The Shift: With Medicare rates decreasing by ~1.3% and Medicare Advantage (MA) now covering 54% of beneficiaries, agencies can no longer rely on rate hikes. Margin protection must come from operational precision and automated “payer playbooks.”With Medicare rates decreasing by ~1.3% and Medicare Advantage (MA) now covering 54% of beneficiaries, agencies can no longer rely on rate hikes. Margin protection must come from operational precision and automated “payer playbooks.” The Solution: The report argues that AI is no longer optional but a survival mechanism. A new industry report from Homecare Homebase (HCHB) reveals a paradox at the heart of the sector. The Medicare Advantage Reality CheckPerhaps the most disruptive force identified is the dominance of Medicare Advantage (MA).