23rd Annual Private Duty National Conference and Expo

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23rd Annual Private Duty National Conference and Expo

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23rd Annual Private Duty National Conference and Expo

Improve Caregiver Retention, Ensure Client Satisfaction, and Increase Referrals to Grow Your Business!

Join hundreds of private duty executives for a 2½-day conference and expo packed with compelling, real-life examples of how private duty home care agencies can increase profits, retain caregivers, comply with wage-and-hour regulations and improve client care. Get the strategies, insights, and tools that private duty executives have depended on to help manage and grow their business. You’ll take away strategies, tips and tools to:

  • Compete in a crowded non-medical home care market
  • Motivate staff, improve retention and promote growth
  • Recruit and retain caregivers, increase your client base
  • Use national benchmark trends to drive your agency’s growth strategy
  • Stay ahead of wage-and-hour, legal issues
  • Attract new clients with creative sales and marketing tactics

Hear from owners, administrators, marketing directors, consultants, attorneys and other private duty pros with direct experience and proven track records who will discuss in detail their successes and lessons learned.

Plus! Sign up for the preconference packed with marketing and sales strategies to take your agency to the next level.

Get the guidance you need from other private duty leaders as they share growth strategies and best practices to overcome industry challenges. Don’t miss this must-attend annual event! 

For more information, visit http://decisionhealth.com/privateduty/


Pre–Conference  |  Monday, November 9, 2020

Registration & Continental Breakfast
8:00 a.m. – 9:00 a.m.

Use an Apprenticeship Program to Reduce Turnover and Grow Satisfaction for Caregivers, Clients
9:00 a.m. – 10:15 a.m.
Amanda Dreadin, Private Duty Manager at First Choice Home Health
Through implementation of an apprenticeship program, First Choice Home Health decreased their private duty aide turnover from nearly 100% each year to just 36% in 2019. Learn how you can implement a similar program at your agency to reduce turnover rates while growing satisfaction for both your caregivers and your clients. Hear first–hand tips and best practices to help you develop your own similar program and corresponding career ladders for caregivers. Plus, learn about potential tax benefits to registering the apprenticeship.

  • Identify what apprenticeships can do for your agency
  • Explain how to organize a career ladder around the different apprenticeships
  • Determine the tax benefits available to companies with a registered apprenticeship
  • Tool: State resource guide

Networking & Refreshment Break
10:15 a.m. –10:30 a.m.

The Winning Candidate Engagement Formula: Efficiency + Accountability = Your Perfect Process
10:30 a.m. – 11:45 a.m.
Adam Robinson, CEO at Hireology
Discover how a simple formula has transformed hiring at top healthcare agencies across the country through driving process alignment and setting an expectation of accountability with each contributor to drive candidate experience. Are the systems you use to run your agency keeping up with these changes, or is the time you’re spending on manual, burdensome processes preventing you from making human connections with your employees? In this session, you will learn how to bring your systems together starting with a comprehensive, digital onboarding program through payroll, HRIS, and automated scheduling systems to drive efficiencies. Set up new hires for long–term success and get back time to spend with your team.

  • Identify ways to make your hiring process more consistent
  • Describe how integrated systems lead to a more positive onboarding experience
  • Explain potential cost savings and ROI that result from a unified HR stack
  • Tool: Digital workbook file

Lunch (provided)
11:45 a.m. – 12:45 p.m.

Caregiver Education: The Path to Solving the Shortage & Improving Outcomes
12:45 p.m. – 2:00 p.m.
Helen Adeosun, CEO and Co–Founder of Care Academy
Education is key to meeting future workforce needs and improving client outcomes, but what is your agency doing to keep up? Developing career ladders and offering education can go a long way toward attracting quality caregivers and addressing the workforce shortage in the long term. During this session, you will learn best practices to implement upskilling pathways, career ladders, and caregiver education as a health intervention in order to create a robust package for your caregivers.

