2020 Home Care Benchmarking Study

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

Order Now
Endorsed by the HCAOA
2020 Home Care Benchmarking Study

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.

Study preview of states

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.

Study preview of articles
Study preview of calculations

Benchmark Calculations

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

Here’s what others in the industry have to say…

“When I started my company, one of the best things I did was sign up to provide information to the Benchmark Study. Over the years, I continually referred back to these studies to compare my growth to companies the same size as mine. I’ve learned a tremendous amount by submitting my data which in return, gives me a wealth of data about our industry.”

Tom GenettiTom Genetti, At Your Service Inc.

“Home Care Pulse’s Home Care Benchmarking Study is a tremendously vital tool for collecting agency-level data and examining the home care industry’s ever-evolving and growing footprint. With its comprehensive analysis of recruitment and retention data, sales and marketing findings, financial insights, the latest trends, and more, every home care provider would be wise to participate year after year.”

Kristen Wheeler, HCAF Director of Private Duty Services

“I always say, “What gets measured gets managed, what gets rewarded gets repeated.” The best way to understand how to measure the performance of your home care company is to participate in the annual Home Care Benchmarking Study from Home Care Pulse.  Download the preparation worksheet, gather your own data, and submit your data.  Then purchase a copy of the report and study the results. Use it every day to compare your company to the industry.  I have supported the annual Benchmarking Study for over a decade. I never go into the office of a home care strategy client without my copy of the benchmarking report.  It is THE source for facts and data about our industry.”

Stephen TweedStephen Tweed, Leading Home Care & The Home Care Mastermind Group

“Every home care agency should participate in the Benchmarking Study, and every home care agency should use the Benchmarking Study.”

Kunu Kaushal, CEO of Senior Solutions Home Care

“What can I say about the Home Care Benchmark study, except that it’s the best tool you can have to measure year to year growth. It is vital that all business owners know what are the best practices, the metrics, the margins, and more of other businesses in the same field. Measuring your internal performance against industry standards helps you to know your strengths and weaknesses. This will allow you to make decisions on how to properly scale your business by leaps and bounds in a relatively short period of time. Simply put, Home Care Pulse and the information provided, is an essential tool for every home care agency year in and year out.”

Steve WeissSteve Weiss, President & CEO of Hurricane Marketing Enterprises

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

  • Home Care Pulse 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 – Home Care Pulse® Satisfaction Management Users vs. Non-Users

  • Top 10 Caregiver Recruitment Sources/Methods

  • Top 10 Caregiver Recruitment Sources/Methods for 2019 – Masters

  • Top Caregiver Recruitment Sources for 2019 – Median Caregiver Turnover

  • Top Caregiver Recruitment Sources for 2019 – Median Caregiver Acquisition Cost

  • Historical Impact of Caregiver Shortages

  • Impact of Caregiver Shortages for 2019 – Geographic Regions

  • Median Hiring Conversions for 2019

  • Median Caregiver 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 Caregiver Wages for 2019

  • Median Caregiver Turnover Rate – Geographic Region

  • Revenue Per Caregiver Employee for 2019 – Percentile Ranking

  • Revenue Per Caregiver Employee – Percentile Ranking

  • Median Revenue Per Caregiver Employee for 2019 – Geographic Region

  • Median Revenue Per Caregiver Employee for 2019 – Revenue Ranges

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

  • Revenue Per Caregiver Employee – Orientation Training Hours

  • Caregiver Turnover for 2019 – Caregiver Wages Comparison

  • Historical Median Hourly Caregiver Pay Ranges

  • Historical Live-In Caregiver Pay Ranges

  • Live-In Caregiver 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 Caregivers to the Profession

  • What Caregivers 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 Caregiver Benefits

  • Caregiver Benefits Provided for 2019 – Overall & Revenue Ranges

  • Caregiver Acquisition Cost for 2019 – Number of Caregivers Employed

  • Caregiver Benefits Provided for 2019 – Number of Caregivers 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 – Home Care Pulse 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 Caregivers 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 Caregiver Supply

  • COVID-19 Impact – Resistance to Caregivers 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 – Caregiver 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 Caregiver Satisfaction – Historical

  • Historical Industry Average Caregiver Satisfaction Scores – Category

Article Contributors

Erik Madsen
Erik Madsen
Chief Executive Officer, Home Care Pulse
Vicki Hoak
Vicki Hoak
Executive Director, HCAOA
Peter Droubay
Peter Droubay
Director of Business Development & Training, Caring.com
Shelle Womble
Shelle Womble
Sales & Operations Consultant, corecubed
Linda Leekley
Linda Leekley
Chief Content Officer, Home Care Pulse
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
Angelo Spinola
Angelo Spinola
Shareholder, Littler
Kurt Rose
Kurt Rose
Associate, Little
Stephen Tweed
Stephen Tweed
Founder, The Home Care CEO Forum
Steve Weiss
Steve Weiss
President & CEO, Hurricane Marketing Enterprises
Adrian Schauer
Adrian Schauer
Founder & CEO, AlayaCare
Vicki Demirozu
Vicki Demirozu
National Director of Personal Care and Support Services, Interim Healthcare

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