Dementia Care Model Test

by Rowan Report | Mar 21, 2025 | Clinical, CMS, Partner News

FOR IMMEDIATE RELEASE

Contacts: PocketRN
William Leiner
Chief Operating Officer
will.leiner@pocketrn.com

Daughterhood
Becca Dittrich
becca@daughterhood.org

PocketRN and Daughterhood Announce a National Strategic Partnership to Test Medicare Dementia Care Model Developed by Centers for Medicare & Medicaid Services

Guiding an Improved Dementia Experience (GUIDE) Model, a Centers for Medicare & Medicaid Services Innovation Program, Aims to Increase Care Coordination, Support for Caregivers

WASHINGTON, D.C., MARCH 18, 2025 – Today, PocketRN, a leader in virtual nursing, and Daughterhood, a leading non-profit organization empowering family caregivers with community and resources, announced they will form a National Strategic Partnership to test the Centers for Medicare & Medicaid Services (CMS) alternative payment model designed to support people living with dementia and their caregivers.

Under CMS’ Guiding an Improved Dementia Experience (GUIDE) Model, PocketRN will be one of almost 400 participants building Dementia Care Programs (DCPs) across the country, working to increase care coordination and improve access to services and supports, including respite care, for people living with dementia and their caregivers.

Launched on July 1, 2024, the GUIDE Model will test a new payment approach for key supportive services furnished to people living with dementia, including: comprehensive, person-centered assessments and care plans; care coordination; 24/7 access to an interdisciplinary care team member or help line; and certain respite services to support caregivers. People with dementia and their caregivers will have the assistance and support of a Care Navigator to help them access clinical and non-clinical services such as meals and transportation through community-based organizations.

“We couldn’t be more thrilled to bring our revolutionary nurse-led care model to the millions of dementia patients and families who need it most. With PocketRN, patients and families get unwavering support from a Nurse for Life as they navigate the complexities of managing dementia at NO cost to them. Nurses are hands-down the best clinicians to be the ‘glue’ for patients and their families throughout their dementia journey–they’ve been doing so forever, and it’s high-time their work is valued by our system.”

Jenna Morgenstern-Gaines

CEO, PocketRN

“We are so excited to embark on this partnership that will bring invaluable expertise and resources to the dedicated dementia caregivers in our Daughterhood community. Dementia caregiving is a uniquely complex and deeply emotional journey—one that requires not only knowledge and support but also compassion and resilience. This partnership will further empower caregivers with the tools, guidance, and encouragement they need to navigate this journey with confidence, connectivity, and care.”

Anne Tumlinson

Founder, Daughterhood

PocketRN and Daughterhood’s partnership in delivering the GUIDE Model will help people living with dementia and their caregivers have access to the education, supports, and services they need to feel more empowered and less alone in their journey – including unique “circle” community groups, podcasts, educational videos, and other curated resources. The GUIDE Model also provides respite services for certain people, enabling caregivers to take temporary breaks from their caregiving responsibilities. Respite is being tested under the GUIDE Model to assess its effect on helping caregivers continue to care for their loved ones at home, preventing or delaying the need for facility care.

More information on CMS’ GUIDE Model

# # #

About Daughterhood

Daughterhood is a 501(c)(3) organization that fosters community that empowers individuals to navigate the practical and emotional complexity of caregiving. Its unique blend of “circle” community groups, blogs, podcasts, and curated partner resources gives family caregivers emotional relief along with real, practical, and tangible solutions to navigate the stress, overwhelm, and confusion they often face – and to do so with the support of others on a similar path. For more information, visit https://daughterhood.org/ or engage with Daughterhood on LinkedIn, Facebook, and Instagram.

About PocketRN

PocketRN gives patients, families, and caregivers a Nurse for Life. Its mission is to close the gap between home and healthcare by: enabling nurses to care proactively and continuously at the top of their license, enabling caregivers with peace of mind and the confidence to support others, and enabling patients to access whole-person, trusted, empathetic care when and where they want it. PocketRN is the glue that holds together fragmented experiences in care so that partners, clinicians, patients, and families get back more of what they need: quality time. For more information, visit www.pocketrn.com or engage with PocketRN on LinkedIn, Facebook, and Instagram.

Alliance Statement on Congressional Budget

by Rowan Report | Mar 21, 2025 | Advocacy, CMS, Partner News, Regulatory

FOR IMMEDIATE RELEASE

Contacts: Tom Threlkeld
202-547-7424
Email

Elyssa Katz
571-281-0220
Email

The Alliance Comments on Recent Congressional Budget and Reconciliation Activity

ALEXANDRIA, VA and WASHINGTON, DC, March 5, 2025 – The National Alliance for Care at Home (the Alliance) released the following statement regarding recent legislative developments that may impact the Medicaid program. These include the passage of the House Budget Bill and the reconciliation framework that includes instructions for the House Energy and Commerce Committee to find $880 billion in reductions to programs under its jurisdiction; passage of the Senate Budget framework that does not include such drastic reductions; and comments by Speaker of the House Johnson (R-LA) that any changes to Medicaid will not include caps on federal funding or changes to the state matching formulas.

