In the ever-evolving landscape of behavioral health, Aware Recovery Care stands out as a pioneer in in-home addiction recovery. Under the leadership of CEO Brian Holzer, the company has taken a unique approach to growth, focusing on deepening its services rather than simply expanding its geographic footprint. With a recent $35 million infusion and a presence in 11 states, Aware Recovery Care is redefining how addiction treatment is delivered.
Holzer, a physician-turned-executive with a background at Kindred Healthcare’s Lacuna Health, has been instrumental in steering the company toward a value-based care model. In a recent interview with Behavioral Health Business, he shared insights into Aware’s growth strategy, the future of behavioral health, and why value-based care is the industry’s “North Star.”
A Unique Model in a Crowded Field
Aware Recovery Care’s in-home addiction care model is a rarity in a field dominated by in-center and virtual offerings. By bringing care directly to clients’ homes, Aware creates a personalized, supportive environment that fosters long-term recovery. This approach has proven successful, with the company growing from a single-state operation in 2016 to serving 11 states today.
Holzer attributes much of this growth to Aware’s shift from a fee-for-service model to a bundled payment system. “Within a calendar year, clients went from being asked to pay repeated copays to paying one copay per month for the totality of our services,” he explained. This shift not only simplified the payment process but also allowed Aware to focus on delivering tailored, high-quality care.
Parallels to Post-Acute Care Evolution
Holzer sees striking similarities between the evolution of post-acute care and the future of behavioral health. “If I were a betting man, I would say that mental health and substance use disorder will undergo the same type of transformation that we’ve seen with traditional post-acute care assets like home health care,” he said.
In both fields, fragmented levels of care have historically left patients to navigate complex systems on their own. Aware’s model addresses this challenge by integrating care management and ensuring clients receive the right level of care at the right time. “Our founders essentially constructed it to stitch together those levels of care,” Holzer noted.
Growth Through Innovation
Aware’s growth has been nothing short of remarkable. From 50 employees and 100 clients in 2016, the company now boasts 800 to 900 employees and has served approximately 7,500 admissions in the past three years alone. Holzer believes this growth will only accelerate as the company continues to innovate.
One key innovation has been the transition to bundled payments. “The conversion from a fee-for-service model to a bundled payment model is easier,” Holzer explained. “It creates simplicity with us being able to deliver our services in the right way, tailored to whatever the client’s needs are at that given point in time.”
Investing in Density, Not Just Geography
While Aware has expanded to 11 states, Holzer is focused on deepening the company’s presence in existing markets rather than rushing into new ones. “We think there’s an opportunity to invest in the density of services,” he said.
To that end, Aware is working on launching new products, including medication-assisted treatment (MAT) and medically managed detox services. “Our goal moving forward is to expand the populations and products we provide in our existing states,” Holzer shared.
The North Star: Value-Based Care
Holzer is a strong advocate for value-based care, which he describes as the industry’s “North Star.” “I admire all the focus and acceleration of that focus over the years with regard to shifting from a fee-for-service to a value-based arrangement,” he said.
However, he acknowledges the challenges of implementing value-based models, which require deep collaboration between providers and payers. “Those entities tend to speak different languages and have access to different types of data. It’s complex,” he noted.
Despite these challenges, Aware has made significant strides in demonstrating the value of its model. Through a partnership with a large commercial insurer, the company has shown dramatic reductions in the total cost of care over a two-year period, including both medical and behavioral health costs. “This is the type of data that we think is going to accelerate our ability to stay out in front,” Holzer said.
Looking Ahead
As Aware Recovery Care continues to grow, Holzer remains committed to the principles of quality, innovation, and value-based care. By focusing on deepening its services and expanding its product offerings, the company is well-positioned to lead the way in transforming addiction treatment.
For Holzer, the ultimate goal is clear: to provide clients with the support they need to achieve lasting recovery. “Our model is about meeting people where they are and giving them the tools to rebuild their lives,” he said. “That’s what drives us every day.”
As the behavioral health industry continues to evolve, Aware Recovery Care’s focus on quality over quantity serves as a powerful reminder that true growth comes from making a meaningful difference in the lives of those we serve.
The Importance of Personalized Care
One of the key differentiators for Aware Recovery Care is its commitment to personalized care. Unlike traditional treatment centers that often follow a one-size-fits-all approach, Aware tailors its services to meet the unique needs of each client. This personalized approach is made possible by the company’s in-home model, which allows clinicians to work closely with clients in their own environments.
“When you’re in someone’s home, you’re able to see the full picture of their life,” Holzer explained. “You can understand the challenges they face on a daily basis and provide support that is truly meaningful.”
This level of personalization is particularly important in addiction recovery, where success often depends on addressing the underlying issues that contribute to substance use. By providing care in the home, Aware is able to offer a level of support that goes beyond traditional treatment methods.
The Role of Technology in Aware’s Model
While Aware’s in-home model is a cornerstone of its success, the company also leverages technology to enhance its services. From telehealth platforms to data analytics, Aware uses a variety of tools to improve care delivery and outcomes.
“Technology plays a critical role in our ability to provide high-quality care,” Holzer said. “It allows us to stay connected with our clients, track their progress, and make data-driven decisions that improve outcomes.”
One example of this is Aware’s use of telehealth to provide additional support to clients between in-home visits. This hybrid approach ensures that clients have access to care whenever they need it, while still maintaining the personal connection that comes with in-home visits.
The Future of Behavioral Health
As Holzer looks to the future, he sees a behavioral health industry that is increasingly focused on value and outcomes. “The shift to value-based care is not just a trend—it’s the future of healthcare,” he said. “Providers who can demonstrate value and deliver measurable outcomes will be the ones who thrive in this new environment.”
For Aware Recovery Care, this means continuing to innovate and expand its services while staying true to its core mission of providing high-quality, personalized care. “We’re not just focused on growing for the sake of growth,” Holzer emphasized. “We’re focused on making a real difference in the lives of our clients.”
A Commitment to Community
In addition to its focus on personalized care and value-based models, Aware Recovery Care is also deeply committed to the communities it serves. The company works closely with local organizations and stakeholders to ensure that its services are accessible and effective for all clients.
“We believe that recovery is a community effort,” Holzer said. “It’s not just about what we do as a company—it’s about how we work together with others to create a supportive environment for our clients.”
This commitment to community is reflected in Aware’s approach to care, which emphasizes collaboration and partnership at every level. By working together with clients, families, and community organizations, Aware is able to create a network of support that extends far beyond the treatment process.
Conclusion
Aware Recovery Care’s success is a testament to the power of innovation, personalization, and a commitment to value-based care. Under the leadership of Brian Holzer, the company has grown from a small, single-state operation to a national leader in addiction recovery.
As the behavioral health industry continues to evolve, Aware Recovery Care is well-positioned to lead the way in transforming addiction treatment. By focusing on quality over quantity, investing in the density of services, and staying true to its mission, Aware is making a meaningful difference in the lives of those it serves.
For Holzer, the journey is far from over. “We’re just getting started,” he said. “There’s so much more we can do to improve care and outcomes for our clients. That’s what drives us every day.”
