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From Good to Great: How Aventis Transformed Caring Hands

  • 5 minute read
  • 10th July 2023

Introduction and Background

Caring Hands, established in 1999 and based in Omaha, Nebraska, has been a trusted provider of non-medical home care services for over two decades. Serving more than 600 clients annually, the company works with all home care payors, such as Medicaid Waiver, Long-Term Care Insurance, Private Pay, and the Veterans Administration. Caring Hands' dedicated team of non-skilled caregivers provides compassionate care to clients across Nebraska and western Iowa.

Like many family business owners, Ted, the owner, was so busy “working in” the business that he had little time to “work on” the business. This is something we see all too often with family-run businesses where owners lack the time, resources, or knowledge to realize the full potential of their business. This is where Aventis stepped in and made a big difference for Caring Hands!

Transaction Overview

In June 2023, Aventis Alpha Care successfully acquired Caring Hands. And we couldn't be more proud! We recognized the company’s solid reputation and longstanding commitment to quality care, making a great foundation for continued growth and even more success. However, to realize the company’s full potential we had to address the challenges faced by the company -- recruiting caregivers, increasing market awareness and creating a culture of accountability. It was a tall order, but our team of experts, with over +100 years of home care experiences under their belt, was more than up to the challenge!

Strategic Initiatives and Value Creation

Enhancing Operational Efficiency and Accountability

Like all home care businesses, Caring Hands aims to provide the highest quality care, allowing clients to lead their best lives; however, without tying those lofty goals to concrete metrics, there is no way to track service and know if we are succeeding. So, we implemented a KPI dashboard and a new office whiteboard to track key metrics, ensuring everyone was focused on the measurable actions that would lead to the achievement of the company’s goals. We also integrated exciting new technology, like an Application Tracking System and CRM system, which helped the company effectively manage caregiver applicants and incoming referrals. These improvements made recruiting caregivers much easier, increased client satisfaction, and created a culture of organization-wide accountability.

Strengthening Leadership and Expanding the Team

Strong leadership is essential for the most positive and successful work culture. We welcomed Jim Martens as the new COO of Caring Hands, bringing his vast experience and fresh perspective. We also expanded the team by hiring H.J. More as the head of sales, a new recruiter with a military background, and a bilingual scheduler to better serve our diverse client base. Additionally, we recruited the marketing director, who was single-handedly responsible for driving census expansion for one of the country's largest national home care chains. These new team members have been instrumental in driving growth, enhancing community engagement, and ensuring the smooth operation of the company.

Driving Marketing Innovations and Client Expansion

We undertook a comprehensive marketing overhaul to boost Caring Hands’ presence and client satisfaction. This included launching a new website, running targeted SEO and PPC campaigns, and encouraging clients to leave reviews on major platforms. We also adopted cutting-edge marketing tactics such as AI and "geofencing" advertisements, alongside traditional methods like monthly newsletters. These efforts have helped us expand our reach, focus recruitment, and skyrocket our client base in targeted neighborhoods and counties. Additionally, our innovative “Caring with Pride” campaign, where caregivers act as brand ambassadors, has boosted caregiver recruitment and enhanced brand visibility in rural areas.

Looking Ahead: Expanding the Caring Hands Phenomenon

Looking ahead, we aim to expand the Caring Hands phenomenon across states, payor sources, and service lines. Our exciting goal is to broaden our footprint, increase service offerings, and improve clients' lives, ultimately building the premier care provider in the nation.

And here's the best part: Whether you're interested in selling your business today or in the future, we offer home care owners the opportunity for a partnership by retaining a stake in the business. That way, owners can profit as the value of their stake grows while enjoying dividends for life. This is excellent for owners who can gain not only from the initial sale but also from dividends and the increased value of their stake.

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