The Executive Summary is an introduction to the 2022 Activated Insights Benchmarking Report. Included is a high-level overview of the Report and an update on the state of the industry from Todd Austin, President of Activated Insights. Vicki Hoak, Executive Director of the Home Care Association of America and Bill Dombi, President of the National Association for Home Care & Hospice also provide their insights in this section. The Executive Summary also includes an overview of the participants whose data is included in this Report, including years in business, provider type, geographic location, and annual revenue.

Home care agencies use a variety of strategies and channels to find new clients; this section dissects the results of each strategy to help you determine the best approach for your agency. The Sales & Marketing section dives deep into data regarding client acquisition and retention, including the top channels for consumer and referral marketing. It also includes the data on conversion rates and acquisition costs that you need to determine whether your sales and marketing programs measure up.

As agencies continue to combat a historic care professional shortage, recruitment and retention are top of mind across the industry. The data in this section will provide the resources you need to take a data-driven approach to your own staffing. It is designed to help you understand the most common recruitment and retention practices, how effective those practices are, and which challenges are most relevant to your geographic region. It will also allow you to analyze what constitutes a competitive compensation, benefits, and training package for your region, enabling you to create your own unique strategy for improving the care professional experience.

The Finance section gives you a look at the average balance sheet of other agencies in your region, revenue range, or the industry as a whole. It contains information on revenue, expenses, payer sources, and profit and loss comparisons. The insights in this section will allow you to compare your expenses to other home care providers and identify where you may be overspending. It also covers median billing rates by region to help you keep your pricing competitive.

The Operations section helps you identify and prepare for the largest threats facing your agency in the coming year. It provides the insight you need to evaluate the internal management of your home care agency, with data on client turnover rates, staffing numbers, salaries and benefits, and readmission rates.

The Technology section is an overview of the software platforms agency owners are using to manage their business and improve their operations, including scheduling software, customer relationship management software (CRM), and applicant tracking systems (ATS). It is intended to provide you with perspective on what tools are helping other home care providers achieve success and how you could leverage them in your own agency.