“The Alliance is reassured by affirmations that the congressional majority will not pursue some of the most drastic proposals previously discussed as options for reducing federal expenditures. Our members will not support any policies that reduce access to essential home and community-based services for eligible individuals. As Congress continues to assess options to reduce federal spending, we encourage leaders to continue to look favorably on high-value services that reduce costs and improve participant satisfaction.

“Care in the home is a proven model that reduces costs and is preferred by patients and families. An independent evaluation of Money Follows the Person, a grant program that transitioned individuals from institutional settings to the community, found that total spending on older adults decreased by 20 percent during the first year and 27 percent during the second year following their move to the community.[1] If Congress wishes to seek opportunities to reduce spending, we recommend they advance care models that provide cost-effective care without limiting access to services.

“We also recognize that there are opportunities to strengthen program integrity and reduce instances of fraud, waste, and abuse in the health care sector. The Alliance supports actions that reduce fraud, waste, and abuse from bad actors without placing unnecessary burdens or unfairly punishing providers and beneficiaries who are acting in good faith. We look forward to working with Congress to advance policies that strengthen federal health care program oversight.

“Medicaid is a complex program and changes to one part of the statute may have unanticipated negative outcomes on other aspects of services, financing, or reimbursements. We encourage Congress to be extremely careful to avoid making changes that could lead to unintended outcomes. We stand ready to provide our expertise to help strengthen Medicaid for all individuals and providers.”

# # #

About the National Alliance for Care at Home

The National Alliance for Care at Home (the Alliance) is a new national organization representing providers of home care, home health, hospice, palliative care, and other health care services mainly delivered in the home. The Alliance brings together two organizations with nearly 90 years of combined experience: NAHC and NHPCO. NAHC and NHPCO have combined operations to better serve members and lead into the future of care offered in the home. Learn more at www.AllianceForCareAtHome.org.   

[1] https://www.medicaid.gov/medicaid/long-term-services-supports/downloads/mfpfieldreport21.pdf

HIPAA Compliance in Communication

by Rowan Report | Mar 21, 2025 | Clinical, HIPAA, Regulatory

by Devin Paulin, Skyscape

The Critical Importance of HIPAA Compliance in Home Healthcare Communication

The Rise of Messaging Apps and Healthcare Communication

Nearly 44% of the global population (3.5 billion people) rely on messaging apps to communicate. Unfortunately, available consumer SMS, text, and even “secure” messaging apps like WhatsApp, Apple Message, or Google Messages do not come with safety and security features specifically required to be compliant in the healthcare industry.

Still, consumer SMS apps are quite often used for healthcare communication in which Personal Health Information (PHI) is shared, and many individuals don’t understand the level of risk or that this is a violation of the law.

HIPAA Compliance in Communication Advantages

Group and Individual texting are a proven, timesaving, real-time communication tool in healthcare, and must be done through a HIPAA-compliant messaging platform. Secure platforms can improve privacy and security while maintaining compliance in such a sensitive industry.

There are many reasons why HIPAA compliance is vital for secure communication in home healthcare.

HIPAA Compliance in Communication - Not Just for Doctors and Nurses

HIPAA compliance is not just for medical clinics and hospitals. HIPAA compliance extends to all types of services that hold healthcare information. Physical Therapy, Personal Care, Home Health, Wellness, Behavioral Health, Assisted Living, and many more all fall under HIPAA. Most importantly, ALL providers, staff members (full or part-time), contractors, and third-party partners who come in contact with PHI are subject to HIPAA law, violations, and fines.

We're too Small for Violations to be Noticed, Though

Wrong. We regularly speak to many owners and staff members of large and small Home Health Care, Assisted Living, Hospice and Palliative, Mobile Imaging, PT and Rehabilitation, and Behavioral Health across the country. Many openly operate under the false assumption that their business is too small to be noticed by the U.S. Department of Health and Human Services (HHS) and the Office for Civil Rights (OCR), who is responsible for enforcing the HIPAA Privacy and Security Rules. That is not how it works.

Complaints logged by those within or close to your business alert the OCR to possible HIPAA violations. These can be from current and former staff, patients, clients, business partners, or anyone who claims to have witnessed a HIPAA breach. This can include disgruntled employees and whistleblowers. Even for companies that are HIPAA compliant, any breach is to be reported by an employee assigned as the security officer.

