Demand Gen → RCM Pipeline
Own the first step of insurance billing. Practitioners who credential with us will bill with us. SimplePractice charges for both steps — we give away step 1 to own step 2.
Addressable signups
Insurance-billing practitioners who need credentialing. 31K total in relevant professions.
Free payer enrollments
Beats SimplePractice's 2. Covers most solo practitioners' initial needs.
Conversion paths
Self-serve insurance billing or done-for-you RCM program (3.9% of collections).
01
The RCM program already includes credentialing — Jasson's background is literally provider enrollment (Ventra Health, Optum, 200-300 clinicians). Market rate is $250/clinician. Free credentialing becomes the RCM program's top-of-funnel.
Top of funnel
Practitioner gets help enrolling with up to 3 insurance payers.
60-180 days of engagement
Status tracking, follow-up prompts, billing profile setup. Qualification signals accumulate. RCM pitch surfaces at frustration peaks.
Credentialed
Path A
Self-serve billing
Solo, 1-2 payers. Uses Carepatron insurance billing tools.
Path B — RCM
Done-for-you RCM
Team, 4+ payers. 3.9% of collections. Jasson handles end-to-end.
Pitch during, not after.
When they're staring at a 15-step CAQH checklist or waiting 90 days for Aetna — that's the frustration peak. Surface the RCM offer contextually at pain moments, not as a post-completion upsell.
02
PostHog track onboarding completion, Apr 2025 – Mar 2026. 75,548 completions.
New to private practice
Just licensed, leaving a group/agency. Full credentialing from scratch. ~30-40% of mental health signups.
Adding payers
Already in practice, expanding panels. Incremental enrollment. ~15-20%.
Switching states
Relocating practice. Re-credentialing. Small but high-intent.
Sweet spot: Solo counselors/therapists/psychologists entering private practice. Biggest segment, highest credentialing need, natural RCM pipeline as they grow.
Not interested: Coaching (3,852), Nursing (5,729), Medicine (3,759), Massage (587), Personal Training (647), Students (540). Cash-pay, employed, or not licensed.
03
The fundamental constraint: credentialing is portable. Once credentialed with Aetna, they're credentialed with Aetna — regardless of software. You cannot revoke it. SimplePractice works the same way.
Gone on cancel
Stays regardless
04
Not the primary demand gen audience. This is a retention feature for them, not an acquisition offer. Different messaging, same destination.
Not yet credentialed
"Get credentialed free"
Offer → billing → RCM. Acquisition.
Already credentialed
"Track & manage your credentials"
Vault → add payers → RCM. Retention.
05
What the customer experiences from discovery to billing activation.
Week 0
Finds via SEO ("how to get credentialed with Aetna"), onboarding prompt, or email. Creates free Carepatron account.
Week 0-1
Uploads license, malpractice insurance, DEA (if applicable), NPI, CV, education, references. Guided completeness tracking.
Week 1-2
Selects up to 3 payers. Gets per-payer checklist: requirements, where to apply, expected timeline.
Week 2-12
Status dashboard. Follow-up prompts. This is where the RCM soft pitch lives — at the frustration peak. Also where billing profile setup begins.
RCM pitch surfaces hereWeek 8-16
"You're credentialed with Aetna! Submit your first claim." Fork to self-serve billing or RCM program.
Ongoing
License renewal reminders (90 days out), CAQH annual attestation, malpractice renewal, re-credentialing every 2-3 years.
06
5 CIO campaigns + 1 scheduled broadcast. Events instrumented in PostHog, synced to Customer.io.
Events to instrument
credentialing_started — enters toolkit
document_uploaded — each doc (with doc_type property)
documents_complete — all required docs uploaded
payer_selected — selects a payer for enrollment
payer_application_submitted — marks application as submitted
payer_credentialed — marks as approved
credentialing_stalled — no activity 14+ days (computed)
Entry: credentialing_started → Exit: documents_complete + 1 application submitted
Entry: payer_application_submitted → Exit: payer_credentialed (per payer — user may be in this multiple times)
Entry: payer_credentialed → Exit: first claim submitted
Not time-based — trigger-based from credentialing behavior.
Monthly scheduled check of expiration dates across all credentialed users.
CIO segment for RCM prospecting
credentialing_started
+ (payer_count >= 4 OR team_size > 1)
+ country = US
→ auto-attribute for Jasson's outreach list
SimplePractice + Medallion is the only competitor offering credentialing. Jane, TheraNest, Practice Better, Healthie — nothing.
SimplePractice
Carepatron (proposed)
Boutique
per payer (PayerReady etc.)
Full-service
per payer (WCH etc.)
RCM bundled
per clinician (market rate)
Execution
What the growth team needs to ship for this offer to work. Product/eng build is separate and TBD.
PostHog events instrumentation
7 events (credentialing_started through credentialing_stalled). Properties for doc_type, payer_name, payer_count.
5 campaigns + 1 broadcast in Customer.io
Activation drip, application processing, billing activation, RCM qualification, credential maintenance. ~17 email touchpoints total.
SEO landing pages
"How to get credentialed with [Payer]" pages for top 20 nationals. Programmatic SEO opportunity.
Payer requirements content
Per-payer checklists: what documents needed, where to apply, expected timelines. Start with top 20 (UHC, Aetna, Cigna, BCBS, Humana...).
PostHog dashboard
Credentialing funnel: started → docs complete → app submitted → credentialed → first claim. Segment by profession, team size, payer.
RCM outreach playbook for credentialing leads
When to reach out (4+ payers, team, stalled), what to say, how to qualify for full RCM program.
Key risk
60-180 day credentialing timeline means a long attribution window before billing revenue appears. Leading indicators (doc uploads, app submissions) matter more than trailing (first claim) in the first 3 months.