Enhance American Addiction Centers' (AAC) adoption of new technologies to improve the admissions process and better serve clients.

Streamline the insurance verification process to ensure potential clients have active policies and understand their coverage.

Utilize the features of VerifyTreatment (VerifyTX) to optimize the admissions workflow.

Empower individuals seeking treatment by simplifying the process of understanding their insurance coverage.

In Q4 2018, AAC recorded 4,666 web leads through the SSVOB tool, which surged to 7,813 in Q4 2019, marking a 67% increase.

Similarly, patient admissions via Web Leads saw a remarkable rise, from 985 in Q4 2018 to 1,792 in Q4 2019, representing an 82% growth.

Imagine you or a loved one needs help. You're finally ready to seek treatment for substance abuse, but one thing stands in the way: insurance. Does it cover the program? Will it cost a fortune? Am I in-network?

This is where the Self-Service Verification of Benefits (SSVOB) project I worked on at American Addiction Centers comes in. The goal was simple but crucial: provide clarity and reduce anxiety.

Designing a tool like this isn’t just about functionality as it is about emotions. I started with research, interviewing patients, families, and AAC staff to uncover pain points. Their feedback included things like:

"I was already scared to make the call."
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"I didn’t know if my insurance would cover it, so I just gave up."

I also analyzed recorded admissions calls to find areas for innovation. By doing this I gained a better understanding of what happens during a call and looked at each stage for possible improvements.‍

Determine the criteria that define a qualified lead based on financial ability to pay for treatment.

Pinpoint specific aspects of the admissions process that can be innovated around to boost lead quality and operational efficiency.

My research led me to introduce the "qualification" aspect of an admissions call earlier in the process for users using VerifyTX’s automation features. This was accomplished as a webform to help pre-qualify individuals before they engage in a phone conversation.

Web leads created through this form would be labeled as “high intent”, which then would contacted by a specialized team from our admissions center that handles high intent qualified leads.

Ensure the form is straightforward, requesting only essential information to determine if a policy covers treatment services at an AAC facilities.

Integrate with the VerifyTX API to enable real-time, automated insurance benefit verification, reducing the need for manual checks and expediting the admissions process.

Identify and tag web leads generated through the SSVOB tool as "high intent," allowing a specialized admissions team to prioritize and efficiently manage these qualified leads.

We faced a challenge with regional restrictions on ACA Marketplace policies, particularly for users with Aetna, Cigna, or United Healthcare.

It was crucial to accurately confirm whether their insurance, whether employer-provided or ACA-purchased, applied to specific treatment locations to avoid miscommunication.

To address this, we implemented a verification system that cross-referenced a regional policy database. This system ensured that users received accurate verification results based on their specific insurance provider selection.

Additionally, we collaborated closely with our legal and compliance teams to stay updated on regional policy changes, ensuring our tool remained compliant and reliable.

We conducted an A/B test to optimize engagement and submission with our new web form, evaluating the effectiveness of different tones of voice in the header and lead-in copy. We tested four variations: Inviting, Reassuring, Encouraging, and Direct, each with a unique approach to engaging users.

We called the test once each variation had ~10,000 impressions and then compared form engagement and submission rates across these variations to determine which tone most resonated with users and encouraged form completion.

The "Inviting" variation was the most successful, with the highest engagement (users who interacted with at least 1 input field) and form submission rates. This suggests that a warm and welcoming approach is the most effective way to encourage users to check their insurance coverage for rehab treatment.

We launched the SSVOB web form to help individuals seeking treatment, with submissions sent directly to Salesforce for better lead prioritization. This has reduced high-intent call times, allowing the admissions team to focus more on patient needs and treatment planning.

Reflecting on my experience with the Self-Service Online Verification of Benefits (SSVOB) webform design, I've witnessed my growth as a designer and gained a deeper understanding of good design's value, particularly in the addiction treatment industry.

The project initially posed several challenges due to the verification process's complexity and the addiction treatment's sensitive nature. I had to ensure the design was user-friendly, secure, respectful of users' privacy, and beneficial for the business. Striking a balance between functionality and empathy forced me to refine my user-centric design approach.

The SSVOB platform demonstrated that good design, even in a simple webform, can make a significant impact in the addiction treatment industry. By simplifying the verification process, we made it easier for individuals seeking help to access care. This experience reinforced my belief that thoughtful design can drive positive change and improve lives, especially in critical sectors like healthcare.