Navigating healthcare billing and out-of-pocket costs can be overwhelming. In order to let patients focus on healing, many hospitals are expanding the role of financial counselors, social workers and patient navigators.
For example, financial counselors at Bronson Healthcare meet patients where they are. Financial counselors are available whether a person enters through the emergency room or comes in for scheduled surgery, providing price estimates, financial aid resources and insurance guidance for those who need it.
David Cavataio, director of patient accounting, Bronson Healthcare, oversees a team of 15 financial counselors strategically placed across four locations. Their mission is simple but powerful: catch patients before they fall into financial crisis.
“We’ve tried to build it where no matter where you go, we get you to the right people to help you,” said Cavataio.
The Bronson team doesn’t wait for patients to ask for help. Instead, they use admissions data to anticipate and identify who may qualify for financial assistance or Medicaid coverage. From there, a dedicated team handles upfront estimates and trained call center staff connect patients to resources and support to navigate the billing process.
Patients who receive timely guidance tend to follow treatment plans and maintain long-term relationships with their providers. The challenge? Trust. Many patients are skeptical when counselors first approach them.
“A lot of patients, when they first see our counselors, don’t trust them,” said Cavataio. “But if they see how hard our team works to help them and how we’ll drop everything to get the information they need, help them fill out forms, I think they see that we’re a partner.”
This is also a strategic choice for hospitals. When patients enroll in financial-aid programs, the amount of unpaid medical debt decreases, fewer accounts are sent to collections and administrative costs decline. In 2023 alone, Michigan hospitals paid more than $3.5 billion in uncompensated care.
Efforts to build trust at Bronson are paying off. According to the team, Medicaid applications have jumped 25% this year. Financial assistance applications are up 40%. These statistics represent thousands of Michigan families who can now afford the care they need.
“The call from your financial team was like a beacon in a storm,” said one patient. “I was about to quit my job so I could qualify for state assistance. I was near rock bottom. That changed after five minutes with the team.”
State policymakers are also moving to strengthen these efforts. Initiatives such as the 2024 medical debt-relief program have helped thousands of Michiganders reduce or eliminate existing debt.
“We’re there to help,” said Cavataio. “At Bronson Healthcare, those aren’t empty words; they’re a daily practice that’s keeping Michigan families out of medical debt and healthy, one patient at a time.”
To learn more about Medical Financial Assistance at Bronson Healthcare, visit their website. Members with questions or content ideas for the Hospitals Help series may contact Lucy Ciaramitaro at the MHA.