  • Demonstrate how to implement upskilling/career ladders to increase caregiver retention
  • Discuss current academic research that shows how knowledge of caregivers impacts clients living with Alzheimer’s disease and those going through heart failure
  • Explain tactics for successful implementation of caregiver education as a health intervention
  • Tool: Career ladder guide

Burnout Prevention 101: Identify the Signs Before It’s Too Late
2:10 p.m. – 3:25 p.m.
Bunny Young, Chief Burnout Prevention Officer at A Better Place Consulting
Learn how to identify the signs of burnout and how you can reduce or prevent it at your agency. In this session, expert Bunny Young will discuss how burnout can impact your company and why you should be looking for it. Plus, get a few examples and take–home strategies to help you combat burnout and retain staff.

  • Identify three signs of burnout among your staff
  • Explain at least one way to help prevent burnout
  • Demonstrate proven methods for caregivers and staff to reduce burnout
  • Tool: Burnout resource tool

Networking & Refreshment Break
3:25 p.m. – 3:45 p.m.

Build Culture, Employee Programs, and Make an Impact to Reframe the Recruitment Problem
3:45 p.m. – 5:00 p.m.
Kristen Duell
The basis of any good organization is the culture it creates. Building out a welcoming environment, establishing employee programs, and making an impact in your community can help your agency attract the quality caregivers you need to succeed and stop the revolving door. Industry expert Kristen Duell will delve into effective and efficient means to improve recruiting, the power of word of mouth, and how to incentivize existing caregivers to participate in a referral program. Plus, get a clear picture of how this program dovetails with a strong agency culture.

  • Explain the power of word of mouth
  • List effective and efficient means to improve recruiting
  • Identify ways to incentivize employees to participate in a referral program

Exhibit Hall Grand Opening & Welcome Reception
5:00 p.m. – 6:30 p.m.



Main Conference – Day 1  |  Tuesday, November 10, 2020

Track 1

Registration & Continental Breakfast
8:00 a.m. – 9:00 a.m.

The Human Capital Advantage: Delivering on the Employee Experience to Drive Competitive Advantage
9:00 a.m. – 10:15 a.m.
Adam Robinson, CEO at Hireology
In today’s competitive market, success comes from the ability to hire talented people. Hireology data show that up to 10% of today’s healthcare applicants are lost because hiring managers never review their application or take so long to do so that candidates find work elsewhere before the company reaches out for an interview. During this session, Hireology CEO Adam Robinson will share the best practices top healthcare agencies leverage to connect with today’s top applicants and provide a compelling candidate experience.

  • Identify ways to connect with your team and get people pre–boarded and scheduled faster
  • Measure the top channels to drive applicants and eventual hires
  • Demonstrate one way to create and showcase a unique employer brand
  • Tool: Guide and assessments printout

Networking & Refreshment Break
10:15 a.m. – 10:45 a.m.

The Optimal Agency Growth Platform: How to Install Systems That Improve the Bottom Line
10:45 a.m. – 12:00 p.m. 
Agency Panel led by Home Care Pulse
Join innovative and strategic agency leaders to discuss how they’ve grown their agencies by tracking the right metrics, upskilling clients to gain more billable hours, and successfully implementing career ladders for caregivers. During this panel discussion led by Home Care Pulse, panelists will chime in on best practices and systems that have helped them succeed in a competitive market.

  • Identify systems to help improve your agency’s bottom line
  • Explain key strategies that have helped agencies succeed
  • Tool: Home care business action item handout

Lunch in the Exhibit Hall (provided)
12:00 p.m. – 1:15 p.m.

Are You Throwing Clients Away? Closing Business Starts With Call #1
1:15 p.m. – 2:15 p.m.
Shelle Womble, Home Care Sales and Operations Coach and Marissa Snook, Managing Director with corecubed
Learn how to get the most out of your marketing dollars and drive consumers and referrers to call your agency. Ensure your inquiry team is driving the sales process throughout the call by using ongoing monitoring and constructive feedback. Hear real “mystery calls” to home care agencies around the country to identify important things to do and to avoid. Find out how to incorporate consultative selling; know what questions to ask and when; and understand how to manage the call's flow, move toward the next steps, and ask for the caller's business.

