CareTria Provider Connect: How a Field Reimbursement Partnership Drove a Breakthrough GI Network Expansion

A proven rheumatology model – and a new market to crack

By 2021, CareTria had established a strong Rheumatology footprint throughout community based physician practices on it’s proprietary benefit authorization software CareTria Provider Connect. The platform had proven its value: real-time benefit investigations, electronic prior authorization, and a seamless onboarding workflow that reduced administrative burden at the point of care.

The next challenge was Gastroenterology — a new therapeutic area with a different practice landscape, different payer dynamics, and no existing CareTria Provider Connect presence. GI practices had no awareness of the platform, and a top-five global pharma brand team needed a path to adoption that didn’t rely solely on sales-led outreach.

The Situation:

The Solution:

Field Reimbursement + CareTria — a clear division of labor

The breakthrough came from a deliberate partnership with the pharma company’s Field Reimbursement Manager (FRM) team — not the sales organization.

FRMs operate with a different mandate: their role is practice education and reimbursement support, not revenue generation. That made them the ideal first touchpoint for CareTria’s workflow solution. The model was built on a clean separation of roles:

Pharma Field Reimbursement Team

• Identified high-priority GI practices in their territory
• Introduced the concept of a benefits verification and PA platform (CareTria Provider Connect)
• Established credibility and initial trust with the practice
• Made a warm, personal introduction to the CareTria Provider Relations team

CareTria Provider Relations Team

• Received the warm handoff and owned everything from that point forward
• Conducted live platform demos tailored to the GI workflow
• Managed onboarding, credentialing, and technical setup
• Delivered staff training and confirmed go-live readiness

This separation was intentional and essential. The FRM team had the relationships and the credibility. CareTria had the operational depth to convert interest into activation. Neither could have driven adoption at scale without the other.

From field introduction to go-live — a repeatable four-step motion

The most defensible and differentiated element of this initiative was the precision of the handoff process. Every practice followed the same path:

1. The Field Reimbursement Manager identified a target GI practice, initiated a conversation about reimbursement challenges, and introduced CareTria Provider Connect as an operational solution — not a sales pitch.
2. The FRM made a direct, personal introduction to the CareTria team — by name and with relevant practice context. The practice then selected an available demo time through the CareTria landing page, creating a clear next step and setting the tone for a relevant, well-prepared conversation and demo.
3. CareTria took full ownership from the moment of introduction. The team conducted a live demo tailored to GI workflows, walked the practice through registration and identity proofing, and handled all technical setup.
4. Staff training was completed before go-live, ensuring the practice could run benefit investigations and submit prior authorizations independently from day one. CareTria confirmed activation and remained available for post-launch support.

This four-step model is fully repeatable. It doesn’t require a large field team or complex infrastructure — it requires a clear handoff protocol and an execution partner with the operational depth to convert that handoff into a live, active practice.

See how CareTria Provider Connect supports the full specialty prior authorization process.

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Contact us to learn how CareTria can bring this model to your next therapeutic area.