Laurie Loughney of Jewish Community Housing Corporation Shares Insights into the Changing World of Long-Term Care at ACHCA Winter Conference

Laurie Loughney, COO of Senior Living Organization, Spoke on Census Building and Profitability Strategies for Health Care Organizations; Discussed Changing Trends in Operations and Marketing of Assisted Living Facilities and Nursing Homes and Other Pertinent Topics

Oringinal Article:

Laurie Loughney, COO of the Jewish Community Housing Corporation of Metropolitan New Jersey (JCHC) was a presenter at the 22nd annual Winter Marketplace Conference of the American College of Health Care Administrators (ACHCA). The conference was held on December 8, 2015 at Bally’s Resort in Las Vegas, Nev. The JCHC owns and manages four senior living communities in northern New Jersey that offer independent and assisted living options. Among Loughney’s many professional credentials, she is a certified nursing home administrator and certified assisted living administrator.

Her presentation, “Census Building and Profitability Strategies in the Long-term Care Setting” was attended by long-term care executives and administrators from throughout the U.S. Loughney covered a range of pertinent issues facing operators and administrators of skilled nursing facilities, assisted living communities, hospice and home health service providers. Key areas she covered were:

  • The importance of long-term vision and strategic planning
  • Financial and clinical eligibility models for residents
  • Latest techniques in market feasibility and marketing comparison analysis
  • Awareness building and networking among referral sources and the community
  • Sales and admissions best practices
  • The impact of Medicare and Medicaid on nursing home profitability

“The model of assisted living has changed markedly since 2001, as has the whole health care environment,” noted Loughney. “The assisted living population is getting older, their needs and expectations are more diverse, and competition for residents has greatly increased. It is becoming more important for long-term healthcare organizations to market themselves more effectively, to develop strong collaborative relationships with referral sources, and to focus on delivering a high-quality way of life for residents.”

Loughney stressed the importance for long-term healthcare organizations of:

  • Enhancing the sales and admission process, gathering and tracking data through the process from inquiry to tour to application to conversion.
  • Creating a more user-friendly admission process.
  • Identifying a target audience as well as a particular niche in the community.
  • Developing a budget and a plan for marketing and public relations.
  • Doing a SWOT analysis (strengths, weaknesses, opportunities, threats) and addressing the competition in the marketplace as well as doing continual quality assurance assessments.
  • Maintaining optimal staffing rates and reducing staff turnover.

“Now, more than ever, retirement communities and healthcare organizations must hone in on the value they provide to residents, and develop positive relationships with area resources such as hospitals, rehabilitation centers, and healthcare professionals. Making strong investments in marketing and personnel, coupled with upgrades in patient and resident services, will help organizations meet the growing needs of our aging population and remain more competitive in their markets.”


About Laurie Loughney
Laurie Loughney is the Chief Operating Officer of the Jewish Community Housing Corporation of Metropolitan New Jersey (JCHC) in West Orange, N.J., a position she has held since 2007. She oversees operations, marketing and sales for the non-profit organization which owns and manages four senior living communities that offer independent and assisted living housing with services. Loughney holds a B.S. in psychology and the following professional certifications: licensed nursing home administrator (LNHA), certified assisted living administrator (CALA), certified social worker (CSW), certified dementia practitioner (CDP) and assisted housing manager (AHM).

About the Jewish Community Housing Corporation of Metropolitan New Jersey
Founded in 1983, the Jewish Community Housing Corporation of Metropolitan New Jersey (JCHC) owns and manages more than 470 apartments in four buildings for older adults in Morris and Essex counties in northern New Jersey. The non-profit organization offers seniors a range of options in terms of services, amenities, location, and cost, all within a traditional Jewish environment. The JCHC provides housing, programs, and services for the independent elderly as well as those who need assisted living. For more information, go to

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