Customer Story: Verbal Beginnings is positioned to leverage technology and data for growth

After re-implementing Salesforce and integrating CentralReach EMR, Verbal Beginnings is better positioned to leverage its technology and data for growth.Verbal Beginnings logo

Company Name: Verbal Beginnings
Industry: Healthcare/Life Sciences
Sub-Industry: Providers & Patient Care
Headquarters: Columbia, MD
Products Purchased: Salesforce Health Cloud, CopperHill AIR Connect + Data Warehouse

Verbal Beginnings provides Applied Behavior Analysis (ABA) therapy to children ages 2-18 diagnosed with Autism Spectrum Disorder (ASD). As an existing Salesforce customer, Verbal Beginnings uses Salesforce for their patient intake process. Its affiliated physicians access patient history in Health Cloud. It is a very straightforward example of the Salesforce Health Cloud Provider model in action. However, their initial implementation didn’t support their growth. The Verbal Beginnings team needed to reconfigure and enhance their platform to take advantage of all Salesforce could offer them.

Re-implementation to align with Verbal Beginnings’ business model


The Verbal Beginnings team walked CopperHill through their current setup of Salesforce and pointed out challenges and difficulties using the platform. They identified where automations failed or data was lost, and they drew attention to views they wanted changed to improve the user experience.

CopperHill proposed and implemented a new solution to the Verbal Beginnings team. Some highlights include:

  • Customized data model. Verbal Beginning’s data structure didn’t align with the standard data model in Health Cloud. CopperHill broke out Leads and Patient Intakes as separate objects. This enabled a Verbal Beginnings patient to enter its intake process more than one time without overwriting existing data in Salesforce. Customizing the data model allows the Verbal Beginnings’ team to see a complete picture of the patient’s history with their programs and helps them to provide better care to their patients.
  • Enabled person accounts. Verbal Beginnings’ Salesforce was set up using Household instead of Person Accounts. Enabling person accounts prevents patient records being duplicated in their Salesforce, improving the quality of their data for patient care and reporting.
  • Enhanced page layouts. The Verbal Beginnings team shared what information was relevant on patient and intake pages, and what could be hidden or moved down to lower on the pages. CopperHill made these enhancements across multiple objects inside Salesforce.
  • Corrected Flows. Flows would break or data would be lost during patient intakes. CopperHill worked with the Verbal Beginnings team to understand processes, gather requirements, and correctly build out flows and automations to accurately capture data and keep the Verbal Beginnings team working efficiently.

In addition to the re-implementation, CopperHIll worked with Verbal Beginnings to clean their existing data and prepare it for their new data model in Salesforce.

Integration with CentralReach CentralReach logo

Verbal Beginnings uses CentralReach as its ABA practice management software. The team needs insights into this data to streamline billing, invoicing and gap audits, identify opportunities for growth, and help their providers work more efficiently.

The data stored in CentralReach is entirely non-normalized, which makes it extremely difficult for Verbal Beginnings to run reports without the use of a BI tool. CentralReach used to offer these types of reports, but that service has been retired.

AIR Connect logoCopperHill was able to use AIR Connect, its own middleware tool, to pull data from Salesforce and CentralReach into a secure AIR data warehouse. The CopperHill team recreated the reports, views, and tables in the data warehouse that were no longer available to Verbal Beginnings inside CentralReach. Verbal Beginning now has transparency into their practice management data using CopperHill’s data visualization tool, AIR Intel, embedded inside Salesforce.

Verbal Beginnings is now in a better position to leverage its technology stack and data to support its growing practice serving the ABA community.

For more information about Verbal Beginnings, please visit You can learn more about our Salesforce solutions and integration on our website.