HIPAA Compliance in Home Healthcare by Type

HIPAA mandates compliance for all communications involving PHI. Some key examples include:

Provider-to-Patient Communication
- Secure platforms are necessary when caregivers contact patients outside of in-person visits.
Provider-to-Provider Communication
- Sharing PHI within or between departments must meet HIPAA standards.
Provider-to-Insurance Communication
- Insurance companies require sensitive patient data, which must be securely transmitted.
Provider-to-Third-Party Communication
- Any third-party associates handling PHI must have a signed Business Associate Agreement (BAA) and adhere to HIPAA regulations.
Provider-to-Public Health Authorities
- Reporting communicable diseases or pandemics requires secure communication.

Consequence of HIPAA Violations

HIPAA violations can have severe consequences, including:

Financial Penalties
- Fines range from $100 to $50,000 per violation, depending on the level of negligence.
Reputational Damage
- Data breaches erode patient trust, leading to a damaged reputation.
Legal Consequences
- In cases of willful neglect, organizations may face lawsuits or criminal charges.

Final Thoughts

Understanding and adhering to HIPAA regulations is crucial in home healthcare. Compliance not only safeguards sensitive information but also strengthens patient trust and ensures ethical operations.

# # #

Devin Paullin HIPAA Compliance in Home Healthcare

Devin Paullin is an award-winning innovator and executive in Healthcare Technology, having developed successful products, solutions, and partnerships in Life Sciences, Post-Acute Care, SDOH, and Long-Term industries.

He is currently Chief Growth Officer for Skyscape which provides Buzz, an all-in-one, real-time HIPAA-compliant clinical collaboration and communication platform that enables the entire staff (admins, operations, clinicians, caregivers, partners, patients, and families) with the tools to communicate securely, easily, in groups or one to one, and affordable, by any mode they choose. Visit Buzz or contact them to learn more about Buzz by Skyscape today.

©2024 by The Rowan Report, Peoria, AZ. All rights reserved. This article originally appeared in Healthcare at Home: The Rowan Report. One copy may be printed for personal use: further reproduction by permission only. editor@therowanreport.com

Alliance Member Testifies Before Congress

by Rowan Report | Mar 13, 2025 | Advocacy, Outcomes, Partner News, Regulatory

FOR IMMEDIATE RELEASE

Contacts: Elyssa Katz
571-281-0220

Tom Threlkeld
202-547-7424

communications@allianceforcareathome.org

Alliance Member, Jonathan Fleece, Testifies Before Congress on the Value of Care at Home

Ways & Means Health Subcommittee Hearing on “After the Hospital: Ensuring Access to Quality Post-Acute Care”

(Washington, DC and Alexandria, VA) – The National Alliance for Care at Home (the Alliance) released the following statement at the conclusion of a hearing conducted by the House Ways & Means Subcommittee on Health on After the Hospital: Ensuring Access to Quality Post-Acute Care:

“The Alliance thanks Chairman Vern Buchanan (R-FL), Ranking Member Lloyd Doggett (D-TX), and all members of the Health Subcommittee for convening this important discussion on post-acute care. This hearing provided an opportunity to amplify the voices of home health and hospice providers and reinforce the essential role they play in delivering high-quality, patient-centered care in the setting people prefer—at home.”

Dr. Steve Landers

CEO, The Alliance

Alliance Member Testifies: Thank you, Jonathan Fleece

“We are especially grateful to Jonathan Fleece, CEO of Empath Health, for sharing his expertise and for his service on behalf of patients and families. Empath Health has long been a leader in setting the standard for high-quality, patient-centered care, and we appreciate its commitment to advancing care at home.

“As our nation’s population rapidly ages, it is more critical than ever to get these policies right and ensure that home health and hospice remain accessible and protected from harmful cuts and unnecessary administrative burdens. Not only is care at home beloved by patients and families, but it is also cost-efficient, easing strain on the healthcare system by reducing reliance on institutional care and allowing people to heal where they feel most comfortable.”

Jonathan Fleece The Alliance Testifies Before Congress

Continued Advocacy from The Alliance

“Coming out of this hearing, the Alliance remains committed to working with Congress and the Administration to strengthen home health and hospice, safeguard access to these essential services, and advance policies that support their long-term sustainability. We will continue advocating against payment cuts that threaten access, promoting value-based care models, and ensuring regulatory oversight enhances—rather than hinders—the ability of providers to deliver the best possible care.”

To read the full subcommittee hearing testimony of Jonathan Fleece, CEO of Empath Health, click here.

