Private Duty National Conference & Expo


Preconference | Sales strategies to take your agency to the next level

8:00 - 9:00 a.m.

Registration, continental breakfast

9:00 - 10:15 a.m.

Laura Shaw-deBruin

Become your region’s preferred one-stop shop for all things home care

Laura Shaw-deBruin, executive director, Norwood Seniors Network, Chicago, IL.

Add new service lines to effectively compete with growing competition from Uber, private caregivers and technology aiming to replace caregivers, by following the steps of one not-for-profit organization that provides a comprehensive service offering for its clients. The organization’s one-stop shopping service line has contributed to 20% growth each year for the past three years with an average 57% close ratio. Sample services are home delivered meals (over 100 meals a day), voice care such as Life Alerts and door-to-door transportation to social events in the community.

TOOL Assessment tool that captures home and personal safety and cognitive ability

10:15 - 10:30 a.m.


10:30 a.m. – 11:45 a.m.

Kristie McDonald

Leverage the power of “search marketing” and Google to grow your business

Kristie McDonald, author of Google AdWords for Dummies, managing partner at CareMarketer, Chicago, IL.

Learn from a marketing expert how to use Google to increase the number of service inquiries coming through the door. She’ll share the multi-faceted marketing approach one client took to add $45,000 in incremental revenue to its annual bottom line, increase inquiries from calls and online forms by 92% and increase website visitors by 38%. Walk away with a better understanding of the current Google landscape, paid ads, maps listings and organic listings.

TOOL Checklist of steps to improve your web presence

11:45 a.m. – 12:45 p.m.


12:45 – 2:00 p.m.

Guy Tommasi Jr

Earn your seat at the value-based purchasing table

Guy Tommasi, Jr., executive director, LIFETIME Care at Home, Guilford, CT.

LIFETIME Care at home grew its revenue by 5% in one year by earning a seat at the value-based purchasing table. Get the step-by-step approach they took to track and present key metrics such as 30-, 60- and 90-day rehospitalizations, activities of daily living and client satisfaction when speaking with key referral sources from hospitals, SNFs and home health. By learning to speak the same language as referral sources, the agency was able to make the case that referring to private duty will help patients in the long-run.

TOOL Customizable program template

2:00 – 2:15 p.m.


I liked that the speakers were mostly agency owners. A lot of conferences have consultants and marketing/sales firms. It’s refreshing to hear from owners." Sara S., Vice President, At Your Place Senior Care

2:15 – 3:30 p.m.

Shelle Womble

Build strategic accountability into your sales plan, grow revenue

Shelle Womble, home care sales & operations consultant, corecubed, Asheville, NC

Learn how to create a fully functioning, detailed, agency-specific strategic sales plan that yielded 10% revenue growth year over year while keeping expenses on budget for one multi-location client agency that worked with consultant Shelle Womble. The agency opened eight locations that all achieved profitability within the first year by following this strategic plan. Drill down and learn how to use a sales funnel to create accountability and develop a referrals pipeline. Bonus: Get tips to leverage a CRM to really focus your sales staff.

TOOL Template for a rough draft of a strategic sales plan

3:30 – 3:45 p.m.


3:45 – 5:00 p.m.

Seth Zamek

Push the hot buttons to score referrals from hospitals, SNFs and rehab centers

Seth Zamek, owner and executive director, Senior Helpers, SC

Get best practices for how to build strong relationships with referring hospitals, rehab centers and SNFs. Seth Zamek grew his Senior Helpers business to roughly 100 caregivers and 10 office staffers generating 3,000 referrals, a service-equity-to-assessment ratio of 40% and an assessment-to-client ratio of 80%. He’ll share his secrets for differentiating his agency by sharing information about his specialty programs/services.

TOOL How to overcome the 5 major challenges in forming relationships with referral sources

5:00 – 6:30 p.m.

Exhibit Hall Open

Exhibit Hall Grand Opening and Welcome Reception

All conference attendees welcome!

Connect with other private duty executives like yourself and shop the exhibit hall for dozes of the latest solutions to help grow your agency.

The conference had a strong line-up and refreshing information. We were given some great ideas to take home and put into practice." Jennie S., CFO, Home Bound Health Care

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