Proprietary and voluntary home care agency evolution: the emergence of a new entity.

The objective of this paper is to document that the delivery of home care services and the corresponding ways in which they are marketed are evolving in both proprietary and voluntary providers. This evolution is producing the emergency of a new entity. In order to examine the present state, it is necessary to review the general history of the development of both voluntary (not-for-profit) and proprietary home health services. Then, an analysis of present conditions will show that these two forms of ownership are changing in ways that are making them more alike than different. This situation is leading to more intense competition for an expanding and diverse mix of home services. Program content and corresponding marketing techniques have crossed the industry's traditional lines blending into a wide array of services being offered by both voluntary and proprietary organizations. Despite their many shared goals and objectives, home care agencies still differ in their underlying philosophy which is based at least in part on their past.