# # #

About the National Alliance for Care at Home

The National Alliance for Care at Home (the Alliance) is a new national organization representing providers of home care, home health, hospice, palliative care, and other health care services mainly delivered in the home. The Alliance brings together two organizations with nearly 90 years of combined experience: NAHC and NHPCO. NAHC and NHPCO have combined operations to better serve members and lead into the future of care offered in the home. Learn more at www.AllianceForCareAtHome.org.   

ATA Applauds Telehealth Inclusion

by Rowan Report | Mar 13, 2025 | Advocacy, CMS, Partner News, Regulatory, Telehealth

FOR IMMEDIATE RELEASE

Contact: Gina Cella
781-799-3137
gcella@americantelemed.org

ATA ACTION APPLAUDS INCLUSION OF MEDICARE TELEHEALTH FLEXIBILITIES IN DRAFT CONTINUING RESOLUTION, URGES CONGRESS TO REINSTATE PROVISIONS AS SOON AS POSSIBLE

WASHINGTON, D.C., MARCH 8, 2025 – ATA Action, the advocacy arm of the American Telemedicine Association, today praised Congress for including Medicare Telehealth Flexibilities and the Acute Hospital Care at Home Program in the draft Continuing Resolution (CR) released today by appropriators. These critical provisions, which were originally implemented under President Trump’s leadership in his first term, will now remain in place through September 30, 2025, ensuring that millions of Americans continue to have access to high-quality, convenient, and affordable care.

“We appreciate Congress taking action to prevent a lapse in these vital telehealth flexibilities. While we would have preferred a longer extension, this step ensures uninterrupted access to telehealth services for patients and clinicians, as we continue working toward permanent solutions that reflect the needs of modern healthcare.”

Kyle Zebley

Executive Director, ATA Action

“But there remains work to be done. The CR must still be passed by Congress, and its path forward remains uncertain,” Zebley noted. “However, we are encouraged that, this past week, we submitted a detailed letter to House and Senate Appropriations Committee leaders, expressing urgency in extending these essential provisions, and clearly Congress listened and is responding to the needs of patients and the healthcare community, for which we are deeply grateful.”

Eliminated Coverage

However, key provisions – including first-dollar coverage for High Deductible Health Plan-Health Savings Accounts (HDHP-HSA), telehealth as an excepted benefit, an expanded Medicare Diabetes Prevention Program (MDPP) that would include telehealth components, and expanded, in-home cardiopulmonary rehabilitation services – were once again left out of the final CR, as they were at the end of 2024. These essential provisions now remain expired, leaving millions of Americans without the telehealth coverage they need.

“We strongly urge Congress to reinstate these provisions as soon as possible,” Zebley said. “Every day these flexibilities remain lapsed is another day that patients cannot access the care they need, employers struggle to provide affordable coverage, and critical gaps in healthcare widen.

“Telehealth remains a bipartisan issue, and we deeply appreciate the longstanding leadership of President Trump, who put these provisions in place during his first term, as well as our policy champions in Congress,” Zebley added. “We will continue to work in earnest with the administration and lawmakers to solidify telehealth as a lasting pillar of American healthcare.”

# # #

About the ATA

As the only organization completely focused on advancing telehealth, the American Telemedicine Association is committed to ensuring that everyone has access to safe, affordable, and appropriate care when and where they need it, enabling the system to do more good for more people. The ATA represents a broad and inclusive member network of leading healthcare delivery systems, academic institutions, technology solution providers and payers, as well as partner organizations and alliances, working to advance industry adoption of telehealth, promote responsible policy, advocate for government and market normalization, and provide education and resources to help integrate virtual care into emerging value-based delivery models.

About ATA Action

ATA Action recognizes that telehealth and virtual care have the potential to transform the healthcare delivery system by improving patient outcomes, enhancing the safety and effectiveness of care, addressing health disparities, and reducing costs. ATA Action is a registered 501c6 entity and an affiliated trade organization of the American Telemedicine Association (ATA).

© 2025 This press release was submitted to The Rowan Report by ATA Action via prnewswire.com and is reprinted here with permission. For additional information, please see the contact information above.

Peak Rock Acquires Brightstar Care

by Rowan Report | Mar 7, 2025 | Partner News

FOR IMMEDIATE RELEASE

Contact: Daniel Unger
KekstCNC
(212) 521-4800
daniel.yunger@kekstcnc.com

PEAK ROCK CAPITAL AFFILIATE COMPLETES ACQUISITION OF BRIGHTSTAR CARE

Firm continues to invest in high-growth healthcare and franchisor businesses

AUSTIN, Texas, March 3, 2025 – An affiliate of Peak Rock Capital (“Peak Rock”), a leading middle-market private equity firm, announced today that it has completed the acquisition of BrightStar Group Holdings, Inc. (“BrightStar Care,” or the “Company”) in partnership with the Company’s founder, Shelly Sun Berkowitz.

