In today’s rapidly changing business landscape, it is a remarkable achievement for any company to reach the 20-year milestone. However, through visionary leadership, relentless adaptation, and a trust in God’s ultimate plan, Caring Hands Home Health, Inc. has defied the odds and thrives. Caring Hands has successfully weathered economic downturns, administrative and caregiver turnover, and shifting market trends by fostering a culture of creativity, collaboration, and continuous improvement. As the company celebrates its 20th anniversary, it stands as a testament to the power of perseverance, adaptability, and unwavering commitment to excellence.
20 Years: Three Golden Nuggets
They say the days are long, but the years are short. I find that to be so true, as I look back on over 20 years in the home care industry. I have watched countless businesses come and go. I narrowly escaped being one of those that did not make it myself.
I started my nursing career with a short stint in the hospital, but I quickly realized that was not the healthcare genre for me. My next position was as an assessment nurse in a nursing home. I fell in love instantly. I had found my niche…caring for the elderly and disabled. After four years and several promotions, I became Unit Director of Nursing of the largest nursing home in Greensboro, NC. I felt accomplished, but now I was struggling with watching residents deteriorating quickly upon admission, and many of them constantly lamenting about wanting to be home. After a few phone calls to the state and many I’s dotted and t’s crossed, in 2002, Caring Hands Home Health, Inc. was born. As a business owner of a home care agency, now I had not only found my niche, but I had found my passion.
I started Caring Hands, focusing on caring for veterans and Medicaid clients. We grew very quickly and by 2008 revenue was 1.5 million, but we had little profit. By all standards, I knew I had a great and viable business, but it was stagnant. Then in 2012, now at 250 clients, 200 employees, and 2.5 in revenue, the bottom fell out. One of my Medicaid payments completely stopped, and I found myself quickly in debt, unable to pay my employees, AND in tax trouble. This is the backdrop to the three golden nuggets I want to share with you. Three pillars that I stand on and that I believe got me through the most challenging of times.
Golden Nugget #1 – You Must Have A Mindset Of Evolution
For the first 12 years of my business, I relied solely on Medicaid, placing all my eggs in one basket. On top of that, our administrative team was not operating at its maximum capacity, and we lacked clear objectives. To paint a clearer picture, we found ourselves stagnant, struggling financially, and trapped in a limited mindset. These obstacles and a sudden financial crisis created a scenario where Caring Hands faced the risk of perishing.
By 2016 I thought all hope was lost when I was led to watch “A Drink with the Hurricane.” Watching those videos sparked a spirit of evolution in me for the reinvention of Caring Hands. The initial phase of Caring Hands’ evolution involved diversification as a strategic move. It was time to mitigate our risk by incorporating new payer sources, particularly private pay clients. Additionally, we strengthened our business stability by offering caregiver training to develop a capable and caring workforce. By focusing on these two aspects of growth, our agency experienced a comeback that was better than I could have ever expected, and we quickly regained our financial stability. However, these were just a couple of the significant changes we implemented. By embracing continuous improvement, we increased our opportunities to take advantage of new trends, expand into new markets, and adopt innovative technologies, positioning ourselves for long-term progress and success.
Take the time to build a strong team. As your business grows, you’ll need to hire and manage a capable team of caregivers and administrative staff. Learn effective hiring and team-building strategies to ensure you have a competent and compassionate workforce. Develop leadership skills and create a positive work culture that fosters growth, motivation, and collaboration among your team members. It’s important to have a clear vision of where you want your home care business to go. Set specific goals and objectives for your business, both short-term and long-term. Regularly review and revise these goals as you progress and gain new insight.
You will never become. You are always becoming. Stay fluid and ready for change and evolution. Professionally and personally, your evolution is an ongoing process. You are constantly adapting, learning, and growing to meet the changing needs of your business, clients, and industry.
Nugget #2 – Get And Stay Connected
A wise man once told me, “Why reinvent the wheel when you can copy genius.” (Steve The Hurricane) The blueprint for how to run a successful home care agency was created by many who have come before us. We simply need to tap into and get connected to the source of the wisdom, knowledge, and experience that can show us the way. I remember the day I finally made the decision to go all in, to get connected. I hired a marketer, signed up for coaching with Hurricane Marketing Enterprises (HME), and so our journey began.
Getting connected meant in-depth training and one on one coaching. With our coach’s direction, we created an action plan that outlined the steps needed to reach our desired outcomes. Breaking down goals into smaller, manageable tasks made it easier for us to take action and maintain accountability for progress. To stay on track, we had weekly sessions to review progress, discuss challenges, and celebrate achievements.
