Maxim Healthcare Prioritizes Technology & Workforce Investment Amidst Shifting Home Care Landscape
Maxim Healthcare Group is aggressively investing in both technological infrastructure and its caregiver workforce as it navigates a rapidly evolving home-based care industry, according to recent comments from CEO Jarrod DePriest. The company, which serves 25,000 patients with a team of 30,000 caregivers across 42 states, is striving to overcome past shortcomings in technology adoption while simultaneously addressing the critical caregiver shortage.
Catching Up in the Tech Race
Three years after separating its staffing and home health divisions, Maxim is acknowledging a need to accelerate its technological advancements. “We realized that we had a lot of ground to make up,” DePriest told Home Health Care News, outlining a strategic plan to build out a proprietary technology stack. This includes developing in-house platforms for electronic documentation, Electronic Visit Verification (EVV), and a dedicated caregiver app, Maxim Care Mobile.
The push for technological integration comes as the role of technology in home-based care expands exponentially. However, DePriest also recognizes the challenges of rapid implementation, noting limitations in financial resources and the need to ensure operators and clinicians can adapt to new systems without disrupting patient care.
From Staffing Model to Employer of Choice
Alongside technology, Maxim is focusing on attracting and retaining caregivers through a shift towards a more robust “employer model.” This involves significant investment in benefits, training, and career development opportunities. A key initiative has been the rollout of a paid time off (PTO) program in early 2024, a benefit that caregivers overwhelmingly requested through company surveys and feedback loops.
“That’s a huge example of thinking about how we move the company forward by taking care of the people who are doing the really great work out there,” a senior official stated. The PTO program, while a substantial investment, has already yielded positive results. Maxim has reported record numbers of caregiver hires and increasing retention rates, demonstrating the program’s appeal in a competitive labor market.
Client-First Focus & Strategic Growth
The 2022 split between Maxim’s staffing and services divisions was intentionally designed to prioritize a client-first approach. This strategy is being actively executed through initiatives like the PTO program, which directly impacts the quality of care by supporting caregiver well-being.
Maxim provides a range of home-based services including skilled nursing, personal care, respite care, and behavioral care. The company’s success hinges on its ability to navigate a complex landscape of evolving federal health care policy and address the growing demand for in-home care services.
Navigating Medicaid Uncertainty
A significant challenge facing Maxim, and the broader home care industry, is the potential impact of the “Big Beautiful Bill” – legislation passed under the Trump administration – on Medicaid spending. The uncertainty surrounding federal matching funds poses a considerable risk, particularly for states that expanded Medicaid under the Affordable Care Act.
“It’s very concerning. It’s very challenging to not know what the future is going to hold there from a reimbursement perspective,” DePriest explained. To mitigate this risk, Maxim is adopting a cautious approach to workforce investments, recognizing that benefits like PTO may be difficult to scale back if reimbursement rates decline.
Advocacy & Long-Term Vision
Maxim is actively engaged in advocacy efforts, working with organizations like the Home Care Association of America to shape federal policy. A key priority is a bill to define “continuous skilled nursing” as a distinct segment, which would streamline regulations for providers offering private duty nursing services.
Looking ahead 30 years, DePriest anticipates continued growth in demand for home health care, driven by an aging population and a persistent caregiver shortage. He believes that providers who can successfully address the workforce challenge – potentially through innovative workforce development strategies – will be best positioned for success. “The providers who are able to figure that out and maybe create a workforce to some degree are really going to be in a good position,” he concluded.
Related reading
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