2018 annual leadership conference...at work – and home. confidence is the key to unlocking...

2018 ANNUAL LEADERSHIP CONFERENCE

P R E V I E W P R O G R A M

WASHINGTON, DC

September 22-25Marriott Wardman Park Hotel

The Voice of Home Care for American Families: Advocating for Our Seniors 2018 HCAOA Annual Leadership Conference2

The Voice of Home Care for American Families: Advocating for Our Seniors

Welcome to the must-attend meeting for the home care industry, the HCAOA Annual Leadership Conference. This year’s conference is being held in Washington, DC – home of the HCAOA National Headquarters. HCAOA moved its headquarters to Washington, DC in 2015, renewing its commitment to advocacy on behalf of the home care industry. This year’s theme, The Voice of Home Care for American Families: Advocating for Our Seniors, will focus on the importance of being an advocate on behalf of the senior community, as well as their families. Attendees will receive education and instruction on how to improve their advocacy skills at both the state and federal levels and put those tactics into use during the Annual Leadership Conference Congressional Lobby Day.

In addition, the 2018 Annual Leadership Conference is your opportunity to learn about current issues, trends, and strategies that will help your organization thrive and become more competitive by acquiring and retaining more customers. Attendees will be immersed in the latest home care innovations, business strategies, practices and methods throughout the conference and have the opportunity to learn from industry leaders in keynote speeches and expert breakout sessions on a range of must-see topics including:

• Advocacy

• Operations

• Recruitment & Retention

• Sales/Marketing

Throughout the conference, the industry’s leading vendors will be exhibiting their latest offerings to support home care providers across the country. Take this great opportunity to learn the newest competitive strategies, discover cutting-edge technologies and network with key innovators across the home care industry – all in one location.

Overview

The Voice of Home Care for American Families: Advocating for Our Seniors2018 HCAOA Annual Leadership Conference 3

Hotel Information

The 2018 HCAOA Annual Leadership Conference will be held at the Wardman Park Marriott Hotel in Washington, DC on September 22–25. Washington, DC is one of the world’s leading destinations for travel and tourism. The city offers easy access and navigation through three airports, a world-class public transportation system, unique venues, award-winning hotels, and hundreds of free things to do.

During your visit, explore the iconic monuments along the beautiful National Mall as well as the city’s vibrant neighborhoods filled with character and charm. There’s no shortage of entertainment, from outstanding shopping to the wonders of free museums, can’t-miss theater and outdoor playgrounds like Rock Creek Park. DC’s renowned dining scene is filled with culinary talent and variety, a fact proven when the city recently received its first Michelin Guide.

HCAOA has secured an outstanding rate of $225 plus tax per night from the Wardman Park Marriott Hotel. Reservations can be made by calling the Wardman Park Marriott at 1-800-228-9290 or click here. Please book accommodations by August 30, 2018 and mention that you are an attendee of the HCAOA Annual Leadership Conference to ensure you receive our discounted rate.

Hotel Information

https://book.passkey.com/gt/216182424?gtid=8fd0091f4bfaa733d84864cac588c3c5


Keynote Speaker

Chief Confidence Officer, Alyssa Dver is the expert on The Neuroscience & Social Secrets of Confidence. She’s the co-founder of the American Confidence Institute and author of 6 books, including her latest: “Kickass Confidence: Own Your Brain. Up Your Game.”

In her keynotes and workshops, Alyssa entertains, educates and empowers audiences so they can better control their own and other people’s confidence. Clients include IBM, Staples, Pepsi, Royal Bank of Canada, Rue La La, State Street, MA Worksite Wellness, National Association of Women MBAs, ExhibitorLive, CEO Connection and Vistage. She also teaches staff and students at MIT, Wharton and other colleges, middle and high schools.

Prior to ACI, Alyssa built a successful career as a Chief Marketing Officer for seven tech companies and was CEO for an international marketing firm. An innovation junkie, Alyssa has started and sold two of her own companies and is a perpetual Board Advisor to select startups.

When she’s not confidence crusading, Alyssa is a guitarist and vocalist in two bands, plus, she’s game for all things involving art, wine and food. She lives near Boston in Westborough, MA, has to two very tall teenage sons, an utterly patient 5th grade teacher husband, and cute, but quirky, rescue pooch.

ALYSSA DVER

As a care provider and/or owner, you must be business, procedurally and technology savvy. However, your real job is to bring confidence to your clients and fellow employees every day. And some days, it’s hard – really hard. Dysfunctional systems, misaligned politics, and closeminded individuals make otherwise straightforward next steps, impossible or at least unnervingly difficult to achieve. These frustrations drain your energy and leadership. You may even question your own confidence, which negatively impacts your influence and productivity.

