The Rise of Complex Care: A ‘Game Changer’ for Home Health

For years, home care was largely defined by assistance with activities of daily living – companionship, housekeeping, and personal hygiene. Now, providers are expanding their capabilities to include services that address more acute and specialized needs. This transition, while presenting operational challenges, is proving to be a “game changer” for agencies willing to adapt.

Synergy HomeCare, a Gilbert, Arizona-based franchise, is a prime example of this trend. CEO Charlie Young notes a clear increase in clients requiring higher levels of care. “It is very much recognizing the fact that many people who are being discharged from the hospital today, whether it be from surgery or a longer stay with an illness, are not necessarily ready in traditional senses to be home,” Young explained at a recent industry conference. Synergy’s response is a “hospital-to-home” concierge care program, offering comprehensive support during the critical transition period.

This program encompasses a wide range of services, including transportation to medical appointments, meticulous care coordination, medication reminders, fall prevention strategies, and respite care for family caregivers. Synergy also offers a specialized care program tailored to individuals navigating a cancer journey, providing in-home assistance throughout their treatment and recovery.

Investing in Franchisee Success

Recognizing the need for a skilled workforce, Synergy invests heavily in training and marketing support for its franchisees. “We need our franchisees prepared to deliver these services in the marketplace,” Young emphasizes. “It starts with marketing, making sure that we are advertising, promoting and giving franchisees the tools to develop this business in their local markets. Our learning and development teams also create curriculum and training for caregivers and other operational staff within the businesses.”

Home Helpers Home Care is following a similar path. The Cincinnati-based franchise has implemented specialty programs focused on memory care and chronic disease management. Furthermore, their Cared-4 program, a bundled-services approach, aims to address gaps in care and reduce hospital readmissions.

Amanda Corrigan, chief operating officer of Home Helpers, highlights the benefits of this strategy. “It’s been a game changer to help fill a lot of gaps,” she says. “It’s also provided a lot of opportunities for us to have additional partnerships with people in the community, for our franchisees, and with different clinicians to help bundle programs, and it has created some additional revenue streams.” Home Helpers currently serves over 1,000 communities across the United States.

Operationalizing Specialty Care: Training, Technology, and Trust

Successfully implementing complex care programs requires more than just ambition; it demands a robust operational infrastructure. Home Helpers has prioritized caregiver training and invested in technology, including AI-powered tools, to enhance service delivery.

“We have caregivers that feel more supported, that feel more ready and able to take care of clients with more of those complex needs in the home, as well as our families feeling better about it, they feel safer,” Corrigan explains. “They feel more connected to their client, which also means they’re going to be at home longer with us, and they’re going to trust us to do more pieces of that care.”

However, even the best care plan is only as effective as the individuals executing it. Lorraine Riche, chief client officer at Talentcare, cautions that inadequate staffing can have serious consequences. “You’re delivering higher complex care, and you actually have a lower margin of error,” she warns. “You can’t get it wrong. … If you get it wrong, you have a clinical quality issue. … You lose the trust of payers. You’re on the cover of some magazine that you don’t want to be on. You’re on the internet, and somebody’s writing about you on Indeed or Glassdoor.”

Did You Know? The home healthcare market is projected to reach $348.8 billion by 2028, driven by an aging population and a growing preference for receiving care in the comfort of home. Source: Grand View Research

This shift towards complex care also necessitates a change in mindset. Corrigan emphasizes that providers are now offering “programs and complex solutions for families that are in need,” rather than simply providing hours of service. Building strategic partnerships is also crucial. Synergy’s collaboration with Teladoc Health’s BetterHelp, through their Total Well-Being program, exemplifies this holistic approach, providing access to mental health support for seniors.

As Young concludes, this integrated model represents the future of home care – a future where providers address the whole person, not just their physical needs. What new partnerships will emerge to further enhance the scope of home-based care? And how will technology continue to empower caregivers and improve patient outcomes?

Frequently Asked Questions About Complex Home Care

• What is considered “complex care” in the home health setting?

  Complex care refers to services that go beyond traditional personal care, addressing more acute medical needs, chronic disease management, and specialized conditions like dementia or cancer. It often requires a higher level of training and expertise from caregivers.

• How are home care agencies preparing for the increase in complex care demands?

  Agencies are investing in enhanced caregiver training, utilizing technology and AI tools, and forging partnerships with other healthcare providers to expand their service offerings and ensure quality of care.

• What are the potential risks associated with offering complex home care services?

  The primary risk is a potential for errors due to the increased complexity of care. This can lead to clinical quality issues, loss of payer trust, and reputational damage. Thorough training and robust quality control measures are essential.

• What role do partnerships play in expanding complex care capabilities?

  Partnerships with organizations like Teladoc Health (BetterHelp) allow home care agencies to offer a more holistic range of services, addressing not only physical needs but also mental and emotional well-being.

• How does the “hospital-to-home” concierge care model benefit patients?

  This model provides comprehensive support during the critical transition from hospital to home, ensuring patients receive the care and coordination they need to recover safely and comfortably, reducing the risk of readmission.