Stewart Gandolf (Healthcare Success):
Hello everybody! In the present day’s visitor is a good friend and colleague I’ve identified for years. He was certainly one of our first podcast friends again in 2010, after we have been simply beginning this. Alan, I keep in mind recording with you in a hallway! We’ve each come a great distance since then.
Alan, assist our viewers get to know you—what you’re doing lately and your obligations—after which we’ll dive into in the present day’s subject.

Alan Shoebridge (Windfall): You wager—and sure, I appeared lots youthful again then. I’m Affiliate Vice President of Nationwide Communications at Windfall, a seven-state well being system with greater than 51 hospitals. I’ve spent my complete profession in healthcare advertising and marketing and communications. In the present day, I’m firmly on the communications aspect, overseeing PR, disaster communications, and thought management for our group.

Stewart Gandolf (Healthcare Success): Superior. You’ve additionally served as president of SHSMD and performed loads of thrilling issues. In your function at Windfall—a number one system—you see and form some huge issues taking place in healthcare.
After we spoke just lately, you raised a subject I cherished: how sure healthcare phrases actually matter however are sometimes misunderstood—even by individuals within the trade—and the way that may have huge ramifications. It’s well timed; about six weeks in the past I refreshed a group coaching on healthcare terminology. We do it each 18 months as a result of it’s simple to get misplaced.
In the present day, we’re not speaking PPOs vs. HMOs; we’re going to cowl phrases that sound primary however have enormous implications. Earlier than we dive in, why did this subject really feel necessary to you?

Alan Shoebridge (Windfall): As you famous, it is a powerful trade to determine. There’s loads of terminology you’ve by no means heard earlier than, and most of the people have used healthcare however don’t know what occurs behind the scenes.
While you be a part of a well being group—or perhaps a accomplice firm that helps one—you’re going to listen to phrases and ideas that don’t make sense. Just a few years in the past I requested: how can we assist individuals navigate quicker, lower the training curve, and keep away from having to ask doubtlessly embarrassing questions? The objective was to assist individuals alongside that journey, as a result of our trade isn’t simple to grasp with out background.

Stewart Gandolf (Healthcare Success): It’s simple to “faux it until you make it” with out greedy the nuances. Search is healthier with instruments like ChatGPT and Perplexity, however individuals nonetheless suppose they know one thing they don’t.
Let’s begin with an idea you personally didn’t totally perceive at first—and that’s actually necessary.

Alan Shoebridge (Windfall): I’m somewhat embarrassed, however it took me 5 years or extra to essentially get size of keep—usually shortened to LOS. It’s how lengthy an inpatient stays within the hospital. In healthcare we work to cut back LOS—get sufferers out as quickly because it’s safely doable.
That’s the alternative of what many outsiders assume, particularly in advertising and marketing. On social media you’ll see, “Hospitals need longer stays to generate profits.” The reality is the alternative: shorter, secure stays are higher for sufferers and for hospital throughput and funds. Lowering LOS is a core goal.

Stewart Gandolf (Healthcare Success): Has that modified over time?

Alan Shoebridge (Windfall): The idea hasn’t modified, however the urgency has. Because the pandemic, we’ve had backlogs: extra individuals needing admission than we are able to take, plus workforce shortages. One other issue—generally a affected person is clinically prepared for discharge however has nowhere applicable to go, like a talented nursing facility with no accessible beds. That extends LOS and blocks new admissions, together with wanted procedures. So urgency round LOS has elevated.

Stewart Gandolf (Healthcare Success): Entry is such an enormous problem. I keep in mind when our children have been born—years in the past—it was stunning how shortly you’re discharged. Sufferers usually understand longer stays as “higher care,” however that’s not essentially true.
Let’s transfer to payer combine—one other time period with huge ramifications.

Alan Shoebridge (Windfall): Payer combine refers back to the proportion of sufferers coated by Medicaid, Medicare, and business insurance coverage (employer-sponsored plans). You need a balanced combine. Hospital executives will inform you Medicaid might reimburse ~30 cents on the greenback and Medicare ~60 cents, whereas business payers assist stability the equation.
In case your combine tilts too closely towards Medicaid and Medicare with out sufficient business, you’re successfully shedding cash on many companies. That’s why negotiations with insurers matter—payer combine immediately impacts monetary efficiency, which many within the public don’t see.

