Kem Tolliver: Patient engagement and technology adoption remain top challenges for primary care

At the MGMA Leaders Conference 2025, practice leaders were urged to reimagine patient engagement strategies and embrace technology adoption to sustain financial and clinical success.

Kem Tolliver, CEO of Medical Revenue Cycle Specialists, told Physicians Practice that diverse patient populations, changing payer rules, and rapid policy shifts demand a nimble, connected approach from primary care groups.

Patient engagement across generations

Tolliver said one of the most urgent issues is keeping patients engaged in their care plans. That includes tailoring outreach to address social determinants of health and adapting communication to generational preferences.

“Patients who face social determinants of health require a unique approach,” she said. “As a Gen Xer, I want to use technology and portals. Other generations may prefer social media. Meeting patients where they are is what keeps them engaged.”

Engagement, she noted, is not just about convenience. It ensures adherence to care plans and supports financial literacy, helping patients understand the costs and responsibilities tied to their care.

Technology as a financial strategy

Beyond communication, Tolliver said practices must adopt technology to remain financially viable. With payer rules and reimbursement guidelines in flux, automation and workflow redesign have become necessities.

Sept. 30 marked the expiration of the telehealth waiver, a reminder of how quickly rules can change. “We have to be nimble and able to pivot before changes take effect,” she said. “That means staying current with credible sources and preparing to adapt.”

For revenue cycle management, this translates into automating manual tasks and ensuring staff work at the top of their skill sets. “Technology allows us to reallocate staff time toward higher-level functions that drive financial performance,” she said.

Learning from peers and sharing solutions

Tolliver stressed the importance of networking with organizations of similar size and ownership structure to share strategies.

“In Maryland, we have a total cost of care model that’s unique in value-based payment,” she said. “Sharing those insights prepares colleagues in other states to adapt when similar models arrive.”

She noted that payers are increasingly downcoding CPT codes automatically, another issue leaders can tackle more effectively when they collaborate. “Having a credible network to call on when obstacles arise is critical,” she said.

Conferences as motivation

While conferences are valuable for practical resources — such as rule engines that can be integrated into revenue cycle software — Tolliver also underscored the less tangible benefits.

“There’s a lot of motivation at a conference like this,” she said. “Being reminded why we’re passionate about health care is refreshing. You go back to your organization energized and ready to go.”

She described these gatherings as an opportunity not just to solve problems but to reconnect with colleagues who share the same mission.

Understanding the “why”

Tolliver said leaders should push themselves to understand the reasoning behind payer policies, even when they are unpopular. She cited Humana’s participation in her session as an example of transparency.

“Not that we agree with every rule, but getting context helps us create sustainable solutions,” she said. “Frustration doesn’t lead to answers. Understanding the why does.”

This approach, she argued, allows practices to proactively address reimbursement challenges and educate staff with clarity and confidence.

A call to stay inspired

Tolliver closed with a reminder for practice leaders to remain motivated despite the stresses of running a practice.

“Our providers look up to us,” she said. “There will be moments when it feels like we don’t have control, but lean on whatever inspires you. We are shaping the future of health care. Stay inspired, be true to yourself and leave a legacy for your organization.”