AAHomecare Unveils New Logo & Growth Campaign

• By Laurie Watanabe
• Jul 24, 2019

The American Association for Homecare (AAHomecare) has introduced a new logo that’s part of a campaign to grow the organization.

In a July 24 announcement, AAHomecare President/CEO Tom Ryan said the redesigned logo accompanies a “larger initiative to strengthen the Association’s marketing and membership recruitment efforts that has been underwritten by a group of AAHomecare members who want to help bring in more members and resources to help advocate for HME [home medical equipment].”

In January, AAHomecare deployed an online survey and conducted phone interviews with leaders of “a broad cross-section of HME suppliers and stakeholders.” Findings were discussed in a white paper called, “A New Decade/A New Generation of HME Providers.”

“One of the key takeaways from our research,” Ryan noted, “is that respondents believe that our industry needs to do better job telling a positive story about the value and clinical effectiveness of our products and services, highlighting the high level of service and care we provide, and changing outdated perceptions of HME as just ‘equipment.’”

The white paper also discussed subjects such as funding trends for home medical equipment. While Medicare has traditionally been the main source of HME reimbursement, the white paper noted that survey participants expect more funding diversity going forward, with more equipment being purchased as retail items, or being paid for by Medicare Advantage payors or Medicaid programs.

In his letter to stakeholders, Ryan said the association’s new logo and plans “are envisioned to reflect today’s HME industry and the positive energy emerging with innovative and savvy companies who are stronger and more creative than ever before. Our commitment to a more focused and aggressive membership recruitment campaign is based on our belief that the HME community is ready to enter a more positive period. We are ready to add new members to help us highlight our industry’s unique ability to provide cost-effective, clinically proven and patient-preferred care.”