2021 Home Care Benchmarking Study

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

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Endorsed by the HCAOA
2021 Home Care Benchmarking Study

2021 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.

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 2021.

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…

“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

“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

“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

“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.

Data Points by Section

  • Historical Total Participation

  • Participation by Provider Type for 2021 Study

  • Historical Participation by Number of Locations

  • Historical Participation by Populations Served

  • Historical Participation by years in Business

  • Participation by u.S. State & Canada for 2021 Study

  • Participation by Revenue Range for 2021 Study

  • Participation by Participant Position Title for 2021 Study

  • Membership Associations for 2021 Study

  • Masters Participation by Provider Type for 2021 Study

  • Historical Masters Participation by Number of Locations

  • Historical Masters Participation by Population Served

  • Historical Masters Participation by years in Business

  • Historical Masters Participation by Geographic Region

  • Top 10 Consumer Marketing Sources – Overall

  • 2020 Top 20 Marketing Sources – Overall

  • 2020 Top 10 Marketing Sources – Masters

  • Historical inquiry Tracking Comparison – Median Revenue

  • Historical High vs Low inquiry-to-Admission Ratio – Median Revenue

  • Median Caregiver Hiring Conversions for 2020 – Percentile Ranking

  • Median Sales Close Numbers for 2020 – Revenue Ranges

  • Annual Sales Close Conversions – Home Care Pulse®Experience Management users vs. Non-users

  • Top 5 Growth Opportunities for 2021

  • Median Client Growth Rates – Revenue Ranges

  • Median Client Growth Rates – Geographic Region

  • Historical Median Client Acquisition Costs

  • Historical Median Client Acquisition Costs – Geographic Region

  • Client Acquisition Costs for 2020 – Percentile Ranking

  • Top 10 Caregiver Recruitment Sources/Methods for 2020

  • Top 10 Caregiver Recruitment Sources/Methods for 2020 – Masters

  • Top Caregiver Recruitment Sources for 2020 – Median Caregiver Turnover

  • Top Caregiver Recruitment Sources for 2020 – Median Caregiver Acquisition Cost

  • Historical impact of Caregiver Shortages

  • impact of Caregiver Shortages for 2020 – Geographic Regions

  • Median Caregiver Hiring Conversions for 2020 – Percentile Ranking

  • Median Hiring Conversions for 2020 – Masters ($5M+)

  • Median Hiring Conversions for 2020 – Revenue Range ($2.8M – $4.99M)

  • Median Hiring Conversions for 2020 – Revenue Range ($1.6M – $2.799M)

  • Median Hiring Conversions for 2020 – Revenue Range ($800K – $1.599M)

  • Median Hiring Conversions for 2020 – Revenue Range ($0 – $799K)

  • Median Revenue Per Caregiver Employee by Orientation Training Hours for 2020

  • Median Revenue Per Caregiver Employee by Ongoing Training Hours for 2020

  • Historical Median Caregiver Turnover Rate

  • Historical Caregiver Turnover Rate – Percentile Ranking

  • Caregiver Turnover Rate by Percentile Ranking for 2020 – Geographic Region

  • Caregiver Turnover Rate for 2020 – Revenue Range

  • Historical Median Caregiver Turnover Rate – years in Business

  • Historical Median Caregiver Turnover Rate – Geographic Region

  • Revenue Per Caregiver Employee for 2020 – Percentile Ranking

  • Historical Revenue Per Caregiver Employee – Percentile Ranking

  • Median Revenue Per Caregiver Employee for 2020 – Geographic Region

  • Median Revenue Per Caregiver Employee for 2020 – Revenue Ranges

  • Historical Median Caregiver Turnover – Caregiver Wages Comparison

  • Historical Median Hourly Caregiver Pay Ranges – Overall

  • Historical Live-in Caregiver Pay Ranges per 24-Hour Shift – Overall

  • Live-in Caregiver Pay Ranges per 24 Hour Shift for 2020 – Geographic Regions

  • Caregiver Wages by Geographical Region for 2020 – Pacific

  • Caregiver Wages by Geographical Region for 2020 – Central

  • Caregiver Wages by Geographical Region for 2020 – Great Lakes

  • Caregiver Wages by Geographical Region for 2020 – Southern

  • Caregiver Wages by Geographical Region for 2020 – Northeast

  • Number of Orientation Training Hours for 2020 – Percentile Ranking

  • Number of Ongoing Training Hours for 2020 – Percentile Ranking

  • Number of Orientation Training Hours for 2020 – Revenue Range

  • Number of Orientation Training Hours for 2020 – Geographic Regions

  • Number of Ongoing Training Hours for 2020 – Revenue Range

  • Number of Ongoing Training Hours for 2020 – Geographic Regions

  • Historical Top 10 Professional Training Programs

  • Historical Percentage of Agencies Providing Caregiver Benefits

  • Caregiver Benefits Provided for 2020 – Overall & Revenue Ranges

  • Median Caregiver Acquisition Cost for 2020 – Number of Caregivers Employed

  • Median Caregiver Turnover Rate – Number of Caregivers Employed

  • Percentage of Agencies Who Have Caregivers Working for Multiple Organizations Simultaneously

