When the dust settles from the COVID-19 pandemic and demand begins to rebound, skilled nursing operators will need to adapt to changing market conditions. To do so, facilities must pursue operational improvements that balance staff and residents needs with the goal of creating capacity and ability for growth into the future, according to a new report by consulting firm Plante Moran.
The firm predicts that delayed medical procedures, cancer screenings and other preventive care as a result of the pandemic will lead to significantly higher care needs and medical complexity. To help SNFs position themselves for a strong recovery, they will have to make some adaptations to regain confidence and compete in the new landscape, according to the report. One of the most critical, report authors noted, is to take advantage of today’s government funding to revamp facilities with a focus on private rooms.
“Today’s consumers are smarter, better informed and more demanding than ever before, especially when it comes to infection control protocols,” the authors wrote. “Moving forward, private rooms will become non negotiable.”
The report also noted that SNFs are likely to see even more competition from traditional senior living providers, including those in assisted living, as these operators begin positioning themselves to attract traditional SNF residents and short-term rehab patients, and hospital systems and payers switch to more home-based care.
To remain competitive, SNFs must consider what patient populations may be underserved in the market and how they can fill this gap, and then they must communicate that value proposition to consumers and referral sources.
“The important thing here is to clearly understand what your referral sources — the hospitals, health systems and physician groups that are sending patients into post-acute and long-term care settings — are looking for and find ways to fill those needs,” the report concluded.
This article appeared in the McKnight’s Business Daily, a joint effort of McKnight’s Senior Living and McKnight’s Long-Term Care News.
