Transparency and Growth in ASC Care with Adam Hornback of Hinkapin Health

Summary

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Podcast Summary: Becker’s Healthcare Podcast

Episode: Transparency and Growth in ASC Care with Adam Hornback of Hinkapin Health
Host: Francesca Matthews
Guest: Adam Hornback (COO, Hinkapin Health; Administrator, North Texas Team Care Surgery Center; President, Texas ASC Society)
Date: November 16, 2025

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Episode Overview

This episode centers on current trends, challenges, and opportunities in ambulatory surgery center (ASC) care, with a spotlight on transparency and growth strategies. Adam Hornback, a nurse executive and industry advocate, shares his expertise on rising healthcare costs, employer-based care models, transparent pricing, and upcoming regulatory changes—offering practical leadership insights for ASC administrators and healthcare business leaders.

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Key Discussion Points & Insights

1. Adam Hornback’s Background & ASC Focus

• Adam is a nurse by training and now serves as COO at Hinkapin Health, Administrator of North Texas Team Care Surgery Center, and President of the Texas ASC Society.
  • "My surgery center is a multi-specialty physician-owned center and then Hinkapin Health is a company that provides cash bundles for patients and employees that a lot of employers are going to because of the changes and rising healthcare costs." — Adam Hornback [01:13]

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2. Top Three Industry Trends in ASCs

• Rising Cost of Healthcare
  • ASCs counter this by adopting transparent pricing for patients and clients.
• Shift to Direct Physician Care Models
  • Growth in subscription-based primary care and direct contracting.
• Concerns About Anesthesia Coverage
  • Insurers increasingly deny or remove anesthesia coverage from being an option in pain and GI specialties.
  • "The first and most important [trend] is the rising cost of healthcare...We're helping to battle that by having transparent pricing for our clients and navigating our patients to cash-friendly sites like surgery centers." — Adam Hornback [01:57]
  • "The final trend I'm concerned about is the trend towards carriers denying or just taking the option off the table for anesthesia care in pain and GI." — Adam Hornback [02:23]

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3. Excitement for Employer-Based Healthcare Solutions

• Surge of direct employer-patient models helps reduce costs and increase provider-patient agency.
  • "Whenever we're doing a direct employer, direct model, the option to bypass the large insurance carriers puts the care back in the hands of patients." — Adam Hornback [02:56]

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4. Outlook on ASC Growth

• Optimism about ASC industry growth in the wake of possible regulatory changes.
• Removal of the CMS “hospital only” procedures list could expand what's possible at ASCs—but also introduces risk.
  • "I've heard rumors that we're getting rid of the hospital only list, you know, thereby opening up a bunch of new opportunities for ASCs to take care of our patients." — Adam Hornback [03:27]
  • "I think everybody's a little on edge about what insurance rates are going to look like…So I think having our prices transparent is a very good cause to look forward to." — Adam Hornback [03:41]

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5. Preparing for More Complex Procedures

• Cautious embrace of expanded procedure capabilities, with patient safety as the top priority.
• Already performing selective, higher-acuity procedures (e.g., small colectomies on healthy patients), but stresses:
  • "We have to be very smart about the procedures that we take on...It's always the same. It's the right patient, right time, do all the right things for patient safety and we'll be in good shape." — Adam Hornback [04:32 & 05:16]
• The balance between innovation and overreaching is key.

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6. Patient Safety as Central Principle

• Continually re-emphasized as ASCs grow and adapt:
  • "We want to take good care of the patients, but we need to do it the correct way...patient safety above all." — Adam Hornback [05:31]

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Notable Quotes & Memorable Moments

Adam Hornback:

• "Direct employer, direct model, the option to bypass the large insurance carriers puts the care back in the hands of patients." [02:56]
• "We don't want to get in over our skis...It's the right patient, right time...do all the right things for patient safety and we'll be in good shape." [04:37–05:16]
• "Having our prices transparent is a very good cause to look forward to." [03:41]

Francesca Matthews:

• "That anesthesia piece has been huge. What are you most excited about right now in ASCS and healthcare overall?" [02:41]
• "How are you kind of thinking about preparing for that? In what ways are you preparing to be able to potentially do many more procedures?" [04:16]

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Timestamps Guide for Key Segments

| Segment Topic | Timestamp | |---------------------------------------------|---------------| | Guest intro and background | 01:00 - 01:47 | | Three main ASC industry trends | 01:56 - 02:35 | | Employer solutions & transparent pricing | 02:52 - 03:17 | | Growth prospects and regulatory changes | 03:24 - 04:00 | | Preparing for “inpatient-only list” changes | 04:00 - 05:25 | | Emphasis on patient safety | 05:25 - 05:39 |

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Final Thoughts

Adam Hornback provides a clear, candid look at the evolving landscape of ASC care: increasing cost pressure, insurer uncertainty, and the opportunities in transparent, employer-focused healthcare. His message is one of measured optimism, advocating for both innovation and steadfast attention to patient safety as the industry expands its scope.