So why are some people seemingly more resilient and confident than others? Good news – it’s not genetic. It can be learned and managed by anyone, at any time.

In this interactive, entertaining and skill-building keynote address, you’ll learn how the brain processes confidence and the triggers that fuel or challenge it. Learn the latest brain science and apply high-performance techniques used by elite athletes, military and C-suite execs. Get tools and tips to gain sustainable confidence at work – and home.

Confidence is the key to unlocking everyone’s potential to have the greatest impact and achieve more.

The Science of Confidence: Understand. Build. Spread.


Learn How to Disarm the Threat of Caregiver Shortages

More Information Coming Soon!COMING SOON!

HCAOA Public Policy Update: Navigating the Changing Political Environment

Are the majority of your caregivers actively recruiting on your behalf? Are they your biggest fans? In this engaging session, Aaron Marcum, Founder and CEO of Home Care Pulse, will share five proven strategies that home care leaders use to disarm the #1 threat to our industry, the shortage of caregivers. Attendees will walk away with fresh ideas and tools that can help them (1) create a strategic plan designed to address the caregiver shortage threat, (2) recruit A+ caregivers capable of being promoters, (3) develop a foundation of support early on with new caregivers, (4) retain their best caregivers for the long-term and (5) turn their caregivers into their #1 recruitment source. Aaron will draw upon his own experience as a former successful home care owner, best practices from Best of Home Care® leading providers, satisfaction data from Home Care Pulse, and the 2018 Home Care Benchmarking Study. Every attendee will receive a free success tool designed to help them take action on the strategies Aaron will share.

Patrick Cooney, HCAOA’s Washington lobbyist, will discuss the 2018 elections and its potential impact on the HCAOA’s agenda. In this session, Patrick will review the status of federal issues to include the companion care exemption and other labor policy, health reform developments, tax policy to assist seniors to stay in their homes, workforce challenges and the role of immigration policy. These are among the highlighted issues that will be discussed. Also, we will discuss how home care providers engage in the political system to benefit your company as well as the clients and families you serve.

Aaron Marcum Founder, Home Care Pulse

Patrick Cooney President, The Federal Group, Inc.

General Sessions


Breakout Sessions

Home Care Math and Formulas

Learn from the CEO of an independent agency running $14+ million in revenues with 800+ clients and 10+ locations. This session will share actual usable metrics, math, and formulas to help operate your agency at peak performance. Areas covered will include financials, operations, staffing, and recruitment. This session is ideal for leaders ready for tips beyond sales and marketing. This information can be applied to agencies of all sizes.

Presented byKunu KaushalFounder & CEO, Senior Solutions Home Care

Correctly Classify and Defend Exempt Employees

This is a brand new presentation for 2018. The DOL has been cracking down on misclassified exempt office employees. This presentation will review the executive, administrative, professional and outside sales exemption requirements and tell you what you need to correctly classify employees as exempt and defend those exemptions. This is an informative and interactive talk with ample time for questions.

Presented byBob KingAttorney and Founder, Legally Nanny

Leveraging Customer Reviews

A staggering percentage of home care decision makers are now searching for companies online, and basing their decision on customer reviews (good or bad). Even the greatest of companies will be overlooked if you're not leveraging the voice of your current client base and building credibility online. In this session Todd Allen, President of AxisCare, will be sharing how successful agencies allow their current clients to sell for them via online reviews and testimonial gathering. Connect with other home care leaders in this interactive discussion as we learn practical ways to respond to negative reviews, improve the quality of your reviews and create a culture of capturing and magnifying great reviews. From startups to seasoned agencies, anyone interested in growing their agency will take away easy-to-implement steps to boost your online reputation to the next level.

Presented byTodd AllenPresident/Co-Owner, AxisCare Home Care Software

The New Medicare Advantage Benefits: What it Could Mean for Your Agency

Medicare Advantage plans now have flexibility to offer new services in their benefit packages, including private pay home care. In this presentation, home care organizations will gain insights about how these new potential customers think; how to be a partner in these new offerings, and how to most effectively approach health plans.

Presented byAnne TumlinsonCEO, Anne Tumlinson InnovationsandGinny KenyonOwner, Keynon HomeCare Consuting

Avoiding Risky Pay Practices and Litigation

Wage and hour compliance is particularly challenging for home care agencies and presents high legal liability. The speakers for this interactive session will review recent lawsuits and government investigations targeting unlawful pay practices in home care, and they will guide you through steps you can take to help reduce your legal risks. Learn best practices for your timekeeping procedures and how to know when you need to pay for travel time, meal time, sleep time, training and more. The session will end with a review of wage and hour developments to watch for in the future.

