For skilled nursing facilities (SNFs), hospital discharge planners are often seen as the primary gatekeepers to referrals. While these relationships are essential, limiting your referral strategy to hospitals alone can leave untapped opportunities on the table. To build long-term census stability, facilities must look beyond the discharge planner and create a broader, more resilient referral network.
The Risk of a Single-Source Strategy
Relying heavily on hospital referrals can make occupancy vulnerable to changes in hospital partnerships, network alignments, or policy shifts. If a hospital signs an exclusive agreement with a competitor or narrows its preferred provider list, facilities may see a sudden dip in referrals. Expanding your referral sources helps spread that risk and opens the door to more consistent admissions.
Outpatient Providers: A Steady Stream of Potential Referrals
Physicians, physical therapists, and home health agencies often work with seniors who could benefit from a skilled nursing stay, especially following hospital discharges, fall risks, or gradual declines in function. Building relationships with these professionals ensures your facility is top of mind when the conversation turns to higher levels of care.
To engage this group:
- Offer educational materials or in-service sessions about your programs
- Provide a direct line of communication to your admissions or clinical team
- Emphasize how your care supports continuity after outpatient treatment
Case Managers in Managed Care Networks
With Medicare Advantage plans on the rise, case managers working for insurance companies are becoming powerful influencers in the placement process. These professionals often look for facilities that are responsive, outcomes driven, and able to streamline the admissions process for covered patients.
To strengthen these relationships:
- Ensure your facility is credentialed and in-network where appropriate
- Highlight your readmission rates, therapy programs, and clinical capabilities
- Stay proactive with follow-ups and timely authorizations
Senior Centers, Social Workers, and Community Partners
Referral building also extends into the local community. Social workers at senior centers, adult day programs, or housing communities often assist older adults who are declining at home but not yet in crisis. These professionals can refer residents to SNFs for short-term rehab or respite stays if they know your facility and trust your team.
Community outreach can include:
- Hosting wellness events or educational workshops
- Building partnerships with local nonprofits or councils on aging
- Offering tours or lunch and learn sessions for social workers and case managers
Follow-Up Builds Trust
Relationship building is not just about the first visit. Regular check-ins, outcome updates, and thoughtful follow-through build trust over time. Simple gestures, like calling to thank a provider for a referral or updating them on a resident’s progress, can go a long way.
Stronger Networks, Healthier Census
A strong referral network is built on more than convenience. It is built on reliability, communication, and consistent outcomes. By looking beyond the hospital and investing in diverse referral sources, SNFs can create a more sustainable pipeline that supports both occupancy goals and resident care.
In the end, it is not just about getting referrals. It is about becoming the trusted partner providers turn to again and again.