Stewart Gandolf (Healthcare Success): Proper. Some hospitals are largely Medicaid by mission and neighborhood, however they might pursue extra business quantity for sustainability. That’s a unique market with completely different expectations. Fast story: years in the past a charity hospital wished to market elective backbone surgical procedure. I cautioned them to align their affected person expertise with business expectations—name dealing with, entry, every thing. We skipped that coaching; the primary lead escalated to the CEO.
Payer combine is strategic and operational—the way you workers, practice, and serve. Ideas earlier than we transfer on?

Alan Shoebridge (Windfall): Precisely. We purpose to replicate the communities we serve. In Portland, for instance, you have got all three payer teams, so the expertise should work for everybody. If the combination will get out of stability, you face monetary implications—and also you’ve additionally obtained to make sure the expertise aligns with every viewers’s wants.

Stewart Gandolf (Healthcare Success): That results in “no margin, no mission.” You don’t hear it a lot outdoors the trade, however it’s vital.

Alan Shoebridge (Windfall): Early on I puzzled what it actually meant. Many nonprofit methods traditionally operated on a 1–3% margin. In the course of the pandemic these margins turned detrimental. If you happen to can’t no less than preserve a small working margin, you’ll be able to’t serve the neighborhood for lengthy—money reserves solely final so lengthy. That’s why we’ve seen rural hospital closures. If you happen to don’t make a margin, you’ll be able to’t meet your mission.
The general public usually assumes hospitals don’t have to generate profits, or that “nonprofit” means “charity.” Financing is advanced and never very seen to the typical particular person. However you’ll be able to’t lose cash 12 months after 12 months and hold working.

Stewart Gandolf (Healthcare Success): We talked lots throughout COVID in regards to the false impression that hospitals have been “gouging,” when many have been hemorrhaging money. As a communications chief, can you progress the needle on that understanding?

Alan Shoebridge (Windfall): We attempt. Windfall publishes a neighborhood profit report every year and quarterly monetary updates. We clarify how we give again and our monetary realities. It’s difficult, and most of the people don’t take into consideration hospital finance till one thing detrimental occurs—like a service line or facility closure—then it will get consideration.

Stewart Gandolf (Healthcare Success): Typically it’s not a full closure—possibly OB stops accepting sufferers—which may be enormous for a rural space.
You latterly revealed 25 hospital phrases each healthcare marketer and communicator ought to know. Let’s hit a pair.

Alan Shoebridge (Windfall): Positive. Census is one: the variety of inpatients in hospital beds on a given day. It impacts mattress availability, admissions, and ED move.
One other is hospitalist—a doctor who practices solely (or nearly solely) within the hospital. Years in the past your PCP would spherical on you inpatient. About 10–15 years in the past, hospital drugs matured as a specialty to coordinate inpatient care extra effectively.

Stewart Gandolf (Healthcare Success): And looping again, size of keep stays an enormous one.

Alan Shoebridge (Windfall): Sure—it’s essentially the most misunderstood. We wish sufferers discharged as quickly because it’s secure as a result of restoration is commonly higher at dwelling. That’s why you see development in hospital-at-home companies, distant monitoring, and different capabilities that help secure discharge and restoration.

Stewart Gandolf (Healthcare Success): As a affected person, that’s precisely what you need—get me dwelling.

Alan Shoebridge (Windfall): Who desires to remain longer than mandatory? No person.

Stewart Gandolf (Healthcare Success): Folks outdoors healthcare usually affiliate hospitals with concern. In fact, nice issues occur there too.

Alan Shoebridge (Windfall): I’ve walked into hospitals many instances. There’s nervousness and arduous moments, but additionally pleasure—infants being delivered, lives improved. Most sufferers and households don’t wish to be there, so we must always all the time ask: how can we make this simpler on them?

Stewart Gandolf (Healthcare Success): A good friend just lately had a coronary heart assault—it’s sobering how excessive the stakes are, and the way grateful you might be for the care group.

Alan Shoebridge (Windfall): If you happen to work in healthcare—even for those who’re not based mostly on a hospital campus—get there often. Tour. Meet individuals. It’s probably the greatest methods to orient your self. If you happen to work for a accomplice firm, ask to go to a facility. That immersion accelerates studying.

Stewart Gandolf (Healthcare Success): Completely agree. And for those who can’t, the Cleveland Clinic empathy video is a good proxy.
You additionally had a few humorous phrases.

