Volume 9, Number 14 January  15, 2020




Dear Healthcare at Home Colleague,

It does not matter whether you send invoices to patients or claims to a public or private insurance company. Today's competition and restrictive reimbursement systems are squeezing your margins and possibly even threatening your future. On top of that, how often do you have to turn away a new client or patient because you cannot staff the visits or shifts? For these reasons, we have been hearing much lately about methods to fight back and are devoting much of this week's issue to the topic of home care sales.

How skilled are your sales people? How effective is your worker recruiting?

 

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The Rowan Report Podcast: When Survival is on the Line, Train Your Sales Staff

This week's Rowan Report podcast features an interview with Michael Ferris, founder and CEO of Healthcare Strategica. Click on the "Listen" button above to hear Mike talk about his upcoming Certified Sales Coach training sessions. Here is a preview: "The goal must be to drive more admissions with less expenditure on sales and marketing. The best way to do that is to is to increase the number of admissions generated by every member of the sales team. That will drive down your acquisition cost per admission. This metric, cost of sales per admission, is the one that will drive most top and bottom line success!" If you do not have time to listen, click on "Coach Your Sales Underperformers," below.

 

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This week: A Team of Experts

Speaking of sales training experts, we have two this week. Cheryl Peltekis, RN, owns a home health agency in Pennsylvania and travels the country raising the sales skills of professionals from coast to coast. Her guest article offers specific strategies for sales people in Medicare home health agencies in light of the new reimbursement system.

But wait, there's more! Our staff writer, Darcey Trescone, RN, brings her years of sales management to the question of marketing in an era of multiple compliance struggles. Her point of view will be relevant to private duty marketers as well as those in home health because she includes mention of compliance with wage and hour regulations and how that may impact your marketing strategies.

Lastly, a primer from marketing consultant Roger McManus, MBA, on the importance of monitoring and nurturing your online reputation. He points out that the rise of Google to be the prominent review site, where families search more often than anywhere else to find in-home services for loved ones, is a phenomenon that has drastically changed just in the last two years. Here is why you need to read Roger's argument for paying attention to your online reputation. He says, "Manage your online reputation and thrive. Ignore it to your peril."

 

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Worth the trip

I am on my way to the annual Home Care 100 gathering in Miami. I hope to see many of you there. It is always a great opportunity to learn from our industry's leaders and get into some late January sunshine.

I should also point out another educational opportunity on the other coast. Our friends at Healthcare Synergy are opening this year's user group meeting to everyone, customer or not. Click on one of these links to get the scoop on the matching events in Burbank and Emeryville on February 25 and 27. Both are free to all.

Topics will include:

  • PDGM – What We've Learned 60 Days In
  • Develop Clinically and Financially Compliant Care Plans Under PDGM
  • Managing PDGM to 5-Star Ratings
  • Synergy EMR and New Regulations
  • Top Billing Denial Reasons
  • Open Q&A Panel Session

Have a great week. Keep making a difference!

Editor signature
Tim Rowan



Fraud and Abuse Enforcers Target Discharge Planners Again
Guest author Elizabeth Hogue, esq. warns you to alert your sales people to unscrupulous discharge planners. They might all go to prison together.

The Forgotten Home Care Team: Marketing
It is the role of leadership to ensure marketing does not get lost in the regulatory compliance shuffle, and that clear direction and tools are available to your liaisons, that will drive your business forward in 2020.

Dramatic Shifts in Online Visibility Impact Home Care Agencies
Sales may still be a face-to-face endeavor but marketing has largely moved online. Reputation marketing consultant Roger McManus advises, "Manage your online reputation and thrive. Ignore it to your peril."

PDGM is Here, Now What?
Guest author Cheryl Peltekis, RN, weighs in with specific strategies for home health owners hearing all the fears that PDGM will destroy cash flow and put 1/3 of agencies out of business.

Coach Your Sales Underperformers
Sales training veteran Michael Ferris advocates for the use of a Sales Coach, and launches a certification program to get you started.

 
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During the 4th Quarter of 2019, web sites of the above advertisers were visited by home care and hospice executives and staff 3664 times.

