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COMMUNITY PHARMACIES DEVELOPING HOME HEALTH SERVICES FOR NEW REVENUE AND GROWING MARKETS - - > CONCLUSION < - -

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Some risks are inherent with any home health service product expansion. These risks must be evaluated and potential pitfalls must be recognized. Although it would appear that the less expensive and easily reimbursable shelf modalities are the logical first step in expanding into home health services because of there reduced risks, you must also realize that these modalities are less profitable, and limit your value to be a solution to a patients total home care needs. Candidates that require the more expensive and profitable therapy types will have to choose another provider for those modalities. Marketing efforts for providers supporting a limited number of modalities will likely find home health planners would be more inclined to choose a full services home health agency to simplify their tasks in assisting the patients in determining which provider to use. Pharmacists should recognize the potential for new revenues in this growing marketplace. The pharmacy should also recognize the responsibilities and expenses of product, billing, and ancillary costs related to home health services expansion. Every pharmacist has a built in census from his customer base of candidates that it supports currently for their pharmaceutical needs. Because of your reputation with your customers, your regard by local health care professionals, and the value of the trust you've developed in your community, you have the potential for expansion by reaching in to this growing marketplace. The benefits outweigh the risks if the pharmacist strategically considers their level of participation. The pharmacists should work according to a business and marketing plan that addresses how to implement a home health revenue center. Future trends in aligning health care may dramatically impact the pharmacist's existing business. In the scheme of things to come for decades, a lot of people will need home health services, somebody has to do it, and the community pharmacy can be a home health services provider. Offering home health services to your valued patients enables them to maintain a high quality of life. They would prefer receiving the necessary modalities they require in the familiar surroundings they are comfortable with, by someone they know, someone they trust.

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