Assisted living providers who pursue accreditation often share a range of insights about the process and its impact. Here is a summary of what they commonly report:
Improved Quality and Standards
Providers say accreditation helps them implement best practices and standardize care.
Accreditation is viewed as a roadmap to higher quality operations, not just a stamp of approval.
Credibility and Trust
Many providers report that families feel more confident choosing an accredited community.
Accreditation differentiates them in a competitive market and builds trust with hospitals and referral sources.
Staff Development and Morale
Staff feel proud to work in an accredited setting, which can boost morale and retention.
The accreditation process often includes training that helps staff grow professionally.
Risk Management and Compliance
Accreditation can uncover areas of risk and help providers stay ahead of regulatory trends.
It often leads to improved structures, processes, and outcome measures.
How do Assisted Living Providers Describe the Journey to Accreditation?
Thorough and Time-Intensive
Providers often describe the preparation phase as extensive. It involves a deep and wide gap analysis including both a clinical and operational focus.
The site survey or review can be intense but is described as collaborative.
Requires a Team Effort
Success depends on strong leadership and interdisciplinary involvement.
Highlights Strengths and Weaknesses
Accreditation helps providers identify gaps that need attention and validates strengths.
Accreditor Feedback Is Valuable
Providers appreciate the consultative approach and improvement focused guidance of the experience.
What Benefits do Assisted Living Providers Attribute to Accreditation?
Improved Resident Outcomes
Providers report improvements across the board.
Operational Improvements
Accreditation prompts revisions to emergency preparedness plans, medication management, and a wide range of resident care and service processes.
Marketing and Referrals
Accredited providers use their status in marketing materials and say it helps with educating families during prospecting and with physician and hospital referrals.
Insurance Discounts
While not guaranteed, providers report improved access to insurance discounts, especially with liability insurers who value risk mitigation efforts.
Accredited providers often share while the journey was not easy, the long-term payoff in reputation enhancement justifies the effort. Providers regularly point to a transformed company culture where the tone is set for a deeper and wider quality and safety focus as a permanent way of doing business.
On June 30, 2025, The Joint Commission officially launched Accreditation 360: The New Standard which is a comprehensive redesign of its accreditation model for healthcare organizations, first rolling out to hospitals and critical access hospitals and then to other accreditation programs.
Key features of Accreditation 360:
A streamlined accreditation manual that clearly separates CMS Conditions of Participation (CoPs) from Joint Commission’s National Performance Goals (NPGs).
Removal of hundreds of outdated or duplicative requirements.
A continuous engagement model to support ongoing readiness and quality improvement, rather than periodic intense surveys.
Public posting of standards online and will be searchable by all, starting in July 2025.
Introduction of outcome‑based certification in key clinical areas via the National Quality Forum (NQF): maternity, cardiovascular, spine, and hip & knee procedural care.
Nursing Care Centers and Assisted Living Communities
While a specific rollout schedule has not been announced for nursing care centers, the schedule is anticipated in post-2026. The rollout schedule for assisted living communities in anticipated in late 2026 or 2027. The Accreditation 360 framework will result in simplified standards, NPG alignment structure used nationwide, outcome-focused performance measurement, a continuous engagement model, and access to best-practice sharing platforms.
There will be new training, support tools and updates to survey guidance as TJC publishes timelines and resources. Accreditation 360 will represent a major modernization of the Joint Commission’s accreditation model.
Are your marketing and sales team effectively using your accreditation messaging to increase your tour to move-in conversions? Here are five content ideas to improve their conversations with prospective residents and families.
Why Accreditation Matters: 5 Reasons to Choose an Accredited Senior Living Community
When families and residents are looking for senior living care, they are navigating one of the most emotionally charged and high-stakes decisions of their lives. In this moment, accreditation is your community’s badge of trust, but only if it's explained clearly, consistently, and meaningfully.
Here is how your marketing team can break it down for prospective families and residents.
1. "You get care that's voluntarily held to a higher standard.”
Language for the tour:
“We’re proud to be accredited by The Joint Commission. This means that we chose to meet a higher bar for safety, quality, and our care and services. Accreditation is optional, and we went the extra mile to earn it.
What it means to prospective residents and families:
More rigorous safety and quality checks.
Independent evaluation by a respected, national organization.
We chose to be held accountable.
2. "Your loved one is protected by a proactive, not reactive, culture."
Language for the tour:
“Many communities focus on passing state surveys. But accredited communities like ours are always ready because we have built survey readiness and continuous improvement into our everyday routine. Your loved one benefits from that attention every single day.”
What it means to prospective residents and families:
Accreditation encourages ongoing excellence, not just scrambling for inspections.
Risk is reduced because issues are addressed before they become problems.
Peace of mind: We are not just compliant, we are forward-thinking.
3. "Residents and families like yours helped shape our standards."
Language for the tour:
“Part of accreditation means that we include feedback from residents and families just like you. Their voices help shape our care, services, quality, and safety, and satisfaction surveys.
What it means to prospective residents and families:
Transparent communication and regular check-ins.
A system that values feedback, rather than ignores it.
More personalized, responsive care.
4. "If something ever goes wrong, there’s a system behind our promises."
Language for the tour:
“Every provider will tell you that they care. But accredited communities are required to have systems in place to catch, report, and fix problems fast. That includes things like fall prevention, infection control, and medication safety.
What it means to prospective residents and families:
Safety is not left to chance.
Problems are tracked, reported, and corrected systemically.
There is accountability baked in.
5. "You’re choosing a provider that values transparency and continuous improvement."
Language for the tour:
“Accreditation is not a one-time event. We must continually collect data and improve all that we do as part of our ongoing accreditation readiness and for reaccreditation purposes.
What it means to prospective residents and families:
We are future focused.
We are always working to improve all that we do.
Accreditation requires continuous improvement.
Training Tips for Marketing and Sales Staff Consistency in Accreditation Messaging:
To ensure every community marketing and salesperson communicates this message clearly and consistently, here is a simple training framework:
1. Create a 5-Point “Accreditation Advantage” Card
Print a small, branded pocket guide with these 5 points.
Include 1–2 key phrases and bullet points for each benefit.
Give this to every marketing staff member and use it during all tours and phone calls.
2. Practice Through Roleplay
Run regular roleplay scenarios.
Have staff practice explaining accreditation to distinct types of prospective residents and families: skeptical, confused, emotional, and rushed.
Use common objections (e.g., “But I’ve never heard of accreditation before”) to evaluate their responses.
3. Use Resident and Family-Friendly Language, Not Industry Jargon
Avoid terms like “QAPI,” “CMS,” or “TJC” unless explained clearly.
Swap them for words like “independent evaluation,” or “voluntary quality and safety check.”
4. Incorporate Real Resident and Family Testimonials
Share quotes from residents or families that reference safety, peace of mind, or trust.
Add these to tour packets, websites, and social media.
5. Regular Refreshers During Team Meetings
Reinforce 1 of the 5 points each week during the daily or weekly marketing huddle.
Ask staff: “How did you explain accreditation on your last tour?” to encourage peer learning.
Final Word for Marketers and Sales Staff
Accreditation is your trust differentiator. Most prospective residents and families do not ask about it and non-accredited providers certainly will not bring it up. Take your moment to shine. With the right training and language, your marketing and sales team can make accreditation not just an afterthought, but a deciding factor for prospective residents and families in choosing your community.