A closer look at opportunities in home health markets

The home health market is one of the health industry's fastest growing segments. Cost containment initiatives, competition, and governmental controls have been the dominant forces shaping this rapidly changing market, and observers predict that this will be the case for years to come. Its popularity as a growth industry has produced a rush of new entrants, many experiencing vastly different outcomes. Several otherwise formidable newcomers have already succumbed and others are in jeopardy of stumbling. Long established home health agencies must adapt their mission and strategies or suffer the same fate as the newcomers. However, with proper market research and careful planning, there are excellent opportunities for growth and profit in the home health market.