Census Growth

If you’re credentialed in the VA Community Care Network (CCN), your agency already has access to one of the most stable and values-driven referral pipelines in healthcare. But access doesn’t automatically translate to growth.

To expand your VA census, and stand out in a competitive landscape, you need to position your agency as a VA care specialist, create high-impact marketing content, and implement operational strategies that support scalable, multi-region growth.

The most successful home care agencies in the VA ecosystem aren’t just efficient; they’re visible, trusted, and integrated into the broader network of people who serve veterans. They’re known by name at the local VA Medical Center. They show up at outreach events. And they partner with organizations that Veterans turn to when they need support, advocacy, or information.

Here’s how to build a differentiated presence, drive targeted visibility, and grow your VA business line with intention.

7.1The Utilization Gap and Opportunity

The overwhelming majority of veterans have yet to utilize available benefits for long-term care in their homes.

• There are over 18 million veterans in the United States
• More than 9 million are over the age of 65
• Yet only 176,000 are currently receiving homemaker/HHA benefits (source).

This represents less than 2% of the potentially eligible veteran population, a significant gap in care. It is important to note, however, that the 176K figure refers to veterans who actually used the VA Homemaker benefit in 2023. We don’t know the size of the eligible pool. So the 180,000 users should be compared with that smaller group, not with the entire 9 million veterans over 65.

A common myth among veterans is that VA benefits are limited or scarce, so that using their benefits would mean someone else cannot receive theirs. This is incorrect; funds are set aside to allow benefits for every eligible veteran.

It’s important to note that any veteran seeking to use their benefits must first be part of the VA health system.

7.2Positioning Your Agency as a VA Specialist

The first rule of marketing is differentiation. For VA-focused home care agencies, your edge isn’t just that you accept Veterans, it’s that you understand how to serve them.

Unique Selling Points That Resonate

• Deep knowledge of VA policies and procedures

  • Authorizations, documentation standards, billing codes, eligibility criteria
• Experience navigating CCN

  • You know how to prevent billing delays and care gaps
• Empathy for veteran-specific needs

  • PTSD awareness, respect for military culture, caregiver training
• Speed and responsiveness

  • You start care fast, communicate clearly, and make the VA’s job easier

Position your agency not simply as a vendor, but as a consultative partner.

7.3Creating Marketing Materials & Assets

Once your positioning is clear, you need assets that communicate your VA expertise - online, in print, and in person.

Website Pages Dedicated to VA Services

Build a standalone “Veterans” or “VA Home Care” page that covers:

• Services you provide under CCN
• Eligibility information and referral process
• Testimonials from Veteran families
• FAQs about Aid & Attendance, authorizations, and how to get started

Include CTAs like “We’re a VA-Approved Provider” or “Serving Veterans Through the Community Care Network” on your homepage and footer. See the rule of thumb above.

Flyers, Brochures, and Social Media Content

Design materials that:

• Speak directly to Veterans and their caregivers
• Use language like “You earned this care” and “VA-covered home support”
• Explain how you coordinate with the VA and eliminate red tape
• Include contact info for both intake and community outreach

For social media:

• Highlight caregiver stories, Veteran spotlights, and community events
• Promote blog posts (more below) about VA programs and benefits
• Celebrate your staff’s military connections or recognitions

7.4Leveraging Success Stories and Testimonials

In the VA ecosystem, social proof is powerful. Real stories of real Veterans helped by your care reinforce trust with both case managers and families.

Capture and Use Veteran Testimonials

With permission:

• Record video or audio interviews with Veterans or caregivers
• Write 1–2 paragraph testimonials for your site and brochures
• Use direct quotes in outreach emails to VA teams or VSOs

Build Mini Case Studies

Structure simple case studies around:

• The Veteran’s starting condition
• The care plan implemented
• The improvement in independence, safety, or caregiver wellbeing
• Cost savings vs. institutional care (if applicable)

Example:

“John, a 79-year-old Vietnam Veteran, was referred through CCN after a fall. Within 90 days of HHA care and meal support, his weight stabilized, and he avoided readmission. His spouse, a PCAFC caregiver, was able to return to work part-time.”

7.5Online Presence and SEO

If a VA caregiver or case manager Googles “VA home care near me,” your agency should appear near the top.

