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The HCAOA Weekly is a brief update that will be distributed to HCAOA members each week. This communication complements our quarterly newsletter, The Voice, and will provide a vehicle for ensuring a regular flow of information on a more frequent basis. With ever evolving information in the home care industry, we want to ensure the lines of communication remain open and members have a source for quick, valuable news at their fingertips.
Table of Contents

Member News

Chapter News

Congressional Update

Congressional Corne

Member News

Seniors Targeted by Medicare Card Scam

Between April 2018 and April 2019, Medicare participants will be receiving new cards from the federal government. These new cards contain an 11-digit identification number, rather than the individual’s social security number – a measure taken to help protect senior citizens from identity theft. New Medicare cards are being sent automatically and require no action from the enrollee, although seniors are encouraged to verify that the Social Security Administration has their current address.
Despite the motives behind this process, senior citizens are now facing an additional risk of identity theft. Scammers have used this as an opportunity to collect personal information from Medicare beneficiaries by falsely claiming to have important details about the beneficiary’s new card, or insisting that their identity has been stolen and that they must provide their social security number to resolve the matter. Another ploy involves enrollees being told they have a refund on their old Medicare cards and need to provide their bank information to process the return of the funds.
Medicare has made efforts to make sure beneficiaries are aware of this scam and understand the following information:

  • Medicare beneficiaries will automatically receive their new cards. They don’t need to do anything as long as their address is up-to-date.
    • Addresses can be updated via their my Social Security accounts or at any Social Security office.
  • Medicare will not call beneficiaries to offer a new card or request information in order to issue a new card.
  • Those who do get contacted should report the scam to the federal government at 1-800-MEDICARE.
Visit to learn more about how to protect your senior clients from this type of scam.

National Social Security Month

April is National Social Security Month, a month dedicated to educating the public about the Social Security Administration (SSA), why it exists, and the programs and services available. During the month of April, SSA is encouraging you to take five steps toward your financial security. Planning for the future may seem intimidating to many, but they’ve broken the task down into small, easy steps:
  1. Get to know Social Security
  2. Verify your earnings
  3. Estimate your benefits
  4. Apply for benefits
  5. Manage your benefits
The SSA website is easily accessible and available 24/7 with detailed information, publications, Frequently Asked Questions, and other resources for almost any circumstance. You can use their secure services to estimate your future benefit amount, replace a lost Social Security card, or apply for benefits, all without having to visit a local office or calling to speak to a representative.
Are you looking for secure access to your Social Security information? Create your personal my Social Security account today.
Click here to learn more about National Social Security Month.

Upcoming Webinars

Please see the following scheduled HCAOA webinars – registration links are included below!
Tomorrow! HCAOA Advocacy: Opportunities and Challenges in a Shifting Political Landscape
  • Speaker: Patrick Cooney, The Federal Group, Inc.
  • Date and Time: April 19 at 1:00pm EST
  • Description: This webinar will focus on the priority federal issues HCAOA is focused on for the remainder of 2018 and how the coming elections may impact HCAOA’s agenda for the next Congress.

    Click here to register for this webinar.
Recruiting and Retaining Caregivers Challenges? Incentivize Caregivers To Refer A Family Member, Friend or Acquaintance
  • Speaker: Bob Roth, Cypress HomeCare Solutions
  • Date and Time: April 25 at 2:00pm EST
  • Description: Cypress HomeCare Solutions recently introduced a new recruiting model that has helped allow the agency to increase caregiver staff and improve retention numbers to the highest they have been in 25 years. At Cypress, caregivers who recruit new caregivers are rewarded financially for each hour the new hire works. If that new hire recruits additional caregivers, the original hire is rewarded financially for that person’s hours worked, too. Discover how Cypress implemented the program and funds it using money it had been allocating to placing job advertisements on Craigslist, Indeed, Glassdoor, and other websites. Learn how to make it fun for caregivers to refer a friend — and how to use technology to streamline the process. 

