2020 Home Care Benchmarking Study

This annual study is the most comprehensive report on the home care industry.

Order Now

2020 Home Care Benchmarking Study

This annual study is the most comprehensive report on the home care industry.

Order Now

What is in the Benchmarking Study?

The data in this report is specifically for non-medical home care/Private duty/PCA providers.

An open spiral-bound report shows a bar graph titled "Historical Client Average Lifetime Value - Percentile Ranking." The graph displays data for the years 2019, 2020, 2021, and 2022 with color-coded bars representing each year.

Powerful Segmented Data

Industry-specific metrics are segmented to be most insightful. Compare the findings to your agency size, revenue range, geographic region and more.

Insights from Industry Experts

In addition to eye-opening data, the study includes article contributions from leaders in the home care industry who share their wisdom on the state of home care in 2020.

An open magazine features an article titled "Successfully Operating and Thriving through COVID-19." The article includes a photo of a person on the left side. To the right, the text discusses strategies and key drivers for success in healthcare during the pandemic.
A stack of open business documents on a white surface, displaying charts and graphs, including a bar graph titled "Median Client Acquisition Costs" and a U.S. map illustrating different regions. The pages also feature company branding in the bottom right corner.

Benchmark Calculations

Since many of the benchmarks might be new or require specific calculation, those instructions are also included to add clarification.

Data Points by Section

  • Historical Total Participation

  • Historical New Provider of Growth – 5 Year Range

  • Historical Participation by Provider Type

  • Historical Participation by Number of Locations

  • Participation by Populations Served

  • Participation by Years in Business

  • Participation by U.S. State & Canada

  • Participation by Revenue Range

  • Activated Insights Satisfaction Management Program Users Participation

  • Participation by Participant Position Title

  • Membership in Associations

  • Masters Participation by Provider Type

  • Masters Participation by Number of Locations

  • Masters Participation by Population Served

  • Masters Participation by Years in Business

  • Masters Participation by Geographic Region

  • Top 10 Consumer Marketing Sources – Overall

  • Top 5 Consumer Marketing Sources – Masters

  • Top 10 Referral Sources/Methods – Overall

  • Top 3 Referral Sources/Methods – Masters

  • Number One Consumer & Referral Marketing Sources for 2019

  • Top 5 Growth Opportunities for 2020

  • Agencies That Anticipate Benefiting from Medicare Advantage Plans in 2020

  • Inquiry Tracking Comparison – Median Revenue

  • Higher Inquiry-to-Admission Ratio vs. Low – Median Revenue

  • Sales Close Numbers for 2019 – Percentile Ranking

  • Sales Close Ratios for 2019 – Percentile Ranking

  • Sales Close Numbers for 2019 – Revenue Ranges

  • Sales Close Ratios for 2019 – Revenue Ranges

  • Annual Number of Inquiries – Activated Insights® Satisfaction Management Users vs. Non-Users

  • Top 10 Care Professional Recruitment Sources/Methods

  • Top 10 Care Professional Recruitment Sources/Methods for 2019 – Masters

  • Top Care Professional Recruitment Sources for 2019 – Median Care Professional Turnover

  • Top Care Professional Recruitment Sources for 2019 – Median Care Professional Acquisition Cost

  • Historical Impact of Care Professional Shortages

  • Impact of Care Professional Shortages for 2019 – Geographic Regions

  • Median Hiring Conversions for 2019

  • Median Care Professional Turnover Rate

  • Caregiver Turnover Rate for 2019 – Percentile Ranking

  • Caregiver Turnover Rate for 2019 – Geographic Region

  • Caregiver Turnover Rate for 2019 – Revenue Range

  • Caregiver Turnover Rate by Care Professional Wages for 2019

  • Median Care Professional Turnover Rate – Geographic Region

  • Revenue Per Care Professional Employee for 2019 – Percentile Ranking

  • Revenue Per Care Professional Employee – Percentile Ranking

  • Median Revenue Per Care Professional Employee for 2019 – Geographic Region

  • Median Revenue Per Care Professional Employee for 2019 – Revenue Ranges

  • Revenue Per Care Professional Employee – Agencies Using a Blended Training Methods vs. Agencies Using Traditional Training Methods

