Why Revenue Cycle Needs a Seat at the Executive Table

From Denials to Patient Financing: The Path to a Touchless Revenue Cycle

David Kelly · Chief of Ambulatory Operations & Vice President of Revenue Cycle, Mary Rutan Health

David Kelly shares a community-hospital perspective on how revenue cycle leaders can balance patient engagement, financial sustainability, and operational discipline in an increasingly constrained healthcare environment. Drawing on his dual responsibility for ambulatory operations and revenue cycle performance, he explains why patient trust, eligibility accuracy, and front-end execution have become foundational to long-term RCM success. The conversation explores how denial prevention, patient financing, and financial assistance programs fit into a broader strategy focused on yield rather than volume. David discusses why eligibility has overtaken claim submission as the most critical revenue cycle transaction, how resource constraints force difficult prioritization decisions, and why some patient-facing initiatives must be sequenced carefully despite their clear value. David also walks through a zero-balance review initiative that delivered meaningful recovered revenue by partnering with a specialized vendor, highlighting lessons in vendor selection, implementation complexity, and performance measurement. He closes with a pragmatic view on AI and automation in RCM, emphasizing cautious adoption, realistic timelines, and leadership grounded in transparency, trust, and mission alignment for independent community hospitals.