Overview
The Market Share page provides a rock-solid foundation for understanding your home health agency's share of patients who reside in a selected state or county. The tables on this page will give you a view of the total patients treated and the breakdown of patients for home health agencies in the selected geographic region.
This is the page where you will perform a competitive analysis for your Agency or Agencies. The goal is to find your market share in fixed territories and identify your primary competitors. You will then create a list of competitors that will be used throughout Marketscape.
For more information, check out the article: Perform a Competitive Analysis.
Select your region
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Your first step will be to choose whether you want to look at state or county metrics on this page. As a rule, starting with a single county (or a few counties) will align more closely with a sales territory. For that reason, we suggest starting with county metrics.
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Clicking on Report Type will open the filter to allow you to select the county report type, then select a state and county from the filters to the right.
Although in this article we focus on metrics for a single county, the descriptions included herein will be parallel to the metrics if you choose to look at data for the state.
Understanding the Metrics
County or State Totals
The top table contains the counts of patients for the county or state that you selected. There are 8 quarters of trended metrics that allow you to see long range trends of patient counts. This table includes both Medicare FFS and Medicare Advantage metrics. 
| Columns | |
| First Column | The first column identifies the source of the metrics in each row (See details below) |
| Recent Four Quarters | This is a count of the patient type listed in the row for the most recent year (four quarters) |
| Year-Quarter | This is a count of patient type listed in the row for the quarter listed in the header |
| Rows | |
| Medicare Fee for Service | This is the count of people enrolled in Medicare FFS during the period listed in the column header. |
| Medicare Advantage | This is the count of people enrolled in Medicare Advantage during the period listed in the column header. |
| Home Health Total (FFS only) | This is the subset count of admissions to home health care during the period listed in the column. The counts in this row were compiled from only Medicare FFS claims. |
| Mortalities (FFS & MA) | This is the count of all Medicare FFS or Medicare Advantage patients who died during the period identified for the column. |
What is "sum of agencies <11 last four"
In the Market Share Report, any agencies that have a patient count of <11 during the last four quarters can't be displayed for privacy reasons. Moreover, any Market Share (% of total patients) calculations on agencies with <11 would have little significance anyway, since the results would be so small.
Nevertheless, since we need to account for all patients in the state or county in order to produce accurate market share metrics, we compile an aggregated sum of agencies that have <11 patients so that we can account for the patients admitted to those agencies. In other words, we get a total of all patients admitted to the agencies that we can't report because their patient counts are <11.
We put the "total" metrics from these agencies into a row with the title "sum of agencies <11 last four." The full header might be, "This row contains the count of all distinct patients admitted to all agencies where the count of admissions for each agency was less than eleven during the last four quarters." It's a mouthful, but maybe this visual will help:
For a bunch of agencies with <11 admitted patients, we add up
<11 + <11 + <11 + <11 + <11 + <11 + <11 + <11 + <11... etc. = sum of agencies <11 last four.
We get this count from the claims database as a lump sum since we aren't allowed to know what each of the <11 counts are.
Market Share: County or State
This table contains the home health agencies that admitted Medicare FFS patients who resided in the county, counties, or state that you selected using the filters.
The % Change in Admits and Market Share Change columns will not display data when multiple counties are selected. Also, In order to comply with CMS suppression rules, NPI/patient location rows with <11 admissions display an estimated percentage based on an equal distribution of admission counts within the user selected counties (ie. Names ending with * represent estimated values).
| Column | Description |
| Home Health Agency/NPI | This is the name of the home health agency and NPI as listed in the CMS Provider Data (NPI) file. |
| Patient Location | This is the county from which the metrics in the row are calculated. In this case, the county represents the residence of the patient, not the agency location |
| Year Quarter |
Two metrics Top - This is the percentage of all patients who reside in the listed county who were admitted to home health care during the listed quarter who were admitted to the agency named in the row. In short, this is the market share of home health patients admitted to the agency in the row. Bottom - This is the count of the patients who were admitted to the home health agency named in the row during the quarter listed who resided in the county listed.
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| % Change Admits | This is the percent of growth or loss of patient census for the agency in the row. |
| Market Share Change |
This metric is the change in market share between the most recent four quarters compared to the previous four quarters. For more information, see below. |
| Recent Four Quarters |
Two metrics Top - This is the percentage of all patients who reside in the listed county who were admitted to home health care during the one year reporting period who were admitted to the agency named in the row. In short, this is the market share of home health patients admitted to the agency in the row. Bottom - This is the count of the patients who were admitted to the home health agency named in the row during the one year reporting period who resided in the county listed.
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% Change Admits
The % Change Admits is not the change in Market Share, it is the percent of growth or loss of patient census based on the claims over a two year period.
In order to calculate the % Change Admits column in this table, we compare the admission counts from the most recent four quarters of data with the previous four quarters. The most recent four quarters are summed to create a count, and the previous four quarters are summed to generate another count. As you can see from the image below, we calculate the percent change using the following steps:
- Sum the patient counts from the most recent four quarters - this is our Most Recent count. Example: 128+139+123+96 = 486 patients.
- Sum the patient counts from the previous four quarters - this is our Previous count. Example: 123+114+112+130 = 439 patients.
- Subtract the Previous count from the Most Recent count - this is the difference between the two periods. If this subtraction yields a negative number, this signifies a drop in patient census over the two periods and will show as a negative percent change. For our example; 486-439 = 47
- Divide the difference by the Previous count - 47 / 439 = .1070
- Multiply by 100% to get a percentage - 10.7 %
- This number is the % change in patient census from the two one-year periods.
Wait! Where did 439 come from?
Most recent HHA Data
Home Health data for the most recent quarter is always incomplete - the counts are always lower during that quarter. As a result, the patient counts for the most recent four quarters will be short and therefore can't be compared with the previous four quarters to calculate a % change.
For more information on the most recent quarter of home health metrics, see Why is the Latest Quarter of Home Health Metrics Lower and Highlighted?
So what do we do?
We do a quarter by quarter and overall comparison of patient counts between the previous four quarters and the most recent four quarters and we create an estimate for the previous four quarters. This allows us to use the estimated count to calculate the % change.
Market Share Change
Market share is the percentage of SNF patients for the selected region admitted to the selected SNF agency in the row.
To calculate a market share for any period, divide the agency's admissions for the period by the county (or state) admissions for the same period - multiply by 100%.
To calculate a market share change for any period, subtract the previous market share from the most recent market share.
First, we calculate the Market Share for the most recent four quarters. (Color boxes are included to help you to find the calculation in the image below.)
Agency's total for most recent four quarters - 42 + 52 + 60 + 66 = 220
County total for most recent four quarters - 457 + 590 + 585 + 524 = 2,156- Market share for most recent four quarters = 220/2,156 = 10.20%
Next, we calculate the market share for the previous four quarters:
Agency's total for previous four quarters - 63 + 75 + 67 + 69 = 274
County total for previous four quarters - 586 + 591 + 656 + 601 = 2,343- Market share for previous four quarters = 274/2,343 = 11.69%
Market Share Change = Most Recent percent - Previous percent - 10.20% - 11.69% = -1.41%. This is the change in market share for the selected post-acute agency year over year.
The following image shows where you can find the metrics for this calculation. Quarterly counts for the the county/state will appear in the top table - County Totals, or State Totals. Quarterly counts for the agency will appear for each agency in the Market Share table. We have removed rows not used in this calculation.
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