Florida-based Continuum Care of Sarasota has opened its doors and is working to build up its referral network. Meanwhile, the provider’s parent company, Continuum Care Health, has received two additional certificates of need to begin offering services in other Florida counties. 

Continuum Care Health was established in California and grew its operations to reach nine states. Continuum eventually sold off its Massachusetts, New York, California, New Hampshire and Rhode Island assets, retaining its other locations. The company also provides care under the Affinity Hospice brand. 

“We’re all passionate about choice for patients and families and caregivers. That was one of the driving forces. Manatee and Sarasota counties have only had one provider for 40 and 42 years, respectively,” Continuum Care of Sarasota Executive Director Casey Cuthbert-Allman said. “We felt there was an unmet need. You can imagine how the population has grown in this area after 42 years.” 

Demographic tailwinds are strong in the Sunshine State. A 2014 report from the Florida Assisted Living Federation of America (FIFA) projected that the state’s population would increase by 4.8 million between 2010 and 2030, with adults 60 and older representing more than half of the growth. A little more than 10% of Orlando’s overall population was 65 and older in 2019, according to the U.S. Census Bureau.

Hospice utilization runs high in Florida, reaching a rate of 57.9% of Medicare decedents during 2018, the fourth highest rate in the country, according to the National Hospice & Palliative Care Organization. Only Utah (60.5%), Delaware (59.4%) and Arizona (58.8%) saw higher utilization.

Continuum plans to expand rapidly in the state. The company recently received approval for two certificates of need to operate in Miami-Dade County and Manatee County. Those decisions are not final at this point. According to state law, hospice providers whose applications were rejected have 21 days to appeal the decision. They also have the option to challenge certificates of need awarded to other organizations.

“We’re always looking for areas that can benefit from another hospice program and that are not getting the care,” CEO Sam Sterns told Hospice News. “I was sort of shocked by the limited availability of hospice in three Florida counties. Sarasota County has about a half a million people with one hospice provider.”

Continuum has implemented a range of ancillary services to better differentiate themselves from their competitors as they grow into these new markets. They have implemented programs such as virtual reality, music therapy and equine therapy. The company has also partnered with hospital systems, insurance companies and assisted living operators to develop a community-based palliative care program.

The hospice also seeks to distinguish itself through service intensity. Nurses perform home visits at least twice weekly, adding more visits when necessary based on individual patients’ needs. Aides are available to patients five-to-seven days per week, and families receive regular social worker and chaplain visits, according to Cuthbert-Allman. 

Everyone’s end-of-life journey is going to be very different,” Cuthbert-Allman said. “We can’t cookie cutter our services. That’s not fair to the patient. We try to learn about who they are, who they love, who they lost, so that we can come in from day one and really connect with them and continue to support that through the duration of their illness.”