Regardless of COVID-19 vaccine efficacy and how long it takes risk levels to fall into less threatening ranges, many effects of the pandemic are here to stay. One area that will remain fundamentally altered is the business of delivering healthcare—the strategies and ins and outs of healthcare finance. COVID-19 has fueled new delivery models and new competition, as patients and clinicians are drawn to more convenient, less costly care (e.g., virtual care) and less stressful, more productive work environments.So, how can traditional providers adapt and thrive in this new healthcare landscape? They must start by recognizing the impending challenge as a business problem, not a technology or care problem. This means leveraging their CFOs and financial leaders to play a more collaborative role in empowering clinicians to make better decisions and operationalizing health systems’ key differentiator—data.