Increasing demand, growth and consolidation describe the current post-acute market. Demand stems from the combination of an aging population, rising health care costs and customer preference to remain in their home. Growth stems from consolidation, which enables organizations to invest in the technology, integration and analytics required to achieve operation efficiency and to differentiate from competitors.

CompleteOK is a fast-growing, family-owned post-acute provider offering home health, hospice, palliative and homecare to 75% of the communities in Oklahoma. We also have two offices in Texas and one in Colorado, for a total of approximately 2,600 employees. The company was founded in 2009 and has been focused on growth. Lola Edwards, the company owner, president and CEO said, “If you aren’t growing, you are going backward.”

The demand for behavioral health services has expanded for all age groups. According to the National Academy of Medicine, fewer than 50% of seniors with mental and/or substance use disorders receive treatment. In response to this need, Complete Home Health started Pinnacle Behavioral Health, which provides medication management, child autism play therapy, rehabilitation counseling services and more. Growth has been a common theme here, too, with Pinnacle growing from one office in 2020 to six offices and 80 employees today.

Stagnating reimbursement and increasing costs are driving home health organizations to reduce expenses. This year, the small 0.8% reimbursement increase, although better than expected, is still insufficient to cover the increase in cost for staff salaries and supplies. Nursing salaries alone increased 3.88% in 2023. Expenses have to be reduced to remain profitable.

Here are some of the key approaches we have found to promote growth.