The area of high acuity or complex services delivered in the home is seen as a growth opportunity. According to a recent article by Dr Leonid Shapiro and Paul Fegan of Candesic, the key driver of growth in this market is servicing older people living with dementia or the consequences of falls. In addition to being a cost-effective alternative to a care home, many people will prefer to stay at home.
The margins in complex homecare are higher, but so is the complexity of service delivery: nurses and case managers need to design and review detailed care plans and monitor compliance. Directors need to find the right balance between expensive clinical staff and more cost-effective care workers.
The importance of high quality service delivery is compounded by the move to individual budgets and choice. There is no better marketing than a reputation for high quality and safe service delivery day in and day out.