athenahealth Organic Growth Opportunities

Create a diagnostic–revenue cheat-sheet for every high-volume ICD-10 code, providing unparalleled financial and compliance context. These pages will transform standard code lookups into actionable intelligence for medical practices.

Example Keywords

• “ICD-10 E11.641 reimbursement”
• “documentation tips J45.909”
• “ICD-10 R07.9 MIPS measure linkage”

Rationale

Google currently returns PDFs or generic ICD sites that lack any billing or quality-program context. By creating a page for each code with financial and compliance data, athenahealth can capture high-intent traffic from coders and billers searching for actionable information.

Topical Authority

athenahealth processes millions of encounters daily, giving them a first-party data advantage on reimbursement rates, denial reasons, and common procedure pairings that no competitor can publish. This establishes them as the definitive source for ICD-10 financial intelligence.

Internal Data Sources

Use de-identified charge amount, allowed amount, denial rate, and payer mix per code from athenaNet. Cross-walk each code to MIPS/QPP measures and leverage a Knowledge Base of AMA CPT/HCPCS descriptors to surface common procedure pairings.

Estimated Number of Pages

80,000 (Starting with the top 15,000 most frequent codes)

Build a comprehensive directory with a dedicated page for every high-volume CPT & HCPCS code. Each page will show reimbursement data, common denial reasons, and documentation tips, turning simple code lookups into a powerful revenue cycle tool.

Example Keywords

• “99213 reimbursement rate 2025”
• “CPT 66984 denial code CO97 fix”
• “HCPCS G2211 telehealth payment”

Rationale

The current search landscape for CPT codes is dominated by static PDF fee schedules and fragmented forum discussions. This play creates a modern, interactive resource that provides real-world data, attracting billers, coders, and practice managers seeking to optimize their billing processes.

Topical Authority

athenaNet processes millions of claims, providing an unmatched proprietary dataset on procedure reimbursement and denials. Publishing this data establishes athenahealth as the authority on the financial lifecycle of medical procedures.

Internal Data Sources

Leverage an API pull of de-identified claim data to show national/state median reimbursement and denial trends. Incorporate a human-in-the-loop compliance review for AMA copyright on CPT descriptors and publish via CMS API.

Estimated Number of Pages

3,500+

Create a library of action-oriented pages for every ANSI denial reason code, tailored for high-value medical specialties. Each page will detail root causes and provide step-by-step solutions within athenahealth's software to automate corrections.

Example Keywords

• “CO-97 orthopedic claim fix”
• “PR-1 denial cardiology how to appeal”
• “MA-18 nephrology solution”

Rationale

When a practice receives a claim denial, staff immediately search for the denial code to find a solution. This play intercepts that high-intent, high-pain search query, providing an immediate answer and a clear path to resolution with athenahealth's product, turning a costly problem into a lead generation opportunity.

Topical Authority

Existing search results lead to paywalled forums or generic articles. By providing executable fixes tied to specific athenaCollector rules and backed by data on recovery dollars, athenahealth demonstrates clear expertise and ROI in revenue cycle management.

Internal Data Sources

Use product telemetry to identify the top workflows that successfully resolved each denial code. Showcase the average recovery dollars per claim after an athenaCollector rule is deployed, providing concrete proof of value.

Estimated Number of Pages

6,000

Develop an evergreen page for every MIPS quality measure, customized by medical specialty. These cheat sheets will translate complex government requirements into an actionable guide with workflow tips and performance benchmarks.

Example Keywords

• “Quality ID 370 dermatology tips”
• “MIPS measure 236 workflow ophthalmology”
• “How to meet e-prescribing bonus cardiology”

Rationale

Clinicians and administrators frequently search for individual MIPS measure numbers, especially near reporting deadlines. Current SERPs are dominated by dense, hard-to-navigate government PDFs. This play provides clear, specialty-specific, and product-integrated answers to capture this high-stakes traffic.

Topical Authority

athenahealth's software already calculates and submits these measures for thousands of providers, giving them unparalleled topical authority. Publishing proprietary benchmark data (e.g., median performance scores) further solidifies their position as a leader in quality program management.

Internal Data Sources

Use historical attestation scores from the athenahealth network to provide performance benchmarks. Embed workflow screenshots or GIFs from the athenaOne product to show exactly how to meet each measure's requirements.

Estimated Number of Pages

8,000

Create a series of geo-specialty demand snapshots for every major U.S. metropolitan area and high-value medical specialty. These pages will serve as a go-to resource for organizations looking to identify and quantify outpatient market gaps.

Example Keywords

• “dermatology market size Phoenix 2026”
• “behavioral health visit demand Austin TX”
• “orthopedic surgery patient volume Tampa”

Rationale

Healthcare strategists, private equity groups, and entrepreneurs research outpatient market opportunities, but the current search results are paywalled reports or general articles. This play provides valuable, data-rich insights for free, capturing a high-value, top-of-funnel audience.

Topical Authority

With a network-wide view of encounter volumes and reimbursement rates, athenahealth is uniquely positioned to publish authoritative data on local market dynamics. This establishes thought leadership and attracts strategic decision-makers who are planning for growth.

Internal Data Sources

Use aggregated athenaNet encounter counts per CBSA and specialty, average commercial allowed amounts, and payer mix data. Enrich this with demographic data and competitor counts pulled via AirOps data connectors.

Estimated Number of Pages

11,000

Improvements Summary

Consolidate patient-facing access pages into a central hub, optimize for high-volume and misspelled keywords, and implement structured data for FAQs and how-to content. Strengthen internal linking, canonicalization, and technical SEO to improve rankings and user experience.

Improvements Details

Key tasks include creating a new /patient-portal hub with targeted copy for login, bill pay, and account creation, embedding a practice search widget, and adding FAQ schema. Update title tags, meta descriptions, and internal anchor text with primary keywords like 'athena patient login' and 'athena bill pay.' Canonicalize sub-domain portals, compress page assets for faster load times, and add new content such as troubleshooting articles and a practice directory targeting long-tail queries.

Improvements Rationale

These improvements address diluted authority and low traffic capture by consolidating fragmented pages and optimizing for both head and long-tail search terms, including common misspellings. Enhanced internal linking and structured data will help capture more SERP features and improve click-through rates. Technical updates and content consolidation are expected to drive higher rankings, increased organic visits, and better user engagement metrics.