Five Trends Impacting the Home Care Agency
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- Alicia Stanley
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1 Five Trends Impacting the Home Care Agency Introduction Technology has brought significant changes to the non- medical home care industry and its constituents. People of all ages including home care clients and their families are increasingly savvy with information technology, especially as more people rely on services such as Skype and Facebook to keep in touch with loved ones and use smart phones enabled with a range of applications. Home care employees use a panoply of mobile and Internet technologies to look for work opportunities. Referrer expectations also correlate to this trend: as more home care agencies begin to adopt current technologies, many referrers view this as a new industry standard, one they will expect in agencies to which they refer patients. The result is a rising set of benchmarks for home care agency owners and administrators, against a backdrop of increased competition and pressure to contain costs. This paper presents five interrelated trends that are influencing the way non- medical home care organizations operate today: 1. Cloud Computing 2. Productivity Gains 3. Aging in Place 4. Renewed Focus on Service 5. Healthcare Reform This paper was written for home care agency owners and IT managers, medical providers and other referral sources to non- medical home care, and others involved in providing care to senior citizens and disabled individuals.
2 1. Cloud Computing Before the relatively recent and rapid ascension of technology, home care was primarily if not exclusively a people- driven business. Competitive advantage derived largely from quality of care, with administrative functions relegated to a secondary, and less visible, role. Today, however, technology is an increasingly critical factor in the delivery of high quality home care. Cloud computing in particular has driven a migration of technology from the back office to nearly all arenas, including client assessments, point- of- care accountability for families, referral sources, and recruiting and staff retention. Improvements in technology and infrastructure have made web- based software a more accessible and affordable option for traditionally low- tech sectors like home care. With cloud computing, functions such as customer relationship management (CRM), client and caregiver profiles, scheduling, telephony, and billing and payroll can all be deployed agency- wide and be universally accessible, without the ongoing cost in both dollars and time of maintenance and upgrades required by locally installed, server- based software. In addition, cloud computing offers mobile access, seamless product updates, and affordable pay- as- you- go pricing. As cloud becomes the industry standard, home care agencies like hospitals and other large health care organizations can and should benefit from web- based software to deliver more timely, efficient, and effective care in an increasingly competitive market. ClearCare looks the same on my computer, iphone, and Galaxy. And it s so easy to use. My nurse loves doing paperless assessments and intake on her ipad. I love that my office staff can see her data as soon as she is finished they can start scheduling right away. We also love that upgrades are instant we don t have to worry about software or server maintenance like we had to before. The straightforward billing structure of ClearCare makes the ROI and my justifying the purchase a breeze. Patricia, Georgia ClearCare is a robust and powerful, yet easy- to- use solution that is simple to get up and running quickly. Once ClearCare is live, its integrated telephony enables seamless caregiver clock- ins and instant care reporting. Moreover, the integration with QuickBooks as well as simple payroll exports make office tasks more efficient.
3 2. Productivity Gains Home care is inherently a hands- on, person- centered endeavor. However, technology has brought rapid productivity gains to home care administration and delivery. These gains now play a vital role in advancing an agency s market position, attracting new clients, and boosting profitability. Perhaps no single tool is as key to agency- wide productivity as scheduling software. While most scheduling systems offer similar core functionality, agencies can best achieve productivity gains when they choose a solution that integrates diverse functions and tasks into its scheduling package. For instance, integrated telephony, marketing and sales tools, and caregiver applications and pipeline management are all functions that can be embedded into scheduling software and further streamline office operations. In addition, agencies should look for a system that automates as many repetitive manual tasks as possible and facilitates communication with staff in the field. Automation is especially imperative, as never before has the level of documentation needed in home care been greater. Regulatory requirements are becoming more stringent, and unions and labor attorneys increasingly turn towards the non- medical home care industry as fruitful grounds for their trade. This increased scrutiny and need for documentation requires either more man power or greater automation enabled by technology. Choosing the right software Ideal applications offer a host of benefits including: Short implementation time, which reduces transition hassle and cost. Ease- of- use and intuitive interface, which minimize end- user issues and speed adoption. Low maintenance, which increases the time agency owners and managers can spend on marketing, building referral networks, and resolution of client and caregiver issues. One size does not fit all Essential to the realization of productivity gains is choosing a software solution tailored for the home care industry. Simply adopting a generic scheduling, HR, and finance package will not meet the diverse needs of all stakeholders in the home care equation.
