The state’s chief home care association is launching a major new rebranding campaign as it prepares for a major role in the state’s changing health care landscape.
The Connecticut Association for Home Care and Hospice has changed its name to the Connecticut Association for Healthcare at Home,
The rebranding aims to reflect home health care’s critical role in “meeting the needs of our aging society, providing a cost-effective solution to improve Connecticut’s fiscal and healthcare challenges, and meeting the needs of consumers who prefer to receive chronic care and health education in the comfort of their own homes as they age,” said Deborah R. Hoyt, the assocation’s president and CEO.
The association represents 60 Connecticut-based licensed and certified home health and hospice provider agencies, and a state workforce of 11,000 employees.
The rebranding comes at a time when the state is pushing for more care to be delivered at home rather than at higher cost institutional settings.
Health care expenses eat up a large portion of the state budget and home care is seen as one way to reduce those expenses.
Home care association officials say the rebranding is also designed to help consumers better understand how home care works and the services that can be provided.
