary registration now.