Pre-Symposium Workshops
Monday, October 13
- The morning workshop provides 4.5 continuing education units (CEUs) for skilled nursing, occupational therapy, and speech-language pathology and audiology.
- The afternoon business bundle delivers 3.5 CEUs for the same disciplines.
Bringing together agency leaders, innovators, and influencers, the event delivers thought-provoking sessions, practical strategies, and meaningful networking to help you thrive. Whether you’re navigating regulatory shifts, workforce challenges, or working to elevate your client experience, this event is designed to empower, educate, and energize. to empower, educate, and energize.
Schedule At-A-Glance
7:30 AM | Registration & Networking Breakfast |
8:30 AM | Private Duty 101: Essential Strategies for Success |
10:15 AM | Morning Break |
10:30 AM | Private Duty 101: Essential Strategies for Success (continued) |
12:30 PM | Networking Lunch |
1:30 PM | Sales Analytics & Revenue Optimization: Master Your Pipeline for Predictable Growth |
2:30 PM | Strategic Business Planning: Build Your Blueprint for Sustainable Growth |
3:30 PM | Afternoon Break |
3:45 PM | Essential Legal Knowledge Every Home Care Professional Must Know |
5:00 PM | Happy Hour Networking Reception |
8:30 AM – 12:30 PM
Private Duty 101: Essential Strategies for Success
Jessica Devine & Patti Heid, Home Care Association of Florida
Join us in person for a comprehensive half-day workshop that explores the foundations of operating a private pay home health agency. We’ll cover essential topics such as licensure requirements, regulatory compliance, operational best practices, marketing strategies, and workforce management. Designed for new managers and leaders, this session will provide practical tools to help you succeed in the growing private pay sector.
Jessica Devine has worked in home care since 2014 across a variety of provider types, including Medicare-certified home health, nurse registry, and private duty home care. Prior to joining HCAF, she served as Director of Private Care for a Visiting Nurse Association, where she oversaw a multi-region business in conjunction with the organization’s home health and hospice services. She strongly believes that home care, more than any other form of health care, enhances patient well-being by promoting independence and preserving dignity, regardless of living situation. Jessica is a proud alumna of the University of Central Florida, where she earned a Bachelor of Arts in Interdisciplinary Studies.
Patti Heid, MPST, COS-C, is HCAF’s Senior Director of Best Practices & Compliance. A physical therapist for over 30 years, Patti has worked in home care for 27 of those years. She believes nothing compares to the rapport developed with patients and families while working with them in their homes to overcome day-to-day challenges. Patti has held many key roles within home care — from field clinician to management — each deepening her respect and admiration for the impact providers can have. She earned a Bachelor of Science in Biology from St. John’s University (1991) and a Master of Science in Physical Therapy from the University of Miami (1993).
1:30 PM – 2:30 PM
Sales Analytics & Revenue Optimization: Master Your Pipeline for Predictable Growth
Thomas Rose, 21st Century Health Care Consultants
This session will help participants clearly distinguish between sales pipelines and sales funnels, understand the key metrics and key performance indicators (KPIs) that drive each, and learn how to apply these insights to optimize revenue growth. Attendees will explore how funnels map the customer journey, how pipelines reflect the steps sales staff take to close business, and which conversion and process metrics best measure effectiveness. By the end, participants will know where they can influence both pipeline and funnel performance to strengthen their sales organizations and improve results.
Thomas Rose is the President and Chief Executive Officer of 21st Century Health Care Consultants. A former U.S. Army Special Forces Officer (Green Beret), Thomas has extensive business leadership experience, including a successful track at General Electric, culminating as Chief Financial Officer of GE’s largest asset management company. Following GE, he focused on growing or turning around small- to mid-sized businesses as President or business development executive in industries ranging from automotive and manufacturing to health care.
Thomas’ Fortune 100 C-level expertise, combined with nearly two decades of small- to mid-sized business leadership, equips him to anticipate and solve the challenges clients face as they start and grow their agencies. He earned a Bachelor of Science in Management from Methodist University and an MBA from Webster University.
2:30 PM – 3:30 PM
Strategic Business Planning: Build Your Blueprint for Sustainable Growth
Thomas Rose, 21st Century Health Care Consultants
This session will guide participants through the essential components of a business plan, highlighting the six main sections and their purpose. Attendees will learn which areas require detailed explanation and which should be summarized for clarity, as well as how to tailor the plan to different audiences — from investors and lenders to staff responsible for implementation. By the end, participants will understand how to craft a business plan that functions as both a persuasive tool for stakeholders and a practical roadmap for achieving organizational goals.
Thomas Rose is the President and Chief Executive Officer of 21st Century Health Care Consultants. A former U.S. Army Special Forces Officer (Green Beret), Thomas has extensive business leadership experience, including a successful track at General Electric, culminating as Chief Financial Officer of GE’s largest asset management company. Following GE, he focused on growing or turning around small- to mid-sized businesses as President or business development executive in industries ranging from automotive and manufacturing to health care.
Thomas’ Fortune 100 C-level expertise, combined with nearly two decades of small- to mid-sized business leadership, equips him to anticipate and solve the challenges clients face as they start and grow their agencies. He earned a Bachelor of Science in Management from Methodist University and an MBA from Webster University.
3:45 PM – 5:00 PM
Essential Legal Knowledge Every Home Care Professional Must Know
Michael Gennett, Polsinelli
This session will prepare participants to spot potential compliance issues early, make sound decisions that protect both clients and their organizations, and strengthen communication with legal counsel when challenges arise. Attendees will also explore practical strategies for weaving compliance into day-to-day operations, building a proactive culture that minimizes risk and promotes accountability across the agency.
Michael Gennett, Esq., is a Shareholder at Polsinelli. As a health care regulatory attorney with 25 years of experience — 16 of those as a Florida Bar-certified health law specialist — he focuses his practice on state licensing, Medicare and Medicaid compliance, HIPAA, and related regulatory issues. He represents a wide range of providers, including medical practices, medical equipment companies, pharmacies, and home health agencies.
Michael has successfully defended providers in Medicare and Medicaid overpayment appeals, government investigations, and False Claims Act cases. He also counsels clients on business issues such as mergers and acquisitions, fraud and abuse compliance, HIPAA privacy and security, and regulated state law requirements.
He is a past chair of the Florida Bar’s Health Law Certification Committee and currently serves on the Health Law Executive Council, where he chairs the Continuing Legal Education Committee.