Looking back on a decade’s worth of experience focused on CMS, Bil Westerfield, President & Chief Data Scientist with Magpie Health Analytics shares some insight into how this team has become a trusted advisor and partner, some advice for others who may wish to follow suit, and what’s ahead for this growing firm as it looks to expand its reach, and relationships.
A Decade of Depth at CMS
Having just passed its tenth anniversary, Magpie Health Analytics is stepping out of the shadows, venturing out of its focus at CMS and commercial work and expanding its footprint, including with HHS-OIG.
“We started with a niche focus on Medicare Advantage Part C and Part D and all the data related to it, the encounter data in particular coming in from all the MA plans, the risk adjustment data and payment policies and so on. The fact that we bring some commercial experience to the table adds value for CMS.”
Drawing on experience gained in the commercial space and from time working for SAS selling to CMS, Westerfield established a connection with the agency by showcasing how analytics and software could empower better decision-making. This subject matter and analytic perspective allowed Magpie to build a specialized set of capabilities and foster strong relationships, solidifying its position within the agency over the past decade.
Understanding Data and Flow
“Magpie’s end-to-end perspective allows us to understand how changes in policy and systems will impact monitoring and oversight of programs, it helps us anticipate what is needed, and work with our clients on changes that need to be made on the data side.”
Applying skills in Machine Learning and AI, Magpie is helping lead the charge on the use of AI at CMS. “For years we’ve been taking structured data and drawing insights so people can make decisions but now we are helping CMS take it to the next level. With the power of AI and the growth of text analytics that has come along with it, we can combine both the structured data and the unstructured data—policy documents, guidance, industry comments, and other CMS-generated content— transforming it into actionable intelligence that drives more informed, efficient decision-making.”
The goal? Computer assisted task completion that can support the downstream impact of policy change on operational systems, contracts, and more. “We are developing systems where we input policy changes and look downstream at all the operational guidance and say here’s a change that is required. We then use AI to write the change request and provide it to CMS who can edit it as needed and push the required changes down the line. This eliminates numerous man-hours of research and makes agencies responsiveness to policy changes more efficient.”
The Growth of Trust
Adopting new systems and ways of working often requires a leap of faith, as trust in these systems is built gradually over time. At Magpie, we focus on earning that trust by backing recommendations and changes with empirical evidence and clear documentation of past successes.
“As an example, we’re working on a generative AI that will allow users to find out what happened to a certain policy over the past five to ten years. When the summary comes back, we provide the reference documents used by the AI model so the user can verify the information is coming from the right source, the user is even able to click on a link to that source to validate what has been shared, and over time develop trust.”
Once trust is established, it then becomes easier to more fully automate tasks, not turning things over completely to the machine, but working alongside it; man and computer really working together more effectively.
Growing as a Trusted Advisor and Partner
Beyond growing within CMS in its scope, roles and relationships, Magpie has also grown alongside other CMS contractors as a partner who integrates well with other teams. “From the execution side we put a high value on data and its accuracy. We know CMS and our partners rely on that, but we also know they rely on us, so we also put a high value on relationships.”
Building strong relationships with external partners starts with fostering meaningful connections within the Magpie team. At the beginning of each year, Bil initiates conversations with team members to define success for each individual employee. This approach ensures the company’s annual goals are rooted in personal growth and aligned with team objectives.
Part of that can mean growing and graduating. “We will have some people grow and stay within the company and others who will fly and take their experience to new places where they can grow even more. When people have those opportunities, we don’t announce to the team the person is leaving, we say they are graduating and we celebrate them, look forward to seeing how they challenge themselves and what they can achieve elsewhere.”
“We want to end 2025 where we began. We want to make sure that our clients trust us, value us and want us back for 2026 and that means ensuring our staff have reasons to stay, that they have professional development and personal satisfaction, but also that they take those opportunities to grow and to flourish.”
Perhaps Not Who You Think They Are
Magpie started as a partner with a major legacy software firm and is often viewed as a primary user of that software. However, while legacy software remains part of its portfolio, it now represents only a fraction of what Magpie does. Recognizing early on the trajectory of legacy commercial off-the-shelf (COTS) tools, the rise of cloud technology, and the power of open-source programming languages, Magpie has helped clients transition away from outdated systems to more modern, scalable solutions.
Magpie brings expertise across various technologies and programming languages. The company’s focus isn’t solely on implementing new models but on maintaining the existing infrastructure and preserving valuable institutional knowledge. “Agencies can’t afford to lose the capabilities and expertise built over decades. Our goal is to guide them toward their future while honoring and integrating the foundation they’ve built. Because we underwent a similar evolution ourselves, we understand the need for a thoughtful, gradual transition and can help make it a seamless process.”
What’s Ahead for 2025 and Beyond?
If you’re looking to make a connection, you’ll find Bil out and about more. Look for him at Shelley McGuire’s CMS/HHS Happy Hours, but also the April Policies, Programs, Products, Procurements, Protests and Partnerships – Navigating CMS event.
“It’s been easy for us to lean on our niche and stay focused where we are but it’s time to grow and expand, in our reach, our relationships, and our intent.”
Leaning on perspectives gained earlier in his career, which focused on developing capabilities, methodologies, and techniques as well as trying new things, Magpie has also grown with an emphasis on these areas. “Because we’re small and nimble we are able to push the envelope, to innovate quickly. For anyone who is looking for that agility, combined with expertise and the capacity to deliver, we offer that opportunity.”
Advice for Others
A natural storyteller, Westerfield has an exceptional ability to connect with customers and translate complex ideas into something they can clearly envision. He extends that same gift for storytelling when offering advice to those looking to work with CMS.
“If I think of the way we did it, it was really about understanding what the agency is concerned about— the issues they face daily, the evolving policies that impact their stakeholders, the data, the systems, and all the complexities involved. It’s about identifying where you can bring a value-added perspective and then communicate the benefits in a way that addresses their real, daily struggles.”
He emphasizes that success isn’t just about solving problems but about valuing others and their challenges. “It’s about genuinely wanting the best for your client and running the race alongside them so they can become the best agency or contractor they can be. Building relationships rooted in trust and mutual respect is key to helping someone achieve their goals while creating lasting partnerships.”
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