QUARTERLY SPRING 2023 MSRP $19.95 QUICK TIPS 3 EVOLVE Your Home Care Business For Managing Multiple Locations Of Your Business The Keys To A Successful Payer Diversification Strategy Marketing With Passion The Key To A Successful Marketer Why This Is The Perfect Time To Open A Non-Medical Home Care Agency And How To Do It! Secrets To Improving Your Home Care Company Culture 5 Home Care In The Hands Of An Angel Changing The Culture of Care: NATIONAL CAREGIVER STUDYThe Hurricane’s Home Care Evolution Boot Camp Is Back! Scale your business with confidence and immerse yourself with this legendary event! May 3-5 | Houston, Texas, Hilton Houston Westchase. Register NOW! https://homecareevolution.com/1022 26 The Keys To A Successful Payer Diversification Strategy - by Kristen Duell Changing The Culture of Care: National Caregiver Study - by Brandi Kurtyka Three Quick Tips For Managing Multiple Locations Of Your Business - by David Posner Five Secrets To Improving Your Home Care Company Culture - by Dr. Aaron Blight 14 Marketing With Passion: The Key To A Successful Marketer - by Melissa Bagley 34 30 Home Care In The Hands Of An Angel - by Dr. Aaron Blight Evolve Your Home Care Business - by Steve “The Hurricane” Weiss Why This Is The Perfect Time To Open A Non-Medical Home Care Agency And How To Do It! - by Brian Machlis 06 18 ContentsEvolve. Adapt. Transform. Thrive. Welcome to Issue #5 of Home Care Evolution Quarterly! 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. In this issue: ● Evolve Your Home Care Business By: Steve “The Hurricane” Weiss ● The Keys To A Successful Payer Diversification Strategy By: Kristen Duell ● Marketing With Passion: The Key To A Successful Marketer By: Melissa Bagley ● Why This Is The Perfect Time To Open A Non-Medical Home Care Agency And How To Do It! By: Brian Machlis ● Changing The Culture of Care: National Caregiver Study By Brandi Kurtyka ● Three Quick Tips For Managing Multiple Locations Of Your Business By: David Posner ● Five Secrets To Improving Your Home Care Company Culture By: Dr. Aaron Blight ● Home Care In The Hands Of An Angel By: Sophia Weiss 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 “The Hurricane” President and CEO Home Care Evolution steve@homecareevolution.com 848-444-9865 “But seek first the kingdom of God and His righteousness, and all these things will be added to you.” Matthew 6:33 WelcomeYour Home Care Business Evolve Steve “The Hurricane” Weiss, President & CEO of Home Care Evolution Steve “The Hurricane” Weiss is a dynamic and entertaining public speaker, known for his expert knowledge in all things sales and marketing. From a young age, Steve has been driven to succeed and excelled across vastly different industries. Steve founded Hurricane Marketing Enterprises in 2012 with a goal to help other business owners around the globe. Steve’s passion is to lead business owners on the path to find people in need of their services and convert these prospects into clients. His company’s mission statement is to help business owners increase their census, revenue, and profits. Through his programs and presentations, he has guided thousands of individuals to grow their organizations and continues to help them blow away the competition. With his dedication and hard work, Steve has developed a foolproof program that enables start-up companies to quickly get ahead of the competition while helping existing businesses experience an explosive transformation. Many of his clients double and even triple annual revenue in as little as 6 months. https://homecareevolution.com7 T he industry has changed. The demand for services is greater than the supply to meet it. As a result, the challenge of finding adequate caregivers has become the primary focus of our business. It’s time to EVOLVE! This evolution will be accomplished in the following 3 phases of our company: Supply, Demand, and Support. PHASE 1 – SUPPLY We must offer the best employment packages and experience to get the very best caregivers. In essence, we’re going to be treating your caregivers as professionals. This means pay must be top of the market. With that also comes traditional compensation perks like PTO, Health Insurance, 401K, Tuition Reimbursement, and more. The benefit of doing this is it will allow us to have the strictest hiring practices around. We will be able to hire based on experience instead of out of desperation. We will be able to hold this “professional” to the highest standards: No call outs/no shows, providing a superior level of care, and fewer excuses. Additionally, we will be able to change how we interview and hire. Instead of giving the job to every person who meets the basic requirements to be a Caregiver, we focus on selling all the great reasons why someone should work here. This builds excitement and a competitive spirit in the candidate to feel like, “I want to work here”. That will lead to creating demand in our market for CGs seeking employment. Once achieved, Phase 