Daniel A. Etra, CEO

Addressing Developmental Disability Challenges with Technology

Daniel Etra’s desire to not just build a successful business but one that also has an impact in the lives of individuals with developmental disabilities, as well as the vision to leverage technology to create a scalable solution that delivers a global solution, is what brought Rethink into existence. Beginning with a focus on families caring for a dependent with a developmental disability, Rethink, under Etra’s leadership, has expanded its product range to serve all entities revolving around the care of this population. Today, Rethink’s three divisions – Education, Employer and Behavioral Health – provide treatment tools and supports for caregivers in the public-school system, for employees of Fortune 500 companies in over 120 countries, and in the healthcare system through public and private behavioral health agencies as well as managed care organizations.

With a significant dearth of trained professionals (there are only approximately 30,000 Board Certified Behavioral Therapists) available to meet the needs of a growing population with a developmental disability (approximately 450 million individuals birth-21 globally), Rethink set out to create a scalable solution that would make clinical best practice treatment tools and supports available to the individual and their caregiver(s) no matter where they are located.

" Leaders of tomorrow need to find a problem in the market that is not yet addressed with an effective solution, develop a vision of a solution to address that problem, and effectively execute on that vision "

The Unique Solutions

Providing research-based teaching strategies grounded in the principles of Applied Behavior Analysis (ABA), the award-winning Rethink program includes a comprehensive online individualized treatment program with over 1,500 video-based demonstrations - developed by internationally-recognized experts in the field - to train caregivers, parents, professional and paraprofessional staff how to manage problem behaviors as well as teach an individual with a developmental disability critical skills

Automated data-based reports track progress in real time, facilitate coordination across care team members, and allow for robust data analytics on outcomes. In addition, Program Specialists can also utilize Rethink as a form of jobembedded professional development and to augment coaching caregivers and other support staff. Rethink also offers a range of technology-enabled remote service options, ranging from short-term web-based consultations with Rethink’s Board-certified behavioral therapists to ongoing program development initiatives supported by an in-house team of clinicians. In addition, Rethink’s practice management offering allows for the tracking of service authorizations and cost of treatment as it relates to clinical outcomes. Rethink serves individuals at all levels of development and ages ranging from point of diagnosis through early adulthood.

One of the most critical needs in employee benefits is supporting employees caring for a child with a developmental disability such as autism or ADHD. Costco Wholesale decided to be proactive and offer unique supports such as the Rethink program to these employees, who make up nearly 20% of the workforce. As Donna Sexton, the Director of Employee Benefits at Costco, notes,“I can’t think of any benefits we’ve ever added to our suite that got so much attention and so many letters to our president, thanking him for bringing Rethink on, and what a difference it was going to make in their lives.”

The Leader in Providing Care

Rethink is unique in the marketplace by offering a scalable and fully integrated solution addressing the needs of individuals with a developmental disability and their caregivers. And Etra, CEO of Rethink, has ensured that Rethink’s employees also share a deep passion for having a social impact and drive continuous innovation in the products that Rethink offers. According to Etra, “Leaders of tomorrow need to find a problem in the market that is not yet addressed with an effective solution, develop a vision of a solution to address that problem, and surround yourself with capable people that are smarter than you to create a product that will solve the problem. And always continue to innovate and improve that solution!”

The Company is in the process of expanding their core product offering beyond treatment tools and supports for dependents with a developmental disability and their caregivers to adults with a developmental disability, including supporting those individuals in the workplace. “Despite what many may think, building a successful company does not happen overnight. There is the expression “the 10-year overnight success.” This is particularly true for entrepreneurs and successful ones need to be willing to pivot their business strategy to respond to changing market conditions as well as to have the patience to play the long game and be willing and able to move the ball down the field a little bit each and every day,” states Etra.




Daniel A. Etra, CEO


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