By Molly Wylie and Amanda Young
Benchmarking data can help Continuing Care at Home programs improve services, attract members, and build public trust in their model.
Continuing Care at Home (CCaH) is a long-term care service model that offers older adults living in their own homes a suite of services similar to those found in a retirement community. Since the majority of adults 50 years and older prefer to age in place (AARP, 2021), CCaH may be an attractive alternative to residential care.
Limited centralized information on CCaH programs has sparked interest in gathering data to understand the status of these programs nationwide. In 2018, this interest led to the creation of an annual benchmarking survey that monitors CCaH characteristics, processes, and program outcomes over time. Collecting this data can help establish a standard—or benchmark—for providers to gauge a program’s success and ultimately enhance the quality of care.
The LeadingAge LTSS Center @UMass Boston collaborated with industry professionals to create and distribute a 54-question online survey to collect CCaH program data for 2024. Twenty-four programs participated in the survey, which was sent to 38 organizations in early 2025. Here’s an overview of the survey findings.
Program Profiles
Staff: On average, each program had six full-time employees, one part-time employee, and three wellness/care coordinators. The member-to-coordinator ratio was 71:1.
Monthly Fee Increases: Most CCaH programs have an automatic inflation protection feature that requires yearly increases in monthly fees to match the cost of care or the Consumer Price Index. In 2023 and 2024, monthly fee increases remained steady at 5%. This rate was higher than in 2022 (4%) and 2021 (3%).
Program Outreach, Marketing, and Sales
Average Marketing Budgets: The average annual marketing budget was $168,860. Between 2022 and 2024, these budgets increased by $20,000. On average, programs spent $552 to generate a lead and $6,754 to gain a member.
Lead Sources: In 2024, direct mail remained the most common method of generating member leads. The number of households receiving mailers grew from 15,000 in 2018 to nearly 52,000 in 2024. Direct mailings typically invite potential members to events, such as seminars or webinars, during which CCaH team members explain their program offerings. Staff then arrange a home visit or personal appointment with prospective members.
Conversion Rates: A large majority (86%) of CCaH applicants became members. Over one-third of individuals who had a home visit or personal appointment submitted a membership application; 30% of those who had a home visit or appointment became members. Less than 1% (0.6%) of individuals attended a seminar after receiving a mailer. Among seminar attendees, 8% became members.
Member Characteristics
Applicants and New Member Enrollment: CCaH programs received an average of 29 applications and accepted about 25 members in 2024. The average age of members at enrollment was 76. Fifteen percent of applicants were denied admission due to medical reasons, and less than 1% were denied admission for financial reasons. On average, slightly under 7% of applicants withdrew their applications.
Member Demographics: On average, each program reported having 148 current members. Most members were white (96%) and married (69%). Over half (58%) were female, and 3% identified as LGBTQ+. Members reported a median of $1.7 million in assets, a figure that has stayed consistent over the past five years.
Member Services and Outcomes
Member Care Outcomes: Collecting data on members’ care outcomes—including hospitalizations and service utilization—helps providers evaluate the effectiveness of their programs and build a case for additional investment in these programs. In 2024:
- 5% of members were hospitalized. The hospital readmission rate was 6.3%.
- 10% of members used home care services. A small percentage used assisted living/memory care (1.86%), skilled nursing (0.34%), or adult day services (0.1%).
- Collectively in 2024, providers spent $15.8 million on member care, an average of $2,804.93 per member.
What’s Next for CCaH Benchmarking?
Understanding the current state of CCaH programs nationwide can help providers track costs and quality outcomes over time. Ultimately, providers can use benchmarking data to:
- Improve internal processes and outcomes by learning from other high-performing programs.
- Work to attract a broader range of members, including those from diverse racial, ethnic, and economic backgrounds.
- Boost public understanding and confidence in CCaH programs.
- Help incorporate metrics into board presentations.
Get More Information
Connect with CCaH providers and industry leaders at the LeadingAge Annual Meeting, taking place from November 2 to 5 in Boston, and through the LeadingAge CCaH network and task force. Contact Dee Pekruhn, senior director of Life Plan Communities and CCaH, for more information.
If you wish to participate in the 2026 benchmarking survey and did not receive a link last year, contact Molly Wylie, research associate at the LeadingAge LTSS Center @UMass Boston.
Molly Wylie is a research associate at the LeadingAge LTSS Center @UMass Boston. Amanda Young is the chief executive officer of Wesley SecureCare in Towson, MD.