TL;DR
CMS publishes a file of every active nursing home in its Care Compare data, with certified beds and quality ratings. Filter it by state and size, then reach the administrator or director of nursing.
Find nursing homes with ManyPINursing homes buy staffing, clinical supplies, software, food service, laundry, maintenance, insurance and training, and they buy most of it again every year. For US sellers, the list is already built: the Centers for Medicare & Medicaid Services publishes data on the nursing homes it certifies, and it's free to download. Vendors ask how to reach nursing home administrators in r/sales and r/healthIT.
Where the data lives
Source | What it gives you | Notes |
|---|---|---|
Nursing homes by location, with ratings and inspection results | Built for families choosing a home, handy for spot checks | |
CMS Provider Information file | One row per active nursing home, with number of certified beds, staffing and quality measures | The file to download for a full list |
CMS nursing home ownership data | Owners and operators of certified nursing homes | Released by CMS in 2022 and updated monthly. Shows which homes share an owner |
The ownership data is what turns a list of buildings into a list of buyers. Homes with the same owner often buy centrally, and one conversation with the operator can cover all of them.
From the CMS download to the person who buys.
Nursing home or assisted living?
The CMS data covers certified nursing homes. Assisted living communities are licensed by states, not certified by CMS, so they won't appear in these files. For assisted living, use your state's licensing lookup and map listings instead.
Filter by what you sell
Field | Why it matters |
|---|---|
Number of certified beds | Size, and so budget and volume |
Ownership type | For-profit, nonprofit and government homes buy through different processes |
Shared ownership | Chains and groups usually decide centrally |
Staffing and quality measures | A pitch angle for staffing, training and clinical services. Use it with care |
Who decides
Role | What they decide |
|---|---|
Administrator | Runs the home: most purchases and contracts |
Director of nursing | Clinical supplies, nursing staffing, clinical software |
Business office manager | Billing and back-office tools |
Regional or corporate office | Everything, for homes in a group |
Start with the administrator at independent homes and the operator's regional office for groups.
What to say
Lead with something specific and neutral from their own data, like bed count or a new service, and never with a poor rating. Nobody wants a vendor pointing at their inspection results.
Hi [Name], we work with [size] nursing homes in [state] on [what you do], mainly [the problem in their words]. [A proof point you can back up.] Would a short call be useful, or should I send a one-page summary?
Doing it with ManyPI
Disclosure: ManyPI is our product.
Filter the CMS file to the homes you want, import it into ManyPI, and the agent finds each home's website and the administrator's or director of nursing's email, noting where each one came from. Every email is checked against the receiving mail server before a campaign can use it, sequences go out from your own inbox, and the built-in CRM keeps track of groups and their homes. The lead generation page covers the setup.
A filtered CMS file brought into ManyPI, with websites and administrator emails found and checked.
If you sell anything that touches resident data, expect privacy and security questions early. Our guide to medical billing clients covers how to be ready for HIPAA questions.
Written by
Ole Mai
Founder / ManyPI