PlayMaker CRM

What PlayMaker CRM does

PlayMaker CRM is a customer relationship management platform purpose-built for the post-acute care industry, serving home health, hospice, skilled nursing, infusion, HME/DME, and specialty pharmacy providers. The platform was originally developed by PlayMaker Health, founded in 2008, and is now operated by Trella Health following its acquisition; the product has been rebranded as Marketscape CRM and serves 40,000+ users across 1,000+ post-acute providers in the United States. Trella Health (the parent) is headquartered in Atlanta, GA, with the original PlayMaker entity listed in Franklin, TN.

The platform is a cloud-based SaaS CRM with a mobile-first architecture, AI-enabled intelligence (Trella AI), and EHR/EMR API integrations through a Connect solution. Core capabilities include referral attribution to accounts, contacts, marketers, and branches, real-time executive dashboards, rep accountability and performance measurement, and GPS-verified mileage tracking (CRM Mileage Assist). As a CMS Innovator, the parent company holds access to 100% Medicare Part A and B Fee-for-Service claims data plus 2020 Medicare Advantage and Commercial claims data covering 90% of covered lives aged 65+ in the U.S., which is the foundational data asset powering the Market Insights, Referral Management, and Strategy product lines. The Repisodic merger in August 2025 added a Discharge Automation product for hospital discharge planning and care transitions.

The business model is enterprise subscription-based SaaS with quote-based pricing on annual billing, supplemented by professional services for implementation, training, and customer success. Go-to-market is sales-led with direct enterprise field sales targeting C-suite, sales leaders, discharge planners, case management leaders, and clinical leaders, supported by content marketing (industry trend reports, webinars, case studies, whitepapers) and a self-serve product login hub. Recent product launches in 2025-2026 — including Trella AI, TIPN, Hospice Timing Impact Metrics, CRM Mileage Assist, and Physician Group Explore & Analyze — point to continued product surface expansion within the post-acute and adjacent value-based care markets.

Name

PlayMaker CRM

Legal name

PlayMaker Health

Website

https://playmakercrm.com

Company type

Private

Founded year

2008

Operating status

Acquired

Headcount range

11–50 employees

Short description

PlayMaker CRM is a healthcare CRM platform purpose-built for post-acute care providers including home health, hospice, skilled nursing, infusion, HME/DME, and specialty pharmacy. Now part of Trella Health, it serves 40,000+ users across 1,000+ providers with AI-enabled intelligence, EHR integrations, and CMS Medicare claims data.

Ownership category

akta.pro rank

Product category

Post-Acute Care CRM Software

NAICS

Software Publishers (51321), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Patient Relationship Management (PRM) & CRM for Provider Growth (Marketing/Outreach) (HLACAEAO)

akta.pro secondary industries

Partner Relationship Management (PRM) & Channel CRM (HDAEAFAG), Customer Success & Account Management CRM (HDAEAFAD)

Keywords

• Post-acute care CRM
• Healthcare referral management
• Home health software
• Medical sales CRM
• Healthcare market intelligence

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. SaaS CRM Subscription: Cloud-based CRM subscription model providing access to the platform, market insights, referral management, and reporting tools on a recurring subscription basis
2. Market Intelligence Data: Healthcare market data and analytics including Medicare claims data, market insights, competitive intelligence, and performance analytics sold as part of the integrated platform
3. Professional Services: Implementation, training, and customer success services to support adoption and value realization for healthcare organizations

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

PlayMaker CRM is a cloud-based customer relationship management (CRM) platform purpose-built for post-acute care providers, enabling sales performance tracking, referral source attribution, account activity monitoring, and rep accountability via executive dashboards and real-time reporting. Since acquisition by Trella Health, the product is sold as Marketscape CRM within an integrated suite that also includes Market Insights analytics, Referral Management, Connect EHR/EMR API integrations, Discharge Automation, and Trella AI. The platform serves 40,000+ users across 1,000+ post-acute providers and is accessed via mobile-first applications with annual custom-priced subscriptions.

