Ana Herrera-Obal

About Ana Herrera-Obal

As Area Vice President of Strategic Business Development at Gentiva Hospice, I focus on driving growth and advancing the strategic expansion of hospice and palliative care services across 12 states. With over three years in this role, I collaborate with operational, legal, clinical, and compliance teams to develop and implement strategic plans, present value propositions to executive-level stakeholders, and ensure alignment with organizational goals. My professional experience spans over a decade in healthcare operations and business development, with expertise in value-based care, hospice care, elder care and healthcare services. I am committed to fostering collaboration and facilitating improvements in patient care quality by leveraging my skills in process improvement, relationship building and strategic planning. My work reflects a dedication to enhancing patient outcomes and creating value for diverse healthcare stakeholders.

Experience

1. Area Vice President of Strategic Business Development

   Gentiva Hospice

   Sep 2022 — Present · US

   o Responsible to drive growth and oversee the strategic development, expansion and diversification of profitable national and region preferred provider/contracted business within the managed care, acute and post-acute care continuum for Hospice and Palliative Care, including CMS programs with ACO - MSSP and REACH, for SC, NC, VA, MD, PA, TN, DE, NJ, MA, ME, RI, CT.· Identify leads and facilitate the strategic planning process in collaboration with operational, sales and clinical leaders prior to operational implementation. Presenting to C-suite and client organization executive levels value proposition, clinical programs and quality metrics.· Collaborate with all company operations, clinical, legal and compliance partners in the development and execution of preferred provider contracts. · Coordinate implementation activities with client organization and respective operational/sales partners, developing communications, operational processes, and reporting mechanisms to maximize opportunities. Works to maintain customer relationships leveraging the company’s customer service and clinical excellence deliverables.· Identify new and existing managed care clients to enroll in new products, expand to cover acquired and/or new hospice locations, negotiate rates and contract verbiage for hospice regulatory and compliance purposes. Work with our revenue cycle team and managed care contracts to ensure timely reimbursement of claims or negotiation of outstanding claims denied.