Alan Shoebridge (Windfall): Two stand out. First, MOB—written as a single phrase in memos. I assumed, “Why are we assembly on the mob?” It’s medical workplace constructing, usually a standalone constructing on or close to a hospital campus the place clinics are situated.
Second, elope. In hospitals it doesn’t imply two individuals ran off to get married. It means a affected person left with out authorization—they departed earlier than being discharged. It may be severe if a affected person wants ongoing care or monitoring.

Stewart Gandolf (Healthcare Success): Proper—somebody might deteriorate shortly after leaving.

Alan Shoebridge (Windfall): Precisely. Even apart from security, we have to guarantee discharged sufferers know the place to get follow-up care and have applicable help getting dwelling. Virtually, we additionally have to know which beds are occupied. I’ve solely seen “elope” used a few instances, however the first time I used to be baffled.

Stewart Gandolf (Healthcare Success): There’s clearly lots to study. How can individuals rise up to hurry quicker on the phrases that matter?

Alan Shoebridge (Windfall): First, ask. Don’t be shy about clarifying phrases. Second, use instruments—AI (ChatGPT, Gemini) and search—to get fast explanations, then validate with colleagues. Third, take a look at the information I put collectively for frequent phrases. And once more, get nearer to operations—tour hospitals and clinics. That immersion speeds the training curve.

Stewart Gandolf (Healthcare Success): Healthcare phrases may be complicated—e.g., completely different sorts of hospital foundations, or what an IPA is vs. a medical group. From the surface, it’s powerful to parse.

Alan Shoebridge (Windfall): I nonetheless study new issues on a regular basis. There’s all the time new terminology. It’s lifelong studying—however AI and curiosity assist speed up it.

Stewart Gandolf (Healthcare Success): As a communications chief, past terminology, what else do you want the general public (and entrepreneurs) higher understood?

Alan Shoebridge (Windfall): In an period of misinformation, watch out with sources. Depend on trusted well being methods, your physicians, and public well being departments for data. It’s simple to get swept up by social media. Comply with and interact with trusted sources.

Stewart Gandolf (Healthcare Success): Alan, nice having you again. It’s been some time—let’s do it once more quickly. Thanks in your management in our discipline and in your time in the present day.

Alan Shoebridge (Windfall): Thanks—this was enjoyable.

Stewart Gandolf (Healthcare Success):
Hello everybody! In the present day’s visitor is a good friend and colleague I’ve identified for years. He was certainly one of our first podcast friends again in 2010, after we have been simply beginning this. Alan, I keep in mind recording with you in a hallway! We’ve each come a great distance since then.
Alan, assist our viewers get to know you—what you’re doing lately and your obligations—after which we’ll dive into in the present day’s subject.

Alan Shoebridge (Windfall): You wager—and sure, I appeared lots youthful again then. I’m Affiliate Vice President of Nationwide Communications at Windfall, a seven-state well being system with greater than 51 hospitals. I’ve spent my complete profession in healthcare advertising and marketing and communications. In the present day, I’m firmly on the communications aspect, overseeing PR, disaster communications, and thought management for our group.

Stewart Gandolf (Healthcare Success): Superior. You’ve additionally served as president of SHSMD and performed loads of thrilling issues. In your function at Windfall—a number one system—you see and form some huge issues taking place in healthcare.
After we spoke just lately, you raised a subject I cherished: how sure healthcare phrases actually matter however are sometimes misunderstood—even by individuals within the trade—and the way that may have huge ramifications. It’s well timed; about six weeks in the past I refreshed a group coaching on healthcare terminology. We do it each 18 months as a result of it’s simple to get misplaced.
In the present day, we’re not speaking PPOs vs. HMOs; we’re going to cowl phrases that sound primary however have enormous implications. Earlier than we dive in, why did this subject really feel necessary to you?

Alan Shoebridge (Windfall): As you famous, it is a powerful trade to determine. There’s loads of terminology you’ve by no means heard earlier than, and most of the people have used healthcare however don’t know what occurs behind the scenes.
While you be a part of a well being group—or perhaps a accomplice firm that helps one—you’re going to listen to phrases and ideas that don’t make sense. Just a few years in the past I requested: how can we assist individuals navigate quicker, lower the training curve, and keep away from having to ask doubtlessly embarrassing questions? The objective was to assist individuals alongside that journey, as a result of our trade isn’t simple to grasp with out background.

