SNFs losing referrals to competitors

The vast majority of inquiries and admissions to skilled nursing facilities — 87% and 90%, respectively — came from unpaid referral sources in 2017, according to a new survey from Enquire Solutions, a Colorado-based CRM provider that specializes in senior housing.

According to Skilled Nursing News, those figures actually mark a substantial shift in a short period of time: In 2015, only 62% of referrals came from unpaid sources, with call-ins and other non-internet sources accounting for 27%. Just two years later, call-in/other represented 3%, with online referrals sitting at 0%.

Senior living operators generally look at a wider swath of metrics when breaking down how they attract potential residents. Since seniors interested in independent and assisted living generally have fewer health issues and are paying out of pocket, they have more choices. As a result, providers in those spaces pore over conversion rates, sales cycle lengths, and a variety of other stats that gauge potential residents’ interest.

Read the full story at Skilled Nursing News.

Topics: Executive Leadership , Marketing , Uncategorized