Presented byEileen MaguireAttorney, Gilliland, Maguire & Harper, PCandAngelo SpinolaAttorney, Littler Mendelson, P.C.


Quality In-Home Senior Care is Not a Commodity: How to Sell In-Home Senior Care Based on Value - Not Price

All in-home senior care providers are not created equal. Some are individuals who provide services on their own with no training, insurance or supervision. Some are agencies that provide a warm body, but do not complete background checks, provide training or supervise their caregivers. Then there are agencies who fully vet their employees, provide training, and have continual oversight of their caregivers to ensure their clients receive the best care possible. But, as competition increases in the in-home senior care industry, sometimes it’s hard for clients to know which agencies provide quality care. Very often family members shop around for the "best" price, without knowing the questions to ask to ensure they will receive the best care. This session addresses the importance of providing quality in-home senior care, how to brand your company to differentiate it from competitors, and how to sell your services based on value, not price.

Presented byLauren LangevinFranchise Owner, Homeinstead Senior Care

Creating a Profitable Dementia Service Line

Dementia is a silver tsunami with almost 14 million Americans expected to be diagnosed with Alzheimer’s disease by 2050. Meet the needs of those clients and stand out as a home care company by providing the specialized care they need. This requires not only a different caregiver skill set but also additional administrative support. It also creates the opportunity to offer optional services that could enhance your overall revenue. Starting with your philosophy of care and working through implementation of services, this session will teach how to successfully implement a dementia-specific service line.

Presented byMichelle CorneliusDirector of Memory Care Programs, Cypress HomeCare Solutions

Working With the Y Factor; Managing Millennials

Turnover, customer service, leadership and problem-solving are challenges expressed by all employers of Gen “Y” or “millennial” employees. Research shows that it is not pay rate alone that keep younger employees around. There is a new, powerhouse workforce that has a different and successful approach. It benefits organizations to understand current employment trends, determine the best way to hire, train and retain millennial employees and foster a positive work environment for everyone.

Presented byLori A. HoffnerProfessional Speaker, Trainer and Consultant, Supporting CommUnity, Inc.

How To Increase Revenue, Customer Service, and Retention Through Community Based Services

Norwood Seniors Network is in its 23rd year of providing in-home services that are centered on helping senior clients age safely and independently. We provide quality care to our clients through Caregiving, Transportation, Home Delivered Meals, Social Outings, Emergency Response Systems and Care Management. Norwood Seniors Network has helped over 450 clients in 2017, experiencing revenue growth along the way. 57% of our clients use more than one service, which allows greater retention and improved customer service. This continued progress is reflective of the increasing needs of seniors and their desire to remain in their homes as long as possible.

In this session, attendees will learn the process of how to add service lines that will increase revenue, maintain retention and meet the needs of the older adult. This session will also discuss the problems, successes and future of community based services.

Presented byLaura Shaw-deBruinExecutive Director, Norwood Seniors Network

Breakout Sessions


3 Quick Ways To Drive Up Your Census Without Driving Up Your Cost

Today it is more challenging than ever to grow our census, despite the fact that the number of seniors continues to grow each day. More and more competition is opening and we are all using the same techniques to capture patients: websites, social media, and advertising plus good old word of mouth. It’s time to rethink how to grow our companies and consider these 3 quick ways to drive our census without breaking our budgets. Cheryl Peltekis, RN will give you a one-page handout of a business plan to drive up your organization’s census each and every month. Today, your sales reps can’t do it alone. See how this business plan will create a culture of growth.

Presented byCheryl PeltekisRN, Owner, Home Care Sales

The 1 GIANT Roadblock

The 1 GIANT Roadblock That’s Killing Your Recruitment, Retention and Referrals...and some very simple solutions. Distraction is the one enemy that all home care owners face, whether it’s with caregivers, families or referral partners.

From this information-jammed session you will take home simple marketing fixes that will help you reliably and predictably grow revenues in an over-crowded home care market. In addition:

• Discover the underlying market conditions that are fueling the problems with recruitment, retention and referrals.

• Learn the fundamentals of human response, how to overcome these conditions - and truly differentiate your home care business

• Take home real world, (easily-implementable), systems and programs that will set you miles apart from your competition and help you maintain steady, long-term growth.

Presented byLeigh DavisOwner, Davis+Delany

Breakout Sessions

Know What to Expect for a Great Exit or for Funding Your Next Acquisition

This session will cover many aspects of an exit strategy and SBA financing for acquisitions, including: Industry environment at a glance. What is my business worth? What can drive up the value of my business? How do I best prepare my business for sale? Who are the potential buyers and where can they be found? What does the deal process look like? What are the possible deal structures? This session will also discuss minimizing tax implications, facts about the SBA program and why it is a good fit for private duty home care acquisitions.