Stewart Gandolf (Healthcare Success): It’s simple to “faux it until you make it” with out greedy the nuances. Search is healthier with instruments like ChatGPT and Perplexity, however individuals nonetheless suppose they know one thing they don’t.
Let’s begin with an idea you personally didn’t totally perceive at first—and that’s actually necessary.

Alan Shoebridge (Windfall): I’m somewhat embarrassed, however it took me 5 years or extra to essentially get size of keep—usually shortened to LOS. It’s how lengthy an inpatient stays within the hospital. In healthcare we work to cut back LOS—get sufferers out as quickly because it’s safely doable.
That’s the alternative of what many outsiders assume, particularly in advertising and marketing. On social media you’ll see, “Hospitals need longer stays to generate profits.” The reality is the alternative: shorter, secure stays are higher for sufferers and for hospital throughput and funds. Lowering LOS is a core goal.

Stewart Gandolf (Healthcare Success): Has that modified over time?

Alan Shoebridge (Windfall): The idea hasn’t modified, however the urgency has. Because the pandemic, we’ve had backlogs: extra individuals needing admission than we are able to take, plus workforce shortages. One other issue—generally a affected person is clinically prepared for discharge however has nowhere applicable to go, like a talented nursing facility with no accessible beds. That extends LOS and blocks new admissions, together with wanted procedures. So urgency round LOS has elevated.

Stewart Gandolf (Healthcare Success): Entry is such an enormous problem. I keep in mind when our children have been born—years in the past—it was stunning how shortly you’re discharged. Sufferers usually understand longer stays as “higher care,” however that’s not essentially true.
Let’s transfer to payer combine—one other time period with huge ramifications.

Alan Shoebridge (Windfall): Payer combine refers back to the proportion of sufferers coated by Medicaid, Medicare, and business insurance coverage (employer-sponsored plans). You need a balanced combine. Hospital executives will inform you Medicaid might reimburse ~30 cents on the greenback and Medicare ~60 cents, whereas business payers assist stability the equation.
In case your combine tilts too closely towards Medicaid and Medicare with out sufficient business, you’re successfully shedding cash on many companies. That’s why negotiations with insurers matter—payer combine immediately impacts monetary efficiency, which many within the public don’t see.

Stewart Gandolf (Healthcare Success): Proper. Some hospitals are largely Medicaid by mission and neighborhood, however they might pursue extra business quantity for sustainability. That’s a unique market with completely different expectations. Fast story: years in the past a charity hospital wished to market elective backbone surgical procedure. I cautioned them to align their affected person expertise with business expectations—name dealing with, entry, every thing. We skipped that coaching; the primary lead escalated to the CEO.
Payer combine is strategic and operational—the way you workers, practice, and serve. Ideas earlier than we transfer on?

Alan Shoebridge (Windfall): Precisely. We purpose to replicate the communities we serve. In Portland, for instance, you have got all three payer teams, so the expertise should work for everybody. If the combination will get out of stability, you face monetary implications—and also you’ve additionally obtained to make sure the expertise aligns with every viewers’s wants.

Stewart Gandolf (Healthcare Success): That results in “no margin, no mission.” You don’t hear it a lot outdoors the trade, however it’s vital.

Alan Shoebridge (Windfall): Early on I puzzled what it actually meant. Many nonprofit methods traditionally operated on a 1–3% margin. In the course of the pandemic these margins turned detrimental. If you happen to can’t no less than preserve a small working margin, you’ll be able to’t serve the neighborhood for lengthy—money reserves solely final so lengthy. That’s why we’ve seen rural hospital closures. If you happen to don’t make a margin, you’ll be able to’t meet your mission.
The general public usually assumes hospitals don’t have to generate profits, or that “nonprofit” means “charity.” Financing is advanced and never very seen to the typical particular person. However you’ll be able to’t lose cash 12 months after 12 months and hold working.

Stewart Gandolf (Healthcare Success): We talked lots throughout COVID in regards to the false impression that hospitals have been “gouging,” when many have been hemorrhaging money. As a communications chief, can you progress the needle on that understanding?

Alan Shoebridge (Windfall): We attempt. Windfall publishes a neighborhood profit report every year and quarterly monetary updates. We clarify how we give again and our monetary realities. It’s difficult, and most of the people don’t take into consideration hospital finance till one thing detrimental occurs—like a service line or facility closure—then it will get consideration.

Stewart Gandolf (Healthcare Success): Typically it’s not a full closure—possibly OB stops accepting sufferers—which may be enormous for a rural space.
You latterly revealed 25 hospital phrases each healthcare marketer and communicator ought to know. Let’s hit a pair.