Use natural language in your web copy and metadata:

• “VA home care provider in [your city/state]”
• “Veteran care services covered by the VA”
• “Community Care Network approved agency”
• “Veteran-directed home care assistance”

Content Strategy: Blogs That Educate

Publish blog posts that:

• Break down different VA benefits (CCN, A&A, PCAFC, VDC)
• Provide step-by-step guides on referrals, authorizations, and eligibility
• Share success stories that showcase positive Veteran outcomes
• Explain how caregivers can advocate for additional services

7.6Developing a Reputation for Quality

VA care teams talk. One missed visit or undocumented shift gets noticed. But so does excellence. Agencies that consistently deliver quality - and make that quality visible - become preferred partners over time.

Timely Reporting and Low Readmission Rates

• Submit documentation within 24–48 hours of each visit
• Proactively report concerns about:

  • Mobility changes
  • Nutrition issues
  • Family caregiver stress
• Track your readmission rate for Veterans and compare it to benchmarks
• Use this data to support authorization renewals or expansion requests

Testimonials carry weight - especially from veterans who rarely praise civilian systems.

7.7Engaging Local VA Medical Centers and Clinics

Every referral you receive from the VA starts with a human being - typically a case manager, nurse, or social worker at a VA Medical Center (VAMC) or Community-Based Outpatient Clinic (CBOC). Building direct relationships with these individuals transforms your agency from “just another provider” into a go-to resource.

Establishing Personal Contacts with Referral Coordinators

• Identify the Community Care department at your local VAMC
• Request an introduction to the case managers handling HHA, respite, or VDC clients
• Provide a concise overview of:

  • Your service area and availability
  • Services offered
  • Contact details for scheduling, documentation, and after-hours issues

The goal is to make the case manager’s job easier. The more responsive, clear, and competent you are, the more likely they are to send you referrals.

VA Care Team Collaboration

• Build rapport with VA social workers, nurses, and clinical leads
• Ask how they prefer to receive updates (secure email, portal message, etc.)
• Offer proactive updates on:

  • Client progress or setbacks
  • Need for additional services
  • Concerns from caregivers or families

If they trust your judgment and know you communicate clearly, you become a partner - not just a line item.

7.8Partnering with Veteran Service Organizations (VSOs)

Veterans don’t just go to the VA. They go to VSOs - the community pillars that advocate for benefits, provide support, and help navigate life after service. These groups are powerful referral sources and allies.

Major VSOs to Engage

• See our list of veterans’ advocacy organizations

How to Collaborate

• Attend local chapter meetings and introduce your agency
• Provide educational handouts on VA home care benefits (CCN, VDC, Aid & Attendance)
• Offer to help members navigate eligibility or connect them with accredited benefits advisors
• Become their trusted contact when a Veteran needs help at home

Most VSOs don’t know the specifics of VA home care programs. Educate them, and you become a resource - not just a marketer.

7.9Participating in Veteran Outreach Events

Visibility builds trust - and trust drives referrals. Agencies that show up for the Veteran community are seen as part of the ecosystem, not outsiders trying to profit.

Types of Events to Attend

• Health fairs hosted by VA or local government
• Veteran job fairs
• Caregiver support groups
• Community town halls focused on aging or long-term care
• Veterans Day, Memorial Day, and public service events

What to Bring and Share

• One-pagers on CCN services and how referrals work
• Aid & Attendance eligibility checklists
• Business cards for your intake team and clinical lead
• A short 3-minute talk on “What home care really means for Veterans”

Important: Home care agencies are prohibited from directly soliciting business from veterans. You may, however, offer assistance as a consultative partner to veterans seeking to use their benefits and communicate that your agency is among their options for providers. Do not equate being part of the VA network with being specifically endorsed as a provider by the local VA.

7.10Scaling A VA-Funded Home Care Agency

If you’re executing well in one region, expansion is the logical next step - but it must be backed by infrastructure and systems that support multi-site, multi-program delivery.

Expanding to Multiple Regions or States

• Review VA CCN regional maps to identify whether Optum or TriWest controls nearby areas
• Confirm state-specific licensure and credentialing requirements
• Use your existing performance data to support applications or renegotiations in new regions
• Build relationships with new VAMCs and CBOCs before your credentialing is finalized

Use your current VA caseload, documentation compliance, and referral history as proof of readiness to scale.

Diversifying Services for Veterans

As your agency grows, expand your VA offerings to include:

• Skilled nursing care
• Physical or occupational therapy
• Wound care or medication management
• Mental health support or companion care
• Telehealth for RN supervision or caregiver coaching

Adding skilled services or remote care capabilities not only increases your revenue per case - it makes you more attractive to VA teams struggling to coordinate fragmented care.