BrightStar

Founded in 2002, BrightStar Care is a leading franchisor of home care services with over 400 agencies nationwide. The Company’s franchisees provide both skilled and unskilled home care to clients and custom medical staffing solutions to corporate partners. BrightStar Care stands out for its reputation of excellence and ability to maintain a support system for new and existing franchisees to build long-term success. The Company also holds national accounts with corporations and other partners across distinct patient populations providing healthcare staff anywhere it is needed. BrightStar Care franchisees are committed to providing the highest standard of care through their clinical nurse-led care model. Network-wide, the agencies are Joint Commission accredited, which is the nation’s oldest and largest standards-setting and accrediting body in healthcare.

In Their Own Words

Spencer Moore, Managing Director of Peak Rock, said, “BrightStar Care stands out because of its unique commitment to clinically led, high quality home care services across its franchisee network. We are excited to partner with Shelly and BrightStar Care management and employees to invest in technology, marketing, and growth initiatives to support the Company’s franchisees in serving more patients.”

“I believe our partnership with Peak Rock will help BrightStar Care continue its mission of providing clients with high-quality compassionate care in the home, as well as make investments to facilitate continued growth with existing and new franchisees. I am looking forward to working with the Peak Rock team during the Company’s next stage of growth.”

Shelly Sun Berkowitz

Founder and Executive Chairwoman, BrightStar Care

“We have found a strong partner in Peak Rock Capital, a group aligned with BrightStar Care’s mission and vision for the future,” said BrightStar Care CEO Andy Ray. “With Peak Rock Capital, BrightStar Care will broaden access to high-quality care for more families, making key investments as we continue to lead the industry.”

Anthony DiSimone, Chief Executive Officer of Peak Rock, added, “This transaction demonstrates Peak Rock’s commitment to investing in founder-owned businesses with strong growth potential. It also highlights our continued interest in investing in resilient healthcare businesses and franchisors that will benefit from our expertise in supporting rapid growth.”

Acquisition Team

JP Morgan and Boxwood Partners served as the financial advisors and Latham & Watkins served as legal counsel to BrightStar. Lincoln International served as the financial advisor and McDermott Will & Emery served as legal counsel to Peak Rock.

# # #

About BrightStar Group Holdings, Inc.

Founded in 2002, BrightStar Care is a leading franchisor of home care services with more than 400 franchised locations nationwide that provide skilled and unskilled home care to clients and custom medical staffing solutions to corporate entities. Their franchise agencies across the country employ more than 15,000 caregivers and 5,700 registered nurses who oversee the care and safety of each individual client. Franchisees are committed to providing a higher standard of care through their clinical nurse-led care model. Network-wide, the Joint Commission accredited BrightStar Care agencies. Joint Commission is the nation’s oldest and largest standards-setting and accrediting body in healthcare. BrightStar Care has also consecutively received The Joint Commission Enterprise Champion for Quality award for more than a decade. For further information about BrightStar Care, please visit www.brightstarcare.com.

About Peak Rock Capital

Peak Rock Capital is a leading middle-market private investment firm that makes equity and debt investments in companies in North America and Europe. Their equity investment platform focuses on opportunities where it can support senior management to drive rapid growth and profit improvement, with expertise in corporate carve-outs and partnering with families and founders seeking first-time institutional capital. The credit platform invests across capital structures, with a broad mandate to provide flexible, tailored capital solutions to middle-market and growth-oriented businesses. Peak Rock’s real estate platform makes equity and debt investments in small to mid-sized real estate assets in attractive, growing geographies. For further information about Peak Rock Capital, please visit www.peakrockcapital.com.

ProRx Pharma to Increase Access to Drugs on FDA Shortage List

by Rowan Report | Mar 7, 2025 | Partner News

FOR IMMEDIATE RELEASE

ProRx Pharma Expands Production to Address Demand for Drugs on FDA Shortage List

Addition of Industry Veterans to Leadership Team Will Power Growth into Wellness and Longevity Sectors

ProRx Pharma, the wellness and longevity 503B outsourcing facility, has announced the expansion of its operations to help meet the demand for critical medications—now and into the future with a full health, wellness, and longevity product line.

The company specializes in manufacturing products on the FDA’s drug shortage list, such as semaglutide, offering medications to clinical centers, hospitals and pharmaceutical companies. ProRx is currently expanding its operations to a total of 6,888 square feet, doubling its existing 3,400-square-foot pharmaceutical and manufacturing facility. The new facility with more production space will allow ProRx to triple its manufacturing capabilities and enhance operational processes that will further strengthen compliance with compounding lab Standard Operating Procedures (SOPs) and the FDA.

