De-​Institutionalized Nursing Homes

Nursing homes, the form of institutionalized care most frequently associated with group basket weaving and creamed chicken dinners, are undergoing a revolution. According to a recently released survey on nursing homes, a culture change is under way to make these facilities more ‘resident-​centered' and more appealing to older consumers who have the option of selecting competing forms of housing such as assisted-​living centers or planned retirement communities. The culture changes range from allowing residents to set their own daily schedules, to selecting and planning social events, and to designing their own care plans.

Not all nursing home managers have embraced this change. The survey categorizes the nursing home industry as follows:

  • Culture Change Adopters — 31%
  • Culture Change Strivers — 25%
  • Traditional 43%

Nearly half of nursing home managers who instituted changes note that their facilities have improved staff retention and occupancy rates. The heads-​up statistics for ad agencies is this: Just over half of progressive nursing home managers believe that the culture changes have improved their competitive position in the marketplace.

Drop by your local nursing home and talk with the management about culture change while you present them with ideas for a marketing campaign.

[Source: HealthCare News, Harris Interactive, February 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.