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About DTA Associates

Choosing among healthcare consulting firms isn’t easy. DTA Associates differs in its lean, streamlined and creative approach. If you need help improving patient experience, healthcare metrics or analytics, trust our proven track record. While many healthcare consulting firms use off-the-shelf solutions, we leverage the unique strengths of your organization and the talents of your staff and physicians to understand real opportunities for change.

Janiece Gray

Janiece Gray

Founding Partner

Performance Improvement, Patient Experience, Lean Six Sigma Black Belt

I began my career as a social worker and later, with my Master of Health Administration (MHA), directed operations at Allina Health in Minnesota. I later directed patient experience at Allina. My background and experience give me strengths in approaching healthcare opportunities and challenges through a systems lens – with unique strengths, challenges and activation points. My experience is also informed by leadership roles leading performance improvement in patient-centered care and patient experience departments. Working in the client role with healthcare consulting firms inspired me to address some unmet needs in the industry, and to co-found DTA Associates. I have a Lean Six Sigma Black Belt, and find that the discipline of practice translates to healthcare work very well.

Kevin Campbell

Kevin Campbell

Founding Partner

Enterprise Data Warehouse Architect, Lean Six Sigma Black Belt

I have over fifteen years of experience in healthcare business intelligence and performance improvement, including developing enterprise data warehouses for large hospital and clinic systems. My work with other healthcare consulting firms and desire to help healthcare organizations leverage scarce resources through innovative approaches led me to co-found DTA; I believe we offer a unique value and perspective to organizations struggling with outcomes stagnation or other problems. I’m also a Lean Six Sigma Black Belt and like Janiece, I find the practice applicable to a variety of healthcare challenges.

Defy the Asymptote!

DTA stands for “Defy the Asymptote.” An asymptote is a math term for an imaginary line (or limit) that an equation approaches but never touches. In the graph, no matter how big X gets, Y will get closer and closer to the asymptote but never reach it. If you are faced with a sticky spot in healthcare outcomes improvement, you understand what we mean. Your asymptote may be patient satisfaction scores that have plateaued, projects that go on forever without concrete results, a lack of meaningful service culture training, or any challenge where progress continually reveals itself as an illusion – and problems stubbornly remain.

The patient experience experts at DTA use the asymptote concept as a tongue-in-cheek explanation of what we do, but our methods are serious innovation. Defying an asymptote requires a fresh approach, a unique perspective, and unexpected angles, tools, and methods.

Asymptote Graph

“DTA has energy, expertise and real joy in their work which makes them great partners. Their communication is timely, spot-on and clear, so partnering is easy and productive.”

Val Ulstad, MD, MPA, MPH - CEO, Partner

Cascade Bluff LLC

"DTA is a true partner with our organization. The sharing of ideas, knowledge and experience has been invaluable. The goals are always clear and DTA has allowed us to grow so we can keep moving forward after the contract is complete."

Amy Porwoll - CIO and Vice President, Information Services

CentraCare Health

"We want the patient experience to be surrounded by a culture of service throughout the healing process. We believe this is best served by having an organic, personalized approach – created from within our own hearts and minds. DTA has helped us achieve that custom approach."

Tomi Ryba - President and CEO

El Camino Hospital

"Our organization had an urgency to get a baseline assessment of our quality department. DTA Associates came in and, in two days, assessed our regulatory reporting needs, process of data collection, and staff competencies/gaps. Mary Jo was professional, detailed, high-energy and thorough. Our Senior Leadership was provided with a well-laid out roadmap that addressed current, future, and technological needs and strategies."

Susan Skinner - Vice President, Patient Services

Grand Itasca Clinic and Hospital

"DTA has helped us develop strategic and tactical plans around patient experience. Not only did we have a long-term vision but they helped us build an actionable plan with incremental steps we could start implementing right away."

Bethany Hyde - Multispecialty Clinics Manager

North Memorial Health Care

"DTA is able to apply their past experience to our business needs. This has greatly compressed the time to completion for us. Everyone at DTA is very approachable and explains things in terms we can understand."

Tom Lenarz - Director, Business Intelligence and Analytics

Centra Care Health

"Compared to other consultants, DTA has become a part of our organization and has worked alongside us in every way. Our successes have become their successes and they have truly helped us become a better organization."

Mark Matthias, MD - Vice President, Medical Affairs

St. Cloud Hospital

"I’ve really enjoyed becoming involved with DTA. Initially I was hesitant to be coached for fear of being criticized. However, the experience is very much the opposite. All of the feedback is positive, and only helps you to build on your strengths. I personally am passionate about the message DTA is giving because I feel they teach you basic communication skills you can use in your everyday conversations. The DTA staff are not only experts at what they do, but are kind, funny, personable people. I am very appreciative of the knowledge, guidance, and opportunities this experience has provided me!"

Daisy Nelson - RN, Emergency Department

Regions Hospital

"As a member of the patient experience team, and a coach at regions hospital, I have had the honor of spending a lot of time with the DTA team. They are an inspiring bunch, and I am better for our time together."

Blake Southard - EMT, Emergency Department

Regions Hospital

"As we developed our plan to improve the patient experience at our health care organization, the voice of the patient was missing. While we knew this was such an important aspect of our journey to improvement, we were not sure where to start. With the help of DTA, we were able to create a very robust Patient and Family Advisory Committee (PFAC) consisting of previous patients and/or family members of patients."

Cheryl Reinking - Chief Nursing Officer

El Camino Hospital

"We worked with Janiece, identifying and mapping processes for a major technology project. We experienced long days and mind-numbing detail, but somehow Janiece managed to keep our teams engaged and thinking throughout the process. It wouldn’t be fair to say it was fun, but Janiece’s approach to interaction made it far less painful than it would otherwise have been. Janiece was also able to quickly understand our overall goals, ask the right questions and nudge us back to where we needed to be in order to ensure that we stayed on track throughout the project and finished our work on time."

Marc VanKley - President and COO

Beltmann Group, Incorporated

"We have been utilizing the coaching services of DTA and the feedback from our physicians has been extremely positive. We appreciate the non-intimidating approach and having a trained set of eyes to reinforce the positives in addition to identifying the opportunities for improvement. I would recommend DTA to any clinic that is focused on improving the patient experience through better provider-to-patient interactions."

Randy Farrow - CEO

Mankato Clinic

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