Since 1969, PruittHealth has provided high-quality health care to communities across the Southeast with a family-focused approach in improving the lives of those they serve. PruittHealth has been a Trella customer since 2018, leveraging the Marketscape Insights data solution and CRM. The Trella team spoke with Adam Butler, VP of Program Development at PruittHealth, to learn how data-driven insights and CRM have empowered their teams to coach more effectively, streamline territory planning, and support strategic growth across their post-acute care services.
Customer Spotlight
Can you give us a brief overview of PruittHealth?
“We operate a post-acute care focused business and we currently operate in six states. We have skilled nursing, home health, hospice, assisted living and private duty nursing. We utilize the CRM to track our referrals to our post-acute care branches, which we have about 187 – around 104 nursing homes, and the rest are home health, hospice, and assisted living facilities.”
Who on your team leverages Trella’s Marketscape Insights data solution?
“All of our Community Relationship Representatives (CRRs) use Trella’s Marketscape Insights, and utilization has definitely improved since last year. The data in the platform is solid. I even use it to coach some of our team members. As long as you know the question you’re trying to answer, the information is there. Like any robust data tool, it takes some time to learn the methodology, but once you do, it becomes much more intuitive and impactful. Overall, it’s a powerful product and we’re continuing to build our team’s confidence and consistency in using it.”
Do you have any specific success stories you could share with us in using Trella’s Marketscape platform?
“One success story that stands out is a coaching opportunity with our hospice team in Savannah, which I personally support. The real win was helping the CRR and their regional director see where the gaps were. Using the Account Executive (AE) report, we identified accounts that hadn’t been touched, and highlighted those with the highest opportunity. That was a big moment—being able to understand that data made it much easier to take action.
I primarily use Marketscape for hospice since it’s more community-driven, and the data helps us focus on where we can really make an impact. The SNF data has been especially helpful, too. Marketscape played a key role in shaping our territory strategy, not based on just a feeling, but on clear, actionable data. And while we still encourage our team to use their own insights, it’s powerful to pair that with what the data is telling us and where it’s telling us we should be.”
Would you say your reps feel empowered through having access to this type of data to inform their territory planning?
“I’d say it’s especially valuable for the newer CRRs. They tend to use the data more actively because it’s new to them. They’re coming in from smaller organizations that didn’t have access to tools like Trella. They’re eager to make a strong first impression, so they really lean into it. Once they understand how to navigate the data, it becomes a really powerful tool for territory planning.”
How has the CRM changed the operations of your team? Are they more efficient?
“Some of the team is definitely more efficient, especially those who are actively using the CRM features like notes and Conversation Starters. For reps who may be struggling, those tools in Trella’s CRM really help kick off meaningful conversations. Bringing the data into accounts shows we’ve done our homework, and that goes a long way in building trust. I’ve been in meetings where the provider had a different perspective than what the data showed, but they still appreciated that we came in prepared and genuinely wanted to help. That said, there’s still room to grow. We want our reps to log in every day, or at least four times a week to really go in an utilize the tool, especially for call tracking and calendar management.”
How has your team adopted the Coaching feature in CRM?
“I’m not going to say it’s saving time, but that’s not necessarily a negative. I’m more about quality when it comes to coaching, not necessarily speed of the process.
The tool helps us hold up a mirror for our reps: ‘Here’s what you’re doing well, here’s where you need to improve, and here’s what success looks like.’ It ensures those conversations are not only happening, but also being documented. That’s important, because when issues come up, the first thing I ask is: How much time did you spend coaching? Can you show me what that looked like?
“The tool helps us answer those questions. It brings structure and consistency, allowing us to rate key areas, highlight wins, and identify where we need to dig deeper. And with most of my Regional Admissions Directors (RADs) managing 10 or more reps, they can’t be everywhere every day, so when they are coaching, we want to make sure it’s impactful.”
What other features in Trella’s Marketscape platform do you and your team find valuable?