Alan Shoebridge (Windfall): Positive. Census is one: the variety of inpatients in hospital beds on a given day. It impacts mattress availability, admissions, and ED move.
One other is hospitalist—a doctor who practices solely (or nearly solely) within the hospital. Years in the past your PCP would spherical on you inpatient. About 10–15 years in the past, hospital drugs matured as a specialty to coordinate inpatient care extra effectively.

Stewart Gandolf (Healthcare Success): And looping again, size of keep stays an enormous one.

Alan Shoebridge (Windfall): Sure—it’s essentially the most misunderstood. We wish sufferers discharged as quickly because it’s secure as a result of restoration is commonly higher at dwelling. That’s why you see development in hospital-at-home companies, distant monitoring, and different capabilities that help secure discharge and restoration.

Stewart Gandolf (Healthcare Success): As a affected person, that’s precisely what you need—get me dwelling.

Alan Shoebridge (Windfall): Who desires to remain longer than mandatory? No person.

Stewart Gandolf (Healthcare Success): Folks outdoors healthcare usually affiliate hospitals with concern. In fact, nice issues occur there too.

Alan Shoebridge (Windfall): I’ve walked into hospitals many instances. There’s nervousness and arduous moments, but additionally pleasure—infants being delivered, lives improved. Most sufferers and households don’t wish to be there, so we must always all the time ask: how can we make this simpler on them?

Stewart Gandolf (Healthcare Success): A good friend just lately had a coronary heart assault—it’s sobering how excessive the stakes are, and the way grateful you might be for the care group.

Alan Shoebridge (Windfall): If you happen to work in healthcare—even for those who’re not based mostly on a hospital campus—get there often. Tour. Meet individuals. It’s probably the greatest methods to orient your self. If you happen to work for a accomplice firm, ask to go to a facility. That immersion accelerates studying.

Stewart Gandolf (Healthcare Success): Completely agree. And for those who can’t, the Cleveland Clinic empathy video is a good proxy.
You additionally had a few humorous phrases.

Alan Shoebridge (Windfall): Two stand out. First, MOB—written as a single phrase in memos. I assumed, “Why are we assembly on the mob?” It’s medical workplace constructing, usually a standalone constructing on or close to a hospital campus the place clinics are situated.
Second, elope. In hospitals it doesn’t imply two individuals ran off to get married. It means a affected person left with out authorization—they departed earlier than being discharged. It may be severe if a affected person wants ongoing care or monitoring.

Stewart Gandolf (Healthcare Success): Proper—somebody might deteriorate shortly after leaving.

Alan Shoebridge (Windfall): Precisely. Even apart from security, we have to guarantee discharged sufferers know the place to get follow-up care and have applicable help getting dwelling. Virtually, we additionally have to know which beds are occupied. I’ve solely seen “elope” used a few instances, however the first time I used to be baffled.

Stewart Gandolf (Healthcare Success): There’s clearly lots to study. How can individuals rise up to hurry quicker on the phrases that matter?

Alan Shoebridge (Windfall): First, ask. Don’t be shy about clarifying phrases. Second, use instruments—AI (ChatGPT, Gemini) and search—to get fast explanations, then validate with colleagues. Third, take a look at the information I put collectively for frequent phrases. And once more, get nearer to operations—tour hospitals and clinics. That immersion speeds the training curve.

Stewart Gandolf (Healthcare Success): Healthcare phrases may be complicated—e.g., completely different sorts of hospital foundations, or what an IPA is vs. a medical group. From the surface, it’s powerful to parse.

Alan Shoebridge (Windfall): I nonetheless study new issues on a regular basis. There’s all the time new terminology. It’s lifelong studying—however AI and curiosity assist speed up it.

Stewart Gandolf (Healthcare Success): As a communications chief, past terminology, what else do you want the general public (and entrepreneurs) higher understood?

Alan Shoebridge (Windfall): In an period of misinformation, watch out with sources. Depend on trusted well being methods, your physicians, and public well being departments for data. It’s simple to get swept up by social media. Comply with and interact with trusted sources.

Stewart Gandolf (Healthcare Success): Alan, nice having you again. It’s been some time—let’s do it once more quickly. Thanks in your management in our discipline and in your time in the present day.

Alan Shoebridge (Windfall): Thanks—this was enjoyable.