Building Claims Theory: Lindsay Gross on Leadership, Vision, and the Future of RCM 5-30-25
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What inspired Lindsay Gross to start Claims Theory?
Absolutely. Thanks so much for having me on, Scott. So I'm Lindsay Gross, the founder and CEO of Claims Theory. Claims Theory is a consulting firm focused on revenue cycle management in health care. I've spent over 20 years in the RCM space, leading operations, integrating acquisitions and teams. I've worked with and for private equity backed organizations and certainly understand how to move quickly and communicate with stakeholders. I started Claims Theory because I wanted to do things differently. I wanted to create a business that brings real clarity to a complex space and one that's built on trust and partnership. We help organizations with everything from coding and billing audits, staffing augmentation to leadership placement and strategy, especially when organizations are going through big changes or just need extra support.
Thank you. And talk a little bit about, Lindsay, about the anxiety, the excitement. How does it feel when you're starting a new business?
Everything that you just said. Anxiety and excitement, yes. I think initially early on, you know, when you're when you're figuring out exactly what you want to do, what you want to name the business, the direction you want to go in. You know, there are so many thoughts and ideas and then you kind of really narrow it down and you just go. It is it's exciting. And I think, Scott, each new conversation, each new person, I'm fortunate enough to speak with. You know, I just see things through many different lenses now. But no, it's exciting. And we're growing quickly right out of the gate. So very fortunate for that.
That's fantastic. What trends are you watching in revenue cycle? It seems to get more complicated all the time. What sort of trends are you watching currently?
It does. You know, there are several trends I'd like to touch on, but I'll start with the growing challenge around staffing in RCM specifically, finding people who really have the right experience. It's getting harder for a variety of reasons. A lot of seasoned professionals have left the industry, whether that be retirement, burnout, just wanting to do something different.
What challenges does Lindsay see in revenue cycle management?
And as an industry, we haven't done a great job of pulling in fresh talent or making this a space people actively want to enter, especially as it relates to the next generation of workers. And at the same time, the expectations have shifted today. It's not just about billing or collections. It's about so much more than that, navigating increasingly complex payer environments, adapting to new tech, thinking critically across multiple systems, being a financial analyst, being a good coach, that kind of experience is tough to find. We're also seeing a push to do more with less. Health systems and provider groups are being asked to scale, handle higher volumes, improve turnaround times, while all always keeping costs down. That creates real pressure on teams.
The challenge is how to stay efficient and financially responsible without burning people out The organizations that are doing it well are the ones investing in better processes, smarter use of technology, and stronger leadership that puts people first.
Fantastic. And talk about as you get going now, you've been up and running for a year plus, I think. I don't know how much time exactly. But talk a little bit about what you're most focused on and excited about as you get into this next half of 2025.
How is staffing impacting the revenue cycle industry?
Yeah, I'm really proud of building claims theory from the ground up. And I'm not even just at a year. I will be soon, but not just yet. But in a short amount of time, we've brought on national clients. We've launched a podcast, a monthly newsletter with great industry insights. We've sourced and placed some fantastic leaders in new roles.
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Chapters
5 chapters
1
What inspired Lindsay Gross to start Claims Theory?
0:36–2:58
2
What challenges does Lindsay see in revenue cycle management?
2:58–4:18
3
How is staffing impacting the revenue cycle industry?
4:18–5:06
4
What trends in technology are affecting RCM?
5:06–5:47
5
How can organizations improve efficiency in RCM?
5:47–7:55
Speakers
1 identifiedMore from Becker Private Equity & Business Podcast
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