Presented byVasilis GeorgiouPresident, CrossRoads Business Brokers, Inc.andMarianne MarkowitzSBA Financing for Home Care Acquisitions, CIBC (Formerly The Private Bank)andPaul LilesSBA Banking Manager, CIBC (Formerly The Private Bank)


Congressional Lobby Day

The HCAOA Congressional Lobby Day is returning to the Annual Leadership Conference program this year. This component of the conference is a unique opportunity for members to understand the significance of advocating for the home care industry as well as the clients and families you serve. In addition, members will receive education and training on how to establish and/or improve their advocacy skills at both the state and federal levels.

The Public Policy Update session that is scheduled on Monday afternoon, September 24 will include an advocacy training. On

Tuesday morning, September 25, participants will head to Capitol Hill for a Congressional Awards Ceremony and a final briefing prior to the Hill visits with their congressional representatives. Participation in the Congressional Lobby Day event is included in the conference registration fee.

Don’t miss this unique opportunity to participate in the HCAOA Congressional Lobby Day where your voice will be heard in an effort to support the home care industry as well as the clients and families you serve!


Saturday, September 22

2:00pm – 5:00pm Registration Opens

Sunday, September 23

8:00am – 9:00am Breakfast (Exhibit Hall)/Registration

9:00am – 10:30am Welcome & Keynote Address

10:30am – 11:00am AM Break (Exhibit Hall)

11:00am – 12:15pm Breakout Sessions

12:30pm – 1:30pm Lunch

1:45pm – 3:00pm Breakout Sessions

3:00pm – 3:30pm PM Break (Exhibit Hall)

3:30pm – 4:45pm General Session – Aaron Marcum

5:00pm – 7:00pm Opening Reception

Monday, September 24

8:00am – 9:00am Breakfast (Exhibit Hall)

9:00am – 10:30am General Session – Technology Showcase

10:30am – 11:00am Beverage Break (Exhibit Hall)

11:00am – 12:15pm Breakout Sessions

12:15pm – 2:30pm HCAOA Business Meeting & Luncheon

2:30pm – 3:30pm Beverage Break (Exhibit Hall)

3:45pm – 5:00pm General Session - Patrick Cooney

5:00pm Closing Ceremony

Tuesday, September 25 HCAOA Congressional Lobby Day

8:00am Depart for HCAOA National Headquarters

9:30am – 10:30am Congressional Awards Ceremony

11:00am – 3:00pm Congressional Hill Visits

Schedule

REGISTRATION Until August 10th

Member: $1,100 Non-Member: $1,500

After August 10th

Member: $1,250 Non-Member: $1,650

You can register today online at www.hcaoa.org. For hotel accommodations at the Marriott Wardman Park Hotel, please call 1-800-288-9290. Mention HCAOA Annual Leadership Conference for special $225 per night guest room rate.


The Home Care Association of America (HCAOA) represents over 2,700 companies, and sets the standard for providing high quality home care.

HCAOA represents the industry’s interests in Washington, DC and in state capitals across the United States, promotes the value of home care while advancing the industry, and connects and educates its members. HCAOA stays on top of the issues and keeps its members informed—whether providing training on the latest business strategies or technology or hosting its dynamic annual leadership conference on today’s cutting-edge issues. HCAOA enables home care companies to grow, advance caregiver skills and meet the needs of America’s seniors.

HCAOA Member Benefits Include:

• Discounted rates for HCAOA Annual Leadership Conference

• Access to printable public awareness materials for consumers and policymakers

• Access to the Caring for America's Seniors: Value of Home Care report, the first report of its kind defining home care and its importance, backed by data from trusted sources

• Information and resources via timely newsletters

• Access to critical legislative/regulatory information

• Company's listing on the HCAOA home care provider locator service

• Education discounts for entire staff for HCAOA hosted educational offering/webinars

• Access to special home care provider features on the association website

• Purchasing discount program

• Access to local chapters, where applicable

• Eligible to vote and volunteer for a leadership role in HCAOA to help set the direction and focus of the association

• Membership certificate and window decal recognizing HCAOA membership

• Use of the HCAOA logo for company's marketing materials

JOIN THE HCAOATODAY! Visit www.hcaoa.org

444 North Capitol Street NWSuite 397Washington, DC 20001

For full conference informationand to register, please visitwww.hcaoa.org

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REGISTER NOW!

September 22-25Marriott Wardman Park Hotel

2018 ANNUAL LEADERSHIP CONFERENCE

WASHINGTON, DC

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2018 annual leadership conference...at work – and home. confidence is the key to unlocking...

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