By April Foskett, LPN, VP of Business Development
In skilled nursing, we often focus heavily on clinical care, regulatory compliance, and operations, all of which are incredibly important. However, one position that is frequently overlooked, yet plays a critical role in the success of a facility, is the Admissions Director.
Admissions Is the Front Door to the Organization
Admissions is far more than simply accepting referrals. It is the front door to the organization and a key driver of census stability, payor mix improvement, and ultimately the financial health of a facility.
Why Admissions Should Not Be a Dual Role
One of the biggest challenges I see across organizations is when this role is treated as a dual position, often combined with marketing or other responsibilities. While that may seem efficient on paper, these are two very different skill sets. Not everyone can successfully operate as both a marketing liaison and an admissions director. Admissions requires a unique blend of urgency, analytical thinking, relationship management, and operational coordination.
There is also a certain level of drive and passion that comes with this role. For many admissions professionals, the fast-paced nature of reviewing referrals, solving complex placement challenges, and helping residents safely transition into care is what fuels their work.
Developing Business-Minded Admissions Leaders
Throughout my career, a large part of my focus has been shaping and developing admissions leaders into strong, business-minded professionals who understand not only the clinical needs of residents but also the financial impact of their decisions. When admissions teams are properly trained and supported, they can generate measurable ROI for facility owners while improving access to care for patients who truly need skilled services.
The Measurable Impact of Strong Admissions Leadership
The impact of strong admissions leadership can be significant.
Recently, we implemented a dedicated Admissions Director in a facility that had historically overlooked the importance of this role. At the time, the building was operating at 50% occupancy with virtually no skilled mix. Through focused admissions oversight, improved referral management, and dedicated leadership, the facility has since stabilized at 87% occupancy with more than a 12.5% skilled mix, moving the building back into positive revenue performance.
In another engagement, we helped implement a central intake model supported by admissions teams and marketing liaisons within the buildings. The result was a substantial improvement in referral management and placement coordination. Since implementation, the portfolio has significantly increased skilled mix, grown overall census by more than 30 residents, and is currently projected to generate more than $4 million in additional annual revenue.
While investing in admissions infrastructure can initially feel like a significant expense, the reality is that when the right people are selected, properly trained, and supported with the right systems, admissions becomes one of the most powerful drivers of growth within a skilled nursing organization.
Admissions as a Strategic Driver
Facilities that recognize and invest in this role are often the ones that experience greater census stability, stronger hospital partnerships, and more sustainable financial performance.
In today’s healthcare environment, admissions is no longer simply an administrative function. It is a strategic driver of operational and financial success.