Quote to Remember:
"Having our prices transparent is a very good cause to look forward to." — Adam Hornback [03:41]

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Transcript

[A]

@ Athenahealth, we know your ambulatory practice wants healthier a healthier business, healthier care teams and healthier patients. But the complexities of modern healthcare tech make it hard for you and your care teams to focus on what matters most. That's where athenahealth can help our AI native all in one solutions reduce administrative burdens, streamline billing and payments, and deliver critical insights when clinicians need it most. That means fewer clicks, more time for patients, and stronger bottom Practicing medicine is complex, but running a practice can be that much simpler. With Athenahealth. See how simpler is [e-mail].

[B]

Hello, this is Francesca Matthews with the Becker's ASC Review Podcast. I'm thrilled to be joined today by Adam Hornbach, Chief Operating Officer of Henkevan Health Administrator of North Texas Team Care Surgery Center. Adam, thank you so much for being here today.

[C]

Thank you for having me.

[B]

Just to get us started off, could you please introduce yourself and tell us a little bit about your background?

[C]

Yeah, absolutely. My name is Adam Hornback. I am a nurse by trade. I am currently the COO of Hinkopen Health, Administrator of North Texas Teen Care Surgery center in Dallas. I'm also the current president of the Texas ASC Society here in Texas where we advocate on behalf of the ASC industry. My surgery center is a multi specialty physician owned center and then Hinkaman Health is a company that provides cash bundles for patients and employees that a lot of employers are going to because of the changes and rising healthcare costs.

[B]

Great. Well, yeah, excited to get into our discussion today. Just to start us off, what are the top three trends that you're following in healthcare and in ASCS today?

[C]

Yeah, absolutely. I think the first and most important is the rising cost of healthcare. You know, with Hinkebin Health and with my surgery center, we're helping to battle that by having transparent pricing for our clients and navigating our patients to cash friendly sites like surgery centers. The second would be the transition to more direct physician care models, subscription care for primary care, that kind of thing. And then the final trend I'm concerned about is the trend towards carriers denying or just taking the option off the table for anesthesia care in pain and gi.

[B]

Mm, absolutely. Those are all definitely three very pertinent trends that we talk about over here at Becker's. Especially, you know, on the ASC side of things. That anesthesia piece has been huge. What are you most excited about right now in ASCS and healthcare overall?

[C]

Well, I'm very excited about the changes in healthcare moving Towards a more employer based solution which brings costs down for employees, patients. Whenever we're doing a direct employer, direct model, the option to bypass the large insurance carriers puts the care back in the hands of patients.

[B]

Absolutely. And how are you thinking about growth at your, your organizations over the next 12 months?

[C]

I think the growth in the ASC industry is going to be increased in the next couple of years. I've heard rumors that we're getting rid of the hospital only list, you know, thereby opening up a bunch of new opportunities for ASCs to take care of our patients. I think the outlook for the ASCs is very good. I think everybody's a little on edge about what insurance rates are going to look like and that kind of thing. So I think having our prices transparent is a very good cause to look forward to.

[B]

And kind of just a little bit of follow up there with the rumor that the inpatient only list may be going away. Kind of that CMS shift of procedures has been a big part of what I've been talking with leaders about. How are you kind of thinking about preparing for that? And obviously nothing has totally happened yet, but yeah, how are you kind of keeping your eye on that? In what ways are you preparing to be able to potentially do many more procedures?

[C]

Yeah, so the good thing about that is obviously opening up the hospital only procedure list is good in some ways and also it could be negative in some ways to our industry. I think that we have to be very smart about the procedures that we take on. We are, you know, obviously doing much better with the more acute procedures that we're doing, but we don't want to get in over our skis. So we have been able to do some things as a cash based surgery center that a lot of people aren't able to do. You know, we do a colectomy here and there, you know, small ones with healthy patients and that kind of thing. But we've kind of already started on that, that journey. It's just making sure, you know, it's always the same. It's the right patient, you know, right time, right, you know, do, do all the right things for the patient safety and we'll be, we'll be in good shape.

[B]

Yeah. Focusing on that, that element kind of will at some point, you know, embody the change itself, it seems.

[C]

Yeah, absolutely. We, we want to take good care of the patients, but we need to do it the correct way, you know, which is, you know, patient safety above all.

[B]

Absolutely. Is there anything else that we haven't touched on yet that you think is pertinent to this conversation.

[C]

No, I. I appreciate you guys doing this. I think it's good for the ASC guys to have a. An outlet out like this. So we appreciate you guys doing this.

[B]

Yeah, of course. Yeah. There's nothing else we wanted to add here. That's actually all I have for you today. Adam, thank you so much for joining us today.

[C]

Thank you for having me.

[B]

Absolutely. It's been a pleasure speaking with you, and I look forward to connecting with you again in the future.

[C]

Okay, great. Thank you.

[A]

At athenahealth, we know your ambulatory practice wants healthier a healthier business, healthier care teams, and healthier patients. But the complexities of modern healthcare tech make it hard for you and your care teams to focus on what matters most. That's where athenahealth can help our AI native All in one solutions. Reduce administrative burdens, streamline billing and payments, and deliver critical insights when clinicians need it most. That means fewer clicks, more more time for patients, and stronger bottom lines. Practicing medicine is complex, but running a practice can be that much simpler with Athenahealth. See how simpler is [e-mail].