“Compounding pharmacies play a critical role in the healthcare ecosystem in terms of meeting patients’ demands for more accessible and affordable medications,” said Kurt Lunkwitz, Chief Operating Officer at ProRx. “The new leadership team at ProRx not only has a wealth of industry experience, but also a shared vision for the company’s future. The addition of these talented professionals means we will continue to be a ‘disruptor’ and redefine what it means to be a leader in the 503B pharmaceutical sector while staying firmly committed to exceeding the standards that are set by our industry.”

New Leadership

As part of its strategic rebranding and expansion under new leadership, ProRx has welcomed several key additions to its operations teams, reinforcing its position as a leading wellness and longevity 503B outsourcing facility. The expanded team includes a new Vice President of Clinical Operations, who brings over 40 years of compounding experience across both 503A and 503B sectors. ProRx also recently welcomed a new head of its Quality Assurance unit, who previously served in the quality division of one of the top three global pharmaceutical companies, bringing invaluable expertise in compliance and product safety.

New Partnership

Looking Ahead

The new leadership team—with 70-plus years of cumulative experience in the pharmaceutical and healthcare industries—acquired ProRx at the end of 2024 and immediately hired several highly skilled and well-respected professionals in quality control, pharmacy and FDA compliance. These strategic hires, together with an ongoing commitment to quality and compliance, aim to further enhance the company’s operations and act as a driver for future growth, especially in the growing wellness and longevity markets.

“We are working closely with our clients, partners, and patients who depend on us for life-saving medicines. Together, we are addressing the critical drug shortages that affect our healthcare system today while also getting ready for the challenges of the future,” said Lunkwitz.

ProRx is an FDA-registered cGMP facility and is currently licensed to provide compounded medications in 25 states and rapidly expanding coverage. In addition to manufacturing drugs on the FDA shortage list, the company offers pharmaceutical testing, formulation development, clinical supplies, and clinical trial FDA documentation.

# # #

About ProRx Pharma

ProRx Pharma is an FDA-registered cGMP facility focused on providing essential compounded medications to meet the need for medications on the FDA drug shortage list within the wellness and longevity sectors. The company produces customized products and formulations for medical institutions and physician offices, with a specialization in producing high-quality products to ensure patients have access to the medications they need during critical shortages. For more information, visit https://prorxpharma.com/

Cracking the Code

by Rowan Report | Feb 27, 2025 | Admin, Artificial Intelligence

by Siva Juturi, Automation Edge

How Home Health Agencies Can Boost Referral Conversion Rates

Referrals are the lifeblood of home health agencies. We’re not just talking about numbers but about connecting families with critical care. Our research shows that 94% of customers will recommend a satisfactory company.

Why Track Referrals?

Referrals:

Increase client acquisition efficiency
Boost customer loyalty and retention
Strengthen sales and revenue

Surprising Referral Sources

A Private Duty Benchmarking Study Notes:

19.5% from current and former clients
8.8% from hospital discharge planners
7.1% from Medicare-certified home health agencies

The Catch

Generating referrals is only half the battle. Despite being a top source of new clients, referral conversions often encounter specific challenges that hinder their effectiveness.

Complications with Referral Conversions

Why converting referrals into paying clients can be tricky:

Delayed Response Time
- Clients often reach out to multiple agencies. The first one to respond usually wins. Yet, it takes intake coordinators about 70 minutes to review a referral packet—plenty of time for potential clients to move on.
Misaligned Services
- About 30% of referrals are rejected because the client’s needs don’t match the agency’s offerings, especially for specialized care.
Weak Referral Partnerships
- Relationships with hospitals, discharge planners, or nursing facilities are gold, but if they’re not nurtured, the referrals dwindle—or worse, they’re not high-quality.

Strategies to Boost Referral Conversion Rate

Act Fast with Automation
- Speed is everything. Implementing a rapid response system with AI-powered referral management can drastically reduce processing times and ensure accuracy. Tools that automate data extraction from referral sources mean fewer errors and quicker responses—clients notice when you’re prompt!
Understand Clients Thoroughly
- Structured information gathering during the first interaction helps you truly understand a client’s needs. Personalizing care plans fosters trust and ensures your services match their expectations.
Empower Your Staff

- Your team is the face of your agency. Equip them with training in empathy, effective communication, and problem-solving. Confident staff can address concerns, build rapport, and convert inquiries into long-term relationships.
Leverage AI for Communication
- AI chatbots can handle initial queries, schedule consultations, and follow up with prospects 24/7, all in real-time. This keeps clients engaged, saves time for your team, and ensures no referral slips through the cracks.
Track, Ananlyze, and Improve
- Real-time analytics give you insights into referral patterns, response times, and conversion rates. Use this data to refine your approach, eliminate bottlenecks, and focus on what works.

