Bickford Senior Living Capitalizes on Senior Care Trends, Launches Home Care Business with HCAN


Bickford Senior Dwelling is entering into the home-based care house with the launch of Bickford Residence Care. To tug this off, the senior residing operator has teamed up with the HomeCare Advocacy Community (HCAN).

Based in 1992, Olathe, Kansas-based Bickford Senior Dwelling supplies take care of greater than 3,000 residents in 65 areas.

In the meantime, HCAN is an Omaha, Nebraska-based franchise group for senior residing suppliers.

The corporate, which operates with white-labeling strategy to enterprise, helps senior residing suppliers enter the house care trade. The corporate additionally helps senior residing suppliers with licensing to function as independently owned and operated franchises.

The enlargement into home-based care comes because the senior residing world reevaluates conventional fashions constructed round congregate care. Generally, operators go into house care considering it’ll be a stroll within the park, however that’s hardly the case, in line with Alan Fairbanks, government vp of operations at Bickford Senior Dwelling.

“Offering companies like assisted residing and reminiscence care is extraordinarily exhausting,” Fairbanks informed Residence Well being Care Information. “I believe, generally, [senior living operators] step into the house care house considering that’s going to be simpler.”

Bickford Residence Care will largely provide private-pay private care companies. Examples embody housekeeping, cooking and dementia care companies, plus companionship help and transportation help.

The house care firm will initially function by two Chicago areas and one within the Cedar Rapids-Iowa Metropolis space. It’s going to likewise launch with a location within the Muscatine-Quad Cities market.

Below the partnership, HCAN will present coaching, construction and programs to help Bickford Residence Care. On its finish, Bickford Residence Care will likely be tasked with staffing its personal operations — usually essentially the most tough side of working a home-based care enterprise.

In launching Bickford Residence Care, it was vital to staff up with a company as seasoned as HCAN, Fairbanks defined.

“They’ve a whole lot of expertise in house care and, for my part, I believe that’s what senior residing operators want,” he mentioned. “Loads of operators have tried to do that, and it hasn’t all the time gone properly for them.”

Among the many issues it brings to the desk, HCAN supplies ongoing enterprise help, startup assistant and training companies. The community is led by President and CEO Mark Goetz, who beforehand labored as an government at Frederick, Maryland-based senior residing nonprofit Asbury Communities.

“[Our services help] eradicate the decisionmaking that might result in failure,” Goetz informed HHCN. “[Decisionmaking that] has led to failure when organizations have tried to do that ‘on their very own.’”

Throughout the first 12 months, HCAN supplies shoppers wherever from 15 to twenty days of direct, hands-on help, by franchise coaching, operational visits and “train-the-trainer” periods, which assist firms launch caregiver coaching lessons that happen inside their house care companies.

HCAN franchisees pay a one-time franchise price of $45,000, which covers a few of the enterprise’s gross sales prices and preliminary working prices, Goetz informed Senior Housing Information. The group additionally takes a 7% royalty price on progress past the preliminary enterprise.

So far as the choices that result in failure, widespread errors embody inappropriate pricing and wages, in line with Goetz. Different errors embody going with the improper programs and a basic lack of management help.

Moreover, senior residing suppliers can generally underestimate how tough it’s to function a house care enterprise.

“I don’t assume it’s simpler,” Fairbanks mentioned. “I believe anytime you’re coping with offering care to seniors, that’s a tough enterprise.”

With this in thoughts, Fairbanks advises senior residing suppliers to conduct the suitable quantity of market analysis with a view to determine what is sensible for his or her enterprise.

To make sure success, Fairbanks has begun shifting a lot of his day-to-day focus away from the operations of Bickford Senior Dwelling and onto Bickford Residence Care.

For Bickford Senior Dwelling, the launch of Bickford Residence Care was a pure development of the enterprise.

“It simply feels prefer it actually suits properly, inside the ecosystem of what we’re doing,” Fairbanks mentioned. “We’re getting in a relationship with people earlier within the course of. Our objective of Bickford Residence Care is to maintain them at house, but when there comes a time the place they want different companies, we’re already in a relationship with them. We’re capable of assist them make the very best determination attainable, as to what that subsequent step could also be.”

The launch of Bickford Residence Care falls in step with broader developments HCAN is seeing within the senior residing trade.

“The senior residing world is seeming to be waking as much as house care and that they should do one thing so that they’re not flat-footed,” Goetz mentioned. “There’s a starvation within the trade to do house care companies efficiently — and never simply assigning house care duties to somebody on their staff, however really working it as a aggressive, native house care company.”

Many operators have began to prioritize house care because of the COVID-19 pandemic. But a big portion had been doing so for years, analysis from aging-focused advocacy group LeadingAge and Ziegler Healthcare Funding Banking suggests.

In truth, greater than half of the U.S.’s largest nonprofit senior residing organizations provide some type of home- and community-based companies (HCBS), in line with their LZ 200 checklist. Non-medical house care is often the most typical (HCBS) providing, although senior residing operators are beginning to present house well being, grownup day and CCRC-at-home companies extra steadily as properly.

In gentle of the COVID-19 emergency, Goetz believes that senior residing suppliers have a chance to have larger company relating to their enterprise.

“We give a whole lot of credit score to Bickford,” he mentioned. “Their imaginative and prescient meshed with ours. Their mindset was, ‘Let’s stop worrying about how, if we launch house care companies, our occupancy will likely be affected,’” he mentioned. “There are already 50 house care suppliers within the market. They’re competing with you for occupancy now, so why not have your personal [agency] and be extra in charge of your personal continuum of take care of present and future residents?”

Presently, HCAN is working with 5 different senior residing suppliers to launch house care enterprise traces.

As for Bickford Residence Care, the corporate is formally slated to start offering companies in July.


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