Diversifying into private pay home care a case s tudy
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Diversifying into Private Pay Home Care a Case S tudy. Presented to Leading Age Peak Leadership Summit Washington D.C. March 19, 2014 Mark Zwerger, President and CEO The Osborn Network, Rye, NY . The Osborn - Background. 105-year-old charitable organization on

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Diversifying into Private Pay Home Care a Case S tudy

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Diversifying into Private Pay Home Care a Case Study

Presented to Leading Age

Peak Leadership Summit

Washington D.C.

March 19, 2014

Mark Zwerger, President and CEO

The Osborn Network, Rye, NY


The Osborn - Background

  • 105-year-old charitable organization on

  • 54-acre campus in Rye, NY

  • First 60 years a life care community for women

  • Became a licensed nursing home under Title XVIII

  • 1991-2001: $120 million expansion and renovation project to create a 21st century CCRC

  • Today we are CARF–CCAC accredited, Fitch A- stable rated, 382 unit fee-for-service CCRC and home care company:

    • 188 Entry Fee IL apartments, 17 Rental IL apartments

    • 80 Assisted Living beds, 13 Memory Care beds

    • 84-bed Skilled Nursing Facility

    • 132 caseload home care agency.


Why Home Care?

  • March 1995 Osborn Management recommended establishing a home care agency with five missions:

  • “1. Meet the care needs of The Osborn's assisted living population

  • 2. Provide intermittent home care to independent living residents in their apartments or garden homes

  • 3. Provide private duty care to residents of The Osborn Health Care Center

  • 4. Provide home care services in the community targeted at prospective residents in our primary market, especially people on our waiting list

  • 5. Provide follow-up home care to residents discharged to the community from The Osborn Health Care Center.”


Early years

  • Opened Sterling Home Care in January 1996 as a Licensed Home Care Services Agency (LHCSA) in New York serving Westchester and surrounding NY counties

  • 1996-2002 grew nicely to $5 million in annual sales

  • 2002–2007 business levels off at about $5 million in annual revenues.


Recent Years

  • Re-Launched the business under a new name “Osborn Home Care” in 2007

  • Doubled the business in six years - from $5 to $10 million in revenues

  • We have learned how to effectively manage a much larger agency

  • Looking to take the next step in growing the business.


Contribution to Bottom Line Performance 2008 - 2012

Expenses

Revenues

CCRC


Osborn Home Care Census of 132 cases as of 2/6/2014 by Location

61% on-campus clients vs. 39% off-campus.

We provide about 60% of the total private duty care on the campus. Nearly one in five residents of our CCRC purchases some level of home care from us.


Keys to success in Home care

  • Hire home care professionals experienced in running a community home care agency – it’s not a CCRC!

  • Differentiate the product – create a value proposition for the client.

  • Spend money educating the public and building your brand.

  • Hire great staff, screen them thoroughly, weed them out quickly, train and retrain and retrain. Compensate them fairly and give them hours; treat them well.

  • Provide consistent, thorough, ongoing nurse supervision and support for your aides.

  • Build-in quality controls and audits from the beginning.

  • Get regular feedback from your clients. If your customers are happy the business will grow.


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