Volume 12, Number 36 September  13, 2023


Dear Healthcare at Home Colleague,

We returned from our Labor Day break and were inundated with news to report. This week's edition is a little full, but that means there should be something for everyone. Scroll down to the headlines, pick the ones that jump out at you, and enjoy. As always, let us know what you think about this free service, supported by our sponsors. And do not forget that all of our news items since 2005 are archived. From our home page at homecaretechreport.com, use the "Search For" tool to find articles on specific topics. Or, scroll to the bottom of the home page and click a date to see a complete newsletter, including this "Dear Colleague" letter, from the last two years. Here is your quick rundown of this week's news.


CMS News

We go deeper into our interview with NAHC President Bill Dombi about proposed pay rate cuts. He explained to us how CMS based so-called 2021 "overpayments" on a flawed set of assumptions and, essentially, bad math. To read the most detailed response to CMS's draconian cuts, be sure to see what the consulting division at WellSky submitted, under the leadership of our friends Cynthia Campbell and Tim Ashe.


Another Acquisition

Should insurance companies own Home Healthcare agencies? This week's announcement about Option Care giving way to UnitedHealth Group's Optum Division puts the Amedisys acquisition in the hands of the FTC and a shareholder lawsuit.


Another False Claims Case

Guest author and home care attorney Elizabeth Hogue analyzes the government's accusation that a home care organization that acquires a residential facility does so only for the purpose of gaining referrals. In this case, both the agency and facility had delivered all the care in their claims, but the claims were flagged as false because of the relationship between the two entities. Confused yet? Ms. Hogue explains it better. We also attached official statements from both companies.



AI Takes Over from BI

In this week's installment of her series on Artificial Intelligence and the Future of Home Care, Heather Thompson offers a practical application: AI as a boost to a company's marketing and branding efforts. In an article she asked us to characterize as "co-written by me and ChatGPT," she offers concrete, actionable strategies to strengthen your company's message.


Worth the Trip

Will we be seeing you next month at the NAHC Annual Meeting, "One Voice, Many Stories?" Scroll down to our "Upcoming Events" section for information about this year's October 15-17 event. The following week, look for us at HCAOA in Chicago, where we will be talking with providers and vendors about the latest news in the "Family Funded" home care arena. We are getting used to setting aside the old "Private Duty" moniker. You will find information there about upcoming events in Texas and North Carolina as well. 




Editor signature
Tim Rowan

Should Insurance Companies Own Home Healthcare Agencies?
UnitedHealth Group, in response to the growing need for home care services, acquired LHC Group earlier and is now in merger talks with Amedisys, one of the largest providers of home healthcare in the country. Should health insurance companies really be controlling care now too?

Recent Case Demonstrates Pitfalls of Getting Referrals From ALFs/ILFs
Home care attorney Elizabeth Hogue uses a recent case to describe one of the more serious speedbumps on the road to gathering referrals.

CMS Proposes Drastic 2024 Payment Model Reduction
The National Association of Home Care and Hospice issued a 36-page response the proposed CMS payment cuts for 2024, which threaten to close up to 50% of home care agencies.

SNFs Forced to Hire More Caregivers
If a home care agency is having difficulty hiring enough caregivers, would it help if government payers ordered you to hire more? It is happening in SNFs. Home Care could be next.

The Agency of the Future: Can Generative AI Reduce Your Marketing Budget?
Heather Thompson takes us through rebranding with Generative AI...But there's a twist: ChatGPT is her co-author! This week's Agency of the Future column shows how you can use AI to reduce your marketing budget while maintaining the human connection. ?

Executives for Health Innovation Absorbed into ATA
News release from the American Telemedicine Association explains how they plan to keep alive the legacy of the defunct "Executives for Health Innovation."

Experience All of Our "Meet the CEO" Video Interviews
If you have a new hire, especially new to Home Health, share this article with them. My interviews with tech vendor CEOs and with Lindsay Doak, lead researcher for the "National Healthcare at Home Best Practices Study by Berry Dunn," will give them valuable background and insights into our constantly evolving healthcare sector.

During the 3rd Quarter of 2023, web sites of the above advertisers were visited by home care and hospice executives and staff 11531 times.

To inquire about placing your message here, contact:


As of this date, approximately 51,029,000 Baby Boomers have become Medicare eligible.


Last Week's Most-Read Stories:

EEOC Sues Licensed Home Care Agency for Discrimination
Federal agency charges Home Care agency with removing Black and Hispanic caregivers when client expressed racial or language preference.

Breaking News: CMS Amplifies Measures Against Hospice Fraud
As of August 7, CMS has completed more than 7,000 hospice site visits in a crackdown on care and billing abuse.

