ALEXANDRIA, Virginia & WASHINGTON—The National Association for Home Care & Hospice (NAHC) and the National Hospice and Palliative Care Organization (NHPCO) unveiled its new name and logo as well as the initial website of the new national organization that will carry forward the work of serving homecare, home health, hospice and palliative care providers as they deliver patients care in their own homes and communities. This new organization will expand on the visions of NAHC and NHPCO to support the full spectrum of providers that offer care in the multitude of settings Americans call home, and the communities in which they live.
"The National Alliance for Care at Home (the Alliance) will deliver resources, education and information to help members grow their organizations, and will serve as the united voice of the member community advocating for policies that advance the provision of high-quality care for patients and their families," the Alliance said in a release.
In March 2023, NAHC and NHPCO announced they were exploring collaboration opportunities. That kicked off a process of member consultation and input that culminated in an agreement to combine the two organizations into a new Alliance, with integration work beginning July 1, 2024. On Aug. 26, the Alliance announced Steven Landers would become its first CEO. Through the remainder of 2024 and into 2025, the Alliance will continue the process of integrating NAHC and NHPCO operations into a single organization. Details will be shared with members each step of the way. Throughout the integration process, members can continue accessing benefits through their legacy memberships.
A New Look
According to the National Alliance for Care at Home, the logo is both an homage to the past and a symbol of the future. The logo weaves together visual representations that symbolize NAHC and NHPCO, the legacy organizations that are coming together to form this new alliance.
NAHC’s logo has long included a waving American flag. The icon in the Alliance logo is shaped like a five-pointed star, inspired by the flag iconography. The icon draws visual and symbolic inspiration from the NHPCO logo, which includes a lotus flower icon to represent the integration of types of care and the interdisciplinary care team.
The sections of the new Alliance logo are stylized people, standing together in a circle and holding hands. The negative space between them can be seen as an icon for house or home. Thus, the logo represents providers across the continuum of care coming together to support a better future for care in the home. The logo concept is based on guidance from a workgroup of members, whose inputs shaped the Alliance’s brand.
A New Website
The Alliance also launched its integration website, allianceforcareathome.org. In addition to providing information on the Alliance, this new website serves as a single sign-on hub for members. With single sign-on, the resources of both legacy organizations will be available to all members of either NAHC or NHPCO with one, unified log-in.
The new site offers an updated Find a Provider tool to help consumers find providers of homecare, home health, hospice and palliative care. This resource pulls together NAHC’s Agency Locator and NHPCO’s Find a Care Provider. In the coming weeks, Alliance members will gain access to a combined set of 29 online member communities to enable professional exchange of ideas and best practices. The Alliance is working on a new website to launch in 2025; the new site, which will be housed at the same URL, will bring together top assets from the robust suite of member benefits offered across both NAHC and NHPCO’s legacy sites. During the development of the new site, the Alliance’s integration site will serve as a portal to access resources across the two legacy sites.
Alliance Voices
“Providers offering various forms of care at home have always looked to our national associations to help create a shared vision for the future,” said Kenneth Albert, chair of the Alliance’s Transition Board. “It took real imagination, dedication and guts to take on the tough conversations about combining two organizations, each with more than 40 years of history. This Alliance will be the leading authority on transforming care in the home. We will implement that mission under a new name that welcomes providers across the care continuum to join—the National Alliance for Care at Home. The logo shows people coming together, hand in hand. That is exactly what we will do in this new Alliance—work collectively to imagine what the future of care in home settings can and should look like, and then to bring that vision to reality.”
“The National Alliance for Care at Home name, and the Alliance’s logo, represent the future of what our members will do together. Providers delivering care in patients’ homes will work through the Alliance to learn, connect and grow," said Melinda Gruber, vice chair of the Alliance’s Transition Board. "The Alliance will be your advocate, your resource and your network to help you reach your goals. Rolling out our new name and logo, sharing the new website—these are just the beginning. In the coming months, we will continue to integrate the strengths of these two longstanding organizations to provide members with an unprecedented national community and the resources you need to thrive in the future.”
