ADVANCE for Executive Insight 1 ADVANCE for Executive Insight

CEO perspective
It is essential to quickly move from the
phase of contemplating change to actually
being willing to take action.
Brenda Radke is CEO of
Brevard Physicians Network
in Melbourne, Florida.
Today’s dynamic industry environment is offering
a variety of exciting opportunities for
providers who want to take charge of their
own destiny. While many provider groups have
decided to wait until the “right time” to move
away from fee-for-service and into the world of
value-based care, other entities are moving swiftly
into this unchartered territory. As a result,
these organizations are benefiting from an entrepreneurial
environment where collaboration and
openness to new ideas are driving real change.
As the CEO of Brevard Physicians Network
(BPN), who formed a second division called
Medical Practitioners for Affordable Care
(MPAC) – an early adopter of the ACO model,
I have experienced these opportunities firsthand,
along with the challenges that come with blazing
new trails. As a result of this experience, I have
become a passionate advocate for the cause, encouraging
providers to take control of their financial
future and make a bold leap into the world of
accountable care.
ACO Lessons
Learned
Here’s how Brevard Physicians Network moved
from planning for an accountable care organization
to taking action. By Brenda Radke
Creating a Culture
That Embraces Change
I was fortunate to be part of an organization that
was willing to invest in this transformation and
promote an environment of innovation and accountability.
However, there were still significant
strides to make in building trust among our providers
and developing consensus for our cause.
To address this issue, leaders carefully selected
physician “champions” who shared our vision and
determination to lead change rather than waiting
to follow the market. These individuals were
well-respected among their peers and served as
bridges between clinical and non-clinical leaders.
MPAC also implemented frequent physician
forums to drive two-way communication and
lead change management efforts. We learned
from both the advocates of value-based care as
well as its critics and we refined our approach in
response to this feedback. As a result, we were
able to make strides in getting physicians on
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