AHCA/NCAL - McKnight's Senior Living

AHCA/NCAL

Mark Parkinson speaking

Industry pursues two avenues for coronavirus relief as long-term care observes ‘most difficult year’

American Health Care Association and National Center for Assisted Living President and CEO Mark Parkinson said the organizations are pursuing two avenues for coronavirus relief for operators since the $1.9 trillion package expected to land on President Biden’s desk by the end of the week does not contain any funding directly for healthcare providers, more specifically for long-term care.

Mark Parkinson headshot

Parkinson: Skilled nursing still amid business nightmare

As COVID-19 vaccines continue to be rolled out at skilled nursing facilities and assisted living communities nationwide, the “clinical nightmare” soon will be in the long-term care industry’s rearview mirror. The virus’ resulting “business nightmare” — a dramatic drop in census — may be more difficult to tackle, however, said Mark Parkinson, president and CEO the American Health Care Association / National Center for Assisted Living.

senior living resident gets vaccinated against COVID-19

Some senior living operators add vaccine access to marketing toolkits to help rebuild occupancy

As the COVID-19 pandemic sends occupancy rates plummeting in senior living communities, some operators are adding vaccine access to their marketing toolbox in a bid to entice prospective residents and fill vacant units. One marketing professional, however, urges communities to proceed with caution, calling the approach “a little dangerous.”

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