For skilled nursing facilities (SNFs), maintaining strong census numbers is critical not only for financial sustainability but also for ensuring high-quality care and consistent staffing. One of the most effective ways to increase occupancy is by maximizing Medicare referrals. While clinical care remains at the heart of any SNF, the management side of admissions plays a major role in how successfully a facility can attract and convert short-term residents.
Below are key strategies facility administrators and admission teams can use to strengthen referral relationships and drive census growth.
- Build Stronger Hospital Partnerships
Many Medicare referrals come directly from hospital discharge planners and case managers. These professionals are tasked with placing patients in post-acute care settings quickly and efficiently. Facilities that communicate clearly, respond promptly, and maintain a professional presence are more likely to stay top of mind.
Make it a priority to establish and maintain relationships with discharge teams at nearby hospitals. Regular check-ins, updates on bed availability, and even in-person visits can go a long way. Providing outcome data such as readmission rates and therapy success stories can also help your facility stand out.
- Streamline the Admissions Process
In a fast-paced discharge environment, delays can cost you referrals. Ensure your admissions process is fast, responsive, and easy for referring partners to work with. This includes having a reliable point of contact, quick eligibility verification, and the ability to accept admissions seven days a week when possible.
Facilities that can say “yes” quickly are often the ones that fill beds consistently. A smooth process creates trust and gives hospitals confidence that their patients will receive timely and appropriate care.
- Leverage Your Medicare Data
Medicare-related metrics like your CMS star rating, rehospitalization rate, and length of stay averages are powerful tools for building credibility. If your facility has strong data, make sure you are sharing it on your website, in conversations with hospital partners, and through your marketing materials.
Even if your ratings need improvement, showing a clear plan for progress demonstrates professionalism and commitment to quality. Transparency matters, and it positions your facility as one that takes outcomes seriously.
- Improve Online Visibility for Medicare Searches
Hospital discharge planners are not the only ones searching for skilled nursing options. Families often research Medicare-covered SNFs online before making a final decision. Make sure your website is optimized for search engines and clearly outlines your Medicare services, outcomes, and what makes your facility stand out.
Consider adding a dedicated page for short-term rehab or Medicare coverage that explains the benefits and eligibility in simple terms. This can help convert online searches into real inquiries.
- Track and Refine Your Referral Sources
Use data to your advantage. Monitor where your referrals are coming from, which hospitals send the most patients, and which referral sources convert at the highest rate. This allows you to invest time and resources in the right places and refine your outreach over time.
Strategy Drives Census
Increasing skilled nursing facility occupancy is not just about care. It is about strategic outreach, streamlined processes, and building strong referral networks. By maximizing Medicare referrals through proactive management, SNFs can create a steady pipeline of admissions and maintain a healthy, sustainable census.
