PointClickCare, a major electronic health record (EHR) provider for skilled nursing and senior living providers, is making a push to gain significant market share with a home care EHR platform.
The Mississauga, Ontario-based company hired Mark Tomzak last month to head up the home care division as executive vice president and general manager. Previously, Tomzak was CEO of SmartLinx and then Careworx, a large provider of managed point-of-care, eMAR, mobile computing and wireless solutions to the senior care industry. Careworx is also a partner of PointClickCare—but Tomzak’s familiarity with PointClickCare goes back further.
From 2003 to 2007, Tomzak was a vice president with Achieve Healthcare Technologies, a PointClickCare competitor. As Tomzak told Home Health Care News, he knew PointClickCare as a “frenemy.” Now that he’s part of the PointClickCare team, he sees ample opportunity to grow in the home care space.
“There’s so much green space ahead of us,” he said. “There’s no single vendor with 40% to 50% of market share, and the space is growing.”
Although the company is based in Canada, the growth of the home care platform is concentrated mostly in the United States at the moment, Mary Henschel, director of product development for home care, told HHCN. Tomzak declined to share specific numbers in terms of home care clients at this point, but PointClickCare has a large footprint in the skilled nursing and private-pay senior living sector throughout North America.
As of 2015, its software-as-a-service EHR platform was in nearly 11,000 senior care facilities run by about 2,300 providers, including nine of the 10 largest skilled nursing companies, according to SEC filings. Now, that number has increased to 15,000 long-term and post-acute facilities and home health agencies, representing 60% market share, the company states.
The home care offering has been in development for about three years, and existing clients in the SNF and senior living space have been the primary customer base so far, Tomzak said. It’s a point echoed by Henschel.
“PointClickCare has always followed its client base,” she told HHCN. “They started in SNFs and then went into senior living, and now a lot of clients are expanding into home care.”
One of Tomzak’s top priorities will be to move beyond existing clients that have their own home health care division. He wants to reach clients’ home health referral partners and the wider industry.
Ultimately, Tomzak believes that 40% to 50% market share is achievable for PointClickCare in home care.
“We’ve done it on the skilled side,” he emphasized.
This existing customer base provides an advantage, he thinks, considering the referral relationships that SNFs have with home health providers. PointClickCare is positioning itself as a cross-continuum solution, to make data-sharing and communication easy and effective as patients move between levels of care.
In addition, Tomzak believes PointClickCare can differentiate itself from the competition in home health by offering more than features and functions. Other home health EHRs have had the benefit of being in the space for long time, creating robust products and gaining name recognition, “but we’re finding people who are looking for a little extra,” he said.
“What are the drivers and trends in the vertical, what’s keeping our customers up at night, and how do we address those things?” he said, referring to the “extra” that PointClickCare believes it can provide.
As it grows in home health, access to capital does not appear to be an issue for PointClickCare. The company recently raised about $146 million in a financing round led by Dragoneer Investment Group. The company raised $85 million in a round led by Dragoneer in 2017 as well. At that time, PointClickCare also announced that it was backing off its previously announced plans for an initial public offering.
Written by Tim Mullaney