Final Thoughts

Improving referral conversions isn’t just about getting more leads; it’s about maximizing every opportunity. AI technology with a ready solution workflow can help boost conversion rates by 20%. The right AI solutions can be easy to implement, customized to your needs, and integrates with other business applications.

By acting quickly, communicating clearly, and personalizing your approach, you’ll build trust, grow your business, and help more families find the care they need.

Remember, even small changes can make a big difference. Start today by reviewing your referral process and implementing just one improvement—you’ll be amazed at the results!

# # #

Siva Juturi is Chief Customer Officer and EVP at AutomationEdge. With a passion for technology, he is a thought leader in AI and Automation, dedicated to solving home healthcare challenges. By employing AI and automation, he aims to make healthcare processes more efficient, enrich patient care cycles, and improve overall caregiver, patient & staff experience.

©2024 by The Rowan Report, Peoria, AZ. All rights reserved. This article originally appeared in Healthcare at Home: The Rowan Report. One copy may be printed for personal use: further reproduction by permission only. editor@therowanreport.com

ONSCREEN

by Rowan Report | Feb 27, 2025 | Partner News

FOR IMMEDIATE RELEASE

Contact: Michael Farino
New Era Communications
onscreen@newerapr.com
949-346-1984

ONSCREEN Simplifies Senior Care by Bringing Its “Joy” AI Companion to Android Tablets and iPads

A new era of care – ONSCREEN Joy is an AI companion that reduces social isolation, supports aging in place, and enhances quality of life

Las Vegas, Nevada – January 7, 2025 – ONSCREEN, Inc., a senior care technology innovator, today announced that it has expanded its innovative AI-based senior caregiving platform to include Android tablets and iPads. The new ONSCREEN Joy tablet app, is designed to enhance communication, companionship, and care for older adults. Unveiled at CES 2025, this new offering expands ONSCREEN’s mission to address social isolation and make care more accessible for seniors and their families.

Expanding “Joy” AI to Tablets

Building on the success and learnings of its TV-based Moment senior care platform, the ONSCREEN Joy app eliminates the requirement for a new hardware device, and brings ONSCREEN’s most important senior care features of the platform to Android tablets and iPads. This new app enables families to set up a senior care hub using devices they already own, often older generation devices that collect dust once the upgrade cycle comes around. By lowering the barriers to entry and leveraging existing hardware, ONSCREEN Joy enables more seniors and families to benefit from ONSCREEN’s broader caregiving platform.

Key Features of ONSCREEN Joy

The app includes a wide range of capabilities designed to enhance the lives of seniors and their families:

“Joy” the Personal Companion: Offers engaging conversations, trivia, jokes, and creative activities like painting, bringing entertainment and stimulation to seniors.
AI Wellness Check-Ins: Joy performs wellness check-ins in the form of friendly reminders for essential activities like taking medication, eating meals, drinking water, and engaging in physical activity.
Automatic Video Call Answering: Automatically connects seniors with trusted family members in their “Favorites” list, making communication seamless. Callers using both iOS and Android devices can easily connect with their older loved ones, overcoming the limitations of proprietary video calling systems tied to specific mobile operating systems (ie FaceTime).
Family Zoom Sessions: Allows seniors to join family Zoom calls without requiring any effort, ensuring they stay connected to larger family gatherings.
Simple Text, Photo and Video Messaging: Displays text messages, photos, and videos in an easy-to-read format, making it simple for seniors to engage with shared content.
Live Interactive Events: Provides access to live events and activities, enabling seniors to participate in engaging and interactive experiences from the comfort of their home, with no technical assistance required.
YouTube Content Sharing: Plays videos shared by family members directly on the tablet, offering a personalized entertainment experience.
Photo Gallery & Slideshow: Organizes shared photos into a dedicated gallery, creating a visual archive of cherished memories. Optionally, when the tablet is idle, photos of loved ones will be rotating through, effectively providing a convenient picture frame

Updates to the ONSCREEN Family App

In addition to launching the ONSCREEN Joy senior care tablet app, the company has rebranded its existing app for family members and caregivers as ONSCREEN Family. This app continues to provide an intuitive way for families to stay connected with their older loved ones through features like video calls, photo sharing, and real-time updates.

ONSCREEN Family works seamlessly with ONSCREEN Joy, creating a comprehensive solution that meets the needs of both seniors and their support networks. Additionally, ONSCREEN provides a web application for users that prefer to set up Routines on a larger screen, and gives family caregivers the ability to trends and outcomes resulting from Joy’s check-ins with the senior.

