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Healthcare Needs a GUT Check…Literally!

Rising GI disorders and AI innovation are reshaping how providers detect and treat digestive health conditions

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By Brian Uridge · · Austin ChiangBrian UrbanGastrointestinal HealthGi Health
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Rising GI disorders and AI innovation are reshaping how providers detect and treat digestive health conditions

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As healthcare continues to evolve, the focus on gastrointestinal (GI) health has become more pronounced. With an aging population and modern dietary habits contributing to a rise in GI disorders, healthcare requires a gut check, literally.

The global market is rapidly advancing towards less invasive technologies, personalized nutrition, and virtual care models. The surge in artificial intelligence (AI) applications, is at the heart of an evolution expected to revolutionize early detection and treatment options. According to recent studies, today's global GI market is $39.5 billion, with projections reaching as high as $64.5 by 2032, reflecting both the challenge and the opportunity ahead.

What if the future of GI care is already here?

This question beckons an exploration into gut health in the latest episode of Healthcare Rethink, a FinThrive Podcast. Host Brian Urban brings two visionaries into the conversation: Dr. Austin Chiang, a pioneer in endoscopic technology and social medical education, and Sam Holliday, whose company, Oshi Health, is reshaping the approach to GI conditions with its virtual care model.

Several discussion topics include:

  • The multifaceted nature of gut health and its broader implications on overall wellness.
  • Bridging the gap between traditional care and the potential of telehealth and AI.
  • The crucial role of patient education and the de-stigmatization of gut-related discussions.

Dr. Austin Chiang serves as Medtronic's Chief Medical Officer for Endoscopy. He has recently taken on the role of author with his upcoming book "Gut: An Owner's Guide." His path to healthcare, marked by his MD and MPH, showcases a commitment to merging clinical expertise with patient empowerment. His successful engagement with the public through social media underscores the critical need for accurate medical information.

Sam Holliday, CEO and Co-Founder of Oshi Health combines personal experience and professional expertise. His journey began with an individual family challenge and led to creating a company dedicated to offering comprehensive virtual care for GI health. Oshi Health's success lies in its high-touch, high-frequency approach to patient care, aligning with Holliday's belief in the power of personalized health interventions.

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About the author

Brian Uridge
Brian UridgeSenior Director Department of Public Safety and Security

Brian Uridge has more than three decades of experience in law enforcement, healthcare security, and fire service. Since 2018, he has served as deputy director of public safety and security for the University of Michigan and director of security for Michigan Medicine at the University of Michigan. In this capacity, Brian Uridge oversees security and law enforcement personnel for a health system with 34,000 employees. that is visited by three million patients per year. A certified police officer for the university, he manages a full-time team, including clinical trainers, a K-9 team, security staff, and a community policing unit. During his first few years with the University of Michigan, Mr. Uridge helped create the health system’s first K-9 program and developed a home health tactical safety training procedure. Before that, he spent three years as director of security services for Spectrum Health System in Grand Rapids.

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More Healthcare Insights

Denials get a queue, underpayments just look like paid claims

Denials get a queue, underpayments just look like paid claims

Underpayments in healthcare revenue cycle operations lack the visibility of denied claims because they don't trigger alerts or queue workflows. Without dedicated ownership and line-level verification against contract terms, paid claims that fall short of their contractual amount pass through undetected.

  • 01Denial workflows activate on rejection events, but underpayments produce no event, leaving paid claims unverified by default.
  • 02The speaker says many provider groups lack line-level contract intelligence to check each paid line against the applicable terms.
  • 03Payment received and payment checked are separate tasks: one verifies acceptance, the other verifies correctness—and the second often has no assigned owner.

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A zero-paid claim line is not automatically an underpayment

A zero-paid claim line is not automatically an underpayment

A zero payment on a claim line isn't automatically an underpayment; contract terms, particularly packaging rules, determine whether zero is correct. Chasing unsupported findings damages credibility with payers and weakens the position of legitimate disputes, so revenue cycle teams must verify the full contract terms and effective dates before treating any payment difference as a finding.

  • 01When a contract packages add-ons into the primary procedure, the add-on line may legitimately show zero payment because it is folded into the primary procedure reimbursement.
  • 02Pursuing payment differences that lack contract support burns credibility with payers and can weaken the team’s position on later disputes, including valid ones.
  • 03Always verify the complete contract terms, fee schedules, carve-outs, amendments, and the specific version in effect on the date of service before treating a payment variance as a recoverable underpayment.

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A clean, paid, closed claim can still be short of the contract

A clean, paid, closed claim can still be short of the contract

Practices can receive payment on closed, clean claims that still fall short of negotiated contract amounts because billing ends at coding, submission and posting, while no role owns checking whether payer payments match fee schedules. The speaker argues that contract-level payment review is a separate, complementary function that compares closed claims to contract terms and, run continuously, helps surface shortfalls in time to act within timely filing windows.

  • 01Correctly coded and billed healthcare claims can still result in underpayment.
  • 02Check closed-claim payments against contract terms to find underpayments.
  • 03Discrepancies in claim payments can persist despite adherence to billing protocols.

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About the Experts

Brian Uridge
Brian Uridge

Senior Director Department of Public Safety and Security

Brian Uridge has more than three decades of experience in law enforcement, healthcare security, and fire service. Since 2018, he has served as deputy director of public safety and security for the University of Michigan and director of security for Michigan Medicine at the University of Michigan. In this capacity, Brian Uridge oversees security and law enforcement personnel for a health system with 34,000 employees. that is visited by three million patients per year. A certified police officer for the university, he manages a full-time team, including clinical trainers, a K-9 team, security staff, and a community policing unit. During his first few years with the University of Michigan, Mr. Uridge helped create the health system’s first K-9 program and developed a home health tactical safety training procedure. Before that, he spent three years as director of security services for Spectrum Health System in Grand Rapids.

Brian Urban
Brian Urban

Healthcare innovation · Healthcare Rethink host

Duo Health

Brian Urban works at Duo Health. His MarketScale recordings feature his earlier FinThrive work as host of Healthcare Rethink and as a guest discussing health data, access and care delivery. Brian often asks for the story before the job title. Introducing his interview with Shawn Nason, he asks to go back before Mofi, before the board roles and even before Disney. That opening gives the guest room to explain how earlier experiences shaped the work. In his own personal conversation, Brian describes a day bookended by his children and animals: feeding dogs, ducks and chickens at six in the morning, then settling everyone again at night. His guest list also follows the people connecting health research with organizational decisions. Claire Manneh brings provider research and data tokenization to the discussion; Sameer Kokan explains the business and accountability work behind health-equity initiatives at Point32Health. Their career paths are part of the interviews alongside the technical and organizational questions.

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