FALL 2022 MSRP $19.95 3 Tips for Marketing Under Pressure NON-MEDICAL HOME CARE LIABILITY INSURANCE CLAIMS What Could Derail Your Next CHAP Survey? QUARTERLY HOME CARE AGENCY TRANSFORMATION: A PERSONAL JOURNEY Million THE ROAD TO IF YOU WANT TO THRIVE IN 2023, LOOK AROUND THE CORNER PICTURED: STEVE “THE HURRICANE” PRESENTING A BUSINESS GROWTH AWARD TO FRANNIE SCHMIDT The Evolution of a BAD BOSS to a GREAT LEADER OPERATING AN AGENCY In A Post Pandemic World Part 3 PART 2 $10 $101024 28 The Evolution Of A Bad Boss To A Great Leader - Part 2 - by Nicole Peretti The Road To $10 Million, Part 3 - by Steve “The Hurricane” Operating An Agency In A Post Pandemic World - by Michael Gonzalez 14 3 Tips for Marketing Under Pressure - by Alex Winningham 36 What Could Derail Your Next CHAP Survey? - by Stanley Rynkiewicz 32 Home Care Agency Transformation: A Personal Journey - by Franny Schmidt If You Want to Thrive in 2023, Look Around the Corner - by Rob Blatt Non-Medical Home Care Liability Insurance Claims - by David Dickey 06 17 ContentsEvolve. Adapt. Transform. Thrive. Are you ready to create an amazing business and life? Home Care Evolution Quarterly is for those home care business leaders who inspire to continuously learn in the industry. We exist to help you stay up to date on new trends and data from vetted contributing authors, all of who are experts in this industry. This magazine is dedicated to helping YOU be on point in your: ● Sales & Marketing ● Operations ● Recruitment & Retention ● Financial & Multiple Revenue Streams In this issue of Home Care Evolution magazine, the contributors and I provide you with current topics, breaking ideas, & practical strategies you will use to gain better ideas and solve bigger problems for new levels of success. If there is a topic that is important to you that you would like to see in a future issue, please contact me directly. Sincerely, Steve Weiss Steve “The Hurricane” Weiss Owner Home Care Evolution 848-444-9865 steve@homecareevolution.com www.homecareevolution.com Welcome “But seek first the kingdom of God and His righteousness, and all these things will be added to you.” Matthew 6:33If You Want to Thrive in 2023, Rob Blatt, Co-Founder and CEO, envoyatHome, Inc. Look Around the Corner Rob Blatt is the Co-Founder and CEO of envoyatHome, the care industry’s leading digital caregiving service. Rob is a Wharton alum and earned both a BS and MS in Computer Engineering from Boston University. He’s the Philadelphia Ambassador for Aging2.0 and a recognized expert in data driven care, holding a US patent for the innovation in envoyatHome. Rob is a sought after panelist, speaker, and content contributor. You can reach Rob at rob@envoyatHome.com or via LinkedIn. Learn more about the power of data in caregiving at www. envoyatHome.com.CARE SERVICES DETERMINED BY DATA Client generated data enables healthcare to replace the status quo with highly customized services at dramatically lower prices. In care, personalized data is the revenue- generating byproduct of smart technology in the home. Business models that cannot access client data to drive customized services are at risk for disruption. Sheila Ohstrom of Senior Home Care & Alzheimer’s Solutions is a certified Teepa Snow trainer and avid user of client generated behavior data. “Data allows me to fully understand a client’s behavior during the overnights and when they’re home alone. My conversations with families about risks are now fully evidence based, easily justifying higher care intensity to reluctant decision makers.” Data for the sake of data, however, is an expensive proposition. This partially explains the lack of industry traction for senior care widgets and gadgets like voice assistants that shout medication reminders to an empty room, fall detectors that don’t prevent falls, and cameras that nobody is watching. The future is not these single use devices, but the software that intelligently curates device- generated data to tell the patient’s whole story - a story that drives earlier interventions by an integrated and coordinated care ecosystem. These interventions will show up as health, wellness, safety, and independent aging services. Data promises to dramatically lower costs while giving providers the opportunity to develop disruptive revenue generating services, including in the private pay domain. The service provider with the best client-generated data will win the revenue race, leaving data-less businesses watching from the sidelines. Around the corner - Integrated care networks are coalescing around data-informed business models that can quickly identify patient needs then immediately and efficiently deliver services. This includes independent aging