  • Name the top 10 pieces of information staff should know about their agency and the home care industry as a whole to assist in leading inquiry calls
  • Distinguish the six phases of an inquiry call
  • Identify how to move an inquiry call through the six phases
  • Demonstrate how to respond to objections with empathy and lead a caller to action
  • Tool: The inquiry call top 10: What everyone who answers the phone should know about your agency and the home care industry

Networking & Refreshment Break
2:15 p.m. – 2:45 p.m. 

How to Grow a Multimillion–Dollar Home Care Business
2:45 p.m. – 3:45 p.m. 
Debbie Miller, President of Marketing and Grant Gaston, CEO with 52 Weeks Marketing
Discover five keys to running and growing a successful home care business. Learn about constantly marketing as well as recruiting and hiring caregivers. Uncover how to convert leads to clients and how to retain them. Get an inside look at how to manage your margin, cashflow, and profitability.

  • Demonstrate one way to manage cashflow and profitability
  • Identify ways to convert leads to clients and retain them
  • Tool: 2021 business plan worksheet

Session and speaker coming soon!
3:55 p.m. – 4:55 p.m.

– Adjourn –
   5:00 p.m. 

Track 2

Legal Update: What’s Changed and What’s On the Horizon for Private Duty
1:15 p.m. – 2:15 p.m. 
Angelo Spinola, Attorney and Shareholder with Littler Mendelson
Hear from one of the industry’s top attorneys on the biggest legal issues impacting the private duty home care industry today. In this session, attorney Angelo Spinola will provide a high–level overview of the newest laws, rulings, and legal trends, including trends in wage–and–hour issues as well as formative legislation in California that other states are trying to replicate. Get the details you need to position your agency for success in a changing legal landscape.

  • List at least three legal trends currently impacting home care
  • Identify one example of formative legislation that some states are trying to replicate
  • Tool: Industry pay study

Avoid Rate Manipulation Claims and Maintain Compliant Pay Practices
2:45 p.m. – 3:45 p.m. 
Angelo Spinola, Attorney and Shareholder with Littler Mendelson
Get details on how to maintain compliant pay practices and avoid costly rate manipulation claims. During this session, attorney Angelo Spinola will dig into what rate manipulation is and how to avoid it. Find out how to ensure the way you compensate staff is appropriate when it comes to on–call and more. Plus, hear details about recent cases that are influencing the issue.

  • Explain what rate manipulation is and why it should be avoided
  • Identify at least one compliant pay practice
  • Tool: Sample employee agreement language to prevent rate manipulation claims

Navigate the Legal Nuances of Discrimination and Identify What You Can and Cannot Do
3:55 p.m. – 4:55 p.m.
Angelo Spinola, Attorney and Shareholder with Littler Mendelson
Most agency leaders would agree that discrimination isn’t right, but the law is more complex than that. In this session, attorney Angelo Spinola will walk you through the ins and outs of discrimination from a legal perspective. Get best practices to help clearly establish what you can and cannot do. Identify actions that could land you in hot water, even when it comes to things that are legally allowed.

  • Explain at least one best practice to avoid discrimination claims
  • Identify actions that could be problematic even if legally allowed
  • Tool: Respectful workplace policy tailored to home care

– Adjourn –
   5:00 p.m.



Main Conference – Day 2  |  Wednesday, November 11, 2020

Continental Breakfast
8:00 a.m. – 9:00 a.m.

Legal Q&A: Stump the Attorney With Your Compliance Questions
9:00 a.m. – 10:00 a.m.
Angelo Spinola, Attorney and Shareholder with Littler Mendelson
This is your chance to get all your most complicated legal questions answered by one of the top home care legal experts. Come prepared with questions about the biggest legal challenges facing your agency today, including how to appropriately pay and correctly classify your employees.

  • Identify compliant legal practices based on expert responses
  • Explain at least one common legal challenge

Networking & Refreshment Break
10:00 a.m. – 10:30 a.m. 

Measuring Metrics That Matter
10:30 a.m. – 11:30 a.m.
Mike Price, Senior Vice President of Business Development and Partnerships with Honor
Want to make smarter financial decisions for your business? In this session, home care expert Mike Price will explain which business and care metrics separate the best agencies in each market and why. Learn how to track, evaluate, and improve these metrics, enabling you to make data–driven decisions that will improve service quality, boost sales and marketing efficiency, and increase profits.

