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Tim Talks: Behavioral Health
Tim Talks: Behavioral Health is a fast-paced podcast featuring candid, 10-minute conversations with leaders across the behavioral health field.
Hosted by Timothy Zercher, CEO of A-Train Marketing, each episode dives into what’s actually working in marketing, practice growth, and leadership — with a sharp focus on ethics, sustainability, and smart strategy.
Designed for behavioral health providers, practice owners, and executive leaders, Tim Talks delivers real insight from real operators shaping the future of care.
Short talks. Big insights. Smarter growth.
New episodes weekly.
Tim Talks: Behavioral Health
Henry Xie | Elevating Human Work Through Automation in ABA
In this episode of Tim Talks: ABA Therapy, Timothy Zercher sits down with Henry Xie, Founder and CEO of Simple Fractal, to explore how automation is transforming the ABA space. Henry shares how his team builds trust in a competitive market, why his hiring process prioritizes second-career coders, and what it really means to "elevate human work." From automating tedious tasks to freeing up clinicians to focus on what matters, Henry offers deep insights and real-world examples of AI and RPA in action. If you’re interested in the future of healthcare operations, this episode is a must-listen.
Timothy A. Zercher (00:00)
All right, well thank you so much for joining us, Henry. We're super excited to ask you some of these questions, get some of your insights, especially with the beautiful view behind you.
You are in a very competitive state. How does your team go about gaining new clients? What's working for you right now?
Henry Xie (00:11)
Thank you. Excited to be here... [talks about trust, track record, and KLAS recognition]
Timothy A. Zercher (01:19)
How do you go about finding talent as you're expanding and growing? How do you handle hiring?
Henry Xie (01:29)
We went non-traditional. Many team members are in software as a second career… [mentions diverse backgrounds and maturity]
Timothy A. Zercher (02:18)
Speaking about your background—what inspired you to leave a promising career to start Simple Fractal?
Henry Xie (02:29)
It was a mix of ambition and ignorance... [explains mindset and humility in early days]
Timothy A. Zercher (03:22)
How large is your organization now? How many groups or locations are you working with?
Henry Xie (03:30)
Dozens of clients and staff across the country... [mentions shift to Agentic AI and specialized teams]
Timothy A. Zercher (04:20)
What's been most surprising to you about automating human tasks? Do you have a standout example?
Henry Xie (04:33)
Yes—one quote stands out: “A bot is doing my job so I can do my job.”... [shares how automation restores human connection]
Timothy A. Zercher (05:52)
How do you navigate the clean precision of automation with the messy reality of human interactions?
Henry Xie (06:35)
I’ve seen so much mess, I’m used to it... [introduces the “Bot Genie” workshop and problem-first mindset]
Timothy A. Zercher (08:07)
Yeah, or it solves the problem you thought was the problem, but no one needed that one solved.
Perfect, well those are our questions for you. Really appreciate having you on.
Henry Xie (08:12)
Thank you for your kind words. It’s been a pleasure.
Timothy A. Zercher (08:33)
Absolutely. Thank you, Henry.
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