Product overview

Trella Health acquired PlayMaker Health to create a unified post-acute care platform combining market intelligence, CRM, referral management, and EHR integrations. The platform is built around Marketscape CRM (formerly PlayMaker Health) as the core customer relationship management offering, supported by Market Insights for healthcare data analytics, Referral Management for tracking referral sources, and Connect for EHR API integrations. Additional capabilities include Discharge Automation (via Repisodic merger) for hospital discharge workflows, Trella AI for AI-powered intelligence, and specialized features including Physician Group Explore & Analyze, Trella Inferred Parent Network (TIPN), Hospice Timing Impact Metrics, and CRM Mileage Assist. The platform serves 40,000+ users across 1,000+ post-acute providers, HME/DME, Home Infusion, Specialty Pharmacy, and Health Systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketscape CRM (formerly PlayMaker Health) Customer relationship management platform for post-acute care organizations, enabling sales performance tracking, referral management, account activity monitoring, and rep accountability with executive dashboards and real-time reporting.
• Market Insights Healthcare market intelligence solution providing benchmarking, referral analysis, and competitive insights for post-acute care organizations.
• Referral Management Referral tracking and management solution enabling organizations to track referral sources, monitor referral patterns, and attribute referrals to accounts, contacts, marketers, and branches.
• Connect (EHR API Integrations) EHR API integration solution enabling EMR integrations to track referral sources, see when referrals come in, and properly attribute them for measuring marketing and sales efforts.
• Discharge Automation (Repisodic) Hospital discharge planning and care transition automation solution following the Repisodic merger, enabling alignment of discharge workflows and patient-centered outcomes.
• Trella AI AI-powered intelligence built into the Trella platform, bringing faster answers, smarter workflows, and actionable insights to healthcare data-driven solutions.
• Strategy Strategic consulting and planning solutions for post-acute care organizations to support business growth and strategy execution.

Quantifiable outcome

• Agencies can cut reimbursement costs by 10-20% using CRM Mileage Assist for GPS-verified mileage tracking
• +3 more outcomes

Named customers31 records

Segments13 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature7 records

Partnerships

One partnership is on record.

• RepisodiccoreStrategic or Co-development PartnerTrella Health merged with Repisodic to expand into hospital discharge planning and care transition automation. This partnership transforms care transitions and advances patient-centered outcomes by aligning discharge workflows with post-acute care insights.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Salesforce Health Cloud: Salesforce Health Cloud is the dominant horizontal CRM vendor with a healthcare-specific layer. Competes for the same healthcare provider CRM budgets as PlayMaker/Trella but offers broader horizontal functionality, lacking the post-acute vertical specialization and proprietary Medicare claims dataset.
• Definitive Healthcare: Definitive Healthcare is a healthcare commercial intelligence and analytics provider with overlapping go-to-market into provider organizations. Comparable in offering proprietary healthcare data and analytics but is horizontal across healthcare rather than specialized in post-acute CRM and referral workflows.
• HubSpot: HubSpot is a leading horizontal CRM and marketing automation platform sometimes adopted by mid-market and smaller post-acute providers as a general-purpose alternative. While not healthcare-specialized, it represents a viable substitute for the basic CRM and sales-tracking functionality within PlayMaker CRM.
• WellSky: WellSky provides software and analytics solutions across the post-acute and broader care continuum, including home health, hospice, and rehab. Its breadth of operational and clinical tools overlaps with PlayMaker/Trella's provider-growth and referral intelligence offering for similar customers.

Direct peers

• Trella Health: Trella Health is the acquiring parent of PlayMaker Health and the operating entity under which Marketscape CRM (formerly PlayMaker) now runs. Directly comparable as the combined platform CRM + healthcare market intelligence solution for post-acute care, sharing the same products, customers, and data assets.
• CarePort (by WellSky): CarePort provides care coordination, discharge planning, and post-acute referral management software to hospitals and health systems. Directly overlaps with PlayMaker/Trella's referral management and post-acute discharge automation capabilities, particularly after the Repisodic merger.
• MatrixCare: MatrixCare (a ResMed company) delivers EHR and CRM solutions for skilled nursing, home health, and hospice providers. It targets many of the same post-acute buyer personas as PlayMaker CRM and represents the closest vertical-specific CRM/EHR peer.

Emerging players

• Arcadia: Arcadia is a healthcare data analytics platform serving value-based care providers with population health insights. Comparable as a healthcare data and analytics SaaS company serving provider customers, though it focuses on population health rather than post-acute-specific referral growth.
• Innovaccer: Innovaccer is a healthcare data platform offering CRM-adjacent provider engagement and analytics tools. It is comparable as a healthcare-focused SaaS player addressing provider growth and value-based care, overlapping with Trella/PlayMaker's analytics and CRM positioning.

Others

• Healthcare Data & Analytics (e.g., LexisNexis Risk Solutions Healthcare): LexisNexis and similar healthcare data vendors offer provider, claims, and care continuum analytics to post-acute and payer organizations. Comparable as adjacent data and analytics infrastructure providers overlapping with the market intelligence half of Trella/PlayMaker's offering, though not direct CRM competitors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/playmakercrm
• Facebookfacebook.com/playmakercrmhomecare
• LinkedInlinkedin.com/company/playmaker-crm

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PlayMaker CRM