1 in the evolution process is complete. In Phase 2, we will discuss where the funds for this come from. PHASE 2 – DEMAND In the United States, there are over 45M seniors. Of this population, based on Medicare stats, we know that approximately 15M of these individuals will go to the hospital yearly. We also know that of these 15M, 3M suffer from five or more chronic conditions and will be hospitalized several times this year. That’s our target customer. Our focus shifts from trying to service every one to providing care for those who absolutely must have care. This will allow us to be able to send our experienced and superior workforce into the homes of those who depend on that level of care. We will obviously have to increase our rates to pay for this workforce, and as a result, it will be at the discretion of the family and patient if they wish to move forward with our company. For those who choose not to, this is what direct hire companies like Care.com exist for. So, people with resources have options. We all know the risks associated with this, which is why an agency is always best, and we will revisit those in Phase 3. In order to generate $5M in revenue, as all Master-level agencies do, this would net only about 100-120 new admissions, which is 2-3 each week. There is plenty to go around from that 3M target customer nationwide. Market to find these individuals as your Hospitals, Skilled Nursing Homes, Hospices, Home Health providers, and Assisted Living Communities. It will 8 take a full-time effort to generate the referrals needed to sign on 100+ patients. Using a 40% conversion ratio (as per the Masters), we would need to generate approximately 250 referrals/inquiries for services from those with the greatest need. Even in the smallest of territories, with a total population of 250k people, this is extremely doable (and I have had hundreds of companies I work with do so). PHASE 3 – SUPPORT The difference between hiring someone directly and going with an agency comes down to support. This is the reason why going with an agency is the BEST OPTION for patients with great needs. On top of this, the level of support an agency gives varies from agency to agency. In this evolution, we must offer the most comprehensive support system to charge the highest rates to obtain the most experienced workforce, which justifies the higher cost. These two positions of need will give us confidence in our ability to meet the high expectations of a patient with great needs paying top dollar for service. Field Staff – We must employ field supervisors, or as I call them, “Care Coordinators”, whose sole focus is visiting clients and caregivers during the work shift to support them. These CCs will perform field inspections including but not limited to checking the cleanliness of the home, quality assurance of the patient, care plan compliance of the CG, addressing challenges the CG may have, and making sure that promises agreed upon when onboarding the patient are being met. They also will serve as a liaison between the office and CG while being the main point of communication with the patient’s family. Lastly, each CC should be able to manage around 30 patients/ CGs. This is a position of need for most agencies today! Team Leads – A Team Lead is a guaranteed pay/on-call CG. This person is tasked with coming to the office every morning, Monday 9 to Friday, for 9:00 AM. We then assign them to cover every callout/ no-show to clients. This will serve as a failsafe/backup for these patients who absolutely must have someone provide care for them every day. They also will be the CG that opens new cases when you don’t have the permanent CG just yet. This will allow you to serve patients immediately and only help increase your demand for patients with the greatest need. Most agencies with Team Leads offering immediate start care charge a signup fee of around $250, which helps to offset the cost of having this position of need. Lastly, having Team Leads, even if they have a day where they show up, and there isn’t work for them, will cost a lot less than having base rate caregivers work overtime hours, which is time and a half. So, this also saves us profitability on the bottom line. Once these two positions are in place, we are set. We are able to take on great need patients, exceed their expectations of care through our experienced labor force, and with all the levels of support provided by field management, we will have the confidence to grow our census. No more sleepless nights worrying about someone showing up for that night shift. Far fewer calls at 2:00 AM from a CG saying, “I didn’t know how to put my client in the bed properly, and she fell; we are going to the hospital.” More peace of mind in assigning a CG to care for a medically complicated patient. All these things will be ours when we evolve our business. If you want help setting your agency up like this, contact Home Care Evolution today! https://homecareevolution.comNext >