    Click here to register for this webinar.
Growth Strategies for Blowing Out Your Number in 2018
  • Speaker: Melanie Stover, Home Care Sales
  • Date and Time: May 8 at 3:00pm EST
  • Description: In today’s market, disruption is requiring salespeople to shift from “managing” accounts to leading accounts. If your sales team isn’t making this shift, you are likely falling behind. Sales Executives must sell differently and smarter in order to create demand and drive growth in both existing and new referral sources. They must learn what referral source’s value more in the new marketplace that is developing. Learn ways to teach your sales reps how to: 
    • Challenge your referral sources’ thinking 
    • Proactively bring new and innovative ideas to your referral sources 
    • Provide your referral sources with thought leadership 
    • Create demand and drive growth by uncovering possibilities unknown to your referral sources

      Click here to register for this webinar.
New Webinar! The Impact of Client Driven Growth – Best Practices from the 2018 Benchmarking Study and Beyond
  • Speaker: Aaron Marcum, Home Care Pulse 
  • Date and Time: May 22 at 3:00pm EST
  • Description: Are your clients your #1 referral source? In this engaging session, Aaron Marcum, Founder and CEO of Home Care Pulse, will discuss strategies on how you create the ultimate Client Experience, which will boost referrals and the overall lifetime value of each client. Home Care Pulse has conducted research on this topic for nearly 10-years and they have found that The Client Experience has a direct impact on the long-term growth among home care providers. Aaron will share best practices from Best of Home Care award winners, data from the new 2018 Home Care Benchmarking Study, and draw upon his own experience as a former successful home care owner. Attendees will come away with actionable ideas that will help them develop a client driven growth strategy and create a competitive edge in their marketplace. 

    Click here to register for this webinar.
Successful Sales Management
  • Speaker: Melanie Stover, Home Care Sales
  • Date and Time: May 29 at 3:00pm EST
  • Description: Join this webinar to learn:
    • The best sales tactics 
    • Proper techniques for on boarding new employees 
    • Developing coaching plans to improve individual and team performance 
    • Properly managing, supervising and motivating your people 
    • Generate a playbook for your company success 

      In addition, all participants will receive an opportunity to benchmark sales team competencies. 

      Click here to register for this webinar.
Conquering the Crisis: Proven Solutions for Caregiver Recruiting and Retention
  • Speaker: Stephen Tweed, Leading Home Care 
  • Date and Time: June 12 at 3:00pm EST
  • Description: In this interactive presentation, Stephen Tweed will describe the magnitude of this crisis. He’ll explore how it is negatively affecting you, your team members, and your agency. He will explain the latest research that is being conducted by Leading Home Care to define the problem, develop a solution, and present a system to conquer the crisis. Stephen will lead you through The Seven Step Caregiver Solution System, and describe in detail how to make this work. He’ll give you specific examples of how leading companies are renewing, revitalizing, and rejuvenating their talent attraction processes. As a result of this program, participants will be able to:
    • Describe the magnitude of the crisis and its causes 
    • Explore the most effective long-term solution 
    • Create a Culture of Attraction and Accomplishment 
    • Apply The Seven-step Caregiver Solution System

      HCAOA members can order a copy of Tweed’s book by the same title at Leading Home Care will offer HCAOA members who attend the webinar a 20% discount on either the hard cover or soft cover editions of the book.  Please use the following coupon code, “HCAOA2018” to take advantage of this discount. 

      Click here to register for this webinar.
New Webinar! The Top Ten Tech To-Dos of the Highly Successful Home Care Agency
  • Speaker: 
    • Marissa Snook, Managing Director, corecubed
    • Amy Selle, Managing Director, corecubed 
    • Stacie Gillespie, SEO Manager, corecubed
  • Date and Time: September 5 at 3:00pm EST 
  • Description: Totally married to change, our healthcare at home landscape is evolving as demographics shift towards more people reaching the age where care might be needed, and as technology jumps ahead with social and business integration and solutions. What are the most important things to do that make the most impact for a successful home care agency?

    Attend this webinar to learn:
    • To emphasize the expanding role that technology plays in reaching and connecting with potential clients, referral sources and the public
    • To define the best practices in digital marketing, and how those practices integrate with agency operations for maximum success 
    • To present a clear diagram of a strategy for success using technology as a tool for reaching and securing new clients and referral sources.

      Click here to register for this webinar.