“One feature I really value is the ability to hand a hospice rep a SNF target in Home Health Insights and help them see the bigger picture. Hospice pulls referrals from hospitals, the community, home health, and SNFs, so being able to look at those accounts from different angles is really powerful, especially when coaching.
A big part of my role is teaching reps what other providers are looking for in a hospice partner. Not everyone realizes that some SNFs specialize in long-term care while others are short-term rehab, and that impacts how we approach them. These insights help me coach beyond just ‘how to sell hospice’—they let me show reps what matters to a SNF or a home health agency and where the opportunity really is. That perspective shift is what takes their performance to the next level.”
Has the data in CRM played a role in how you set goals or evaluate your team’s performance?
“That’s actually an opportunity area for us. We’ve had a few new Regional Admissions Directors join in the past eight months, and while they’re strong reps, learning to use the data strategically is the next level for them. That’s where ongoing support, like the office hours our Trella Customer Success Manager, Mary, leads, has been a huge help. We use that time to explore the data they’re most curious about because people learn best when they’re engaged. So I’d say using the data for goal-setting and performance evaluation is something we’re still building toward, but it’s definitely part of the next step for our team.”
Have you come across any unexpected benefits or surprising insights from using Trella’s data?
“For me, one of the biggest benefits has been using Trella to compare and validate other data sources I rely on for coaching. A lot of other tools are pretty basic—they show you pain points, readmission rates, rankings—but Trella gives me a deeper layer of context.
“For example, in Waynesboro, we have a top-tier SNF with a great clinical team. Using Trella, I realized we had an opportunity to better align with the home health agencies that the hospital already prefers and the counties that it covers, something we hadn’t been leveraging. That insight helped us start building stronger relationships with the hospital just by aligning with their existing care continuum.
This insight has opened doors we didn’t expect, especially in rural areas where data is often underutilized. It’s a great reminder that even small alignment opportunities can spark bigger strategic wins.”
What is the biggest lesson you’ve learned from integrating data and technology into your growth strategy with Trella?
“The biggest thing Trella’s taught me is how to focus our reps on the right accounts. There’s a lot of data available, but Trella makes it easier to know where to look, what reports to run, how to interpret them, and where the true opportunity zones are. That alone has been incredibly helpful. You just need to know how to leverage it.
“At PruittHealth, we believe in a ‘reverse funnel’ approach. Rather than casting a wide net, we focus on where we already have traction and build from there. Trella supports that by helping us dig into individual accounts, not just through the market data, but also by seeing what previous reps have done. That context helps us strengthen existing relationships and grow smarter, without relying so heavily on cold calls. I’m excited to see how Trella continues to innovate, and overall, Trella’s been a valuable part of our strategy.”
How has your overall partnership been with Trella Health?
“I’ve been really happy with the partnership. My team has consistently said they feel supported and know they can reach out when needed.
“Some of our folks have been using Trella for years, while others, like me, are newer to it, and it feels like a close, collaborative partnership. We get a lot of value from Trella, especially on the home health and hospice side. As we move toward a single electronic medical record system, having tools like Trella aligned with that next phase will be key. I’ve been really happy with the services that you all have provided.”
How do you see Trella continuing to support your future goals?
“As a growing company with frequent acquisitions, especially on the SNF side, Trella has been a big help. It gives me great visibility into referral patterns and patient movement. That kind of insight is crucial as we continue expanding, and I see Trella playing a key role in helping us make decisions moving forward.”
If you could describe the impact of Trella’s solutions on your business in one sentence, what would it be?
“Trella keeps our CRRs on track. Once they’re trained, they really use it, and when they do, it shows. Even just knowing they’re logging in, using the calendar, and entering notes helps my team coach more effectively. It brings structure and focus to their day.”
Trella is thrilled to have PruittHealth as a trusted and valued partner who supports our mission towards smarter growth and healthier outcomes.
To learn more about PruittHealth, visit their website here.