4 For administrative staff, this means a simple interface for scheduling, billing, tracking phone clock- ins, processing long- term care insurance claims, and communicating with staff. For owners, automated tracking of posted shifts reduces exposure to unemployment claims; mobile alerts allow for real- time resolution of issues in the field; and a telephony clock- in/clock- out function increases caregiver accountability. For families, the ability to know that a caregiver has arrived to care for a loved one, and knowing what care is being delivered, provides much needed peace of mind. For referral sources, having real- time access to a patient s status and updates on the daily plan of care means greater confidence in the quality of care often leading to increased referrals. For caregivers, web and mobile access to schedules, reminders, driving directions, and open shifts are welcome perks and reduce calls and questions to the main office. Finding the right suite of features is critical, since each has a direct impact on productivity and profitability for the home care agency. ClearCare has cut the time needed for scheduling by more than half compared to my previous system. It s just so straightforward. My staff love that they can fill a shift in minutes, whereas before they would be on the phone for up to two hours begging caregivers to take a last-minute shift. My families and referral sources love having their own portal, where they have access to the care plan for their mom or patient, who is oftentimes far away. Lucy, RN, California Built solely for private duty home care, ClearCare meets the unique needs of its customers and enables them to thrive in a world of constrained schedules and budgets without requiring extensive training to achieve productivity. With its ease- of- use and straightforward, lightweight integration for all those involved in client care, ClearCare delights families and referral sources and empowers office staff.
5 3. Aging in Place For many senior citizens, the capacity to live independently at home commonly referred to as aging in place is at the heart of their personal desires. Those who must rely on medications, assistive technologies, and doctor s appointments are turning to products and services such as home care, geriatric care management, and virtual at- home villages to enable aging at home. This trend, along with the growing pressure to contain rising health care costs, promises to reshape the health care landscape. With millions in the Silent Generation facing increasing needs for care, and the even larger Baby Boomer demographic aging right behind them, demand for home care is burgeoning. 1 By 2030, one out of five people will be over age 65. This offers an obvious opportunity for home care agencies. But it can also pose a risk for organizations that are not equipped to scale up without compromising quality. Agencies that have not adopted best practices with a strong technology component will be ill- equipped to participate in the market growth that is being driven by an aging population, the vast majority of whom would prefer to age in place. 2 Almost everything is at my fingertips. No matter where I am I can access my client and caregiver information and schedules. Anna, Michigan ClearCare s proprietary technology lets agency administrators access care records in real- time to ensure that issues are immediately flagged. Several national home care providers as well as customers in nearly all 50 states and Canada use ClearCare to add care coordination and care innovation to their aging- in- place services, thus differentiating themselves in the market. 1 In 2011, the Bureau of Labor Statistics reported that home health care was among the industries projected to have the fastest growth at 46 percent. 2 Reported in Fixing to Stay, a survey completed by AARP in 2000, in which 83% of respondents expressed a preference for staying in their current residence for as long as possible.
