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“The more feet on the ground we had, the faster our ROI started to rise.”įor agencies and providers that have not yet started any kind of advocacy for their work or the industry, Hoak had one simple piece of advice. “We noticed that every time we added another person to our advocacy team, our return on investment actually increased faster than the cost increase,” Totaro said. Soon after, the company delegated a full-time advocacy staffer for North Carolina, Totaro became the chief government affairs officer, and the results started to pay off almost immediately. We fought that, and, while we didn’t get an incremental revenue increase, we were able to fight and avoid the cut.”Ĭoming to the realization that taking a boots-on-the-ground approach would lead to actual change ushered in a new era of advocacy for Bayada. The first year, when Chris Christie was the Governor of New Jersey, one of the first things that he tried to do was to cut the personal care rate significantly. “We started small and focused primarily on those two markets,” he said. In the early days of Totaro’s advocacy work at Bayada, he hired two team members whose full-time job was to advocate on behalf of the company’s in-home care models in New Jersey and Pennsylvania, two of its largest markets. One of the things that we did at Bayada that no one else has done, even since then, is that we recognized that advocacy - or all politics - is local.” “You have a message, and you have to consistently deliver it to an audience and try to meet certain expectations. “A lot of what you do is you’re building a brand,” he said.

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Essentially, he learned how to build a brand through advocacy. Standing on the sidelines as the demand for in-home care rises is simply not a good business decision.īefore joining Bayada, Totaro held a number of different roles in other companies, one that involved assisting the government affairs team. In order to get the most exposure possible in front of lawmakers, stakeholders and other decision-makers on Capitol Hill and elsewhere, it’s imperative that agencies communicate with elected officials, she said. So we have to recognize as health care providers that we must be engaged in advocacy.” “Everything our agencies live by - regulations on how they’re licensed, Medicaid, Medicare, everything starts with an elected official. “I say that all the time because so many people are averse to getting involved in advocacy, but if you are a health care provider, you have got to pay attention to advocacy,” Hoak told HHCN. As the CEO of Home Care Association of America (HCAOA), Vicki Hoak argues that health care is politics.

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