  • Identify how to evaluate business and care metrics
  • Demonstrate how metrics will boost sales and marketing efficiency
  • Tool: Worksheet on measuring your metrics

Become Certified or Develop a Music & Memory Program to Help Dementia Patients
11:40 a.m. – 12:40 p.m.
Aishling Dalton Kelly, CEO of Aishling Companion Home Care, Inc.
Music is a powerful tool that can have a significant positive impact on your clients, especially those with dementia. Get the tools you need to implement your own music & memory program to impact clients and your community. During this interactive session, hear from expert Aishling Dalton Kelly on the elements of the program, case studies, and quantitative results and metrics from program implementation.

  • Name key elements of a music & memory program
  • Explain why music can have a positive impact on dementia clients
  • Tool: Music & memory program collateral

*Agenda and Speakers subject to change*


Amanda Dreadin

Amanda Dreadin, Private Duty Manager at First Choice Home Health

With over 17 years of experience in health care and a graduate of Montana State University, Amanda oversees private duty services for First Choice Home Health in Bozeman, Montana. Amanda is responsible for developing and orchestrating First Choice’s apprenticeship program, which is the first home care agency in the state of Montana to have such a program. The program was recognized by Montana’s Lt. Governor. During her time at First Choice, Amanda has dropped the turnover rate from a nearly full staff turnover to only 37% last year. During her time away from the department, Amanda enjoys raising her two boys and savors all the outdoor life that Montana has to offer.

Adam Robinson

Adam Robinson, CEO at Hireology

Adam Robinson is Co-Founder and CEO of Hireology, where he’s on a mission to help dealers succeed by building exceptional teams and workplace culture. He’s a nationally recognized keynote speaker, author of The Best Team Wins: Build Your Business Through Predictive Hiring and a columnist for Inc . magazine.

Adam is a three-time finalist for EY Entrepreneur of the Year (2017, 2018, 2019), and named a “Top 25 HR Industry Game Changer” by Workforce magazine. Under his leadership, Hireology was ranked #94 on the Inc. 500 list of America’s fastest-growing private companies in 2016 and has been on the Inc. 5000 list each of the last five years. Hireology has twice been recognized nationally as a “Top 50 Best Workplace” by Inc. Magazine and a “Top Company Culture” by Entrepreneur magazine.

Adam graduated from the University of Illinois at Urbana-Champaign, and received his MBA from DePaul University. He’s a member of YPO Chicago and the Economic Club of Chicago and lives with his family in Chicago, Illinois.

Helen Adeosun, CEO at Care Academy

Helen Adeosun, CEO at Care Academy

Helen is passionate about care giving and the impact that the right caregiver can have on families. As an educator and workplace trainer, she has had a career in driving outcomes for adult learners and finding meaningful ways for them to engage in learning. She has worked with Teach for America, Boston Public Schools, and Pearson Education as well as a number of companies focused on care giving issues. CareAcademy was born out of her own first-hand knowledge and experience as a caregiver and she hopes that CareAcademy is a place to grow healthcare careers. CareAcademy now serves nearly 100,000 care workers and aims to be the standard of excellence in care with a mission to train over 1M care workers by 2022. CareAcademy has been recognized by the AARP Foundation, Forbes, Vanity Fair, is a Techstars Boston 2017 Finalist, and also a Global Winner of the MIT Inclusive Innovation Competition. She holds a B.A. from the University of Notre Dame in Political Science and Arabic Studies, an EdM. from Harvard University in Education Policy.

Bunny Young

Bunny Young, Chief Burnout Prevention Officer at A Better Place Consulting

Stuntwoman turned businesswoman is the best way to start a bio. After being diagnosed with a heart condition at an early age and depending on a service dog for a higher quality of life, Bunny focuses on using each day to fully deliver our purpose within the world. Bunny founded her company, A Better Place Consulting, to empower and educate businesses and organizations about the impact of work-life alignment. Bunny enjoys breaking the codependency found between professionals and their companies. Bunny also enjoys teaching burnout prevention to law enforcement, military, and correctional officers. She is a third-generation entrepreneur, an international speaker, retired therapist, surfer, Army wife, and cowgirl who speaks 4 languages. Bunny is still most proud of her incredible family of two amazing daughters and her supportive husband.