“Launching ONSCREEN Joy at CES 2025 is a significant step toward opening up the ONSCREEN ecosystem, and making the powerful capabilities of ONSCREEN available to more families that need them,” said Costin Tuculescu, CEO of ONSCREEN, Inc. “Our goal from day one has been to simplify technology so that seniors feel supported and engaged. By offering a tablet-based solution, we’re removing barriers and empowering families to use their existing devices to provide meaningful care.”

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About ONSCREEN

ONSCREEN is dedicated to addressing the challenges of social isolation among older adults by removing technical barriers around connection, companionship and care. The company’s flagship product, Moment, has transformed senior care by leveraging the familiarity of the TV. Now, with the launch of ONSCREEN Joy, ONSCREEN continues to expand its impact, empowering families and enhancing the lives of seniors. Learn more at www.onscreeninc.com.

©2025 by The Rowan Report, Peoria, AZ. All rights reserved. This press release was submitted by New Era Communications on behalf of ONSCREEN and is printed with permission. For additional information or to request permission to print, please see contact information above.

Reduce Insurance Claim Denials

by Rowan Report | Feb 20, 2025 | Admin, Regulatory

by Lynn Labarta, SimiTree

Reduce Insurance Claim Denials

2025 Guide for Home Health and Hospice Agencies

Is your home health or hospice agency struggling with insurance claim denials? You’re in good company. As we move into 2025, claim denials remain the #1 challenge affecting revenue cycles across the industry. But there’s hope – we’ve compiled the latest strategies and insights to help you overcome this persistent challenge.

The Current State of Home Health & Hospice Billing

The healthcare landscape continues to evolve, and with it, so do the complexities of billing and reimbursement. Home health and hospice agencies face unique challenges, from managing PDGM requirements on the home health side to navigating multiple payer systems on the hospice side. Recent data shows that denied claims significantly impact not just revenue but also patient care delivery and operational efficiency.

Understanding Home Health & Hospice-Specific Denial Triggers

Let’s examine the primary causes of claim denials in our sector:

Home Health Eligibility Challenges

Medicare homebound status verification issues
Face-to-face documentation gaps
PDGM period confusion
Medicare Advantage plan authorization complexities

Hospice-Specific Documentation Issues

Terminal illness certification problems
Level of care documentation gaps
Missing physician narratives
Notice of Election timing issues

Strategic Solutions to Reduce Insurance Claim Denials in 2025

Optimize Your Intake Process

Implement robust homebound status verification- Home health
Establish face-to-face documentation protocols
Create PDGM period tracking systems- Home health
Develop payer-specific authorization workflows

Leverage Technology Effectively

Use specialized home health & hospice billing software
Implement automated eligibility verification systems
Set up PDGM period alerts- Home health
Utilize NOE and NOA tracking tools

Build a Specialized Denial Management Approach

Create dedicated teams for Medicare vs. non-Medicare appeals
Develop PDGM-specific denial protocols- Home Health
Establish hospice-specific documentation review processes
Implement specialty-focused staff training programs

Pro Tips for Implementation

Focus on specialty-specific staff training in home health and hospice billing requirements
Create separate workflows for different payer types (Medicare, Medicare Advantage (home health), private insurance)
Implement weekly PDGM period reviews- Home Health
Establish clear communication channels between clinical and billing staff

Looking Ahead in 2025

The home health and hospice landscape continues to evolve, but with proper strategies in place, your agency can thrive. Focus on building robust processes that address the unique challenges of our industry while maintaining compliance and optimization.

Action Steps to Reduce Insurance Claim Denials for Your Agency

Evaluate your current denial rates by payer type
Assess your PDGM period management effectiveness- Home Health
Review your hospice documentation protocols
Implement targeted improvements based on your findings

Remember, reducing claim denials isn’t just about better processes – it’s about ensuring your agency’s financial health so you can continue providing essential care to your community.

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Lynn Labarta reduce insurance claim denials

Lynn Labarta, VP of Post Acute RCM and the founder of Imark Billing (now SimiTree) has a wealth of experience in the healthcare industry. Lynn provides comprehensive billing services for home health and hospice agencies, streamlining their revenue cycle management process while supporting and managing billing challenges and compliance with evolving healthcare regulations and managing billing challenges; essentially acting as a key partner to ensure accurate and timely claim submissions and optimal revenue collection for agencies.

©2024 by The Rowan Report, Peoria, AZ. All rights reserved. This article originally appeared in Healthcare at Home: The Rowan Report. One copy may be printed for personal use: further reproduction by permission only. editor@therowanreport.com