In this compelling episode of The Lead Climb, host Steve Donai reconnects with longtime industry colleague Siobhan Morse, Product Director for Behavioral Health Services specializing in substance use and opioid use disorder at Universal Health Services. With 19 years in recovery herself and over 18 years of professional experience spanning clinical work, research, and leadership roles, Siobhan brings a unique perspective to the intersection of data and patient care.
The conversation begins with Siobhan’s impressive background: 12 years at Foundations Recovery Network, 6 years of hands-on treatment center experience, clinical pharmacology research credentials, master addiction counselor certification, and a master’s degree in health services administration. Her diverse expertise positions her uniquely to discuss the evolution of evidence-based treatment approaches.
Steve and Siobhan dive deep into the pivotal moment 11-12 years ago when Foundations Recovery Network, under Rob Wagner’s leadership, made the strategic decision to invest heavily in outcome studies and research. At a time when the industry was just beginning conversations about value-based care and grappling with the emerging opioid epidemic, this forward-thinking approach set Foundations apart from competitors who lacked robust outcome data.
Siobhan explains her role as Director of Research and Fidelity, where she developed a comprehensive research program built around a 121-question survey instrument administered to patients at intake. The program achieved remarkable participation rates—over 80% of patients agreed to participate, with follow-up surveys conducted at 30 days, 6 months, and one year post-discharge. Through persistent outreach efforts, including multiple phone call attempts, the program maintained industry-standard response rates of around 60-65% for long-term follow-up.
The discussion explores how behavioral health treatment historically distinguished itself from traditional medicine through social models and therapeutic communities, sometimes pulling away from medical frameworks. Siobhan addresses the quality concerns that arose in the industry, noting that while many treatment centers maintained proper accreditation, some operators weren’t adhering to ethical standards, leading to increased scrutiny and calls for accountability.
Key insights from the episode include:
- The importance of applying medical quality standards to behavioral health, including the 80/20 rule where 80% of care follows predictable patterns while 20% requires individualization
- How data becomes actionable when you ask the right questions—informing everything from patient care protocols to payer relationships and policy advocacy
- The multi-faceted purpose of research beyond marketing materials: understanding patient characteristics, optimizing treatment approaches, and implementing continuous quality improvement
- The challenge of reaching different stakeholder groups with appropriate information, from peer-reviewed publications for medical professionals to accessible content for patients and families
- Why efficiency and appropriate resource utilization are important quality indicators, even in an industry that sometimes resists discussing such metrics
Siobhan emphasizes that addiction and behavioral health conditions should be viewed as long-term chronic diseases, similar to diabetes or heart disease, requiring early detection, prevention, and early intervention strategies. This medical model approach informed how the research program was designed and how outcomes were measured and reported.
The episode provides valuable insights for treatment center administrators, clinical directors, marketing professionals, and anyone interested in implementing evidence-based practices in behavioral health. Siobhan’s practical experience with survey design, patient engagement, data collection, and stakeholder communication offers actionable strategies for organizations looking to develop their own research capabilities.
Whether you’re seeking to improve treatment outcomes, enhance your organization’s credibility with referral sources and payers, or simply better understand your patient population, this episode delivers concrete examples of how systematic data collection and analysis can transform clinical practice and business operations in the behavioral health space.
