Home Health Care's Role in Accountable Care
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Welcome, ... to this issue of Home Health Care Today, the leading electronic newsletter for home health care and hospice executives who want to grow their business and get ready for the future. For strategies and insights on growing your private pay, non-medical home care business, subscribe to our sister newsletter, Private Duty Today. In this issue... • Home Health Care's Role in Accountable Care • Delta Study To Replace Hospitalizations • November is National Family Caregivers Month • Facts, Trends & Data • Bookstore
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Home Health Care's Role in Accountable Care by Stephen Tweed |
Last week I was speaking in Philadelphia, so I took the opportunity to meet with Rich Chesney, President of Healthcare Market Resources in Dresher, PA. Rich is a wealth of knowledge on Medicare home health and hospice, so we spent three hours over coffee talking about the future of home health care sales and marketing.
The biggest topic on the table was home health care's role in the future of Accountable Care Organizations. On October 20, 2011, CMS posted its final rule on ACO regulation. The final rule defines how ACOs will be set up, and which types of health care organizations can be the sponsors. Home health agencies will not be designed as primary sponsors of ACOs, and they will not be exempt from the Stark and anti-kickback rules. However, ACOs may seek out home health agencies to participate in order to reduce costs and hospital readmissions.
Here's the link to the final rule, if you would like to read it yourself.
There's also a separate rule on Stark and anti-kickback law waivers.
Executive Selling for ACO Success In my conversation with Rich Chesney, he made a wonderful comment. He said, "Muffin Marketing will die." No more will you be able to get referrals by bringing your smile and muffins. The future rests will Executive Selling.
That means having the credibility to earn a face-to-face meeting with the officers in the C-suite of hospitals, ACOs, and insurance companies. As the CEO of your home health agency or hospice, you'll need to go armed with facts and data in order to address their concerns about survival and success in the future. You'll need to be able to show them in quantitative terms how your agency will help them reduce operating costs and decrease hospital readmissions.
One of the amazing reports Rich showed me is the Hospital Re-Admission Rate Analysis. This is a detailed analysis of readmissions for a specific hospital for the three critical diagnoses: Congestive Heart Failure, Pneumonia and Acute Myocardial Infarction (Heart Attack) which will be the basis for the hospital readmission reduction project in 2013.
Using this type of data for your target hospital, you'll be able to come prepared with a detailed presentation to show the CEO, the CFO, the CNO, and the CMO how your agency can help them achieve their cost reduction goals. You'll be able to show these hospital executives their own readmission data, along with data for their state, region, major competitors, and the top performers across the country.
With this information and a well prepared presentation, you will be able to make a very persuasive case for your agency's ability to help the hospital, the ACO, or the insurance company achieve their cost reduction and readmission goals.
This is C-suite to C-suite selling and not everyone in home health care will be able to master the process.
Delta Study to Reduce Hospitalizations In line with this conversation about reducing readmissions, our friends at Delta Health Technologies in Altoona, PA have just announced the results of a major national study.
As recent as 2008, 3.2 million Medicare patients were served by home health agencies with national readmission rates around 29%. Obviously, many home care agencies have developed expertise in keeping readmissions to a minimum, but the goal in this study is to uncover exactly what practices tend to work best and share the findings with the entire industry. Even a 2% difference would result in reducing over 900,000 hospitalizations at a net savings of $0.5 billion.
In reponse, the industry has recently completed the largest collaborative effort of its kind with The Delta National Study To Reduce Avoidable Hospitalizations Through Home Care, identifying best practices being used by homecare's most successful agencies and serving as a guideline to reduce or even eliminate patient readmissions. This study will have a positive impact not only on homecare agencies but on the nation's healthcare industry as a whole.
The study is co-sponsored by NAHC with the Home Health Quality Improvement (HHQI) National Compaign, the Forum of State Associations, Community Health Accreditation Program, The Joint Commission and American Physical Therapy Association serving as advisors. Fazzi Associates, a national best-practice research firm, manages and facilitates the study. The study's mixed methodology of qualitative and quantitative research collected data via web an phone from more than 800 agencies that had been selected on the basis of their most recent Home Health Compare scores. Sponsors are planning four free webinars on their research in November and a national Executive Best Practice Report for December. Complete results will be made available free of charge to all homecare agencies.
November is National Family Caregivers Month November is National Home Care & Hospice month and we celebrate with pride and joy for all of the work that you do to make a difference in the lives of your patients and their families.
November is also National Family Caregivers month. This is a time to identify and recognize those family members who spend a considerable a mount of their time and energy caring for others. Having been a family caregiver for many years, and now moving back into that role again, we can all too well identify with the challenges of being a family caregiver.
As a gesture of good will to all family caregivers, Home Care Assistance, a non-medical home care franchise company based in Palto Alto, California is making available free copies of a new ebook, Handbook of Live-In Care: A Guide for Caregivers (a $17.95 value). This 128 page ebook written by Kathy N. Johson, PhD, CMC; James H. Johnson, PhD, and Lily Sarafan, MS, is a wonderful resource for families concerned about caring for a loved one. You can download your complimentary copy during the month of November.

Home Care Elite Stand Out On Hospital Readmissions
The 2,434 home health agencies identified by OCS Homecare as the 2011 Home Care Elite do a much better job in reducing hospital readmissions than all other agencies. The July 2011 Home Health Compare outcomes scores show that Home Care Elite agencies have a re-hospitalization rate of 24.2, compared to 29.5 for all others. The Home Care Elite Top 500 have a rate of 23.2 and the Home Care Elite Top 100 have a re-hospitalization rate of 19.5.
Source: OCS Home Care, Seattle WA  We Have What You're Looking For!
Whether you are looking for help with marketing, selecting the best caregivers, improving your process for phone inquiries or new revenue sources, one of the e-books or e-tools listed below will be sure to help you achieve your goals in 2011!
To order any of these outstanding products or learn more about them, just click on the title.
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About the Author
Stephen Tweed, CSP, is Chairman and CEO of Leading Home Care ... a Tweed Jeffries company. For over 25 years he has been a recognized leader in strategy and leadership development for home health care & hospice companies and associations. He is the author or co-author of seven books, five of which were written specifically for the home care industry. He has served on the boards of directors of three not-for-profit home care agencies, and has served as interim President & CEO of a $25 million home care company. Meet the entire Leading Home Care Team | Permission to Reproduce ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Permission is granted to healthcare publications, associations and companies to reproduce this article in your publication, or to distribute copies to your leaders, on the condition that you reproduce the credits and contact information as follows: "Reprinted with permission from Home Health Care Today. Copyright 2010 Stephen C. Tweed. To receive a FREE subscription to this newsletter, log on to www.leadinghomecare.com" |
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Reprints: Articles from this issue may be reprinted by home care companies and home care associations. Permission is granted provided that the author and publication are given credit, and provided that the article is used verbatim in its entirety. All reprints must be accompanied by a mention of our website, at www.leadinghomecare.com and/or www.privatedutytoday.com. Reprints of articles published online must have a link. Other use of this content is available with written permission only. To request permission, please email Elizabeth at elizabeth@tweedjeffries.com.
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