www.homecarefla.org
14
The Home Care Association of Florida
The Best
of Times or the
Worst of Times?
By Barry Banther
I
can’t talk to another home health agency.
I can’t sit through another set of excuses
about the schedule, the missing nurse, a
shortage of personal care aids, blaming
my doctor or the hospital case worker.” When
my close relative said these words to me I could
see the exhaustion on her face and feel the
frustration in her voice.
The predictions that healthcare would quickly
move from the hospital, rehab or surgery center
to the home are coming true, and with it two
clear realities. Managing the demand with a
shortage of capable and qualified associates is
more difficult than first thought. And secondly,
the consolidations, rollups, and straight buyouts
of agencies are reaching an all time high.
So, how can a home health agency, especially
a small to midsize one compete? How can
you create the kind of experience that would
cause people to request your agency from
their physician, or better yet, demand it?
And how can you hold back the tide of your
bigger competitors?
First, you have to determine what is my
competitive advantage in my market? This
means that you have examined every competitor,
you have benchmarked countless patients and
their families, and you have listened to physicians
and hospital caseworkers. You have to know
what you do better than anyone else.
It might be flexibility in scheduling, it might
be a particular therapy or service, it might be
in ancillary services BUT you can’t be just like
everyone else. And the sure way to fail quickly is
to try to be the low cost provider. Don’t confuse
cost or price with value. Provide the value you
are best at with every patient in every home every
day…and the market will reward you.
Second, you have to staff your agency to support
your competitive advantage. The most important
‘‘
I T ’ S YOUR T IME ! THE
DEC I S I ONS YOU MAKE A BOUT
YOUR BUS I NE S S WI L L HAVE
MOR E IMPACT THAN YOUR
COMP ET I TOR S OR THE MARKET
FEATURE
