Federal Nursing Home Administrator Practice Exam

The primary goal of marketing should be to:

1. Increase and maintain census

2. Reduce operational costs

3. Expand service offerings

4. Enhance staff training programs

The correct answer is: Increase and maintain census

The primary goal of marketing in the context of a nursing home is to increase and maintain census. This means ensuring that the facility has a sufficient number of residents to support its operational viability and sustainability. A higher census not only contributes to the financial health of the facility but also enhances the community's perception of the nursing home as a trusted option for care. When marketing efforts are focused on increasing census, they typically involve strategies to promote the facility’s strengths, services, and the quality of care provided. This could include outreach to local hospitals, community events, partnerships with healthcare providers, and promotional materials that showcase the unique features of the home. A thriving resident population often leads to better resources, more staffing, and an improved environment for both residents and employees. While reducing operational costs, expanding service offerings, and enhancing staff training programs can all contribute to the overall success of a nursing home, these aspects are more aligned with operational management rather than the core purpose of marketing, which is fundamentally about attracting and retaining residents.