Movers & Shakers: HCAOA Appoints ComForCare CEO to Board, Wellforce CEO to Retire

CEO of ComForCare Appointed to Home Care Association of America Board of Directors

The Home Care Association of America (HCAOA) has appointed Steve Greenbaum, CEO of ComForCare, to its board of directors.

HCAOA is a trade association for the home care industry that represents thousands of companies combining to employ more than 500,000 workers across the U.S.


Michigan-based ComForCare is a provider of home care services, including programs for people with Alzheimer’s and dementia. The organization has nearly 200 independently owned  and operated locations in the U.S. and Canada. ComForCare was acquired by private equity firm The Riverside Company in 2017.

Greenbaum previously served as the chairman of the International Franchise Association’s education foundation and as the overall association’s chairman of the board.

“As the need for home care increases, and on behalf of a rapidly-growing ComForCare organization across North America, I look forward to representing our collective experience on the front lines of this industry and joining my fellow HCAOA board members to allow all those who want to age safely in place at home to have that opportunity,” Greenbaum said in a statement.


Wellforce CEO to Retire

Norm Deschene will retire from his position as Wellforce CEO at the end of this year.

Burlington, Massachusetts-based Wellforce is a growing health system formed by Tufts Medical Center and Lowell General Hospital. The system includes nearly 3,000 physicians, 12,000 employees, four community hospital campuses, one academic medical center, a children’s hospital, home health and hospice services and $1.7 billion in revenue, according to the company.

“In 2013, I was on the board of Tufts Medical Center and Norm invited me to breakfast. He told me that day, ‘I have an idea for how we can change health care in Massachusetts for the better,’” Ellen Zane, chair of the Wellforce board of trustees, said in a statement. “Norm’s vision was to bring community and academic medicine together in a model that respected both equally.”

Deschene plans to work with the Wellforce board of trustees to ensure a smooth transition.

The board will name interim leadership in the coming weeks.

Acadian Medical Center Names New CEO

Allegiance Health Management (AHM) has named Kevin Frank as the new CEO for Acadian Medical Center.

Shreveport, Louisiana-based AHM is a system of 16 hospitals across four states. Its facilities offer inpatient and outpatient services, including post-acute care and behavioral health. AHM recently acquired Acadian Medical Center from Tennessee-based Lifepoint Health.

Frank comes to Allegiance from LHC Group, where he served as the CEO and administrator of Louisiana Extended Care Hospital. He also previously served as the COO.

Lafayette, Louisiana-based LHC Group is the preferred in-home health care partner for 76 health systems, consisting of 337 leading hospitals around the country, according to the company.

“The idea of working in a rural community hospital with a hometown feel and continuing to provide quality health care is appealing to me, both professionally and personally,” Frank said in a statement.

National Partnership for Hospice Innovation Names Board Chair

The National Partnership for Hospice Innovation (NPHI) has elected Phil Marshall, Hosparus Health president and CEO, as its board chair.

NPHI is a membership organization made up of 60 nonprofit hospice, palliative care and advanced illness providers across the U.S.

Louisville-based Hosparus Health is a hospice and palliative care provider.

“I’m honored to represent Hosparus Health and the Kentucky and Indiana region in this national role, and I’m proud to help lead the pioneering effort of NPHI to fundamentally change how the public, health care institutions and our lawmakers think about the last stages of life,” Marshal said in a statement.

Marshall previously served as the executive director and vice president of Norton Healthcare Foundation.

“Our Board is comprised of innovative leaders who help guide and strategically shape the future of hospice and advanced illness care through the work of our members,” Tom Koutsoumpas, president and CEO of NPHI, said in a statement. “Phil’s passion and drive for high-quality, person-centered care is remarkable, and I am thrilled that he is chair of NPHI.”

Other executive committee officers include: Samira Beckwith, president and CEO of Fort Myers, Flordia-based Hope Healthcare; Christy Whitney, president and CEO of Grand Junction, Colorado-based HopeWest and Diana Franchitto, president and CEO of Providence, Rhode Island-based HopeHealth.

Written by Kaitlyn Mattson

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