#48 You’ve probably heard about the Medicare GUIDE program—but you may still be wondering: Is my agency a fit? And how do we actually participate? PocketRN Co-Founder and CEO Jenna Morgenstern-Gaines delivers one of the clearest breakdowns I’ve heard on how GUIDE really works. We unpack the program model, the difference between participants and partner organizations, patient eligibility and enrollment, what services are actually included, and how home care agencies can use GUIDE to strengthen and differentiate their dementia care. If dementia is part of your caseload, this is an episode you can’t afford to miss. GUIDE isn’t just another program—it’s an early signal of where dementia care, reimbursement, and home care integration are heading.

• PocketRN
• PocketRN + Medicare Guide Program
• Jenna Morgenstern-Gaines
• sales@pocketrn.com

Sponsors:

• Helper Heroes - high-quality virtual assistants that know home care
• Mertz Taggart - the leading home care M&A firm advising sellers at every stage

#47 If you’re building a strong culture, social media is easy. If you’re not, social media feels impossible—and most leaders opt out. Nick Bonitatibus breaks down how home care leaders should actually be using social platforms: not as a sales channel, but as a weekly business tool. We talk about what content really performs right now, why raw posts build more trust than polished ones, how to attract referrals and talent, and what real relationship-building looks (and it’s not cold DMs). We talk about how to translate visibility and credibility into real business outcomes—tune in.

• Nick Bonitatibus on LinkedIn
• Digital Champs
• Video Sales Accelerator

Sponsors:

• Acrisure

#46 There’s more to private pay rates than most people think. Jesse Walters, CEO of Hillendale Home Care, shares what it’s like to operate as both a low-cost provider and a premium provider—and the challenges that come with each. Jesse walks through acquiring Hillendale, scaling the business by 600% in just three years, and how pricing decisions impacted competition, staffing, and continuity of care along the way. He also discusses opening multiple de novo offices in his California market—by the way, de novo means starting from the beginning—and what that taught him about rates as a long-term strategy, not just a short-term revenue lever.

• Jesse Walters on LinkedIn
• jesse@hillendale.net
• https://hillendalehomecare.com/

About Hillendale
Hillendale Home Care provides trusted, relationship-based in-home care for older adults throughout the San Francisco Bay Area, serving Contra Costa, Alameda, Sonoma, Santa Clara, and San Mateo Counties. The agency offers personalized support designed to help seniors live safely and comfortably at home, including companionship, personal care, dementia care, and assistance with daily living. Hillendale is known for its thoughtful caregiver matching, high standards of care, and deep commitment to the local communities it serves.

Sponsors:

• Phoebe.work
• MertzTaggart.com