2020’s Home Health Market Share Growth Leaders by State
By Carter Bakkum | May 6, 2021
For post-acute care (PAC) organizations, market share growth is a strong indicator of an agency’s success. In our continuing series of market share blogs, we’re now exploring how home health market share has changed over the most recent full quarter of data as well as which companies grew the most in each state. Outlined below are the top three market share growth leaders for the home health industry, by state.
One quick note about the difference in time period for our hospice growth leaders versus our home health growth leaders. Due to home health’s episodic nature, there is a slight delay in claims reporting compared to other post-acute care settings. CMS retroactively submits and updates home health claims for each quarter and does not release 100% of home health claims simultaneously as with the rest of the claims data. To promote more complete reporting, Trella waits to present home health information as part of our public data analyses until a given quarter’s claims have been adjusted. As a result, this article covers market share growth between Q1 2020 and Q2 2020. As we covered in our most recent Industry Trend Report, 2020 was a year of instability for post-acute care organizations. However, home health utilization actually increased year over year, despite admissions decreasing slightly. But what does that mean for overall market share growth? Which home health organizations were more impacted by COVID-19 and which were able to overcome and grow?
Q2 2020 Home Health Market Share Growth Leaders
Elective procedures were swiftly halted at the onset of the COVID-19 pandemic. This means many home health organizations who focused on critical patients, like circulatory, respiratory, or oncology specialists, were potentially less impacted. Essential surgeries and procedures require critical post-acute care.
For home health organizations, as in our hospice market share growth leaders blog, we focused on the top three organizations in each state, ranked in order of their average company growth percentage from Q1 2020 to Q2 2020. Of the 153 home health organizations who claimed a top-three spot in their state, 73 saw a decrease in admissions. This indicates that many home health organizations were focused on simply maintaining their admission levels, rather than growing.
Check out the interactive tool below to see the top three home health market share growth leaders per state from Q1-Q2 2020. Select the state you would like to investigate to learn more:
Notable Growth Leaders – Nationally
Much like our hospice findings, it appears that larger organizations were able to increase market share in more locations across the board. The following organizations claimed the most top-three ranks for home health market share growth leaders:
Smaller, less competitive markets, on average, saw more change in their market share percentages. Alaska, Hawaii, and DC, for example, saw the most change quarter-over-quarter. Bayada’s Hawaii location saw an increase from 33% to 36% in this time period.
More competitive markets, or those with more home health organizations to spread the market share between, often saw negligible increases, market share stagnation, or even slight decreases. California, for example saw little change in market share between their top three market share leaders, 0.2% increases at most. Only one of New York’s top three market share growth leaders saw market share growth by more than 1% state-wide.
It will be interesting to measure this change in the coming quarters as elective or non-essential surgeries slowly increased, necessitating more post-acute care.
Marketscape from Trella Health gives home health organizations visibility into trends in their markets to help them make strategic organizational decisions and the solutions they need to grow market share. To learn more about Marketscape from Trella Health or how your organization to use our solutions to track your market share, analyze top market share changes in your markets, the competitive landscape, or identify potential acquisition targets, request a demonstration.
As the leader in post-acute care analytics, Trella Health has unique insights into how an industry is performing as well as the individual companies within it. To get a comprehensive understanding of which hospice organizations managed to increase market share the most in 2020, we leveraged our data, which is comprised of 100% of Part A and B Medicare claims, to identify the National Provider Identifiers (NPIs) that showed the largest percentage growth between Q1 2020 and Q2 2020. We then aggregated the NPIs that rolled up to the same parent companies in each state. The market share per quarter is defined as the sum of market share in a state for each NPI associated with an owning company. For example, if a large company in California owns five individual NPIs – three that increased market share and two that lost market share, their market share percentages are aggregated to give a clear understanding of how that company performed as a whole, in that state. This allows us to see the top-performing companies in each state overall, not just the top-performing NPIs. Have questions about how we pull our data? Reach out to firstname.lastname@example.org!
About the Author:
Carter Bakkum, Senior Data Analyst, Healthcare Insights
Carter is a senior data analyst who works to turn complex, messy data into actionable intelligence.
Carter studied economics and statistics at the University of Virginia before joining an economic consulting firm, where he supported expert testifying economic witnesses on behalf of fortune 500 healthcare companies. After the significant changes in the importance of data analytics during the pandemic, Carter joined the Trella team to dive deeper into the numbers to uncover the stories that drive our experience.