CMS High Performing Facility recognition campaigns.
About 12% of nursing homes will earn the trophy. Most will announce it once, or never.
InquireBeginning September 30, 2026, CMS marks nursing homes that qualify for its Risk-Based Survey with a High Performing Facility icon on Care Compare. Families see a gold trophy. Discharge planners see a clean survey record. Both form an opinion within a week.
The icon stays only while the building stays eligible, the list rebuilds quarterly, and CMS warns its own lists won't always match what Medicare.gov shows. So the operators who get value from it are the ones who say one accurate thing, everywhere, fast, and can take it back down in 72 hours.
We run that as a campaign: 7 surfaces, one sentence, one recognition mark, every qualifying building in the same week, tracked in the Marketing Hub so the next quarter triggers an update instead of a scramble.
What we deliver.
- Verification against Care Compare, dated and archived, before anything publishes
- The one-sentence claim and plain-language explanation used on every surface
- A network recognition mark that points to Care Compare without borrowing the federal graphic
- Website and Google Business Profile updates for every qualifying facility
- Per-facility social announcements in one brand voice
- Lobby piece and admissions packet insert, with a tour-script line
- One-page hospital referral sheet for discharge planners
- Family letter or newsletter from the administrator
- Quarterly status monitoring and the 72-hour removal plan, tracked in the Marketing Hub
The work.
The surfaces that moved census for these networks before the trophy existed.
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Glades West Rehabilitation
A brand built to convert hospital referrals. Identity, website, brand film, and the collateral community liaisons walk into intake meetings with.
View case study30+ Admissions from a cold territory$20K+ Bad debt prevented -
Village Place Health & Rehab
Flooded by a hurricane and rebuilt from the studs. We led the relaunch: brand, photography, facility film, and digital.
View case study104 Beds at full census4 mo. From shell to full census -
Prestige Healthcare
Sixteen facilities that read as sixteen different companies, consolidated under one identity. Strategy, identity, 16 websites, 4 films, and a launch event.
View case study16 Facilities, one identity16 Websites launched
Common questions.
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How fast can the campaign launch after a facility appears on the list?
The digital layer, website, Google, and social, goes live within the first week once we have verified the icon on Care Compare. Print for the lobby and admissions follows within 2 weeks. The referral sheet comes first, because discharge planners are the highest-return audience.
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What does a CMS recognition campaign cost?
Scope follows facility count. A single building is a focused launch. A network with 8 qualifying facilities gets the same 7 surfaces coordinated across all 8 in one week. For existing retainer clients, the digital layer usually fits inside current scope, and print or expanded materials are quoted separately.
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Can we use the CMS trophy graphic in our marketing?
The CMS memo does not address facility use of the icon, so the conservative call is to leave the federal symbol off your own materials, since it reads as endorsement. We design a recognition mark for your network that names CMS and Care Compare, dates the claim, and holds up if a compliance officer reads it.
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What happens if a facility loses the icon mid-campaign?
Every material is logged with its location and live date in the Marketing Hub, so removal is a checklist. Digital comes down day 1, hospital partners hear from you day 2, print is replaced day 3. Claims built as dated facts, such as qualified for the Risk-Based Survey in Q4 2026, stay true and need only an edit.
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Do you handle the hospital outreach?
We build the referral sheet and the visit script, and we prepare your business development team to deliver it in person. Referral development materials are part of our skilled nursing practice, and the Glades West result came from exactly that combination of materials and relationship work.
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We're a 5-star building without the icon. Is there anything to do?
Yes. Find out which of the 11 checks you missed. Often it is the 18-month survey clock or a recent ownership change, which resolve on their own, or staffing and open complaints, which respond to work you control. Our criteria guide walks through each one.
Earned the trophy? Make it count.
Tell us which buildings qualified and where their accounts stand. We will tell you straight what the rollout takes.
Inquire