Back in business: Caryl Serbin on big challenges for ASCs & launching Serbin Medical Billing

ASC industry veteran Caryl Serbin, RN, BSN, LHRM, President and Founder of Serbin Medical Billing, is back in business. With 30-plus years of experience in healthcare, Ms. Serbin is back to offer her concierge services for ASC billing to clients across the industry.

"Our primary reasons to return to the medical billing business were multiple requests from previous clients and because there was no company that provided our unique level of service," Ms. Serbin says. "SMB's leaders and staff have extensive experience in all aspects of revenue cycle management. Unlike most other ASC billing companies, their experience encompasses far more than just reimbursement. With their background in developing and managing surgery centers, they also have the clinical, managed care and compliance experience needed to fully understand and answer the challenges facing ASCs in obtaining full reimbursement for services rendered."

SMB is a company that specializes in ASC coding and billing. Ms. Serbin previously owned and served as CEO of Serbin Surgery Center Billing, which was purchased by an ASC software company in 2010. Most ASC billing companies today offer the same services with little personal contact with the client. Some of these companies don't perform services in-house but outsource it to other companies, sometimes to companies in other countries. SMB differentiates itself with the "concierge concept" offering personalized services with individual teams of revenue cycle management experts for each of their clients.

Ms. Serbin has experience in establishing, growing and managing top-performing revenue cycle management teams. She has helped create visions, identify opportunities and deliver strong revenues and profits in addition to positioning start-up and existing businesses for sustainable revenue growth.

There are several challenges in the healthcare industry today that are keeping ASCs from reaching their full potential, including:

• Decreasing third-party payer reimbursement
• Payer consolidation
• Increased competition
• High deductibles
• Consumers who have to pay for entire surgery
• Patients delaying elective surgery
• Difficulty for independent ASCs to remain independent

But with the right strategic plan and team in place, ASCs can take advantage of new opportunities that will drive success.

"During the next five years, because of the many challenges facing ambulatory surgery centers, I think we will see less independently owned and operated ASCs with more of them becoming hospital joint ventured, merging with a national company or forming/joining an ACO," says Ms. Serbin. "Because of SMB's experience in managing and billing for independent, hospital joint-ventured and corporate-owned ASCs, we can assist our clients with the ongoing challenges and changes in healthcare while remaining compliant and obtaining maximum reimbursement."

SMB’s reimbursement specialist remains current with ICD-10 and CPT coding requirements for procedures and implants. Their leaders have experience developing ASC policies and procedures on the business and clinical side. In addition to the billing services, the company provides outsourcing set-up information and forms, education information and front office business policies and forms .All the work is done in-house with oversight to guarantee maximum reimbursement while remaining compliant.

Ms. Serbin's core competencies with SMB include:

• Strategic planning
• Team development and leadership
• Revenue cycle management
• Managed care contract negotiations
• Personalized customer service
• Assist client in marketing and growth development
• Healthcare risk management

Ms. Serbin has presented at national ASC seminars and association meeting as well as authored articles on reimbursement, managed care negotiations and other related topics. She was chosen as a spokesperson for ASCA to present a series of educational seminars on the changing CMS payment system and the impact on ASCs.

Ms. Serbin is excited to work with her former clients and employees "to provide personalized state-of-the-art revenue cycle management services."

More articles on surgery centers:
CASA honors 5 California ASCs; Grass Valley Surgery Center gets top award
Dr. Richard Wohns on the impact of the newly proposed 8 ASC payable spine codes
Ohio State University opens $45M sports medicine center, equipped with surgery center

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