Upcoming Events


Home and Community-Based Palliative Care: Past, Present, and Future

September 28, 2023

More Information


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2023 NAHC Annual Meeting & Exposition *

"One Voice, Many Stories"

October 15-17
Gaylord Hotel and Conference Center
National Harbor, MD

Information and Registration

Keynote Speakers:



2023 National Home Care Conference*
Home Care Association of America

October 23-24, 2023

Hilton Chicago
Chicago, IL

More Information



Vision – Plan – Succeed: 2023 Leadership Conference

Association for Home & Hospice Care of North Carolina

October 29-31, 2023
Renaissance Hotel Ashville, NC

Information and Registration

Featured speakers:

Bill Dombi, Melinda Gaboury, Tim Rogers, Nick Seabrook, Mark Sharp, Robert Markette, Mark Kulik, and more.

Ignite Your Revenue Engine - Virtual


November 1-3, 2023

More Information

Strategic Analysis and Provider Guidance

CMS CY2024 Final Rule Cuts to Home Health


November 9, 2023

More Information

Unlocking Home Care Agency Efficiency with AI

Virtual Workshop

Automation Edge

Nov 8, 2023

11 a.m. CST

More Information

Home Health Final Rule: Clinical & Financial Strategies for Success in 2024

McBee Associates

Nov 8, 2023
1:30 - 2:30 p.m. EST

More Information

Automating Your Compliance Process in Home Care

AxisCare and CareAcademy

Nov 8. 2023
12 p.m. CT

More Information

Call for Speaker Proposals

Association for Home & Hospice Care of North Carolina (AHHC) Annual Convention and Expo

April 7-10, 2024
Raleigh Convention Center

Submit Your Proposal

The deadline to submit a proposal is November 15, 2023.


2023 Annual Conference – Hybrid Hospice & Palliative Care

Hospice & Palliative Care Association of New York State

November 13-14, 2023
Albany Marriott Hotel
Albany, NY

More Information

Understanding the CY 2024 Home Health Final Rule:

Your agency's path forward


Nov 15, 2023
12 p.m. CST

More Information

Presented by Cindy Campbell, MHA-Healthcare Informatics, BSN, RN, COQS, CHHCM

Request for Speakers: 2024 Annual Conference

Indiana Association for Home Health Care

April 16-17, 2024

More Information

The deadline to submit proposals is November 17, 2023.

2023 Virtual Annual Conference
Virginia Association for Homecare and Hospice

Opening Date:November 15

More Information

Rapid Competency and Quality Improvement Training


November 30, 2023
1:00 p.m. EST

More Information

Safety Matters:
Protecting Home Care Workers from Violence

National Association for Home Care and Hospice

Nov 29, 2023
3 p.m. - 4 p.m. EST

More Information

Safety Matters: Protecting Home Care Workers from Violence

National Association for Home Care & Hospice

Nov 29, 2023
3:00 - 4:00 p.m. EST

More Information

Turning Lemons into Lemonade: Developing resilience in the face of change


Dec 6, 2023
1:00 p.m. EST

More Information

CRM Showcase:Empowering Reps for Smarter, More Efficient Growth

Trella Health

December 12, 2023
12 p.m. EST

More Information

Don't be Late for Section GGPrepare now for the new Discharge Function Score


Dec 12, 2023
2:00 p.m. EST

More Information

CRM Showcase: Empowering Reps for Smarter, More Efficient Growth

Trella Health

Dec 12, 2023
12 p.m. EST

More Information


Brand Leadership Summit

Revealing Genius

Dec 7-15, 2023
1 p.m. - 2 p.m. EST

More Information

RCM Success Toolkit:

Insights for RCM Leaders


December 14, 2023
2:00 p.m. EST

More Information

Understanding, Identifying, and Overcoming Conscious and Unconscious Bias

Home Care Pulse

FREE Sample Course

More Information

Home Health and Hospice Summit

HealthCare Synergy

January 10, 2024
Renaissance Hotel
Long Beach, CA

More Information

Home Care 100*

Lincoln Intelligence Group

January 21-24, 2024
The Fairmont Scottsdale Princess
Scottsdale, AZ

More Information

AGILE: Axxess Growth, Innovation and Leadership Experience*


April 21-24, 2024
Irving Convention Center
Dallas, TX

More Information

Annual Conference & Trade Show

Michigan HomeCare & Hospice Association

May 8-9, 2024
Radisson of Kalamazoo

More Information

2024 KHCA Annual Conference

Kentucky Home Care Association

August 14-15, 2024
Embassy Suites by Hilton Lexington/UK Coldstream
Lexington, KY

More Information


6th Annual Forum on Coding, OASIS & Quality


Aug 5-7, 2024
Sheraton Overland Park Hotel at the Convention Center
Overland Park, Kansas

More Information

Agency Amplify


2nd Tuesday

More Information

*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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