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This profile was last updated on 1/14/16  and contains information from public web pages and contributions from the ZoomInfo community.

Associate Vice President, Advisor...

Phone: (678) ***-****  
Email: g***@***.net
Local Address:  Georgia , United States
VHA Inc.
220 E Las Colinas Blvd
Irving , Texas 75039
United States

Company Description: VHA Inc. is a national network of not-for-profit health care organizations working together to improve performance and efficiency in clinical, financial and...   more

Employment History

  • Vice President, IMPERATIV Solution Design and Delivery
    VHA Inc.
  • Director , Performance Services
    VHA Inc.
  • Associate Vice President, Advisory Services
    Vizient L.L.C
  • Vice President
    IMPERATIV Solution Design & Delivery
20 Total References
Web References
More about Gena Futral, BSN, ..., 9 Oct 2015 [cached]
More about Gena Futral, BSN, RN, MHA:
More about Gena Futral, BSN, RN, MHA:
Futral works with health care systems across the country, developing and implementing strategies to optimize clinical, operational and financial performance. She has experience producing models to improve hospital and physician alignment and was instrumental in developing the first gainsharing program to be approved by the Office of Inspector General in 2001.
Futral joined VHA in 2008 and is the vice president of solution design and delivery for VHA IMPERATIV®, a comprehensive solution to optimize performance through advisory services, comparative analytics and collaboration. Futral manages the strategic direction of VHA IMPERATIV to meet current and future health care industry demands.
Previously, Futral was a senior consultant with Goodroe Healthcare Solutions. In this role, she developed strategic plans, reengineered clinical care and implemented physician-hospital alignment models. She began her career as an orthopedic nurse and transitioned to critical care nursing. She also worked as a cardiovascular service line administrator at a tertiary hospital.
Gena Futral may be contacted at
Moderator: Gena Futral, BSN, ..., 9 Oct 2015 [cached]
Moderator: Gena Futral, BSN, RN, MHA, Vice President, VHA
Moderator: Gena Futral, BSN, RN, MHA, Vice President, VHA
"One of the advantages of using ..., 1 Jan 2015 [cached]
"One of the advantages of using our calculator is a hospital team's ability to see their performance and associated financial risks," said Gena Futral, vice president, VHA IMPERATIV.
Now, there is a new focus on reducing unnecessary spend," said Futral.
VHA has incorporated the FY2017 changes into its Value Based Viewpoint calculator. This gives hospitals timely and critical performance insights to target resources for improvement opportunities that will generate the greatest financial returns. "Though we cannot impact the Clinical Care-Outcomes domain and the window is closing on AHRQ PSI-90, we can still impact clinical process, patient experience, safety and the efficiency through December," said Futral.
We've developed a comprehensive program for members to learn from industry experts and their peers," said Futral. "We work with them to take a deep dive into their analytics to study individual performance and identify improvement opportunities and strategies."
The Value Based Viewpoint calculator, a component of VHA IMPERATIV, is a comprehensive dashboard that helps hospitals understand their overall performance and identify improvement opportunities. In addition, the VHA IMPERATIV Leading Practice Blueprint® library features more than 200 blueprints designed to accelerate a team's ability to reach performance goals.
For more information about Value Based Viewpoint and how we can help improve your performance, contact Gena Futral at
"A great advantage of using the ... [cached]
"A great advantage of using the Value Based Viewpoint calculator is a hospital's ability to see their performance and associated financial risk," said Gena Futral, vice president, VHA IMPERATIV.
"We've heard that a significant benefit of working with the Value Based Viewpoint tool are the insights gained from simulations that turn data into dollars and quantify financial risk," said Futral. "Delivering information that optimizes the quality and cost of care makes a real difference in today's fast-paced, always-changing health care industry."
For more information about Value Based Viewpoint and how it can help improve performance, contact Gena Futral at
Surviving on Medicare Rates, 10 Mar 2011 [cached]
Speaker: Gena Futral, MHA, BSN, VHA's Performance Services, VHA
Gena Futral, MHA, BSN, provides direction and support for VHA's Performance Services with an expertise in Physician Preference Management strategies. She brings more than 20 years of experience in the healthcare industry. Prior to joining VHA, Gena spent six years working with Goodroe Healthcare Solutions as a Senior Consultant and prior was the Director of Cardiovascular Services for a tertiary cardiovascular program. Gena's areas of expertise include: reengineering of clinical care; cardiovascular service line administration, strategic planning; physician-hospital alignment strategies; clinical, operational, and cost database management. Gena received her master's degree in Healthcare Administration from Mercer University in Atlanta, GA, and her BSN from Georgia Baptist College of Nursing. She is a member of the Nursing Honor Society, Sigma Theta Tau International.
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