Chief growth officer on the competitiveness of home health market

Kim Baldwin, chief growth officer at Traditions Health

Photo; Courtesy Traditions Health

The home care and hospice market is growing along with an aging population.

Reflecting the growing demand for home care services, home health volumes are expected to increase 22% by 2034, according to a November report from Research and Markets.
 
“The market is competitive,” said Kim Baldwin, a 22-year veteran of home health and hospice services who was recently hired by Traditions Health as its first chief growth officer. “We call on places like hospitals, skilled nursing facilities, assisted living. Most importantly we call on provider groups, PCP providers – they sign the orders for care. Utilization has grown tremendously and it will continue to grow.”

Traditions Health, headquartered in Franklin, Tenn outside of Nashville, provides hospice, palliative and home health care. 

It went through a time of acquisitions in the early 2000s, aided by a partnership with private equity company Dorilton Capital. Since 2008, the business has grown from having one site in Bryan, Texas to 120 locations across 18 states, many in rural areas. 

Baldwin is tasked with achieving organic growth within the current business.

All of the branch locations have achieved Joint Commission accreditation but the company has no facilities of its own for patient care.   

“Most of our care is delivered in the home by a clinician,” Baldwin said.

And while she and others are closely watching whether Congress will act to extend telehealth and remote patient monitoring capabilities, their home care service remains hands-on. Data analytics is helping to inform better care during the last weeks of life.

“Holding somebody’s hand …” Baldwin said, “technology can’t do that.” 

Challenges include the same staffing and reimbursement pressures of hospitals and physician groups. Home health got a 0.5% increase for 2025 from the Centers for Medicare and Medicaid Services. Hospice care received a 2.9% payment increase. 

The talent pool is shrinking and reimbursement continues to be an issue, Baldwin said. “It’s getting more difficult to attract the top talent,” she said, adding, “As a group we feel optimistic about 2025.” 
 
Before joining Traditions Health, Baldwin held numerous senior leadership roles in the post-acute care industry, including Moments Hospice, Compassus, and HCR ManorCare. She most recently served as the chief growth officer for Kara Health. 

Home care mergers and acquisitions have decreased since a pandemic-induced peak, according to the Research and Markets report. A total of 106 homecare mergers and acquisitions occurred in 2023, a 40% decline from 179 transactions in 2021. Home care mergers and acquisitions in the first and second quarters of 2024 were at the lowest levels since 2019. Of the 20 mergers and acquisitions that occurred in the second quarter of 2024, private equity accounted for six. 

Email the writer: SMorse@himss.org