Trella Health Acquires PlayMaker

Trella Health has acquired PlayMaker Health in a move that will combine the two health care data and marketing analytics software companies. Financial terms of the transaction were undisclosed.

Atlanta-based Trella Health provides market intelligence to post-acute care providers and some adjacent institutions, including direct contracting entities and accountable care organizations. The U.S. Centers for Medicare & Medicaid Services (CMS) has designated Trella as a Qualified Entity and an Innovator through its Virtual Research Data Center Program.

The PlayMaker deal continues Trella’s strategic growth strategy. Trella last year in November announced plans to double in size by the end of 2022 after receiving what the company described as a “significant” funding round from investment firm Cressey & Company and Panoramic Ventures, formerly BIP Capital.

The acquisition opens doors to new referral and patient markets for providers, including hospices, according to Trella President and CEO J. Scott Tapp.

“We are thrilled to increase our investment into our customers’ success,” said Tapp. “Now, they’ll have a single platform to help them focus their strategy, empower sales and marketing, and advance their business. In addition, this acquisition adds a fantastic group of industry experts to our team, while opening the door to new adjacent end markets, including home medical equipment (HME) and infusion.”

The deal is part of the company’s expansion strategy, which Tapp previously told Hospice News includes pursuing acquisitions, increasing data capabilities and developing new products.

The Playmaker acquisition, along with the recent capital infusion, furthers Trella’s already accelerating growth trajectory. The company doubled its annual recurring revenue in 2021.

Brentwood Capital Advisors LLC served as the financial advisor to Trella, while Stifel, Nicolaus & Company, Inc. supported PlayMaker.

PlayMaker Health is a nationwide post-acute customer relationship management (CRM) and EMR referral management system provider that serves more than 2,300 hospice, home health, HME, infusion and long-term care organizations.

Joining forces into a single platform through the acquisition will bring Trella more than 40 integrated referral EMR partners. The combined platform will allow Trella to blend its market intelligence and customer experience capabilities with PlayMaker’s mobile CRM offerings.

The platform will offer “critical solutions” aimed at helping organizations better understand their market and business, according to Rebecca Molesworth, Trella’s vice president of product management.

“The blend of these two solutions is truly a game changer for the industry,” said Gregg Boyle, CEO of PlayMaker Health. “I’m looking forward to seeing the impact it will have for post-acute care going forward.”