To inquire about placing your message here, contact:

Kristin@rowanresources.com

Last Week's Most-Read Stories:
Differing Views on Revenue Recognition Under PDGM
Revenue recognition guidance varies under PDGM among CPAs and consultants. It is logical that, with the change to 30-day payments, we should re-evaluate how we recognize revenue from now on.
 
Vendor Watch
— QliqSOFT releases patient engagement tool using patient's smart phone.

As of this date, approximately 36,322,000 Baby Boomers have become Medicare eligible.
Notable Upcoming Conferences Free Webinars

Homecare 100 *January 19-22
JW Marriott Miami Turnberry Resort
Miami, FL

https://www.homecare100.com/

Training: Sales Coach Certification

Presented by Healthcare Strategica, LLC

Featuring: Michael Ferris
Location: Westin Lake Las Vegas Resort, Henderson, NV
Date: February 18-21

Information and registration

Your sales management team is critical to the results from the sales teams they manage, day to day, month to month and quarter to quarter. The goal must be to drive more admissions with less expenditure on sales and marketing. The best way to do that is to is to increase the number of admissions generated by EVERY member of the sales team.  That will drive down your acquisition cost of each new admission – this metric, cost of sales per admission, is the one that will drive most top and bottom line success!

Sales Managers have four basic functions – manage, train, coach and mentor. For most, the greatest challenge is to have enough time to spend in the field coaching ALL of their sales professionals.  We know, though our research and experience, that the NUMBER ONE way to increase the results of home health and hospice sales professionals is to have regular, effective sales coaching.  Coaching WILL drive the most results consistently.

Sales Coach is the newest, fastest growing position in home care. A Sales Coach can spend the entire week in the field or in the training room, wherever you need them. This frees up your time and allows you to be able to manage a larger team, spend more time where it counts, have consistent on-boarding practices and a happier sales team that is hitting and exceeding all expectations.

Our new Sales Coach Certification Course is the answer to having a Sales Coach up and operational in a hurry. Sales Coach Certification Course participants will get actual time working with and coaching Bootcamp attendees. And, because this is a very nice, secluded, non-gaming location, there is not the same level of distraction you find at a casino on the strip.

Who should attend?

•            Sales Coaches
•            Sales Managers who want to improve their coaching, training and onboarding
•            Senior Leadership who want to understand how to maximize their sales structure for success

Location:

Westin Lake Las Vegas Resort located in Henderson, NV – about a 30 minute drive from the Las Vegas airport.  Uber or Lyft is your best option but if you drive, parking is free!  Once you are there, you have everything you need and a shuttle to take you to restaurants or stores in the area.  The special room rate is available for a few days before and after the event, so if you want to hit the golf course or just relax, please come early or stay late.  This is a non-gaming property that has restaurants, bars, pools, putting green, sport court, gym, hiking and biking trails.


FREE Webinar: How to Capitalize on Your Agency's Most Precious Resource: Data

Sponsored by: AlayaCare

Featuring: Naomi Goldapple, Head of AlayaCare’s R&D division, AlayaLabs, and Simon Maxwell-Stewart, Lead Data Scientist

Date: March 11
Time: 2:00 pm EDT

Information and Registration

Learn how home care organizations are using machine learning and advanced analytic techniques to deliver better clinical outcomes and improved employee experiences.


Free Webinar Series: Presented by Simione Consultants

The 5 Top Reasons Why Post-Acute Deals Fail & What To Do About Them
Date: March 24
Time: 2:00-3:00 PM EDT
Presenter: Laura Gramenelles, RN, BSN, HCS-D, COS-C, Director, Mergers & Acquisitions, Simione Healthcare Consultants
Register


WEBINAR: Key Documentation Issues for 2020 & the Future

A 90-Minute Lunch & Learn Audio Conference by Elizabeth E. Hogue, Esq. Health Care Attorney

Date: March 18
Time:
1:00 - 2:30 EDT

Encore date:
March 25; On-demand recording available


Information and Registration

Documentation remains a key requirement for home care providers as the consequences for inadequate documentation become more severe.

