How Rafael Sto. Tomas Builds Long-Term RCM Outsourcing Partnerships at Synapse
Rafael Sto. Tomas, President of Dental Process Outsourcing at Synapse, believes trust is the ultimate currency in business and Synapse’s backbone in forging value-driven partnerships.
In this exclusive interview, Rafael shares his strategies and core philosophy for building trusted relationships that go beyond transactional service.
Watch the highlights of our interview with Rafael Sto. Tomas
Pioneering Accurate and Efficient Dental Billing
Rafael has an extensive background in software development, including 15 years at Citibank, managing technical projects in Southeast Asia.
His experience with outsourcing in the banking sector led him to Synapse, where he joined by bringing in the dental billing department, which has now become a significant part of Synapse’s operations.
“The concept of importing labor, outsourcing, it’s not new to me. So it’s a natural fit to come into Synapse… I had the knowledge of technology and was familiar with bringing labor into the US through the internet.”
With no blueprint to follow, Rafael and a former partner pioneered the outsourcing of dental billing to Manila, creating an industry that is now essential to dental revenue cycle management.
Defining a True Strategic Partnership in RCM Outsourcing
For Rafael, it’s essential that Synapse transcends a standard vendor relationship to become a trusted partner.
“The way other companies operate is very different from the way Synapse operates. Our approach is software agnostic. We are known for customizing workflows for medium to large clients, and integrating processes with clients, rather than compartmentalizing RCM processes.”
Rafael highlights this through Synapse’s loopback mechanism. If clients aren’t getting paid, Synapse will examine the situation from the very beginning and correct what’s wrong.
This goes to small to medium-sized businesses as well. Rafael’s priority is helping them get the claim paid as quickly as possible in a single pass.
“It’s a true partnership that we build with a client when we customize and add value by looking at the process and continually improving it, making sure we catch all of the mistakes, the denials.”
The Core Philosophy of Building Long-term Partnerships
Rafael distills the foundation of Synapse’s enduring client partnerships into one word.
“Trust,” he says. “They need to trust that you’re reliable and knowledgeable. You offer good advice by sharing industry-wide expertise.”
You also have to know the client’s motivation: Are they looking to cut costs or do they want to stop the cash bleed? For new clients, Rafael walks them through a tailored pitch designed to address their pain points:
Introduction: Learn about Synapse’s proven track record as a leading RCM outsourcing company for more than 25 years.
Reference: Get to know the major clients that partnered with Synapse and how we provided value and expertise.
Evaluation: Gain a thorough review of the client’s RCM processes and opportunities for improvement.
Free A/R Analysis: Receive a diagnostic review of the practice’s accounts receivable process, uncovering revenue leaks and opportunities to strengthen cash flow.
“That’s how we would convince you that you know we are a worthy partner by showing both technical expertise and doing a beneficial analysis of what you’re doing.”
Overcoming Challenges
Rafael is no stranger to professional pitfalls, including client rejections and losses. Yet, he sees them not as roadblocks, but as the raw material for building success.
“A difficult client is a challenge. It’s a test of our ability to measure up, to know if we can do this right,” he notes. “But the thing is, once you’ve done it for that client, you have to tell yourself, this is the level of service that has exceeded what we deliver.”
Over the years, Rafael has learned that sometimes the most professional step is to respectfully step back, trusting that you’ve done your best. This philosophy is often validated when clients, after trying competitors, return to Synapse, reaffirming the value provided.
The Key to Maintaining Deep Partnerships
Rafael knows that to build lasting partnerships, you must deeply believe in the indispensable value your service provides.
“I believe in the service and value that we bring to our customers. It’s still the motivation for finding the solutions to problems, making things work, which for me makes the work worthwhile.”
This includes thinking ahead and embracing how technological advancements, such as Artificial Intelligence (AI), are likely to transform healthcare billing and revenue cycle management.
“We have to take a look at the combination of technology and actual people power. There’s more complex decision-making, like what will be automated and the workforce has to be developed to a higher skill level, right?”
For Rafael, the best partnerships come from continuously adapting to evolving industry rules and determining where to deploy each for optimal results.
Closing Deals With Relationship-first Approach
Rafael’s journey proves that in a world of transactional services, a relationship-first philosophy isn’t just a different strategy, but it’s the only sustainable one. At Synapse, many people share this sentiment.
“I think a lot of people who work for us also feel the same way, that this is why we work—there’s a psychic income that comes from solving a problem. I think this comes from my years of doing programming. I like solving puzzles so that’s still the thing that makes this job interesting for me.”
Partnerships thrive for years, not just months, when you are rooted in trust, resilience, and mutual growth. Rafael bears witness to this truth.
Ready to build partnerships that last? Take the first step towards deeper, more productive partnerships by reaching out to us for a personalized discussion.
Tune in for a compelling conversation with Synapse's Rafael.
Watch the Highlights on Synapse’s YouTube