VA Cuts Harm Another Provider
Advocacyby Kristin Rowan, Editor
Veterans Losing Access to Care
The 90-year-old veteran clutched tightly to his medal, a Purple Heart, as he made his way to a VA health center to apply for care. That was nine months ago.
He is still waiting.
Franchise Executive Speaks Out
We spoke with Heidi Maddocks, VP of Health Care Strategies and National Alliance for Amada Senior Care, a national franchise system with franchisees in Texas and New Mexico. She describes herself as a “self-appointed veteran advocate.”
“The rate cuts for Texas and New Mexico don’t make any sense,” she told us. “The community care network was created for veterans to access care outside of VA facilities. The parts they cut hit hardest where it is already hard to get care, such as rural areas in both states.”
She added...
“This is only one of many issues we have with the VA, but that is a story for another day.”
“Who decided this? What data did they use? Why did they keep rates steady in every other state?” She has a lot of questions, but found that the VA does not answer such questions. Perhaps that would change if more agency owners spoke up.
Veterans Experience Office
Maddocks works closely with the Veterans Experience Office in DC but is disappointed to find that most veterans do not know it exists. “Personnel in their regional offices are trying to do better,” she said. “They are not responsible for the cuts but must try to increase awareness and enrollment in spite of them. 48% of veterans are not enrolled in VA healthcare, often because they are elderly do don’t know it is available to them.”
A mission of awareness
Enrolling veterans is one of her missions. “It is one of three pain points for veterans,” she continued. “Suicide and homelessness are the other two. All three accompany loneliness.” Even veterans who receive other benefits don’t know about healthcare benefits they may be entitled to because the VA Health Administration and the benefits side are siloed. “They don’t talk to each other,” she asserted.
Veterans' Needs Come First
Ms. Maddocks understands that the VA Administration is trying to manage their budget. She does not know why Secretary Doug Collins can not understand that cutting home care will not achieve that goal. Limiting in-home services has always led to higher total expenditures when patients and clients are forced into institutional care.
“We have to put the veterans first,” she emphasized. “That is why we have kept our Waco office open, for example, even though it is operating at a loss. We have to have caregivers drive in from Dallas, which means higher hourly rates and drive time reimbursement.
Peer Advocates
She has also compiled a list of zip codes where veterans are impacted, in order to facilitate planning for resource allocation.
Final Thoughts
As we quoted in the first of these reports, VA Secretary Doug Collins believes his cuts will merely bring these two states in line with national market rates. He said they will not impact veteran care. The experience of Amada and other agencies to which we have spoken proves him wrong.
The thought of veterans, especially rural veterans, losing their in home care is devastating. For some, this is the only human contact they have. For others, it is the only contact they can have. The consistency and familiarity that comes from having the same caregiver visit at the same time in a familiar setting is vital for veterans with PTSD or dementia. Disturbing that care and then claiming the rate change will not impact veteran care is ignorant and irresponsible. Whether you are operating in Texas and New Mexico or not, please consider writing to Secretary Collins and your local officials to ensure someone with decision-making authority is looking at the reality they have created.
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Kristin Rowan is the owner and Editor-in-chief of The Rowan Report, the industry’s most trusted source for care at home news. She is also a sought-after speaker on Artificial Intelligence, Technology Adoption and Lone Worker Safety. She is available to speak at state and national conferences as well as software user-group meetings.
Kristin also runs Girard Marketing Group, a multi-faceted boutique marketing firm specializing in content creation, social media management, and event marketing. She works with care at home software providers to create dynamic content that increases conversions for direct e-mail, social media, and websites. Connect with Kristin directly at kristin@girardmarketinggroup.com or www.girardmarketinggroup.com
©2026 by The Rowan Report, Peoria, AZ. All rights reserved. This article originally appeared in The Rowan Report. One copy may be printed for personal use: further reproduction by permission only. editor@therowanreport.com