services from their own brands. They will target private pay clients with the comorbidities that make them well-known to the healthcare ecosystem. CARE TECHNOLOGY IN THE HOME While healthcare at home is an old idea regaining momentum, how it’s delivered is brand new. Integrated healthcare players are acquiring downstream services so they can monetize the patient at every point in the care supply chain, including senior care. Control of the entire continuum of care is possible through technology in the home that digitally connects the patient to services. At the CNA/HHA end of the care continuum, integrated players see opportunity for dramatic efficiencies that can lower costs and increase revenue. For example, Advocate Aurora’s 2021 acquisition of Senior Helpers has a primary goal to support independent aging. Kimberly Lecorps is an RN and expert in connecting patients and their caregivers to services via technology. “Family caregivers and the loved ones they support see care technology in the home not as an intrusion, but as an asset. Technology supports better decisions at all levels of care. It’s an important addition to traditional clinical data and the patient narrative,” says Kimberly. No longer relegated to the consumer gadget aisle, new business models that connect the patient’s home to Senior care is one of the few industries that has yet to enter the digital age, leaving today’s business models ripe for disruption. Industry disruption can eliminate even the most successful incumbents from a market, but those who anticipate and adapt early not only survive, but thrive in their new world. How do they do it? Savvy businesses look around corners for the subtle signs of transformation that promise to change the fundamentals of their industry. Here are the technology trends aiming to disrupt the senior care industry. 78 services via technology are becoming mainstream. Technology offers continuous, 24x7 “virtual visibility” to patient needs, an impossible task for labor. Meeting the goal to initiate interventional and preemptive services via software is imminent. This new business model all but assures that the company who makes the home “smart” will monetize the resulting services, including aging at home support. Around the corner - The integrated health services model connects technology with service delivery. Savvy businesses won’t delegate the smart home wellness and aging support infrastructure to service providers who are incented to deliver services from their own portfolios. Instead they’ll control their destiny and take the lead, whether to grow their businesses or enhance an exit strategy. THE GIG ECONOMY IN CARE Gig Economy companies are technology firms cloaked in a services wrapper. Known as marketplaces, they match buyers and sellers with speed and precision. In home care, marketplaces are no longer the murky underworld of questionable credentials and cash transactions. CNAs and other home workers are moving to marketplaces in droves. OliverWyman reports that demand for home health care workers has risen 60% over pre-pandemic levels. 41.2% of home health workers plan to work fewer hours, and 29.4% plan to take more per diem jobs. Joshua Littlejohn is Product Manager for Nurse Experience at IntelyCare, a gig economy healthcare staffing firm. “The primary reasons we see healthcare workers at all levels join the gig economy is a desire for scheduling flexibility, work life balance and better pay,” says Joshua. He explains that software democratizes the shift assignment matching process, ensuring that health care workers are satisfied with each job despite the transactional employer relationship. Both care workers and care buyers profit from the gig economy. Workers enjoy higher pay, flexible scheduling and generous benefits. Consumers no longer consider marketplaces the supplier of last resort. On the contrary, marketplaces are increasingly prized for their consumer convenience, flexibility and choice. Around the corner - Competition from the gig economy will force caregiver recruitment and retention costs higher. Consumers will be less willing to accept artificial limitations like minimum shifts or prepaid contracts that compromise choice, flexibility or convenience. Disruption is a cruel paradox. A new business model can quietly sneak up on a comfortable incumbent, yet once the new status quo arrives, it’s hard to understand how the signals were missed. In senior care, the subtle signs of disruption are all around us. If you want to thrive in 2023, look around the corner. “The service provider with the best client-generated data will win the revenue race, leaving data-less businesses watching from the sidelines.” - Rob BlattNext >