6 4. Renewed Focus on Service Non- medical home care is and always will be a service- oriented business whose goal is to deliver high quality care safely and effectively to clients. During the last two decades, however, as the use of technology grew in the industry, there was a tendency for software and IT to take center stage, rather than being viewed a tool to support the primary objective of delivering high quality, effective care. That tide is turning now, as home care agencies are increasingly being encouraged in some cases pushed to renew their focus on service to clients and their families. This is partly driven by the increasingly competitive home care market and partly by more demanding clients and families. In an effort to raise the bar on services, leading home care agencies have implemented a series of best practices, including answering calls 24/7 and automating core functions such as scheduling. As a result, standards for service and quality of care are now higher than ever before. To stay competitive, home care agencies must turn their attention back to their primary mission namely, delivering high quality service that responds to the needs of the client rather than devoting valuable time and resources to the back- office demands these services require. Self-service Home care agencies are also realizing that it has become harder to control how and when families and caregivers receive updates and answers to their questions. Self- service has become a prevalent feature in home care, with many families and caregivers expecting around- the- clock portal access to check on care and schedules. At the same time, offering online access is a simple way to decrease the volume of inquiries by providing answers to questions commonly asked by caregivers and family members. Our job is to keep our employees happy and productive. This way, they provide the highest possible care to our clients. ClearCare has solved many issues for us and given us a holistic view of our agency so that we have more time to spend on things that matter like keeping our employees satisfied, trained, and retained. Michael, Oregon ClearCare is designed to help home care agencies manage volume through self- service functions that include family portals, automated reminders to staff, and real- time 2012 ClearCare, alerts on Inc. tardiness and care clearcareonline.com the home
7 5. Healthcare Reform In a highly partisan and rapidly shifting political landscape, agencies that survive and thrive must keep abreast of legislation and policies at the federal as well as state levels. Understanding the impact of recent healthcare reforms on the industry as a whole as well as on individual businesses has become critical. The core of Obama s healthcare legislation is access to care. More employers are now being required to provide health insurance to more employees. While the labor requirements are daunting for the home care industry, healthcare reform also brings opportunities for progressive home care agency owners. Strongly influenced by reform measures such as Accountable Care Organizations and episode bundling with capitated payments, medical providers are scrambling for ways to keep patients out of high- cost environments such as hospitals, and cared for instead with a medical- home and patient- centered approach. This means that payers and providers must work together on patient care and lower costs while increasing quality and outcomes. Most notably, the home is among the lowest cost care settings, yet it is one which is understudied and has historically been underappreciated. However, due to the effects of healthcare reform, non- medical home care will now take center stage in the effort to keep patients particularly high medical usage seniors safe and healthy, avoiding acute care and hospital readmissions. My marketer has already gathered a group of doctors and hospital administrators to meet regularly. ClearCare gives them something to discuss during these meetings I think they will want to implement the care tracking to help reduce readmissions and improve quality. Bill, Illinois ClearCare s easy- to- use care tracking flags unwanted symptoms and conditions instantly. Access to important information at critical times enables all the necessary parties to be notified properly and in a timely manner. Improvements to caregiver notification and communication help to impact outcomes in a positive way.
8 Conclusion Competing in today s rapidly growing and evolving home care market requires that agencies adopt new technologies to better serve their clients, realize productivity gains, streamline operations to increase profitability, and renew their focus on customer service. A cloud- based approach offers many compelling benefits for agencies large and small in pursuit of these goals. Reduced IT costs and headaches, increased transparency, and support for the growing trend of aging in place are just some of the reasons agencies are migrating legacy systems to the cloud. In addition, progressive home care agencies realize that new software solutions can help them get higher marks for client satisfaction while also adhering to stringent insurance and regulatory protocols. Thus, the right system must be sensitive to the unique and complex needs of home care agencies and responsive to the industry s shifting demands. About ClearCare ClearCare s proven cloud- based software is the fastest way to enable exceptional client care in the rapidly growing home care market. Hundreds of home care agencies in nearly all U.S. states and Canada trust ClearCare with their most valuable assets: their clients and caregivers. Now, organizations can deliver great care in homes, supported by web, , and text communication. Founded in 2010, ClearCare is funded by private investors and social entrepreneurs. Learn more at or call extension 2 for a free consultation. ClearCare, Inc. 965 Mission Street #751 San Francisco, CA support@clearcareonline.com
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