Webinar: Denials are rising: How rural providers can protect cash flow by Wipfli

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About This Webinar

Denials are increasing across the healthcare industry, but rural providers feel the financial impact more acutely due to limited staff, tighter margins and fewer resources to absorb delayed cash.
This webinar explores why denials are rising, where rural hospitals face the greatest revenue pressures, and what leaders can do to protect financial performance — without adding headcount or operational complexity.
In this session, you’ll learn:
• The primary drivers behind rising denials and why rural providers are uniquely affected today.
• Which denial types and revenue cycle touchpoints have the greatest impact on cash flow.
• Practical denial prevention strategies that can help protect revenue without overextending limited resources.
• Leadership and cross-functional actions that support sustainable denial reduction and stronger financial stability.
This session is designed to help rural healthcare leaders strengthen cash predictability, reduce avoidable revenue disruption and improve revenue cycle performance — with resources they already have in place.

Agenda

Introduction
Presentation
Q&A

Presenters

Cheryl Johnson

Consultant II

Cheryl Johnson is a results-driven healthcare operations consultant with expertise in Lean process improvement, project management, and data analysis. She has a proven track record of optimizing workflows, reducing denials, and enhancing patient outcomes across complex healthcare systems. She is skilled at collaborating with cross-functional teams and leveraging data-driven insights to deliver measurable improvements in efficiency, cost reduction, and organizational performance.

Valerie Petersen

Manager

Valerie Petersen leads Wipfli’s revenue cycle core consulting services in medical coding, bringing over 40 years of healthcare industry experience. As a seasoned manager, she has supported a wide range of healthcare organizations—including acute care facilities, critical access hospitals, rural health clinics, FQHCs, and private practices. Valerie is a trusted resource for clients, account leaders, billers, and coding staff, known for her deep expertise in medical coding and electronic health record applications. She is passionate about elevating the role of coders in both institutional and professional settings, advocating for their impact on operational and financial success. Valerie’s leadership style is grounded in respect and servitude, fostering collaboration and growth across teams. Her commitment to excellence and mentorship makes her a valued partner in driving sustainable improvements in revenue cycle performance.

Janine Ellingson

Consultant II

Janine Ellingson is a Consultant II with Wipfli LLP with more than 20 years of healthcare revenue cycle experience. She has served in a variety of leadership roles across nearly every facet of the revenue cycle continuum. Throughout her career, she has developed expertise in operational processes, charge capture, compliance, and revenue optimization. In recent years, her primary focus has been on compliant, defensible chargemaster oversight and pricing strategies, helping organizations strengthen revenue integrity, support revenue cycle improvement initiatives, and reduce risk.

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