CEO of Greenberg Advisors Brian Greenberg encourages everyone to 'adopt an entrepreneurial mindset'

In this special Speaker Series, Becker's Healthcare caught up with Brian Greenberg, CEO of Greenberg Advisors, an investment firm specializing in revenue cycle management, healthcare IT, accounts receivable management and business process outsourcing.

Mr. Greenberg will speak during the Becker's Hospital Review 4th Annual Health IT + Revenue Cycle Conference on "Investing in Health IT and Revenue Cycle Companies," at 2:00 p.m. Thursday, Sept. 20. Learn more about the event and register to attend in Chicago.

Question: How do you promote innovation within your organization? 

Brian Greenberg: I encourage everyone to adopt an entrepreneurial mindset. I'm absolutely against doing things a certain way just because that's the way we've always done them. As a result, we maintain an environment where everyone is encouraged to find new, creative ways to achieve a goal, which has been a great source of innovative ideas in our merger and acquisition processes.  

Q: What's the best thing you've read lately? 

BG: The Battle of Junk Mountain by Lauren Abbey Greenberg. Even if my wife wasn't the author, I'd recommend it. It's a great summer read, written for middle [school aged] kids, but there are [also] clear lessons for adults about relationships, which translate to improved leadership and prioritization skills. Being in the "people business" as we are, I believe firmly that the better understanding we have about our own relationships, the happier we are and the better we perform for clients.

Q: What do you see as the most vulnerable part of a hospital's business? 

BG: We see many aspects as being vulnerable, from patient access to coding and billing, and beyond. There are simply so many ways that providers can and do lose out on opportunities to capture revenue. We are big fans of specialization and believe that many great specialists exist to help providers in each area, with experience and technology to eliminate inefficiencies.

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