Getting connected also brought accountability. I truly believe that accountability was the game changer. Whenever I reflect upon my past achievements in attaining a state of improved well-being and shedding excess weight, I realize that the presence of an accountability partner accompanied every instance of genuine success. Our coach/accountability partner introduced tracking tools and other techniques to help monitor our progress. Having tangible evidence of our efforts kept us accountable and motivated. Our coach’s industry expertise helped us save time and resources by helping us avoid common pitfalls and make informed decisions.
Staying connected added a value that cannot be matched. You are not alone. There are many ways to tap into established networks of experienced entrepreneurs, even those specific to home care. Leveraging these networks can help you establish valuable connections, find reliable partners, and reach potential customers more effectively. This can be particularly useful in a competitive market where building relationships and trust is crucial. Learn from the success and failure of knowledgeable individuals who have been in the home care business for a while. By tapping into their experiences, you can learn from their achievements and mistakes. Understanding what worked well and what didn’t can provide valuable lessons and insights, allowing you to avoid unnecessary experimentation and improve your chances of success.
We’ve already discussed having a mindset of evolution. Home care is an evolving industry with new trends and innovations constantly emerging. Experienced individuals can help you stay updated on the latest developments, technologies, and practices. This knowledge can give you a competitive edge by enabling you to adopt new strategies, improve your services, and meet the changing needs of clients more effectively.
In summary, leveraging the expertise of knowledgeable people in the home care industry can save you time, resources, and potential mistakes. Their insights, connections, and guidance can help you navigate the business landscape more effectively, improve your decision-making, and increase your chances of long-term success.
At Caring Hands, I realize the importance of maintaining a strong connection to training and accountability through various channels. This includes the invaluable coaching from Home Care Evolution and the support from hundreds of other home care agencies we can engage with through their network of knowledgeable owners and marketers.
Nugget #3 – Have Faith And Stay Prayed Up
Beyond the tangible tools and strategies, an often overlooked but powerful force lies in faith and prayer. When I had to confront the critical reality that the survival of my business was at stake, I felt helpless and hopeless. It was the darkest time of my life. Faith and prayer met me at a place where evolution and connection could not…complete surrender. By surrendering my business to a higher power, I acknowledged my limitations and invited divine intervention. This surrender, then and now, frees me from self-reliance and opens boundless possibilities as I align with a greater plan.
I invite you to step out on faith. This involves taking bold and courageous actions, even when the outcome is uncertain. It means trusting in God’s plan and believing He will see you through the challenges. Trusting in God does not guarantee that everything will always go smoothly in your business. There may still be challenges and setbacks along the way. However, by placing your trust in a higher power, you can find peace of mind, the strength to endure difficult times, and the resilience to rise above adversity. Regardless of your religious or spiritual beliefs, the act of connecting with a higher power can bring immense clarity, guidance, and strength.
In moments of darkness and doubt, I find comfort in the embrace of a higher power. I have witnessed God’s miraculous intervention in my business, lifting me from despair and renewing my determination. Embrace the transformative power of meditation and reflection, connecting with the sacred. Prayer becomes a powerful tool in times of hardship. Through prayer, you can express your concerns, fears, and desires to God. It allows you to seek guidance, find clarity, and ask for assistance in navigating through the challenges you will face. By entrusting your business to a higher power, you are acknowledging that there are circumstances beyond your control and that you need divine intervention. May your journey be blessed, guided, and aligned with divine purpose.
The 3 golden nuggets. I call them golden nuggets because they are precious, timeless, and although simple will add value in business and in life. Reaching the 20-year milestone in business requires a unique blend of evolution, connections, and conviction. Understanding your evolution is an ongoing process, while connections to knowledgeable individuals provide valuable insights and support. The power of faith, whether expressed through prayer or personal reflection, offers the resilience and inspiration needed to weather storms and pursue long-term success. As you embark on your journey, remember that success goes beyond profit margins and balance sheets. By embracing these timeless tools, our businesses will create a legacy that extends far beyond their years, leaving an indelible mark on the industry and the world.
Richele Wilkins’s Bio
Richele Wilkins is the owner of Caring Hands Home Health, Inc., a thriving home care agency that has been serving Central North Carolina for over 20 years. With an impressive 28-year career as a nurse, Richele possesses a wealth of knowledge and expertise in caring for the elderly and disabled. Recognizing the importance of passing on her knowledge and experience to the next generation of caregivers, Richele takes great joy in teaching and mentoring new caregivers. Richele’s impact extends beyond her role as a healthcare professional. She is the esteemed host of the AARP-sponsored Talk Show “Inside The House,” where she delves into topics related to aging, caregiving, and overall well-being. Her ability to engage audiences and provide valuable insights has made her a sought-after motivational speaker. Richele specializes in delivering empowering speeches to women and business owners, sharing her own journey and inspiring others to pursue their passions, overcome obstacles, and achieve their goals. As Richele continues to make strides in her career and make a difference in the lives of others, her future shines brightly.