SimpliFed's title promises a lactation consultant "Covered by Insurance", but the list of plans it actually works with (Aetna Commercial, Meritain Health, UHC Community Plan of North Carolina, Health First Colorado, Colorado Access, Rocky Mountain Plans, TRICARE, Optum VA Community Care Network) sits on a Payment Options page that nothing on the site links to. A parent asking "does TRICARE cover a lactation consultant?" lands on rivals such as Nest Collaborative, which lists accepted plans on its homepage. At the same time, the new Director of Revenue Cycle Management is building "a single source of truth for payer, plan, provider, and contract data".
First action
Link the Payment Options page from the menu and the "Check your coverage" button today.
How to measure it
Intake starts from plan pages
- Now
- –
- Target
- +30% of insured intakes
- By
- 90 days
Steps
Export the plan list
From the payer table the RCM director is building: plan, state, in-network status, eligible services.
Director, Revenue Cycle Management 1 week
Link what exists
Payment Options in the menu, footer and FAQ.
Marketing lead 1 hour
Write a template
Eligibility, what to expect, cost to the parent, how to book.
Marketing lead 3 days
Review
Clinical, regulatory and payer-contract review of the template and each page.
Clinical leadership (clinical and regulatory review) 1 week
Publish the first five
TRICARE, Optum VA CCN, Health First Colorado, Aetna Commercial, UHC Community Plan of NC.
Marketing lead 1 week
Add the plan picker
Before the intake form, passing the plan into intake.
Senior Full Stack Engineer 1 week
Sync
Pages update when the payer table changes.
Senior Full Stack Engineer 2 weeks
Measure
Intakes, eligibility pass rate and first visits by plan.
Director, Revenue Cycle Management monthly
Why it works
Use that payer table as the source for one public page per plan (and one per Medicaid state programme): who is eligible, what a visit looks like, what the parent pays (often nothing, per the plan), how to book, and the plan's own wording on lactation benefits. Add a plan picker under "Check your coverage" so a parent can pick their plan before the intake form, and link the Payment Options page from the menu and FAQ. Every page goes through clinical and regulatory review, and the plan list updates automatically when the payer table changes.
Parents trust a page that names their plan far more than "covered by insurance", and plan-specific searches are high intent. It also sends the revenue cycle team cleaner, pre-sorted patients, which helps first-pass yield.
Ready to use
ChecklistPlan page template
[ ] Plan name and who is eligible [ ] Services covered (as confirmed by the payer contract) [ ] What the parent pays, in plain words [ ] How a virtual visit works [ ] Book with the plan pre-selected [ ] Clinical and regulatory sign-off date [ ] Linked from the plan picker and Payment Options
Risks and how to handle them
Overstating coverage
Say "your plan may cover" unless eligibility is confirmed, and keep payer approval on wording.
Out-of-date lists
Generate pages from the payer table, not by hand.
Evidence
- Your websitePayment Options page: "Our plans include Aetna Commercial, Meritain Health, United Healthcare Community Plan of North Carolina (Medicaid), Health First Colorado (Colorado Medicaid), Rocky Mountain Plans, Colorado Access, TRICARE, Optum VA Community Care Network, and a variety of PPO plans"; self-pay "60 minute appointments cost $125"; HSA and FSA accepted. On October 22, 2026 the page was in the sitemap but linked from none of the homepage, menu, footer, FAQ, health plan or employer pages.Source
- Your websiteHomepage: title "Virtual Lactation Consultant Covered by Insurance"; H1 "Expert support for your breastfeeding & baby feeding journey"; one call to action, "Check your coverage and book now", which opens an intake app; stats "97% of our parents say they feel less stressed after meeting with our providers", "87% of our patients feed with breastmilk for at least 3 months (national average is 69%)", ">90% Patient Satisfaction Score (NPS)"; no named health plans and no patient quotes on the page.Source
- HiringDirector, Revenue Cycle Management (posted August 17, 2026, reports to the COO): SimpliFed is "migrating to a new EHR (Healthie), rebuilding our configuration in Candid Health"; the director owns "Eligibility and benefits verification" through cash posting and must "Establish and maintain a single source of truth for payer, plan, provider, and contract data", with reporting on "yield by service line" and "denial trends by payer". Success: "Clean claim rate, first-pass yield, denial rate, days in AR, and net collection rate are measured, improving, and forecastable."Source
- Competitor researchRivals' own homepages: Nest Collaborative, virtual consults "covered in full by most insurance plans" with an "Accepted Insurance Plans" section on the homepage; The Lactation Network, "Breastfeeding care that meets you where you are" with "Real patients. Real success stories."; Pacify, "24/7 lactation consultants & doulas".Source
- Your websiteSitemap (89 URLs, checked October 22, 2026): 41 blog articles (including "Your health insurance probably covers lactation visits - most parents just don't know it" and "5 pregnancy & postpartum benefits often covered by insurance but underused"), a consumer learning center, a clinical resource center (ACOG guidance, research, webinars); no pages for individual health plans or states, and no Spanish-language pages.Source