Maximizing market potential in home care.

National trends in demographics and skyrocketing healthcare costs are escalating the demand for home healthcare. As a result, competition for a share of the home care dollar has become fierce. In the next decade, home care providers--hospitals, proprietary companies, and nonprofit agencies--will be competing for a portion of the projected $60 billion in home care earnings. The author offers three recommendations to providers who wish to ensure survival and growth in these fast-moving times.