  • Historical Revenue Percentile Rankings

  • Historical Revenue Percentile Rankings – Masters

  • Revenue Percentile Rankings for 2020 – Years in Business

  • Revenue Percentile Rankings for 2020 – Population Served

  • Revenue Percentile Rankings for 2020 – Geographic Region

  • Historical Median Revenue

  • Median Revenue for 2020 – Geographic Region

  • Median Revenue for 2020 – Number of Locations

  • Median Revenue for 2020 – Population Served

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

  • Historical Median Revenue – Home Care Pulse Experience Management Program users vs. Non-users

  • Profit & Loss Comparison for 2020 – Geographic Region

  • Profit & Loss Comparison for 2020 – Number of Locations

  • Profit & Loss Comparison for 2020 – Revenue Ranges

  • Sales & Marketing Expenses Percentile Ranking for 2020 – Revenue Ranges

  • Recruitment & Retention Expenses Percentile Ranking for 2020 – Revenue Ranges

  • Historical Revenue Generated by Service Offerings

  • Historical Payer Source Percentage of Revenue

  • Historical Median Weekly Billable Hours

  • Service Billing Methods for 2020

  • Historical Length of Visit Median Billing Rates

  • Length of Visit Median Billing Rates for 2020 – Percentile Ranking

  • Length of Visit Median Billing Rates for 2020 – Geographic Region

  • Caregiver Skill Level Billing Rates for 2020 – Percentile Ranking

  • Caregiver Skill Level Billing Rates for 2020 – Geographic Region

  • Historical Percent of Providers Offering Live-in Care

  • Historical Median Live-in Care Billing Rates

  • Median Live-in Care Billing Rates for 2020 – Geographic Region

  • Historical Service Offerings – Overall

  • Service Offerings for 2020 – Revenue Ranges

  • Service Offerings for 2020 – Geographic Regions

  • Historical Client Turnover Rate

  • Client Turnover Rate for 2020 – Percentile Ranking

  • Client Turnover Rate for 2020 – Revenue Ranges

  • Client Turnover Rate for 2020 – Geographic Region

  • Historical Client Average Length of Service – Percentile Ranking

  • Historical Client Average Lifetime value – Percentile Ranking

  • Percentage of Providers Tracking Hospital Readmission Rates for 2020

  • Hospital Readmission Rate for 2020 – Percentile Ranking

  • Historical Sales per Full-Time Employee – Revenue Ranges

  • Historical Sales per Full-Time Employee for 2020 – Geographic Region

  • Weekly Billable Hours per Care Coordinator for 2020

  • Weekly Billable Hours per Non-Caregiver Employee for 2020

  • Number of Office Staff Employed for 2020 – Overall & Revenue Ranges

  • Median Office Staff Annual Salaries for 2020 – Overall & Revenue Ranges

  • Median Staffing Summary for 2020 – Overall & Revenue Ranges

  • Median Staffing Summary for 2020 – Geographic Regions

  • Historical Top 5 Threats Facing Home Care Providers in Coming year

  • Office Staff Turnover for 2020 – Overall & Revenue Ranges

  • Historical Median Office Staff Turnover – Geographic Regions

  • Provided Office Staff Benefits in 2020

  • Office Staff Benefits Provided in 2020 – Overall & Revenue Ranges

  • Demand for Services Since COVID – Overall & Regions

  • Operational Changes Made During Pandemic – Overall & Regions

  • COVID Testing Frequency – Overall & Regions

  • Average Number of Clients Who Tested Positive for COVID – Overall & Regions

  • Average Number of Caregivers Who Tested Positive for COVID – Overall & Regions

  • Median Pay increase per Hour for Caregivers Working With a COVID Client
  • Median COVID Expenses – Overall & Regions

  • Received SBA Loan/Grant – Overall & Regions

  • Median COVID Relief Funds Received – Overall & Regions

  • Technologies used by Home Care Providers in 2020
  • Home Care Software used by Home Care Providers in 2020

  • Review Management Programs used by Home Care Providers in 2020

  • Review Management Programs Used by Home Care Providers in 2019

  • Applicant Tracking Systems (ATS) used by Home Care Providers in 2020

  • Providers that use an Applicant Tracking System – Caregiver Turnover

  • Customer Relationship Management (CRM) System used by Providers in 2020

  • Providers that use a Customer Relationship Management (CRM) System – 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

  • Employer Net Promoter Score (eNPS) 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
Marissa Snook
Marissa Snook
President/CEO, 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
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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