Subject(s)
Consumer Behavior , Laboratories/organization & administration , Humans , Perception , United StatesABSTRACT
Home healthcare is undergoing significant evolution as it matures as an industry segment. As different types of providers are attracted to home care, home care product companies are finding their customer bases dividing in two--traditional referral customers and a new type of customer, those looking for joint ventures and contracts.
Subject(s)
Home Care Services/trends , Marketing of Health Services/methods , Commerce , Forecasting , Planning Techniques , Referral and Consultation , United StatesABSTRACT
Proponents of high tech home care cite its significant cost savings compared to similar therapies provided in an inpatient setting. Further proof of its cost effectiveness may, indeed, provide support for more attractive reimbursement coverage in the future and greater use of such therapies. However, at the present time, existing and prospective providers should proceed cautiously given the potential reimbursement pitfalls and increased competition. Hospitals, in particular, are increasingly interested in participating in this market, either through providing all aspects of the program or only parts. As such, agencies may find them either to be competitors or affiliated partners in providing high tech home care. Agencies have a variety of choices to make regarding high tech home care: provide specialized nursing care, provide equipment/supplies, handle billing, or handle it all. Whatever the approach, it is critical to understand the reimbursement aspects and target marketing efforts to hospitals, high tech product companies. HMOs, and perhaps most important, physicians.