  • What can home health agencies do to avoid denials by ZPICs, RACs, etc., for lack of homebound status and reasonable and necessary care?
  • What kind of documentation must home health agencies, hospices, private duty agencies and HME companies maintain regarding gifts to referral sources and payments to physicians who make referrals to them?
  • How can providers avoid an increase in enforcement action in this area?
  • What kinds of documentation problems are private duty agencies facing with regard to recoupments from state Medicaid Programs?
  • What dangers do electronic medical records cause for all types of home health providers?
  • Is it true that if it wasn't documented, it wasn't done?
Gather your staff members to emphasize effective documentation yet again. Real examples of cases involving problematic documentation will be presented. Questions and case examples are welcome, and extensive handouts will be provided for use by staff members.

Conference: The 17th Annual World Health Care Congress

17 Years of Empowering and Connecting Leaders in Health Care Transformation

The World Health Care Congress (WHCC20) has been rescheduled and will take place later this year. Given the current circumstances and the impact of COVID-19, direction from Washington, DC officials, and information from the U.S. Centers for Disease Control and Prevention (CDC) and the World Health Organization (WHO), the health, safety, and well-being of our staff, speakers, attendees, sponsors, and partners is of utmost importance to us. We will announce new dates for the 2020 Congress shortly. Please check back for updates.

Information and Registration

It’s never too soon to begin planning your experience at the 2020 World Health Care Congress. View the agenda snapshot and gain access to 100+ sessions across 15+ learning tracks:

  • Payer Transformation
  • Member Engagement and Retention
  • Provider Transformation
  • Care Delivery Integration
  • Medicaid & Health Policy
  • Behavioral Health - NEW IN 2020!
  • SDoH Business Strategy
  • SDoH Tech
  • Pop Health Analytics
  • AI & ML Applications - NEW IN 2020!
  • Innovation & Investments
  • Front Line Leadership
  • Women Leaders in Health Care
  • Self-Insurance Strategy
  • Worksite Clinics
  • Direct Contracting
  • Workplace Mental Health
  • Benefits Adviser Leadership
  • Medical Travel


Seminars Webinars - NAHC and HHFMA PDGM Roadshow 

Sponsored by: The National Association for Home Care & Hospice (NAHC), Home Care and Hospice Financial Managers Association (HHFMA), and NAHC Forum of State Associations, have joined together to co-host 12 intensive, one-day seminars across the country to prepare home health operators for PDGM.  

The Patient-Driven Groupings Model (PDGM) is here and home health agencies are already dealing with the most important change to home health payment in the 21st century. What is working? What is causing problems? Agencies need the latest information and advice on how to make sure their businesses prosper in the PDGM era.

Dates and Locations:

NAHC has announced that they are replacing their live PDGM Summits with a series of four, live-streamed sessions.

Dates: April 28 & 29

Additional Information and Registration To Be Announced Soon!


Conference: Leading Age Leadership Conference

Hosted by: VNAA, Elevating Home, and Leading Age

In light of the President’s national emergency declaration to address the coronavirus pandemic, LeadingAge is postponing the 2020 Leadership Summit originally scheduled April 20-22 to August 10-12, 2020 at the Omni Shoreham Hotel in Washington, DC.

We understand that the possibility or reality of COVID-19 means all-hands-on-deck at our member communities and travel bans for our Business Partners, with a singular focus on the health and welfare of residents, clients, staff, and families.

LeadingAge will continue to assist with information and resources to help you respond to COVID-19. You’ll find a clearinghouse of resources—updated daily—at leadingage.org/coronavirus-resources.

If you registered for the conference, you will be sent an email with information on your registration and hotel reservation.

Information and Registration

With the Leadership Summit, LeadingAge has designed an event for forward-thinking leaders to connect, engage in dialogue, and deepen their knowledge about the future—how we can shape it, and the paths to get there together.

 


*The Rowan Report will see you there.

Your state or national association meeting not listed? Send the details to Conferences@RowanResources.com using this format:

Conference Title
Sponsoring Association
Date(s)
Hotel or Conference Center, City, State
URL

Webinar hosts, send your announcements to: Conferences@RowanResources.com

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