Case Study

Alternate Solutions Health Network: Driving Smarter Growth Through Data-Driven Referral Strategy

By Chandani Patel | September 3, 2025

CASE STUDY

Insights in Action: A Q&A Session with Alternate Solutions Health Network

Alternate Solutions Health Network (ASHN) is a leading provider of post-acute care services committed to clinical excellence, operational innovation, and trusted provider relationships. A Trella Health customer since 2020, ASHN leverages Marketscape Insights and CRM to drive informed referral strategies, coach sales teams effectively, and strengthen alignment between clinical quality and business development.

Trella Health spoke with Carlton Merritt, Senior Director of Sales and Marketing at ASHN, to understand how the organization is integrating market intelligence and data-driven decision-making to improve referral partnerships and scale with impact.

Customer Spotlight

Can you provide an overview of Alternate Solutions Health Network and your role within the organization?

“As Senior Director of Sales and Marketing, my primary focus is driving meaningful growth. But for me, growth isn’t just about volume — it’s about quality and purpose. I’ve spent over 25 years leading teams across complex industries, and what drives me every day is the opportunity to make a positive impact on patients, on providers, and on our internal teams.

At ASHN, we deliver post-acute care services in partnership with hospital systems across multiple markets. My team is responsible for maintaining and expanding provider relationships, and Trella helps us do that with clarity, confidence, and consistency.”

How is your team leveraging Trella’s Marketscape Insights solution?

“We use Trella in several ways. First, to inform referral strategy by identifying patterns, performance benchmarks, and opportunity gaps. But more importantly, we use it as a coaching and communication tool. Trella allows our sales team to walk into conversations with data — not just opinions.I often describe it this way: Trella enables us to speak objectively, not subjectively. That matters when you’re trying to influence behavior and build trust with high-value referral sources.”

Do you have any success stories that demonstrate the value of the data?

“One example stands out. We had a physician who consistently told us we were their best post-acute partner, yet we were only receiving 50% of their referrals. I brought in the data from Trella during a visit and asked a simple but powerful question:‘If we’re the best, how do you determine which patients don’t get the best care?’

That prompted a pause. The provider had no answer. Within weeks, our referral share jumped to 80%.

It was a turning point for the rep who joined me that day — and for how we train others to use Trella. You can’t ask for more business unless you’ve earned it. The data helped us demonstrate that value in a credible, respectful way.”

How does Trella support your team’s coaching and sales development?

“We’ve built a culture around data literacy and accountability. I work closely with both the field team and our executive leadership to ensure that insights from Trella are shared vertically and horizontally. That alignment keeps everyone, from reps to the C-suite, focused on the same goals.I also work directly with reps to coach based on performance data. Whether we’re reviewing a rep’s territory strategy or preparing for a key sales call, Trella helps us narrow the conversation to what matters most.”

How has Trella helped you align quality and growth?

“Without quality, we wouldn’t be where we are as a company, and I wouldn’t be part of this organization.

I work directly with our clinical and operational teams to ensure timeliness of care, patient satisfaction, and clinical excellence are built into every market conversation. Trella helps validate that. When we show up with data that reflects our performance — rather than a pitch — it changes how we’re perceived in the field.”

What role does data play in your market strategy moving forward?

“Our strategy is simple: execute our game plan at the highest level, regardless of what competitors are doing.

Trella helps us do that by delivering relevant, up-to-date, and actionable data. As long as our information is current and reliable, our team will stay one step ahead. We’re not guessing, we’re executing based on insights.”

How does Trella fit into your executive decision-making process?

“I’m fortunate to be closely involved with our CEO, COO, and Chief Growth Officer. When we evaluate a new market or consider changes to our go-to-market strategy, I often play the role of ‘Trella translator’ — using the data to carve territories, benchmark against competitors, and surface areas for operational improvement.

Those insights don’t stay at the top. I ensure that whatever I present to leadership gets shared back to our frontline teams, because the more people who understand the strategy, the stronger our execution will be.”

Has Trella surfaced any unexpected insights or benefits?

“Yes. Sometimes Trella reveals opportunity zones we weren’t looking for. For example, we might discover that a provider is sending small volumes to underperforming agencies, and with the right context, we can open the door to a conversation.Other times, it helps validate our internal metrics or challenge assumptions. The ability to cross-check our performance against market data ensures we’re not just hitting internal goals but we’re actually improving our competitive position.”

What is the biggest lesson your team has learned from integrating Trella into your sales strategy?

“You can’t improve what you can’t measure. Trella gives us the clarity to prioritize the right accounts, craft stronger value propositions, and hold meaningful sales conversations based on real data and not anecdotes.”

How would you describe your partnership with Trella?

“I value Trella not only for the product, but for the partnership. We feel supported. Your team listens, collaborates, and adapts the platform based on real feedback. As we continue to scale into new markets and partnerships, Trella will remain a foundational part of our strategy.”

Trella is thrilled to have Alternate Solutions Health Network as a trusted and valued partner who supports our mission towards smarter growth and healthier outcomes.

To learn more about Alternate Solutions Health Network, visit their website here.