Volume 9, Number 50 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 4th Quarter of 2020, web sites of the above advertisers were visited by home care and hospice executives and staff 4319 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

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

 


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: How Technology Enhances Home Care in an Increasingly Remote World *

Sponsored by: Care Connect

Moderator: Tim Rowan

Panelists: Mike Gelman, President COO, CareConnect; Jim Rolla, SVP, VNSYNY Partners in Care; Steve Pellito, SVP, Provider Sales, Sandata

Date: November 12
Time:
1:00 pm EDT

Register


The 2021 Home Health Final Rule 

Insights to position your agency for success

Sponsored by: WellSky

Featuring: Sharon Harder, president, C3 Advisors; Jill Dyer, BSN, RN, HCS-D, HCS-O, president, JID Consulting and Coding, LLC

Date: November 18
Time: 1:00 - 2:00 EST

Attendees will learn:

  • How to prepare for and implement the operational changes imposed by the final rule, including submission of no-pay RAPs within five calendar days of the start of care and changes to the types of non-physician practitioners who can order home health services
  • The impact of CMS’s decision to retain the PDGM behavioral adjustment
  • The status of proposed legislation aimed to allow home health agencies to bill for telehealth services during public health emergencies and how this change would affect care planning and delivery

FREE WEBINAR: Cybersecurity in Healthcare: Assess Threats & Reduce Your Risk

Presented by: Netsmart

Featuring: Randy Pargman, Binary Defense senior director of threat hunting and counterintelligence; Sharon Hicks, MBA, MSW, OPEN MINDS senior associate; and Mike Murray, Netsmart director of Plexus Technologies,

Date: December 9

Time: 1:00 EST

Information and Registration

Healthcare organizations are often at risk of cyberattacks due to a lack of dedicated IT and reliance on traditional reactive approaches. To learn how to protect your data, register now to join Randy Pargman, as they map the risk landscape and provide guidance for safeguarding your organization.

Key takeaways:

• Cyber threats in healthcare
• Impacts of a data breach
• Best practices for securing your data


 

FREE WEBINAR: Can you collect Cash faster?

Sponsored by: Savii

Date: Tuesday, January 12

Time: 2:00 pm EST

Information and Registration

With small margins in home care it has prompted the question, “Can we collect cash faster?” And what would this do for an agency? One thing we know is margins are small and have become more challenging than ever to for agencies to profit. This doesn’t mean it impossible for agencies to survive; it means a focus on collecting cash faster will be ever so important.


Agency leaders will first need to develop a timeline cadence of when to address claims based on when they were submitted for payment. In addition it will be pertinent to understand their own agency metrics such as DSO (Daily Sales Outstanding) and how they compare to industry standards.

On this webinar you will walk away with how to develop a timeline and your own DSO dashboard for benchmarking. All of these topics will weave into  strategic steps to take toward collecting cash flow faster.

FREE WEBINAR: Return to Work under COVID-19

Presented by: Healthcare Synergy
Featuring:
David Mauzey, SVP & General Manager, HealthPointe Solutions

Date: January 14
Time: 11:00 - 11:30 PST

Register

The COVID pandemic has evolved, initial processes in place ensure a safe work force environments but need to evolve to stay effective and efficient. Home health has an extra layer of scrutiny given the population may be at a higher risk. This webinar will focus on how an organization can evolve to keep their workforce and patients safe. HealthPointe Solutions has a full inventory of new and advanced recommendations that help implement and maintain site safety. This includes step-by-step guidance that include medical testing administration strategies, patient/employee monitoring, training/education and program auditing.
Objectives:
David Mauzey has over 25 years' experience in healthcare, helping bring operational efficiency solutions to both providers and payers. Within HealthPointe Solutions, he is responsible for operations and was a part of the team that developed HealthPointe Solutions’ COVID response solutions. Prior to joining HealthPointe Solutions, David served as VP and GM of Optum's Network Payment Innovation, where he focused on alternative payment programs, including bundle d payments and population-centric, value-based programs.

FREE WEBINAR: The Rise of Hospital at Home: A Roundtable Discussion

Sponsored by: AlayaCare

Featuring: Dr. Bruce Leff, Hospital at Home Pioneer & Professor, John Hopkins School of Medicine; Adrian Schauer, Founder and CEO
AlayaCare; Joel Theisen, Founder and CEO, Lifesprk; Brady Murphy, VP Sales & Marketing, AlayaCare

Date: Wednesday, January 27
Time:
1:00 EST

Information and Registration

Agenda
Across the U.S., the Acute Hospital Care at Home initiative from CMS is taking off amid the pandemic with at least 80 approved participants to date. As hospital-at-home models become more popular and more beneficial to both patients and health care organizations, those that have recognized the perks of home-based care prior to the COVID-19 crisis may have the upper hand.

Join us on Wednesday, Jan 27th at 1:00 pm EST for a roundtable discussion with industry experts such as Dr. Bruce Leff, Hospital at Home Pioneer and Professor at John Hopkins School of Medicine who deserves his reputation as a founding father of this virtual hospital concept, to learn about the hospital-at-home model and its impact on the home care industry.



FREE WEBINAR: 5 Key Elements of a Successful Home Health Remote Patient Monitoring Program

Presented by: Amity Healthcare Group

Featuring: Irina Gorovaya, owner and president of Amity Healthcare Group; Erin Vallier, AlayaCare Account Executive; Kaila Raimondo, AlayaCare Solution Engineer

Date: Wednesday, January 27

Time: 2:00 pm EST

Information and Registration

 

Agenda:

Explore key factors and solutions necessary for successful deployment of patient remote monitoring program in home health.

The discussion will include policies and procedures, documentation, staff education, and telehealth equipment and solutions.


FREE WEBINAR: Rubber Meets the Road with the No-Pay RAP

Sponsored by: KanTime & BlackTree Consulting

Featuring: Nick Seabrook, Managing Principal and Founder, BlackTree; Kim Spence, RN, Director, KanTime Customer Success; Greg Lotz, Director, KanTime Marketing & Sales Technology

Date: February 4
Time: 2:00 EST

Register

AGENDA:

Re-visit regulatory changes and how they have impacted agencies. Plus, tips and tricks to stay ahead of the curve.


Virtual Conference: Winter Leadership Summit

Presented by: National Association for Home Care and Hospice

Date: February 23, 2021

Register


Homecare 100 *

Presented by: Lincoln Healthcare Leadership

Date: June 27-30, 2021
Venue: JW Marriott Marco Island Beach Resort, FL

https://www.homecare100.com/


*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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