2021 CPT Code Case Study
Role: Lead Copywriter & Content Strategist
Context
There’s a lot of mystery and nuance surrounding insurance billing and CPT codes. To help give health and wellness practitioners more insight into CPT codes, I created an in-depth case study report that would demystify codes and reveal current trends in 2021.
Collecting the data
Determine the story
I received multiple spreadsheets with every type of data related to practitioners, insurance billing. and more. My job was to develop a story that practitioners would find interesting and useful.
Interviews
I met with insurance specialists and insurance billers to conduct one-on-one interviews. During our conversations, they helped me see how foreign insurance billing is to all of our customers—despite that they have to deal with insurance on a daily basis.
Key takeaways
In order to talk about CPT codes, you have to talk about insurance. It became apparent that there’s a reason why certain CPT codes are so common among our users and how they not only affect insurance-based practices, but private-pay business as well.
Audience
Because SimplePractice’s customer base caters to multiple different professions—such as therapists, psychiatrists, and physical therapists—I chose to keep the audience for this study limited to behavioral health practitioners, which also makes up the majority of our customers.
The outline
After lots of research and getting to know the insurance world, I created a thorough outline to center the case study around.
Time to write the damn thing
I’m going to be honest—this was an absolute beast to write and took way longer than I anticipated. In addition, the outline changed more times than I’d like to admit and I had multiple follow-up interviews with different individuals to make sure I was even on the right track. Below are some snippets of the final product. Don’t worry, this is only 6 out of 39 pages.
Credit where credit is due
I’d be remissed if I didn’t mention the hours of work my fellow designer put in to turn this project from multiple pages of a Google doc into the beautiful ebook it is now.
How did it perform?
The CPT ebook became one of the top-performing resources on the SimplePractice site. The pie chart shows the numbers as of February 20th, 2022.
Due to the high performance, SEO juice, and positive feedback, we are developing a CPT code directory that will live on the website and be updated each year. This directory will let customers and leads search CPT codes in our database, so they can get additional insight into their billing.
CPT code data
How else was it promoted?
We advertised the ebook through emails, our marketing partners, and social. For lifecycle, both customers and leads received the email which caused an uptick in downloads.
Email metrics
Placeholder copy - metrics were determined by number of downloads just from the landing page, who read the ebook pasted on the landing page, and number of trial sign ups we received.