Volume 9, Number 23 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 1st Quarter of 2020, web sites of the above advertisers were visited by home care and hospice executives and staff 2948 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.

Free Webinar: Marketing During a Lockdown

 

Presented by: Savii

Featuring: Steve Weiss

Date: April 21
Time: 12:00 - 1:00 EDT

Who should attend this webinar?

Home care agency owners, directors, and marketers who want to remain relevant in their market and prepare for anticipated growth as we come out of a crisis.

You will walk away armed with knowledge about:

Information and Registration

Course materials will be sent to all who register, even if you cannot attend.

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 his current company, Hurricane Marketing Enterprises, in 2012 with a goal to help other business owners across the country. In a few short years, he grew it to a seven-figure business and it has been booming ever since.

FREE Webinar: Digital Strategies to Survive and Thrive During and After COVID-19

Sponsored by: AlayaCare

Featuring: a panel of experts from AlayaCare, Hireology, Home Care Pulse, and CareMaster Medical Services

Date: Thursday, April 30
Time: 2:00 pm EDT

Information and Registration

As weeks turn to months of social distancing and government regulations continue to restrict in-person contact, home and community care agencies must embrace digital strategies both to maintain operations now and future-proof for a post-pandemic world. This webinar unites a panel of experts from AlayaCare, Hireology, Home Care Pulse and CareMaster Medical Services to discuss best practices for all aspects of digital operations – from tips on managing remote staff and virtual hiring to best practices for maintaining quality care.

After the discussion, participants will have the opportunity to engage in a live Q&A session.

Learning objectives:

After this webinar, participants will be better able to:

-Discuss ways to adapt to remote hiring
-Strategically manage remote staffing needs
-Ensure continuity of care between caregivers and clients
-Describe how technology supports each aspect of virtual operations


Free Webinar: Tips for Launching Telehealth and Remote Care in Less Than a Week

Presented by: Ankota

Featuring: Ken Accardi

Date: May 19
Time: 12:00 EDT
Fee: Free

Register

The COVID-19 pandemic has made the importance of Telehealth and Remote Care abundantly clear. This webinar will cover:


FREE WEBINAR: Q2 2020 Post-Acute Care Compliance Forum

Presented by: Casamba
Featuring: Holly Hester, Casamba SVP of Compliance and Education

Date: Thursday, May 21
Time: 3:00 pm - 4:00 pm EDT

Information and registration

In-depth discussion of regulatory and compliance updates for the post-acute care industry, including CMS waivers and flexibilities in response to the Public Health Emergency, telehealth and other virtual services, TRICARE update, and more.


Free Webinar: On the Heaviness of Halos: care for the professional caregiver during crisis 

Sponsored by: Wellsky

Featuring: Dr. Carla Cheatham, M.A. M.Div., Ph.D. Philosophy/Health/Kinesiology

Date: Friday, May 29
Time: 1:00 - 2:00 EDT

Reserve a Seat

Join us for a powerful webinar that will help caregivers in all disciplines tend to their own emotional and mental health as they continue to serve others during the COVID-19 pandemic. Dr. Cheatham, renowned educator and author on compassion fatigue and resilience, will discuss the trauma and moral injury that professional caregivers face and will provide you with practical techniques to help yourself, your colleagues, and your patients or clients, including:


WEBINAR SERIES: Hospice Academy FOUNDATIONS

Sponsored by: Texas Association for Home Care and Hospice

Part 1: The Evolution of Hospice - from Practices to Regulations Over Time
Instructor: Katie Wehri, Director, Home Care & Hospice, Regulatory Affairs, NAHC

Date: June 2

Part 2: The Hospice Plan of Care - An Interdisciplinary Document
Instructors: Amy Ives, RN, BSN, CHPN, Director, Peterson Hospice; Danny Mack, Director of Spiritual and Social Services, Christian Care Hospice

Date: June 4

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.


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 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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