  • Revenue Per Care Professional Employee – Orientation Training Hours

  • Caregiver Turnover for 2019 – Care Professional Wages Comparison

  • Historical Median Hourly Care Professional Pay Ranges

  • Historical Live-In Care Professional Pay Ranges

  • Live-In Care Professional Pay Ranges for 2019 – Geographic Regions

  • Caregiver Wages by Geographical Region

  • Number of Orientation Training Hours

  • Number of Ongoing Training Hours

  • Number of Orientation Training Hours – Revenue Range

  • Number of Orientation Training Hours for 2019 – Geographic Regions

  • Number of Ongoing Training Hours for 2019 – Revenue Range

  • Number of Ongoing Training Hours for 2019 – Geographic Regions

  • What Attracted Care Professionals to the Profession

  • What Care Professionals View as the Most Difficult Aspects of Their Job

  • Percent of Providers Using a Professional Training Program

  • Top 10 Professional Training Programs

  • Percentage of Agencies Providing Care Professional Benefits

  • Caregiver Benefits Provided for 2019 – Overall & Revenue Ranges

  • Caregiver Acquisition Cost for 2019 – Number of Care Professionals Employed

  • Caregiver Benefits Provided for 2019 – Number of Care Professionals Employed

  • Historical Revenue Percentile Rankings

  • Revenue Percentile Rankings for 2019 – Masters

  • Revenue Percentile Rankings for 2019 – Years in Business

  • Revenue Percentile Rankings for 2019 – Population Served

  • Revenue Percentile Rankings for 2019 – Geographic Region

  • Historical Median Revenue

  • Median Revenue for 2019 – Geographic Region

  • Median Revenue for 2019 – Number of Locations

  • Median Revenue for 2019 – Population Served

  • Historical Median Revenue – HCAOA Members vs. Non-Members

  • Historical Median Revenue – Activated Insights Satisfaction Management Program Users vs. Non-Users

  • Profit & Loss Comparison for 2019 – Geographic Region

  • Profit & Loss Comparison for 2019 – Number of Locations

  • Profit & Loss Comparison for 2019 – Revenue Ranges

  • Sales & Marketing Expenses Percentile Ranking for 2019 – Revenue Ranges

  • Recruitment & Retention Expenses Percentile Ranking for 2019 – Revenue Ranges

  • Historical Revenue Generated by Service Offerings

  • Historical Payer Source Percentage of Revenue

  • Historical Median Weekly Billable Hours

  • Service Billing Methods for 2019

  • Historical Length of Visit Median Billing Rates

  • Length of Visit Median Billing Rates for 2019 – Percentile Ranking

  • Length of Visit Median Billing Rates for 2019 – Geographic Region

  • Caregiver Skill Level Billing Rates for 2019 – Percentile Ranking

  • Caregiver Skill Level Billing Rates for 2019 – Geographic Region

  • Percent of Providers Offering Live-In Care

  • Live-In Care Billing Rates

  • Live-In Care Billing Rates for 2019 – Geographic Region

  • Initial Investment to Start Agency for 2019

  • Service Offerings – Overall for 2019

  • Service Offerings for 2019 – Revenue Ranges

  • Service Offerings for 2019 – Geographic Regions

  • Specialty Services Offered in 2018

  • Actions Taken to Become a Specialist Care Provider in 2018

  • Client Turnover Rate for 2019 – Percentile Ranking

  • Client Turnover Rate for 2019 – Revenue Ranges

  • Client Turnover Rate for 2019 – Geographic Region

  • Client Average Length of Service for 2019 – Industry & Masters

  • Client Average Length of Service – Percentile Ranking

  • Client Average Length of Service for 2019 – Revenue Ranges

  • Client Average Length of Service for 2019 – Years in Business

  • Client Average Lifetime Value – Percentile Ranking

  • Client Average Lifetime Value – Revenue Range

  • Percentage of Providers Tracking Hospital Readmission Rates for 2019

  • Methods of Tracking Hospital Readmission Rates

  • Hospital Readmission Rate for 2019 – Percentile Ranking

  • Sales per Full-Time Employee – Revenue Ranges

  • Sales per Full-Time Employee for 2019 – Geographic Region

  • Weekly Billable Hours per Care Coordinator

  • Weekly Billable Hours per Non-Caregiver Employee

  • Number of Care Professionals to Care Coordinator Ratio

  • Number of Office Staff Employed

  • Staffing Summary for 2019 – Overall & Revenue Ranges

  • Staffing Summary for 2019 – Geographic Regions

  • Office Staff Annual Salaries

  • Office Staff Turnover for 2019 – Overall & Revenue Ranges

  • Median Office Staff Turnover – Geographic Regions

  • Provided Office Staff Benefits

  • Office Staff Benefits Provided in 2019 – Overall & Revenue Ranges

  • Top 5 Threats Facing Home Care Providers in Coming Year

  • Top Goals Included in Provider’s 5-Year Plans

  • COVID-19 Impact – Top Threats

  • COVID-19 Impact – Net Change in Demand for Home Care Services

  • COVID-19 Impact – Net Change in Care Professional Supply

  • COVID-19 Impact – Resistance to Care Professionals Working During State-wide Stay-at-Home Order

