Revenue Cycle Optimized: Driving Radiology Growth Through Smarter Prior Authorization

In this episode of Revenue Cycle Optimized, host Stuart Newsome sits down with Heidi Simpson, Operations Manager at Advanced Diagnostic Radiology, to explore how independent radiology centers can transform prior authorization from a burdensome administrative task into a strategic growth lever. Heidi shares her journey from 27 years as a nuclear medicine technologist to operations leadership, highlighting the profound mindset shift required to manage the full patient journey across clinical, billing, and revenue cycle functions. She emphasizes the critical importance of aligning clinical and billing teams through regular communication, shared understanding of documentation nuances, and joint problem-solving. In a competitive landscape dominated by hospital systems, Heidi’s organization has differentiated itself by proactively handling prior authorizations for referring providers—reducing patient and provider stress, improving scheduling speed, and strengthening referral loyalty. The episode also delves into the realities of technology adoption, particularly AI, which Heidi describes not as a job eliminator but as a collaborative team member that requires time, training, and cultural adaptation. She stresses that change must be gradual, patient-centered, and rooted in listening to staff and providers. Finally, Heidi offers practical advice for other operations leaders: start with listening, prioritize patient-first principles, and embrace incremental modernization—recognizing that paper processes will persist alongside digital tools, and that resilience through contingency planning is essential.