Right Fit Wins: Matching Practices to the AI They’ll Actually Adopt

Strong partnerships and smart marketplace design are essential to helping healthcare practices adopt innovation, especially AI, without overwhelm.

In this episode, Regina Haynes, Director of Partnerships at athenahealth, discusses how building and governing a large-scale healthcare marketplace creates real value for both customers and partners. She explains how the marketplace has grown to include more than 600 partners, including over 100 AI-focused solutions, and why practices are rapidly adopting AI across patient engagement, clinical workflows, and billing. Regina emphasizes that connection, not hype, is the real driver of innovation, highlighting the importance of matching the right solutions to specific practice needs. She also explores upcoming marketplace enhancements designed to personalize partner discovery, improve decision-making, and clearly communicate ROI, differentiation, and integration value.

Tune in and learn how partnerships, personalization, and AI are reshaping healthcare marketplaces and practice efficiency!

Resources:

• Follow and connect with Regina Haynes on LinkedIn.
• Follow athenahealth on LinkedIn and explore their website.

About Regina Haynes:

Regina Haynes is a partnerships and strategic operations leader based in Greater Boston with extensive experience in healthcare and marketplace growth. She has spent more than eight years at athenahealth, where she currently serves as Director of Partnership Growth & Strategic Operations, having advanced through senior leadership roles in partnership and marketplace teams. Her background includes operations leadership at the UMass Medical School and care coordination work at Fallon Health, where she supported Medicaid populations. Regina holds a master’s degree in health advocacy from Assumption College and a BA in communication and sociology from the University of Massachusetts Amherst, combining strategic execution with a strong understanding of healthcare systems and their human impact.

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Things You’ll Learn:

• Rapid AI adoption surprised even industry leaders, with practices actively seeking solutions that reduce administrative and clinical burden.
• A large marketplace creates value only when customers can easily find solutions tailored to their specific specialty and needs.
• Personalization and authenticated experiences help surface the most relevant partners more quickly and enhance decision-making.
• Differentiation matters more than ever, particularly in terms of ROI, ease of integration, and customer support.
• Strong partnerships enable practices to adopt innovation confidently without disrupting care delivery.

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