Volume 9, Number 33 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?

 

 

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.

 

 

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."

 

 

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:

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.



During the 2nd Quarter of 2020, web sites of the above advertisers were visited by home care and hospice executives and staff 4523 times.

To inquire about placing your message here, contact:

Kristin@rowanresources.com

As of this date, approximately 36,322,000 Baby Boomers have become Medicare eligible.

 

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.


Upcoming Events

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

https://www.homecare100.com/

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.

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.

Recordings Available: Pandemic Recovery - Rebuild Stronger Than Ever

Texas Association for Home Care and Hospice

Two days of keynote and breakout presentations for home health and hospice providers.

Purchase Recordings

 


Free Webinar: Home Care Marketing Best Practices for Medicaid Agencies

Presented by: Ankota

Featuring: Steve "The Hurricane" Weiss

Date: June 18
Time: 12:00 EDT
Fee: Free

Register

Here are a few biographical fun-facts about Steve:


Virtual Conference: Virtual Summit on Health System Recovery from the COVID-19 Pandemic 

The Nation’s Health System Leaders Engage in a Real-Time Dialogue on Pandemic Recovery and the Future of Health Care in America

Sponsored by: Global Health Care, LLC

Featuring:

Date: June 22-25

The Nation’s Health System Leaders Engage in a Real-Time Dialogue on Pandemic Recovery and the Future of Health Care in America

All health care providers offering full-time, hands-on services to COVID patients click here to register at no cost.

All others register here by June 5 for $200 discount


Virtual Conference: ATA Annual Meeting

American Telemedicine Association

Date: June 22-26

Information and Registration


Webinar Series: Sales Training, Home Health and Hospice

Presented by: Healthcare Strategica, LLC

Featuring: Michael Ferris

1 - 8-week Hospice & Palliative Care Sales Training Course

2 - 8-week Home Health Sales Training

Rowan Report subscribers: Register with this link to receive $100 discount.

We have taken our best of class industry specific sales training bootcamps and are offering them via Webinar to enable you to continue to train your sales team in today's world of limited travel and social distancing.

The Hospice and Palliative Care course will be offered live every Tuesday starting May 19 through July 7, 2020.

The Home Health course will be offered live every Tuesday starting May 21 through July 9, 2020.

Each class will have participation exercises, homework assignments, quizzes and question and answer opportunities.

Each participant will receive their own course materials and individual coaching and feedback. At the conclusion of the course each student will receive a certificate of completion, an invitation to join the exclusive Sales Mastery Group* and opportunity to join the 52-week Sales Training Excellence Course.*

* Only available to Sales Professionals that have successfully completed the 8-week Sales Training Course – additional fees may apply.

Each session will be offered on-demand and if unable to attend the live webinar, you will be able to view the recording and participate in exercises, questions, coaching and quizzes. If you start after the first webinar date, you will be provided with access to those classes missed so that you can get caught up or you may elect to attend via the recorded sessions.


FREE WEBINAR: COVID-19 Forum: How Coronavirus is Reshaping Home Health and Hospice Financial Operations *

Sponsored by: HealthRev Partners

Moderator: Tim Rowan
Panelists:
Bobby Robertson, Chip Carroll, Holly Miller, John Reisinger, Rachel Bracken (details below)

Date: July 9
Time:
2:00 pm EDT

Register here for all three webinars in this series

Not only is the home care industry under tremendous clinical pressure, but you are also likely feeling a financial squeeze. Because of this, forward-thinking agency leaders are exploring new strategies and opportunities to remain solvent. In this webinar, our panelists will chat about ways to achieve financial success when so many are struggling. They will discuss:
Panelists:
Bobby Robertson | President & Founder, Missouri Home Hospice
Chip Carroll | Director of Strategy & Business Development, Playmaker Health
Holly Miller Chief Revenue Officer, Playmaker Health
John Reisinger | Principal, Innovative Financial Solutions for Home Health
Rachel Bracken | Vice President of Services, HealthRev Partners
Moderated by Tim Rowan | Editor, Healthcare at Home: The Rowan Report

Part III: "Agency Leadership and Operations" is set for July 23.

Virtual Conference: NAHC Financial Managers Annual Meeting

July 27-30

Register


Virtual Conference: SAGE 2020

Hosted by Honor

This is a half day, free conference that will stretch all of us to think about how we are shaping the future of elderhood. Our speakers will cover topics around innovation, technology, the evolving art of caregiving and the future of senior living. I’m very excited that we will kick off with Pulitzer Prize finalist and geriatrician Louise Aronson, author of  Elderhood: Redefining Aging, Transforming Medicine, and Reimagining Life

Date: September 1 & 2, 2020
Time: 10:00 am - 12:45 pm PST both days
Cost: Free of charge for Rowan Report subscribers
Website: https://network.joinhonor.com/sage-2020
Register
 
Free Webinar: Carpe Diem: Now is the Ideal Time to Excavate Your Brand Genius

A complimentary webinar & roundtable discussion for executive business leaders

Featuring: Mary Maloney

Date: September 11
Time: 12:00 - 12:45 EDT

Now more than ever we need leaders ready to own a new world narrative - those who are brave enough to strategically position and message their voice in the marketplace from a deeper perspective of purpose that connects directly to what lights them up (their brand genius).

Many leaders confess that they have forgotten their greatness or feel lost in a sea of sameness, amongst a fiercely competitive set. They say they struggle with what words will resonate or feel “salesy” when asked, “What do you do?”

Thanks to the pace of technology, we have less than seconds to connect, therefore, it’s no longer all about what you do for a living and the quantifiable goals you achieved;  it’s much more about what you stand for, the legacy you want to leave and building trust expeditiously with your tribe.

 If 82% of people make buying decisions based on emotion (Capgemini), what emotive messages are you sending?

This webinar will start you on your journey to deliberately make your personal brand come alive.

Register


*The Rowan Report will see you there.


Your state or national association meeting or webinar 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



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