Marketing and Admission Strategies for Long-Term Care Ventilator Programs

Long-term care ventilator programs represent a highly specialized segment within the skilled nursing and long-term care industry. These programs are typically small—most consisting of just 10 to 30 beds—embedded within larger facilities. Outside of a few state exceptions, these units often require dedicated 24/7 respiratory therapist staffing, with ratios ranging from 1 therapist per 8 to 12 patients. This staffing structure introduces a substantial fixed cost that is unique to ventilator programs and absent in traditional long-term or short-term care populations.

Given these operational challenges, maintaining census levels that offset these additional costs is critical to a unit’s financial viability. As more of these units are being established or changing ownership, it’s vital to ensure that successful strategies from the past are carried forward and adapted to new circumstances.

While the admissions directors, marketers, and liaisons responsible for the general population of a skilled nursing facility often also manage ventilator units, there are unique strategies required for these specialized programs. Implementing these tailored approaches is essential to maintaining occupancy and ensuring long-term sustainability.

1. Focus on Long-Term Stability First

For a vent unit to thrive, at least 70% of the census must consist of stable, long-term ventilator patients. While high-reimbursement short-term patients may seem tempting, there just isn’t enough of that population coming from hospitals or LTACHs to keep the churn sustainable. Vent units are typically a Medicaid-driven business.

That doesn’t mean you ignore short-term patients, but the primary goal should always be finding and retaining long-term ones. The short-term admissions will come in waves; the long-term ones sustain you year-round.

2. Expand Beyond Local Marketing

Most SNFs focus their marketing efforts locally, but vent units require a multi-state strategy. Every hospital, acute rehab, and LTACH in your state should know who you are—and you should follow up with them at least monthly. Your local facilities need even more attention, with weekly follow-ups.

Don’t stop at your state borders. In some states, long-term care ventilator options are scarce, and out-of-state facilities are often relied on. Yes, there are insurance hurdles to clear, but securing one long-term admission—someone who could occupy a bed for years—can make all that work worth it.

3. Create Opportunities for Young Adults

Long-term pediatric centers have populations that age out and need somewhere to go. These young adults have much different needs than geriatric patients. Any long-term care center hoping to serve this population should consider a Young Adult program with age-appropriate activities and engagement.

While no center is currently fully equipped—or reimbursed—to handle a large population of young adults, setting aside 20-30% of beds for this demographic, if the opportunity arises, can be a strategic move.

4. Understand Your Churn Rate

Weaning and liberation rates vary between centers, and admissions teams need to know how frequently beds turn over. This awareness helps them stay ahead of census dips and avoid being caught off guard.

5. Never Stop Marketing

Even if your unit is full today, there’s no guarantee it’ll be full tomorrow. Vent units have higher readmission rates than other populations, so staying proactive in your marketing efforts is critical. Any pause in outreach will cause delays in filling beds—and in this game, delays can be costly.

Historically, less than 30% of ventilator referrals will actually convert to admissions. The rest either wean, choose another center, or, unfortunately, expire. This makes continuous marketing even more important to ensure a steady stream of potential admissions.

Final Thoughts

I’ve seen marketing and admission strategies make or break long-term care ventilator units. That’s why it’s so important to have a clear, consistent policy outlining expectations for your admissions and marketing teams.

At NJRA, we specialize in long-term care ventilator management. Have questions or need help? Reach out!