About Us
Built on Experience. Focused on Results.
At Healthcare Efficiency Associates (HCEA), we believe in more than just consulting—we build partnerships that deliver measurable outcomes. With over 40 years of hands-on leadership experience in the Durable Medical Equipment (DME) space, we provide the strategic insight and operational execution today’s healthcare organizations need to thrive.
Meet Steven Baker
I’ve been in the Durable Medical Equipment (DME) industry most of my life. At 22, I was given full P&L responsibility at LinCare — an experience that set the tone for a career rooted in accountability, results, and leadership.
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After advancing through leadership roles, I shifted into the skilled nursing facility (SNF) segment, where I co-founded a respiratory therapy delivery model for SNFs. I’ve also scratch-started and sold two of my own DME businesses.
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For the past 15 years, I’ve focused on consulting with health system-owned DME companies through the firm I founded — Healthcare Efficiency Associates. Today, I’m expanding that focus to serve independent DME companies that want to elevate their operations.
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We’ve developed a team of like-minded, high-performance, experienced consultants to cover every aspect of our service portfolio. I make myself personally available to every client, because success is about relationships — not just results.
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Meet Kenny Johnston
Trusted Healthcare Consultant with Deep DME & Post-Acute Expertise
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I’m a healthcare consultant and DME professional with nearly two decades of experience supporting long-term care, post-acute providers, and durable medical equipment organizations throughout Pennsylvania and the surrounding region. My background spans pharmacy services, respiratory care, and DME sales and operations—with a strong emphasis on aligning practical solutions to the needs of patients, staff, and caregivers.
Over the years, I’ve developed trusted relationships with skilled nursing facilities, assisted living communities, hospitals, and senior care networks. My expertise includes oxygen therapy, CPAP programs, wound care, mobility products, and navigating the regulatory and operational challenges unique to post-acute care environments.
What sets me apart is a hands-on, relationship-first approach. I’ve helped healthcare organizations improve patient outcomes, streamline vendor relationships, and enhance operational performance by offering clear, actionable guidance rooted in real-world success. Whether you’re launching a new initiative, optimizing your current DME model, or looking for strategic insight, I aim to bring clarity, value, and results to an increasingly complex industry.
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Meet Rick Borschuk
Owner First In Health, Interim Management and Consulting
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Rick Borschuk brings over 30 years of experience as a senior executive across hospitals, health systems, and physician groups of varying size and complexity. He has served in critical leadership roles including Chief Financial Officer (CFO), Chief Operating Officer (COO), and Executive Director, with a deep understanding of healthcare operations, finance, and strategy.
Throughout his career, Rick has launched and maintained full P&L oversight for a wide range of ancillary and post-acute services, including home health, durable medical equipment (DME), hospice, infusion, and wound care. His leadership has consistently driven growth, efficiency, and improved patient outcomes across diverse care models.
Rick holds degrees in Accounting and Finance from the University of Iowa and earned his CPA certification through the University of Illinois.
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Meet John Ellis
Proven Executive Leader in Home Infusion, Hospital Infusion Centers, and Home Care
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​​John Ellis is a successful healthcare executive with more than 30 years of leadership experience spanning home infusion, hospital infusion centers, and home care. He has a proven track record of driving sustainable growth through acquisitions, de novo launches, and operational turnarounds. John has worked with medium to large-scale organizations, consistently delivering improved profitability without compromising quality of care.
Throughout his career, John has held numerous high-level roles, including Vice President of Infusion for Nation’s Infusion at Home, President of Personal Care at Elara Caring, Chief Operating Officer for CareFinders Total Care, Regional Vice President at both BrightSpring Health Services and Addus Health Care, and Senior Vice President at Coram Health Care. He also served as Vice President of Sales and Operations for BioScrip, where he further demonstrated his ability to lead high-performing teams and optimize business outcomes.
John’s strengths lie in strategic leadership, team development, and operational execution. He is known for quickly identifying opportunities to enhance revenue and operational efficiency, building synergistic teams across divisions, and developing scalable, patient-centered care models. With a deep understanding of both clinical and business operations, John brings clarity, direction, and measurable value to every organization he serves.
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If you're a health system looking to stand up a new DME business, we can help you assess feasibility, model 3–5 year P&Ls with full cash flow requirements, and even launch and operate the business on your behalf. That level of turnkey support is rare — and it’s part of what makes our work unique.
What Makes Us Different
Real-World Experience
We’ve sat in your seat. We understand your challenges, because we’ve lived them.
Proven Leadership
Whether stepping into interim roles or providing executive coaching, we offer trusted leadership during critical transitions.
Turnkey Support
We don’t just deliver roadmaps—we help you execute them, down to the smallest operational detail.
High-Touch Engagement
Every client works directly with me and our senior team. You’re never handed off to junior staff.
Our Core Values
Knowledge: Decades of specialized DME experience
Integrity: Always acting in our clients' best interest
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Quality: High standards in every engagement
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Value: Delivering ROI you can see and measure
We lead with service, not sales. That means every engagement is tailored to your unique goals, culture, and operational reality. Whether you're launching a new DME business or revitalizing an existing one, our priority is your success—not just our scope.