Certifying Admission-Marketing Nurses in Long-Term Care Increases Reimbursement Rates

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Ciyou-Allee, Elizabeth
Master of Leadership Development
The purpose of this Project is to determine whether a certification program designed with specific concepts for the long-term care admission-marketing nurse could increase the reimbursement rates for long-term care facilities. Long -term care is a unique and competitive business. Not only must the admission nurse have the skill set to quickly assess the patient's needs and resources; they must make an “on-the-spot” decision whether to recommend a patient for admission to their facility. The nurse must also be able to quickly “show off and sell” his/her facility to the resident and/or their family members. They must work with their facilities’ leadership team to quickly set up a plan of care and to capture all possible reimbursement. The initial clinical assessment and the first 24 to 48 hours in the facility are crucial for building a relationship with the resident and their family member. The admission-marketing nurse must be able to transition her role with the resident to the other facility staff while maintaining the same comfort level with the resident and family. With today’s nursing shortage, it creates an environment where it is difficult, to nearly impossible for the long-term care facility to recruit a nurse with the required clinical, communication, organizational, marketing, and financial skills to step into this important position. Compounding the problem is the lack of a professional governing body to set the standards for this position. The focus of this Project is that an admission-marketing nurse certification program will develop training materials and set a recognized training standard for this knowledge base, improve the admission process for the resident and their family, and, ultimately, increase the facilities’ reimburse rates.