Daniel Etra, Co-Founder and CEO, Rethink

“Recognizing the problem in the market that we are seeking to address and truly understanding the needs of the customer before developing unique and scalable solutions to address those needs is the ideal way to innovate,” says Daniel Etra, CEO of Rethink. “Rethink’s employees share a deep passion for having a social impact and driving continuous innovation in the products that Rethink offers.” The Company provides best practice treatment tools and clinical supports for that section of the population diagnosed with a developmental disability such as autism. It effectively and affordably meets the treatment needs of this enormous and growing population worldwide.

Rethink offers the industry-leading practice management platform for behavioral health providers specializing in individuals with autism and related disorders. Healthcare organizations use Big Data and AI these days to give medical professionals valuable insight into how best to treat their patients. But there is no way to accurately predict the outcomes of interventions among individuals with developmental disabilities. Rethink is addressing this issue by gathering the largest data set of outcomes associated with this population to help establish the right treatment protocols and facilitate the predictability of outcomes.

The Company now caters to the problem of a severe shortage of trained clinicians in this field. To address the need of this growing population with a developmental disability, Rethink created a scalable solution that would make clinical best practice treatment tools and supports available to the individual and their caregiver(s) irrespective of their location. Rethink provides research-based teaching strategies grounded in the principles of Applied Behavior Analysis (ABA). The award-winning Rethink program includes a comprehensive online individualized treatment program with over 1,500 video-based demonstrations – developed by internationally recognized experts in the field – to train caregivers, parents, professional and paraprofessional staff how to manage problem behaviors as well as teach an individual with a developmental disability critical skills. Automated data-based reports can track progress in real time, facilitate coordination across care team members, and allow for robust data analytics on outcomes. In addition, Program Specialists can also utilize Rethink as a form of job-embedded professional development and to augment coaching caregivers and other support staff.

Rethink’s web-based platform is robust as well as easy to use which helps drive scale and rapid adoption. Used by hundreds of providers serving tens of thousands of children nationwide, the software helps improve treatment outcomes by automating workflows, improving staff training, and ensuring standardization and clinical fidelity of care delivery.

Serving all students with a special need as well as those requiring behavior supports, Rethink has developed the Education version of its software through its Rethink Ed division. This special needs management platform has been designed for public school districts. The program is used by hundreds of districts in all 50 states, ranging from large urban systems like New York City, San Francisco, Dallas, Denver and others, down to small rural districts. Rethink Ed allows districts to fully meet Federal IDEA requirements as well as a variety of state-based legislative mandates to provide an adequate education to students with a special need. The program also helps districts train staff and accurately measure the progress of the student population not subject to mainstream standardized testing.

Rethink also offers a range of technology-enabled remote service options, ranging from short-term web-based consultations with Rethink’s Board-certified behavior therapists to ongoing program development initiatives supported by an in-house team of clinicians. The Company’s practice management offering allows for the tracking of service authorizations and cost of treatment as it relates to clinical outcomes. Rethink serves individuals at all levels of development and ages ranging from point of diagnosis through early adulthood.

One of Rethink’s corporate clients, Costco Wholesale, incorporated the Rethink program into their benefits system for their employees. Donna Sexton, the Director of Employee Benefits at Costco, stated, “I can’t think of any benefits we’ve ever added to our suite that got so much attention and so many letters to our president, thanking him for bringing Rethink on, and what a difference it was going to make in their lives.”

Rethink found extensive research on the effectiveness of video modelling for training in fields such as medicine and the military and decided to combine this proven method of instruction with the proven and medically-recommended ABA treatment methodology, creating an online training and support system for its clients. Moreover, the Company is also working towards expanding their core product offering beyond treatment tools and supports for dependents with a developmental disability and their caregivers to adults with a developmental disability, including supporting those individuals with a Neurodiverse condition in the workplace.


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