Kristen Duell

Kristen Duell

With 16 ½ years of experience in the health care sector, Kristen Duell began her journey as a Personal Care Aid, when she discovered a passion for delivering exceptional care. A hunger to make a bigger impact led her down the path of health information technology, where she gained experience in roles involving implementation, sales, marketing, and training. Kristen is known for her ability to create a culture where the organization can thrive and execute a vision to bring human focused innovation to needs of post-acute care agencies.

Shelle Womble

Shelle Womble, Home Care Sales and Operations Coach at corecubed

Shelle Womble is a home care sales and operations consultant for corecubed, a dynamic marketing company dedicated exclusively to serving the in-home care industry. With over 25 years of multi-state experience in home care, Shelle has held a variety of home care operations and sales management positions, from District Regional Manager of a single unit agency, to Director of Operations/General Manager for 50 branch locations in 11 states for a large home care franchise, and most notably, as National Sales Director. At corecubed, Shelle provides professional sales and operations training, strategy, and coaching services to home care agencies across the country.

Marissa Snook

Marissa Snook, Managing Director with corecubed

Marissa Snook has been working in public relations and marketing for over fifteen years with a focus on in-home care marketing since 2005. She is a Managing Director at corecubed and the administrator of corecubed’s award winning MOST home care marketing program. When working for one of Washington State’s top public relation’s firms, she won the “Wind Beneath Our Wings” award. Marissa is an expert at juggling multiple tasks simultaneously and thinking strategically. With her background in theater and directing for the stage, Marissa excels at getting into the mindset of a particular target audience and understanding the best ways to reach them.

Debbie Miller

Debbie Miller, President of Marketing with 52 Weeks Marketing

Utilizing her previous marketing experience in “Big Pharma”, Debbie created the 52 Weeks Sales and Marketing system. In ten years, Debbie built a $10.5-million-dollar home care organization, using the 52 Weeks B2B Sales & Marketing System. Understanding the daily challenges facing providers today, she is passionate about helping owners differentiate themselves, dominate their markets and grow their businesses. With her “marketing in a box”, approach and accompanying CRM software, providers across the country are finding it easier to direct, manage, and motivate their marketing teams. With only 3% of home care providers having sales and marketing experience, working with 52 Weeks Marketing is like having the Marketer Director you always wanted but couldn’t afford and probably could never find!

Grant Gaston

Grant Gaston, CEO with 52 Weeks Marketing

Grant has an extensive background in home care sales and marketing, from small to medium businesses. Grant has expertise in senior care from a corporate perspective, building and structuring home care agencies, and is also an expert in B2B sales and marketing management systems. He commercialized the 52 Weeks Marketing System, and developed it’s CRM Sales Management Software with an App for mobile devices, designed specifically for franchisees, owners, marketers and lead intake coordinators.

Angelo Spinola

Angelo Spinola, Shareholder with Littler Mendelson

Angelo Spinola is a shareholder with Littler Mendelson who chairs the law firm’s home care industry practice group. He has two decades of experience representing home care employers across the country in collective, class and hybrid actions brought under the Fair Labor Standards Act and various state wage and hour laws. He provides legal aid to employers responding to wage and hour investigations by the Department of Labor and its state agency equivalents, conducts wage and hour practice audits and develops compliance measures that minimize exposure, among other services. He earned his J.D. from George Washington University Law School in 1999 and is a member of the State Bar of Georgia.

Mike Price

Mike Price, Senior Vice President of Business Development and Partnerships with Honor

Mike Price is Senior Vice President of Business Development and Partnerships at Honor. Prior to Honor, he was Senior Vice President of Business Development and Partnerships at eHealth, Inc. (Nasdaq: EHTH). During his tenure at eHealth, Mike’s team developed key strategic partnerships that grew annual enrollments for health insurance and Medicare-related products from 26% of the company’s annual enrollments to 69%. Prior to eHealth, Mike has held a variety of senior management and executive positions at private, venture-backed startups, large publicly traded companies, and he was an early employee at DoubleClick Inc. (acquired by Google) and Yahoo! Inc. Mike has an M.B.A. from Thunderbird – The American Graduate School of International Management and a B.A. from Hofstra University.