2018 HCAOA Annual Leadership Conference

Call for Speakers: Submission Deadline Extended Through This Friday!
The 2018 HCAOA Annual Leadership Conference will take place in Washington, DC on September 22-25 at the Marriott Wardman Park Hotel. HCAOA is encouraging our members to attend the conference this year with the theme, "The Voice of Home Care for American Families: Advocating for Our Seniors." We invite you to share your knowledge, experience and expertise with our members. Our conference provides sessions that appeal to the seasoned home care business professional as well as those new to the industry.
Presenter Incentives
  • (1) Complimentary hotel night
  • (1) Complimentary Annual Leadership Conference Registration along with all meals provided with the registration
  • Opportunity to share your expertise with Home Care Provider business owners across the country
If you know of a colleague or speaker/presenter that may be interested in submitting a proposal, please feel free to share this information as you see fit. All proposals must be submitted to HCAOA by this Friday, April 20. Proposals will be reviewed by our Conference Committee and presenters will be notified of their presentation status by June 15.
Please click here to view a list of topics, as well as to submit a speaking proposal for the 2018 Annual Leadership Conference.
Thank you and we look forward to reviewing your proposal!
Don’t Forget to Secure Your Exhibit Booth and Sponsorship Packages!
Made up of over 2,700 business owners from communities across the country, HCAOA members represent millions of dollars in purchasing power each year. If you are a company that serves the home care market, you don't want to miss the opportunity to interact directly with company decision makers at an event that is guaranteed to attract top home care industry leaders.
The conference allows you to simultaneously introduce your company's latest products and services, and gain valuable feedback from potential customers. This ability to reach an ever-expanding audience can cultivate new leads, increase sales metrics and help your company build new relationships.
To learn more about exhibit and sponsorship opportunities, please see the 2018 Annual Leadership Conference Sponsorship Prospectus.
We look forward to seeing you in Washington, DC this fall!

2018 Home Care Benchmarking Study

Get the latest insights, trends, and analyses of the private duty home care industry. For the 9th year, Home Care Pulse has partnered with the HCAOA to produce the most comprehensive national study for the industry. The study includes reports on finance, sales & marketing, operations, recruiting & retention, and client experience aspects of home care businesses. It also includes articles from industry experts providing, their insight on successfully navigating through the challenges home care owners are facing and on positive trends impacting home care.
Click here to preorder your copy today!
Chapter News

HCAOA Washington

Blooming with Bloomers Conference
Join HCAOA Washington for the 11th Annual Chapter Conference!
Date: May 1 and 2
Time: 8:30 am - 4:30 pm Pacific
Location: Embassy Suites SeaTac
If you have any questions about the conference, please contact the 2018 Conference Chair, Jeff Wiberg at
Click here for the Blooming with the Boomers – WAHCA Statewide Conference Attendee Registration!
Sponsor and exhibitor registration for the 2018 WAHCA Annual Conference is also available! See a detailed list of packages in the 2018 Exhibitor, Sponsorship & Ad Guide.
If you would like to register for more than one package please contact Nataly Schwartz at or 202-508-3872.
Click here for the Blooming with the Boomers – Sponsor & Exhibitor Registration!

HCAOA Connecticut

Home Care Companies Turn Out for Care at Home Day at the Capitol
On April 17, HCAOA Connecticut and the Association of Connecticut Homecare Agencies co-sponsored Care at Home Day at the Capitol. The annual event, at the Legislative Office Building in Hartford, attracted a number of members from both organizations who met with lawmakers and delivered the message of the importance of home care to the state’s economy. Participants also enjoyed breakfast and heard remarks from leaders of the respective organizations. Outstanding Leadership Awards were presented to several legislators in recognition of their outstanding service and dedication in support of home care in Connecticut.
“Legislators appreciate hearing from home care company owners like you so they can understand the impact of their policies on the industry,” Sen. Carlo Leone (D-Stamford), one of the award recipients, told attendees.

Sen. Marilyn Moore (D-Bridgeport), co-chair of the Human Services Committee, was also presented with an Outstanding Leadership Award.
Thank you to all of the members who attended the event.
Outstanding Leadership Award recipients Sen. Marilyn Moore (D-Bridgeport), second from left, and Sen. Carlo Leone (D-Stamford), right, with Ray Boller, chairman of HCAOA Connecticut and owner of BrightStar Care Stamford, left, and Julianne Roth, HCAOA Board Secretary, chairperson of the board of ACHA and owner of Companions for Living in West Hartford, second from right.

