Volume 9, Number 50 December  9, 2020

Dear Healthcare at Home Colleague,

You have read so many headlines like this one from a McAfee report: "How Cybercrime Will Cost the World $1 Trillion This Year," or our own from December 2: "Healthcare Prime Target for Pandemic Opportunist Cyber Attacks." You know something must be done. You know your organization could be next. But what can be done? How can the bad guys be stopped? Where to begin?

One place to start is today's free webinar, "Cybersecurity in Healthcare: Assess Threats & Reduce Your Risk," presented by one of our sponsors, Netsmart. Scroll down to read our preview interview with Mike Murray, Director of Plexus Technologies, a Netsmart division. He told us one frightening thing. All your firewalls and virus protection are for naught if one employee is persuaded to click on one phishing email. Behavior is the weak link in your network security system. Scroll down further to our "Upcoming Events" column to register for the webinar.

Just to emphasize the importance of this topic, we have surveyed recent literature and pulled together a half dozen headlines, with summaries, of technical articles warning you to take cyber-threats seriously. Healthcare has been hit by one-quarter of all hacking and phishing attacks. Firewalls and virus software are not enough. Scroll down to read the article we admit is explicitly designed to frighten you into action, "Not Convinced Yet? Cyber Security Warnings are Everywhere."


You have also read these headlines: "Care Worker Shortage to Grow Worse," or "Burnout Pushing Nurses to Leave the Profession." We have been running a series of articles about staffing issues, and will continue over the coming months. This week's entry takes what might seem to be a left turn but it will make sense soon. Have you come across the field known as "Cognitive Linguistics?" One of the leaders in the field is James Pennebaker, the Regents Centennial Professor of Psychology at the University of Texas at Austin. We will tell you about him and his research, and how it can help you hire the right people and, more importantly, avoid hiring the wrong ones. This first article explores the science. Next week, we will tell you in detail about a company that has harnessed it. Scroll down to "Bad Hire Can Cost Up To $8,000."


Competition in Home Care: Guest authors David Cole and Tony Onaissi shared with us an article they wrote making a strong case for using Customer Relationship Management software in private duty agencies. We have always thought of CRM as a Medicare agency's tool but they say it is time to pull out every available tool to increase your competitive position. Scroll down to the cleverly titled, "Yes, Home Care Does Need A CRM."

Predicting 2021: Everyone who published forecasts a year ago about home care in 2020 wishes they could delete those writings and pretend they never happened. However, we are now hearing more optimism about 2021 from industry leaders. This week's interview is with Adrian Schauer, CEO and founder of AlayaCare


Speaking of competition, do not forget that you can contact our subsidiary, Rowan Reputation Resources, for help strengthening your online visibility. Remember, that adult child looking for services for a parent does live nearby. They will search Google and read reviews before they ever call a home care agency. If you are invisible online, RRR can help.

Have a great week. Keep making a difference!

Editor signature
Tim Rowan

A Cyber Attack Could Ruin Your Business
Netsmart's cyber security partners provide education, protection, against growing threat.

Not Convinced Yet? Cyber Security Warnings are Everywhere
We offer a sampling of recent technical articles about the international hackers targeting healthcare providers. Take this seriously!

"Bad Hire" Can Cost Up To $8,000
Applied Cognitive Linguistics has the potential to help home care filter out job applicants who are unlikely to work out.

Interview: AlayaCare CEO Adrian Schauer Optimistic About 2021
Almost all forecasts industry experts published a year ago were crushed by the events of 2020. This year, we are hearing more optimism about home care in a post-COVID world.

Vendor Watch: QliqSoft
QliqSOFT and CPSI partner to provide CPSI customers with COVID-19 vaccination assistance.

Yes, Home Care Does Need A CRM
In today's very competitive world, agencies should invest in a CRM that is simple to use, secure, affordable, and tailored for agency operations.

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:


As of this date, approximately 39,941,000 Baby Boomers have become Medicare eligible.


Last Week's Most-Read Stories:

CMS Snubs Home Health in New Telehealth Rules
Announcing "regulatory flexibility" to increase care in the home, Administrator Seema Verma makes it easier for hospitals to do what you have been doing for 120 years. She outlined a program of more telehealth payments to hospitals.

Working From Home Poses Major Security Risks...Again
COVID numbers are up again. Workers are heading back home. Hackers are licking their chops. We found a new, easy to use VPN from Microsoft that could prevent a PHI disaster.

Upcoming Events

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
David Mauzey, SVP & General Manager, HealthPointe Solutions

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


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.
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
1:00 EST

Information and Registration

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



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



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


Homecare 100 *

Presented by: Lincoln Healthcare Leadership

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


*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
Hotel or Conference Center, City, State

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