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Why More Home Care Agencies Are Building Their Businesses on Culture-Based Care

Over the years, home care providers that have provided specialized care have positioned themselves to stand out among their competitors. Some providers have gone even further — tailoring care to best fit the needs of their clients’ ethnic or cultural backgrounds. One such company is Circle of Life Home Care, a Minneapolis, Minnesota-based provider that serves Native American communities, both on and off reservations. Circle of Life Home Care operates across Minnesota, Montana, Colorado, Arizona, New Mexico, South Dakota, and North Dakota. There are a number of different brands under the Circle of Life Home Care’s banner. Each brand is designed to serve a number of different nations. For instance, Circle of Life Kola provides home care services in North and South Dakota, caring for seniors that are part of the Sioux tribes. The company’s Soaring Eagles brand provides care on the reservations for the Navajo Nation in Arizona and New Mexico. The COVID-19 emergency has had a devastating impact on the Navajo Nation, which has faced some of the highest rates of the virus in the U.S. This is compounded by health care access barriers. Circle of Life had to be proactive in its response to the public health emergency, Himmat Singh, CEO of Circle of Life, told Home Health Care News.