From Stigma to Strategy: Rebranding Skilled Nursing with Tim Craig of Lincoln Healthcare Leadership
On this episode, we’re joined by Tim Craig, Managing Director of LTC 100 at Lincoln Healthcare Leadership. Tim shares the groundbreaking insights behind LTC 100’s consumer perception initiative and why the long-term care field urgently needs to rethink how it communicates its value. From the importance of storytelling and social media to the danger of clinging to outdated terminology, Tim challenges leaders to take ownership of their message — and their future.
Key Takeaways:
00:00 Introduction.
07:03 “Nursing home” gets negative reactions across the board.
10:28 Skilled nursing may be more accurate and empowering.
16:54 The future of perception starts with individual action.
19:25 Controlling your narrative is a strategic imperative.
24:33 Viral influence starts small — storytelling builds trust.
27:38 Caregiver stories can shift employer and public perception.
28:45 Many consumers don’t know what SNFs provide.
34:25 Flexible schedules and tailored benefits drive workforce success.
39:05 Contactless tech and AI are already reshaping skilled care.
Resources Mentioned:
Lincoln Healthcare Leadership | Website
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