California-based Hoag Memorial Hospital Presbyterian has launched a home care and hospice venture. Branded as Hoag at Home, the company will offer preventive medicine, diagnostics, treatment and recovery services throughout Orange County in its home state.

Hoag cited the rapidly rising aging population as a factor in its decision to bring care into patients’ residences. By 2030, California’s senior population is expected to grow to 9 million, up from 6 million currently, with 20% of the state’s residents becoming Medicare eligible by 2027, the Public Policy Institute of California reported.

“People are living and staying mobile longer, and there are more ways to allow people to age in place. Offering a comprehensive home care model is essential for our community,” said Hoag CEO and President Robert T. Braithwaite. “Hoag at Home will be the trusted solution to keep our community healthy and safe.”

In addition to hospice, Hoag at Home initially will provide palliative care; home-based primary care; physical, speech and occupational therapies, home health and medical social services, as well as a 24-hour telephone line to consult with nurses.

The company has plans to develop private duty home care, home infusion and home medical equipment business lines.

Hospitals and health systems are becoming increasingly interested in home-based care as demographic tailwinds drive up demand. Public anxiety about facility-based services during the COVID-19 pandemic also drove more care into the home in 2020 and into this year. Health system HCA Healthcare (NYSE: HCA) recently purchased an 80% stake in the home health and hospice segment of Brookdale Senior Living (NYSE: BKD) for $400 million.

North Dakota-based CHI-St. Alexius Health System in 2019 extended its palliative care program to include outpatient and home-based services. Athens, Ga.-headquartered St. Mary’s Health System has expanded their hospital-based palliative care program outside of their walls and into patients’ homes in three Georgia counties. SSM Health and Allina Health have made similar announcements in recent years.

California ranked 36th in the nation in 2018 in terms of hospice utilization among Medicare Decedents at 46.1%, according to the National Hospice & Palliative Care Organization. The national average that year was 50.3%.

Hoag is a nonprofit, regional health care delivery network operating two hospitals that care for more than 30,000 inpatients and 480,000 outpatients annually, as well as nine health centers and 13 urgent care centers.

“Patients prefer to be treated at home if they can, and our services allow them to do that,” said Jeff Hammond, executive director of Hoag at Home. “We have the technology and expertise to support patients in ways that were once only possible in a hospital setting. And by coordinating with Hoag’s physicians, navigators and specialists, we can provide seamless care.”