By Monica E. Oss Greetings from sunny Florida! I spent the day at the mhca 2021 Winter Conference & Annual Meeting and had the opportunity to lead a discussion about planning for the soon-to-be “next normal,” in my opening keynote, Planning For Success In The “Next Normal”: The Path To Sustainability In The Post-Pandemic Market.” Much of the focus was on how provider organization executive teams should interpret the changes in the market over the past 12 months—and predict which services will grow in demand and which ones will see shrinking market share. What services are likely to decline in the year ahead? Office-based services, general…
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