Top Marketing Challenges for Skilled Nursing (and How to Solve Them)

The skilled nursing industry is changing fast. With shifting patient expectations, evolving regulations, and growing competition, standing out isn't easy. Marketing plays a big role in making sure your facility attracts the right residents and earns their trust. In this blog, Healthcraft Creative Solutions breaks down some of the biggest marketing challenges skilled nursing facilities (SNFs) face and how to solve them.

Building Trust and Reputation

When families look for a skilled nursing facility, they want to know their loved ones will receive top-notch care, but negative perceptions and bad online reviews can scare potential residents away. To build trust, showcase success stories from happy residents and their families on your website and social media.

Ask satisfied residents or their loved ones to leave positive reviews on Google and healthcare review sites—it can make a huge difference. Many will likely be willing to do so—according to brightlocal, "96% of consumers are open to writing your business a review." Additionally, hosting events and open houses is another great way to connect with the local community and referral partners, helping to reinforce your facility's credibility.

Reaching the Right Audience

Many SNFs rely on outdated advertising methods, missing opportunities to connect with decision-makers such as family members and healthcare providers. Here are some ways to build your digital presence and connect with your audience.

• Investing in SEO helps to ensure your facility ranks highly in searches, making it easier for families to find you online.

• Running targeted social media ads on platforms like Facebook and LinkedIn can put your facility in front of the right audience.

• Building relationships with hospitals, home health agencies, and physicians also helps keep a steady stream of referrals coming in.

Differentiating from Competitors

With so many SNFs offering similar services, it's easy to get lost in the crowd. The key to standing out is defining your unique selling proposition (USP).

What makes your facility different? Whether it's specialized therapy programs, an outstanding patient-centered approach, or cutting-edge specialty services, make sure you highlight it. Using engaging brand storytelling, through videos and personal stories, can help connect with potential residents and their families on a emotional level. Also, make sure your website is modern, mobile-friendly, and easy to navigate with clear calls to action.

Navigating Compliance and Regulations

Healthcare comes with a lot of rules, and breaking them, whether intentionally or not, can cause major issues. Staying up to date with accessibility standards and compliance guidelines from CMS and HIPAA is crucial.

If regulations feel overwhelming, consider working with professionals like those at Healthcraft who specialize in healthcare marketing to help ensure your content stays within industry guidelines. Above all, keep your messaging honest, transparent, and focused on patient-first communication to build credibility while staying compliant.

Managing Limited Budgets

Most SNFs don't have massive marketing budgets, so making every dollar count is key. Focusing on cost-effective strategies like email marketing and organic social media engagement can stretch your resources while still driving results.

Take advantage of free tools like Google Business Profile to boost your online visibility and connect with the local community. And don't forget to track performance metrics—knowing what works (and what doesn't) helps ensure your marketing dollars are well spent.

Strengthen Your SNF's Marketing Strategy

Tackling these marketing challenges head-on can help skilled nursing facilities attract more patients, build trust, and strengthen their reputation. At Healthcraft Creative Solutions, we specialize in marketing strategies designed specifically for SNFs. If you're ready to take your facility's marketing to the next level, reach out to us today!