Reputation Management for Skilled Nursing Facilities
A comprehensive guide to building, maintaining, and leveraging a positive online reputation to increase occupancy and improve patient satisfaction.
Table of Contents
Why Reputation Matters for SNFs
In today's digital world, your facility's reputation extends far beyond word-of-mouth. Online reviews and ratings are now the first impression for most potential residents and their families.
Impact on Census & Occupancy
The correlation between online reputation and occupancy rates is stronger than ever for skilled nursing facilities.
- Facilities with 4.5+ stars average 94% occupancy
- Facilities below 3.0 stars average 71% occupancy
- Each star increase correlates to a 9% occupancy boost
- 84% of families eliminate facilities with < 4 stars
Financial Implications
Beyond occupancy, reputation directly impacts your facility's financial performance in several ways.
Beyond Residents: The Wider Impact
Your facility's reputation extends beyond just attracting new residents. It affects relationships with referral sources, staff recruitment, and regulatory perceptions.
Referral Partners
Physicians and discharge planners are 76% more likely to refer to facilities with 4+ star ratings.
Staff Recruitment
Top healthcare talent is 3.2x more likely to apply to facilities with positive online reputations.
Regulatory Relations
Facilities with strong reviews face 37% fewer complaint-triggered surveys.
The Review Landscape for SNFs
Understanding where and how reviews impact your skilled nursing facility is essential for effective reputation management.
Key Review Platforms
Google Business Profile
83% of families check Google reviews first
Maps integration, photos, Q&A functionality
65% of older adults use Facebook regularly
Recommendations, community engagement
Caring.com
Leading senior care-specific platform
Verified reviews, family advisor services
Yelp
Important for general reputation
High visibility in general searches
Healthgrades
Physician-referred families check here
Medical provider connections
A Place for Mom
High-intent family searchers
Referral partnership opportunities
Review Influence by Stage
Initial Search
High InfluenceStar ratings & review count are visible in search results and significantly impact click-through rates.
Research & Comparison
Very High InfluenceFamilies actively read reviews at this stage, looking for specific care information and resident experiences.
Tour & Decision
Medium InfluenceRecent reviews can validate or contradict what families observe during tours.
Post-Move In
Low (for the family), High (for others) InfluenceExisting residents' families are now potential reviewers themselves.
On-Site Reputation Management
Proactive strategies for gathering patient feedback, addressing concerns in real-time, and creating exceptional experiences worthy of positive reviews.
Online Review Management
Techniques for responding to reviews, encouraging positive feedback, and handling negative reviews professionally.
Crisis Management & Recovery
How to handle reputation challenges during difficult situations and rebuild trust after negative events.
Building a Positive Culture
Creating an organizational culture that naturally generates positive experiences and reviews from patients and families.
Measuring Reputation Success
Key performance indicators, metrics, and tools to measure and improve your reputation management efforts.
Staff Training & Implementation
How to involve your entire team in reputation management and provide effective training for consistent results.
Long-term Reputation Strategy
Creating sustainable reputation management systems that continuously improve your facility's online presence.
Case Studies & Results
Real examples of skilled nursing facilities that have transformed their reputations and achieved significant occupancy increases.
Transform Your SNF's Reputation
Get a comprehensive assessment of your current online reputation and discover opportunities to improve your ratings, reviews, and occupancy.
No obligation. Our analysis includes actionable insights you can implement yourself.