Denial management has always been a speed bump in hospital revenue cycle management — and it’s just gotten more challenging.
Orthopedic trauma surgery reimbursements have been dropping. According to a study in the Journal of Orthopaedic Trauma, reimbursement for trauma surgery has dropped by almost one-third over the past 20 years [1].
Next year promises interesting changes for the Medicare Physician Fee Schedule — many of which will help medical billers and medical coders adapt to a world that has heavily shifted to telehealth and that is still responding to a pandemic.
Vice President – Marketing & Communications
Reva leads Marketing & Communications at 3Gen Consulting, where she drives the company’s brand strategy, messaging, and market presence. With a sharp eye for storytelling and a passion for healthcare innovation, she builds impactful campaigns that connect with clients, strengthen thought leadership, and fuel business growth. Reva brings deep experience in positioning complex RCM solutions in a dynamic market – and making sure 3Gen Consulting’s voice is always clear, compelling, and consistent.
Vice President – Operations & Client Services
With over 14 years of experience handling healthcare operations, Akshay has worked across multiple provider specialties and has acquired extensive knowledge of provider practice management with a core focus on coding, billing and A/R. Currently he is leading a strong team of over 600 billers and coders and is responsible for quality and operations across a huge portfolio of clients. His area of expertise lies in client servicing, quality management and project management. Akshay has an exceptional track record of managing and leading large teams, transitioning large clients, analyzing customer requirements, identifying areas of improvement, and implementing measures to maximize customer satisfaction levels.
Director – Managed Care Contracting & Consulting
Billie is the Director of Managed Care Contracting & Consulting at 3Gen Consulting, leading initiatives to optimize reimbursement strategies and strengthen provider-payer relationships. With over 20 years of experience in managed care contracting and revenue cycle management, she is skilled in navigating the complexities of both commercial and government payers, including Medicare and Medicaid. Billie is a Certified Revenue Cycle Representative (CRCR) and a member of the Healthcare Financial Management Association (HFMA).
Director – Risk Adjustment
As the Director of Risk Adjustment, Harshil serves as a subject matter expert within the company on risk adjustment tools, strategy, and overall processes. He collaborates with clients to identify opportunities for process improvements and implement plans to improve overall risk scores. Prior to joining 3Gen Consulting, Harshil worked with a leading health plan, where he managed and oversaw the risk adjustment coding team, data team, and chart retrieval team. His experience in overseeing internal and CMS risk adjustment audits and RAPS and EDPS submissions of all claims and chart review data to CMS makes him an invaluable asset to our clients.
Vice President – Coding, Compliance & Education
As the Vice President of Coding, Compliance & Education, Susan looks forward to interacting with our clients and providing process improvement strategies and education in this ever-evolving world of healthcare. As a Certified Professional Coder, Certified Medical Auditor and a Certified Documentation Expert Outpatient, she has over 33 years of experience in the Medical Administrative Field. She has gained extensive knowledge of the various specialty groups having worked at the University of Vermont Medical Center and numerous private practices and is a current member of the American Academy of Professional Coders (AAPC).
Vice President – Financial Services
Vineet serves as a key leader at 3Gen Consulting, where he has been making impactful contributions for over the last five years. He leads financial teams with a focus on delivering exceptional results in financial management, corporate development, and strategic planning. His expertise spans driving organizational growth, streamlining financial operations, and crafting innovative strategies that align with long-term business goals.
Non-Executive Board Member
Dr. Brian Steele is an accomplished physician executive and healthcare strategist with over 30 years of experience driving clinical and operational transformation.
As founder of Steele Advisors, he actively supports healthcare organizations clinical strategy, go-to-market execution, product and service innovation, as well as value-based care. He engages with organizations from early startup to major enterprises.
Dr Steele has previously served as Chief Medical Officer for Collaborative Health Systems at Centene, Vice President of Medical Affairs and CMO Medicaid at Excellus BCBS, and Associate CMIO at the University of Rochester Medical Center.
His expertise spans risk adjustment, AI integration, analytics and risk stratification, value-based care, population health, Medicaid and Medicare strategy, post-acute care, and advanced care planning.
He is known for aligning clinical excellence with business growth and measurable health outcomes.
Chief Revenue Officer & Non-Executive Board Member
Daphne brings over 25 years of transformative leadership to 3Gen Consulting as Chief Revenue Officer. A dynamic and results-driven executive, she has a proven track record of accelerating revenue growth across the healthcare landscape – from startups to Fortune 500 organizations. Daphne’s expertise spans Revenue Cycle Management, EHR, telehealth, women’s health, and chronic disease management, with deep market insight across hospitals, IDNs, physician groups, health plans, ACOs, pharma, and life sciences.
At 3Gen Consulting, Daphne leads our growth strategy with a sharp focus on scalable revenue expansion, new logo acquisition, and cross-sell acceleration. Her career highlights include driving 314% growth in digital remote monitoring, scaling AI RCM revenues from $50M to $583M, and consistently exceeding board-level expectations in high-growth environments. Daphne’s visionary sales leadership, combined with her deep healthcare domain expertise, continues to position 3Gen Consulting for long-term market leadership.
Non-Executive Board Member
Cathy founded Lighthouse Healthcare Advisors, LLC (now a 3Gen Consulting company) in 2013. With over 30 years of experience working in financial analysis, budgeting, process improvement, medical billing, and physician practice management, Cathy created a company unlike the rest to provide a personalized approach to business and change.
She is an active member and fellow of Healthcare Financial Management Association (HFMA), a past regional executive and president of the HFMA Maryland Chapter, a certified public accountant (CPA), a certified professional coder (CPC) and has obtained a Six Sigma Green Belt in Healthcare Certificate of Achievement from Villanova University. Passionate about her work, Cathy continues to expand services to match the needs of her clients.
Chief Executive Officer & Executive Board Member
Hemant Apte, Chief Executive Officer of 3Gen Consulting, is a seasoned executive leader with deep domain expertise in US healthcare management practices. He has over 32 years of experience in the healthcare field out of which 15 years have been in running and consulting several mid-to-large medical practices/clinics across specialties.
Since then, in heading 3Gen Consulting, he has established himself as a leader in the industry. He is instrumental in providing thought leadership to his clients and providing services and solutions that are unique in the market. The rare combination, of having worked for healthcare organizations, along with his expertise on the back-end processes and delivery issues of outsourcing, gives him the leverage to immediately understand and resolve critical issues for clients. He has implemented several best practices within the company, that clients, within a very short period find valuable not just in terms of return on investments but also in production and quality processes.
Having done his Master of Business Administration and a Diploma in Management Information Systems from the US, Hemant has a strong educational background and thrives on taking new challenges and providing promising solutions to ensure complete client satisfaction.