‘Less friction, more flow’

SKOKIE, Ill. – With its fourth major payer contract with UnitedHealthcare set to launch in April, Synapse Health will be operating in 22 states. The company still considers itself a startup, however, and is constantly learning as it goes, says President Mandira Singh.

“With each launch, we’ve built more predictable processes and tools to support providers,” she said. “I think a lot of this (was a matter of) time, but a lot of it was also learning as we've iterated on our own model and built, whether it's process, tools, technology, to really meet our stakeholders where they are.”

HME News: How is Synapse working to create efficiencies and modernize the process of getting DME to patients?

Mandira Singh: We’ve invested heavily across our stakeholder network – patients, prescribers and our DME provider partners. A lot of our investment has been on that patient experience and how we can make it hassle free. It is very fragmented for patients and that can be very confusing. Our goal is to pull unnecessary steps out of the patient journey and remove administrative friction wherever possible, whether it's automating how we look at documentation, reducing friction for the back and forth with our DME provider partners, who will actually deliver that supply, or making it easier for that prescriber to get us everything we need to process in order.

HME News: You talk a lot about automation. How do you see technology in this space evolving?

Singh: An area that I really hope the DME industry embraces, where it's more about catching up than the future, is around interoperability. If you look across health systems, health plans and other parts of the health care industry overall, a lot of those points of care have moved toward best-in-breed interoperability. With DME, we still have a way to go. We've obviously leaned into that standard and for DME providers that we’re partnered with, where they are leaning in, they are seeing less paper, like manual work, more seamless back and forth and more automated back and forth. Ultimately, that serves the patient.

HME: Where does artificial intelligence fit in with Synapse’s plans?

Singh: If you look at the AI craze, there's some really big ideas out there. We are more focused on how we use AI within our four walls. We're investing in AI for activation outreach, exceptions handling, benefits verification, quality checks – all these things that are more straightforward. As we pull those things off people's plates, (it helps) their ability to do top of license work and use their human judgment

HME News: You’ve acknowledged some early missteps. What lessons did you take from that experience?

Singh: As a startup, we are constantly learning. With each launch, we’ve been able to get better, and the key has been creating structured feedback loops. We have dedicated focus teams that are out working alongside DME providers, prescribers and patients. We are obviously constantly talking to patients and asking them for feedback. And we really formalize this stakeholder loop that then feeds back into our product backlog with every piece of feedback we hear.

HME News: You’ve grown quickly, in part by securing payer contracts. How do you communicate that with DME providers, who don’t always love that news?

Singh: We talk to our DME partners constantly. They serve some of the most vulnerable patients in the health system, and we believe the market is moving toward value in a way that elevates their role. We are constantly communicating with them about where we are going next. Are we going to grow together? How do we improve the process? We never want partners to be surprised.

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Last year, UHC announced several contracts with Synapse Health:

• In July, it announced that beginning Oct. 1, 2025, the DME ordering and fulfilment process in Illinois, Indiana, Kentucky, Michigan, Ohio and West Virginia would be managed by Synapse Health for members with individual HMO and PPO UnitedHealthcare Medicare Advantage plans. Additionally, the DME process for C-SNP in Illinois would also be managed by the company.
• In May, UHC announced that the DME ordering and fulfillment process in Alabama, South Carolina, Tennessee and Virginia will be managed by Synapse Health for members with individual HMO and PPO UnitedHealthcare Medicare Advantage plans, as well as C-SNP. Additionally, the DME process for C-SNP plans in Georgia will also be managed by Synapse Health.
• Also in May, the payer announced it had entered into a capitated arrangement with Synapse Health for standard DME in Georgia and North Carolina for its Medicare Advantage plan members enrolled in HMO and PPO plans.