“If you can’t bill in a clean, simple way, it makes your entire organization look dysfunctional,” says Alex Mohseni, MD, FACEP, chief innovation officer at Emergency Medicine Associates, which manages emergency departments in Washington, D.C., and the surrounding region. “I think hospitals underestimate how important billing is as a patient touch point. No other industry is still doing billing in the outdated fashion that most health care organizations are doing it. Any unnecessary friction in the payment process will lead to lost revenue.” Mohseni’s very title — chief innovation officer — is another example of the changes organizations are making in response to consumer-driven care. The C-suite is being redefined as hospitals create positions like chief innovation officer and chief experience officer.