  • COVID-19 Impact – Response to Clients Testing Positive

  • COVID-19 Impact – Top Situations

  • COVID-19 Impact – Business Activities Being Conducted In-Office or Remote

  • COVID-19 Impact – Businesses That Applied for a PPP or EIDL Loan

  • COVID-19 Impact – Change in Number of Applicants for Caregiving Jobs

  • COVID-19 Impact – Agencies Charging Clients for PPE

  • COVID-19 Impact – Agencies Experiencing COVID-19 Cases

  • COVID-19 Impact – Agencies Taking Clients Diagnosed

  • COVID-19 Impact – Innovations Adopted That Agencies Intend to Continue After

  • COVID-19 Impact – Referral Volume Change

  • COVID-19 Impact – Agencies That Experienced a Drop in Billable Hours

  • COVID-19 Impact – Highest Percentage of Lost Weekly Billable Hours

  • COVID-19 Impact – Agencies Whose Billable Hours Have Begun to Return to Pre-COVID Levels

  • COVID-19 Impact – Amount of Time it Took for Billable Hours to Return

  • Historical Industry Net Promoter Score® for Scheduling Software Providers

  • Technologies Used by Home Care Providers in 2019

  • Scheduling Softwares Used by Home Care Providers in 2019

  • Review Management Programs Used by Home Care Providers in 2019

  • Applicant Tracking Systems (ATS) Used by Home Care Providers in 2019

  • Providers that Use an Applicant Tracking System – Care Professional Turnover

  • Customer Relationship Management (CRM) Used by Home Care Providers in 2019

  • Providers that Use a Customer Relationship Management (CRM) – Median Revenue

  • Net Promoter Score® (NPS) Calculations

  • Client Net Promoter Score® (NPS) Breakdown – Geographic Region & Industry

  • Overall Client Satisfaction – Historical

  • Historical Industry Average Client Satisfaction Scores – Category

  • Caregiver Engagement Score (CES) Calculations

  • Caregiver Engagement Score (CES) Breakdown – Geographic Region & Overall

  • Overall Care Professional Satisfaction – Historical

  • Historical Industry Average Care Professional Satisfaction Scores – Category

Article Contributors

Erik Madsen
Erik Madsen
Chief Executive Officer, Activated Insights
Vicki Hoak
Vicki Hoak
Executive Director, HCAOA
Peter Droubay
Peter Droubay
Director of Business Development & Training, Caring.com
Marissa Snook
Marissa Snook
President/CEO, corecubed
Linda Leekley
Linda Leekley
Chief Content Officer, Activated Insights
Founder, In the Know
Brandi Kurtyka
Brandi Kurtyka
Chief Executive Officer, myCNAjobs
Jill Scott
Jill Scott
Manager of Member Services, The Home Care CEO Forum
Jonathan Henderson
Jonathan Henderson
Shareholder, Polsinelli
Madeleine Kline
Madeleine Kline
Associate, Polsinelli
Stephen Tweed
Stephen Tweed
Founder, The Home Care CEO Forum
Steve Weiss
Steve Weiss
President & CEO, Hurricane Marketing Enterprises
Brad Murphy
Brad Murphy
VP of Sales & Marketing, AlayaCare
Vicki Demirozu
Vicki Demirozu
National Director of Personal Care and Support Services, Interim Healthcare

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Steve

Author

Steve “The Hurricane” Weiss | President & CEO – Hurricane Marketing
Steve Weiss is the President and Founder of Hurricane Marketing Enterprises. Since 2012, he and his team have been taking the nation by storm, helping Home Care and Private Duty companies catapult their businesses to the next level and beyond. He is a Motivational Speaker, Business Seminar Leader, and Consultant/Coach to clients across the country. His programs and presentations have helped thousands of individuals land record-breaking results in acquiring referrals, new patient admissions, revenues and profits. Steve’s clients continue to “blow away the competition,” a marketing phrase he coined to accomplish just that.

Article originally published in the 2017 Home Care Benchmarking Study

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