Aishling Dalton Kelly

Aishling Dalton Kelly, CECM, CDP, CADDCT, CFRDT , President and CEO of Aishling Companion Home Care, Inc.

Aishling Dalton Kelly, the founder of Aishling Companion Home Care, dedicates her life’s work in caring for seniors, more especially those with forms of dementia. She is the driving force for building integrity and high standards in the home services arena. She consistently builds her company by focusing and using her creative and decisive ability when assisting families with their loved ones in creating care plans and ensuring safety. She draws from her former personal experience along with her observant eye. She delivers confidence and security to the families she assists. She provides seniors with a better quality of life by educating their families and caregivers and giving them necessary resources to succeed.

She is a former Esthetician and Reflexologist. She holds certifications as a CADDCT (Certified Alzheimer’s Dementia Disease Certified Trainer), a CFRDT (Certified First Responder Dementia Trainer), a CDCM (Certified Dementia Care Manager), a CDP (Certified Dementia Practitioner) and an Ageless Grace Certified Educator.

Aishling has been in business since 2011. A member of the Home Care Association of America since 2012, a Board Member since 2013, and is currently serving as the Vice-President of the Illinois Chapter. She is also the current co-chair on the legislative/regulatory committee for the HCAOA and is currently working on the Alzheimer’s Disease and Related Diseases Act, 410 ILCS 4061, representing home care agencies. She is very involved legislatively with regards to home services. She is a current director of CMSA (Case Management Society of America). Her agency is a Music and Memory Care Certified agency, which raises awareness on the importance of music with dementia clients.

Aishling is ambitious and goal-oriented. She has pioneered several Dementia training programs which focus on educating her client’s families, caregivers and the public at large. This training is CE certified and can be brought to your facility or conducted at her office for 6 hours of credit. She is detail-oriented and meticulously focused when it comes to hands-on training. She understands the importance of team work and in working with families and her resources, which enable her seniors to safely age in place with quality home care.



Paris Last Vegas Hotel & Casino
3655 Las Vegas Boulevard South
Las Vegas, Nevada, 89109

Experience everything you love about Paris, in the heart of the Las Vegas Strip. At the Paris Las Vegas Hotel & Casino, you are transported to the “City of Lights” with all the same passion, excitement, and ambiance of Europe's most romantic city. This guestrooms and suites include custom European furniture, extravagant marble baths, rich fabrics and luxury appointments to rival the finest Parisian hotels. Plus, a 540-foot tall replica of the Eiffel tower, two-third size Arc de Triomphe and views of the Bellagio’s fountain show.

Special Room Rate: $149/night (+$30 daily resort fee).
Hotel Cut-Off Date: Sunday, October 18, 2020
Hotel rooms may sell out earlier than the cut-off date so book early!
Reservations: 1- 800-358-8777 and reference DecisionHealth Events
Booking Link: https://book.passkey.com/go/SPADH0

Simplify Compliance/DecisionHealth has no affiliation with any third-party companies or travel assistance providers. Hotel rooms should be booked directly with the hotel via the official hotel information listed on the website and registration brochure.


Pre-Conference workshop (November 9, 2020)
Retail Price: $595

Main Conference (November 10-11, 2020)
Retail Price: $999
Early Bird Price: $899 (Expires: September 3)
Save $100

All-Access Pass: Best Value Main Conference & Pre-Conference (November 9-11, 2020)
Retail Price: $1,499
Early Bird Price: $1,349 (Expires September 3)

Save $249
Fastest ways to register:

  • Register Online
  • CALL 1-855-225-5341

Multiple Attendees?
Groups of 3 or more: Save an additional 10% off the lowest price
For multiple attendee discounts, contact Megan Ireland 855-225-5341 x6025 or mireland@decisionhealth.com