Workshop: When Occupancy Isn’t Enough: Building the Revenue Health Playbook (Providers Only)

Senior living leaders have spent years fighting to rebuild occupancy. But in today’s market, a full building does not always mean a financially healthy building. Discounted residents, lost revenue days, weak rate integrity, payer mix, delayed unit turns, uncaptured care, short stays, and services given away for free can all create the same uncomfortable reality: occupancy is up, but revenue is not keeping pace.

In this two-hour working session, Mindy Whitworth and Carmen Fronczak will guide attendees through a practical Revenue Health Playbook designed for sales and marketing leaders who need to lead a broader organizational conversation. Through interactive table exercises, participants will identify where occupancy is masking revenue weakness, examine the revenue levers sales and marketing can influence, and practice framing the case to operations, finance, clinical, and capital partners. Attendees will leave with both a near-term action step and a longer-term revenue health priority they can bring back to their organization.

Three Actionable Takeaways
1. Diagnose where occupancy is masking revenue weakness by identifying the impact of discounting, lost revenue days, payer mix, uncaptured care, short stays, and services that are being delivered but not monetized.
2. Map the revenue levers sales and marketing actually influence — including rate integrity, move-in fees, referral-source mix, deposits, ancillary services, annual re-rates, and product development — and identify who else must be involved to act on them.
3. Build a practical Revenue Health action plan with one immediate step to take this week and one larger cross-functional priority to pursue over the next year.