Libertana, a Home Healthcare Franchise, Experiences Tremendous Growth While Working With Medicare

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Exclusive Beverly Hills start-up Libertana works within the system to provide better care.

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Our model will allow us to thrive through the coming Medicare changes while sticking to our core values.

Libertana is an innovative home health franchise that offers a variety of safe, exceptional home health products along with medical and non-medical home health services.

While Libertana has an extraordinary business model in a growing industry, it is first and foremost an advocate for families and people with disabilities – and its clients always come first.

A Disruptive, Turnkey Business Model

Libertana is the only home health franchise that offers both home health services and home safety and mobility products, and one of very few franchises that work with Medicare. Nearly all other home health franchises offer just non-medical care.

Since Libertana provides all the products and services essential to safely aging in one’s home, it is able to become a true turnkey solution for families, so that its clients never need to look elsewhere.

Obamacare and Reimbursement Changes

Due to Obamacare, an aging population and other factors, the home health industry will likely go through a period of dramatic change, where reimbursements will decrease and costs will increase.

Nonetheless, the enormous need for exceptional home health services will continue to stay very strong for decades, which will allow efficient, larger companies to substantially increase revenue and market share, while their competitors – generally smaller independent providers – flounder.

Lessons from the DME Industry

Competitive Bidding forced a huge number of independent DME (durable medical equipment) providers out of business and benefited the larger companies, which generally increased market share and revenue by providing supplies to clients previously assisted by mom and pop providers.

The home health industry will likely go through a similar period of restructuring, where the mom and pop providers will struggle while many larger competitors thrive.

Strength in Numbers

Among other competitive advantages, larger companies benefit from steep discounts, a national brand, bargaining power, strength in numbers and important business efficiencies.

When costs increase and reimbursements decrease, those kinds of competitive advantages are precisely why larger companies are able to capitalize off of industry changes, whereas independent providers are often unable to stay in business.

In particular, national companies like Libertana – which have strong, client-centered core values in addition to many competitive advantages – will be able to take advantage of industry changes to provide exceptional care to many new clients previously serviced by mom and pop providers.

The Right Values and Competitive Advantages

Adam Caldwell is the CEO of Libertana, and previously co-founded Menchie’s, a franchise company that brings in nearly $200M in annual revenue.

Mr. Caldwell continuously emphasizes providing extraordinary care while increasing business efficiencies and quality control, both of which are key to working within Medicare’s payment structure in a way that allows Libertana to provide the best care in the world while remaining profitable.

“The home health industry is an approximately $70B industry, and a huge percentage of that comes from Medicare. Working within Medicare is where you have not just the opportunity to make more money, but most importantly, the opportunity to help many, many more families,” said Caldwell.

“We are confident that our model will allow us to thrive through the coming Medicare changes while sticking to our core values of putting our clients first, and holding onto our core values will ensure that we continue to provide the best care in the world for decades to come.” continued Caldwell.

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Judah Cohen
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