Crossroads Treatment Centers, a leading outpatient provider of substance use disorder (SUD) care, has announced the appointment of Nick Sulaiman as the company’s new President and Chief Operating Officer. With extensive experience in executive roles across several healthcare organizations, Sulaiman officially took over the position as of Monday, marking the beginning of a new leadership chapter for the company.
In a statement to Behavioral Health Business, Sulaiman expressed his enthusiasm for joining Crossroads, highlighting the organization’s powerful mission of saving lives impacted by substance use disorder. He shared that his primary focus will be on expanding access to high-quality care while ensuring the services provided are comprehensive and tailored to the needs of individuals in recovery. As someone with a deep understanding of the healthcare industry, Sulaiman believes strongly in the importance of offering both innovative and accessible outpatient addiction treatment options for those struggling with substance use disorder.
Crossroads’ Reach and Services
Headquartered in Greenville, South Carolina, Crossroads Treatment Centers offers a wide array of evidence-based SUD and behavioral health services. With over 100 centers across nine states, the organization provides outpatient addiction treatment that includes medication-assisted treatment (MAT), peer support, counseling, and contingency management. These services are designed to help individuals struggling with addiction not only overcome substance abuse but also address the underlying behavioral health issues that often accompany it.
Crossroads’ comprehensive approach to treatment ensures that each patient has access to the tools they need for long-term recovery. With the opioid crisis and substance use disorder continuing to affect millions of Americans, Crossroads plays a vital role in the nation’s fight against addiction. Sulaiman’s leadership is expected to further strengthen these services, expanding access to high-quality outpatient addiction treatment and improving outcomes for individuals in need.
Sulaiman’s Priorities as COO
As the new President and COO, Sulaiman is tasked with leading operations across all levels of the organization. His responsibilities will include overseeing support teams such as information technology, marketing, community engagement, and people and culture departments. His leadership will be crucial as the company works to streamline operations and enhance the patient experience across its centers.
One of Sulaiman’s key areas of focus is expanding telehealth and digital therapeutics (DTx) solutions to address barriers to care, particularly in outpatient addiction treatment settings. As the healthcare industry increasingly moves toward digital solutions, Sulaiman recognizes that integrating telehealth and DTx into treatment plans will improve access for individuals who may not have in-person treatment options available to them. These digital tools can provide added support during recovery, especially for individuals who may face geographic or financial barriers to traditional care.
The use of digital therapeutics has been gaining momentum across the addiction treatment industry, and Sulaiman’s vision aligns with this trend. A key example is the virtual-only provider PursueCare, which made headlines in December 2023 with its acquisition of Pear Therapeutics, a company focused on digital therapeutics for substance use disorder. Crossroads, under Sulaiman’s leadership, will likely continue to explore the potential of these technologies to improve outcomes for its patients and offer more flexible options for outpatient addiction treatment.
Leadership Transition
Sulaiman’s appointment comes after the departure of Ben Stapleton, who served as Crossroads’ COO for over two years. Stapleton’s leadership was instrumental during his tenure, and his departure marks the end of an important chapter for the company. Sulaiman now steps into the role with the goal of continuing to build on the progress made under Stapleton’s leadership while driving new initiatives and expanding the organization’s impact.
Before joining Crossroads, Sulaiman served as the CEO of Skin & Aesthetic Centers, a dermatology management services organization, where he led the company through significant growth and operational improvements. Additionally, he held multiple leadership roles at RHA Health Services, a provider of services for individuals with intellectual and developmental disabilities. Throughout his 20-plus years in the healthcare industry, Sulaiman has honed his expertise in clinical operations, strategic development, and patient care.
Sulaiman’s deep knowledge of the healthcare landscape, particularly in navigating partnerships with third-party payers and legislators, positions him well to drive Crossroads’ mission forward. His experience will be crucial in ensuring that vulnerable populations impacted by substance use disorder receive the clinical care they need in the most appropriate outpatient addiction treatment settings.
Challenges and Future Outlook
Despite the challenges Crossroads has faced in recent months, including a legal settlement with the U.S. government and the Commonwealth of Virginia, Sulaiman’s leadership will be key in helping the company navigate these obstacles and continue its mission. In July, Crossroads reached a civil settlement totaling $863,934 for alleged Medicaid fraud between 2016 and mid-2023. The company declined to comment on the settlement when contacted by Addiction Treatment Business. While this settlement represents a setback, Sulaiman’s experience in healthcare management may help guide the company through the aftermath and into a new phase of stability and growth.
Additionally, Crossroads has been scaling back its footprint, reducing its presence by 21% in recent months, which contrasts with the expansion strategies of many other providers in the sector. This shift in strategy highlights the company’s effort to optimize operations, focus on sustainability, and streamline services to ensure long-term success.
Under Sulaiman’s leadership, Crossroads is likely to continue evolving in response to the changing landscape of addiction treatment. His focus on expanding telehealth, leveraging digital therapeutics, and addressing barriers to care through innovation will likely be pivotal in the company’s future. Crossroads’ commitment to providing high-quality, accessible outpatient addiction treatment will remain at the forefront of its mission as it navigates these challenges.
As Sulaiman takes the helm of Crossroads, his vision for the company’s future is clear: expanding access to care, embracing technological advancements, and continuing to provide comprehensive, patient-centered outpatient addiction treatment for individuals affected by substance use disorder. With a track record of leadership and a passion for making a difference in the healthcare industry, Sulaiman’s appointment signals a new era for Crossroads as it strives to improve the lives of those impacted by addiction.