HCAOA Georgia

Save the Date!
The next HCAOA Georgia meeting will take place on Thursday, June 14 at 10am at the Georgian Terrace Hotel in Atlanta. Save the date – more information to follow soon!
Congressional Update

Trump Administration Proposed Medicaid Changes Which Could Impact HCBC

On March 23, the Trump administration published a proposed rule that would amend the process states must follow in documenting compliance with Medicaid’s equal access requirement. The proposal would exempt certain high-managed-care states from existing access monitoring review obligations; it would also create what could be a significant safe harbor from the current requirement that states planning to reduce fee-for-service (FFS) payment levels accompany their proposed changes with evidence regarding the potential impact of planned payment reductions. The proposed rule carries implications for the most vulnerable Medicaid enrollees. The 60-day comment period on the proposed rule ends May 22.
The proposed rule would exempt states from medical assistance access monitoring review plan obligations that “have for all eligibility groups combined at least 85 percent of beneficiaries enrolled in Medicaid managed care organizations [MCOs].” Under the proposal, states that do not meet this 85 percent MCO enrollment threshold would continue to be bound by access requirement for beneficiaries put in place in 2015 by the Obama Administration. High-penetration MCO states, though, would be exempt, regardless of the characteristics or health status of the populations who remain outside of managed care or the nature of the services that remain either wholly or partially in the FFS system.
The potential impact of this change could be significant for the most complex care populations and services. For example, to the extent that adults or children with severe disabilities and receiving home and community-based care remain outside managed care, a state would be excused from monitoring access conditions for these populations—the highest-need and costliest beneficiaries—simply because 85 percent of the total Medicaid population is enrolled with MCO contractors.
The proposed rule would also eliminate the need for specific access impact analyses when states seek federal approval of changes to their FFS provider payment rates, as long as any rate reduction is 1) 4 percent or less “within an overall service category,” or 2) no greater than 6 percent over two years. Thus, if adult specialty care rates are cut by 15 percent but the overall spending impact on the Medicaid service category known as “physician services” is 4 percent or less for one year or 6 percent or less for two years, no specific access analysis would be required.

DOL Issues FLSA Opinion Letters

The U.S. Department of Labor’s Wage and Hour Division (WHD) announced on April 12 that it had issued three new opinion letters. These opinion letter are not specific to home care services but do provide some additional guidance that could be utilized by home care providers. HCAOA is in the process of requesting an opinion letter from the Department of Labor (DOL) that is specific to home care providers on issues relating to 24-hour or live in care services.
The opinion letters released address compliance under the Fair Labor Standards Act (FLSA) and other laws:
  • What counts as work time under the FLSA when employees travel for work
  • Whether 15-minute rest breaks required every hour by an employee’s serious health condition must be paid or may be uncompensated
An opinion letter is an official document authored by WHD on how a particular law applies in specific circumstances presented by the person or entity requesting the letter. Opinion letters represent official statements of agency policy. In June 2017, Secretary Acosta announced that the Department was resuming its longstanding practice of issuing opinion letters. The Department had issued opinion letters for more than 70 years before ceasing the practice in 2010.
Congressional Corner

The Race for the Next Speaker Begins

The announcement this week from Rep. Paul Ryan (R-WI) that he won’t be running for reelection this November has spurred a race among House Republicans to fill his role as Speaker of the House in the next Congress.
House Majority Leader Kevin McCarthy (R-CA), the leading candidate to replace retiring Speaker Ryan, needs more time to build sufficient support to win a still-hypothetical speaker’s race. The same goes for other members eyeing the position. A speaker needs support from a majority of all House members to be elected on the floor, unlike other leadership positions that only require the backing of a majority of the party caucuses.
House Majority Whip Steve Scalise (R-LA) is another contender. Other names that have been floated include House Ways and Means Committee Chairman Kevin Brady and House Agriculture Committee Chairman K. Michael Conaway.

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