Nursing Homes Contact Database
Nursing home data is fundamentally different from individual provider data. You're targeting facilities, not practitioners. The decision-makers are administrators, directors of nursing, and corporate owners, not the physicians who treat patients there. Building a useful nursing home contact database means understanding facility-level data structures that most provider databases don't handle.
Updated February 2026
Why Nursing Home Data Differs from Provider Data
There are approximately 15,000 CMS-certified nursing homes in the United States, according to the CMS Nursing Home Quality program. These facilities are tracked at the facility level, not the individual provider level. The CMS Nursing Home Compare database (now part of Care Compare) provides public data on every certified facility, including bed count, ownership type, star ratings, inspection results, and staffing metrics.
But Care Compare doesn't include what vendors actually need: business email addresses for decision-makers, direct phone numbers for administrators, and verified contact details for the people who approve purchases. The publicly available data tells you everything about the facility's quality metrics and nothing about how to reach the person who signs vendor contracts.
Nursing homes have a distinct organizational structure. The administrator manages daily operations and typically controls vendor relationships for supplies, equipment, and services. The director of nursing (DON) influences clinical purchasing decisions. The medical director is usually a physician who works part-time and has limited purchasing authority. In chain-owned facilities, corporate procurement may override facility-level decisions entirely. Your outreach needs to reach the right role, and that role depends on what you're selling.
Ownership structure matters more in nursing homes than in most healthcare segments. About 70% of US nursing homes are for-profit, and many are owned by chains or private equity groups. A single ownership entity might control 50-200 facilities. When the parent company centralizes purchasing, your contact at the individual facility can't make buying decisions. Knowing the ownership chain helps you identify whether to approach the facility or the corporate office.
What a Nursing Home Contact Database Includes
CMS certification number. This is the unique facility identifier in the CMS system, analogous to an NPI for individual providers. It links to inspection records, quality ratings, staffing data, and ownership history. Every legitimate nursing home has one.
Administrator email and phone. The administrator is the operational decision-maker at most facilities. Getting their direct business email, not the facility's general phone line, is the key data point for vendor outreach. Administrator turnover in nursing homes is higher than in most healthcare settings, which means this data point needs frequent re-verification.
Bed count and occupancy. Facility size directly correlates to purchasing volume. A 30-bed facility buys different quantities of supplies, technology, and services than a 200-bed facility. Occupancy rates indicate financial health and growth potential. CMS publishes bed count data; occupancy data requires additional sourcing.
Star rating and quality metrics. CMS assigns 1-5 star overall ratings based on health inspections, staffing, and quality measures. For vendors selling quality improvement tools, infection prevention products, or compliance software, star ratings indicate which facilities are most likely to buy. Low-rated facilities face regulatory pressure to improve. High-rated facilities want to maintain their status.
Ownership type and chain affiliation. Independent, chain-affiliated, government-owned, or nonprofit. For chain-affiliated facilities, the parent company name and the number of facilities in the chain helps you decide whether to pursue a facility-level or enterprise-level sales approach.
Common Quality Issues with Nursing Home Data
Chain ownership masks individual facilities. A nursing home owned by a private equity group may appear under a management company name, a holding company name, or the facility's local DBA name depending on the data source. Cross-referencing CMS ownership data with state business filings and commercial databases to identify the actual decision-making entity is a non-trivial data exercise. Some chains deliberately use complex ownership structures that make it hard to connect facilities to their parent companies.
Administrator turnover is the biggest contact data challenge. Nursing home administrators change positions more frequently than most healthcare roles. A list verified six months ago could have 15-20% of its administrator contacts outdated. DON turnover is similarly high. If you're buying a nursing home contact database, ask about the verification frequency. Annual verification isn't sufficient for this market.
Confusion with adjacent facility types degrades list quality. "Nursing home" gets mixed up with assisted living facilities (which provide personal care but not skilled nursing), continuing care retirement communities (CCRCs, which include nursing homes as one component), and rehabilitation centers (which may be licensed as nursing homes but serve a different patient population). If your product targets skilled nursing specifically, your list can't include assisted living facilities that happen to appear in the same directories.
State-licensed-only facilities create gaps. CMS certification is voluntary for facilities that don't accept Medicare or Medicaid. A small number of nursing homes operate under state license only and don't appear in federal databases. These facilities are typically small, private-pay-focused, and harder to find in standard data sources.
How Provyx Builds Nursing Home Contact Lists
Provyx starts with the CMS Care Compare database for the complete universe of certified nursing facilities. This gives us facility name, address, bed count, star ratings, ownership data, and CMS certification number for approximately 15,000 facilities nationwide.
We then enrich each facility record with verified decision-maker contacts. We identify administrators, directors of nursing, and medical directors through commercial databases, LinkedIn analysis, state licensing records, and web intelligence. Every email address is verified at the mail-server level. Phone numbers are confirmed against carrier databases.
Ownership chain mapping connects individual facilities to their parent companies. We identify the top-level ownership entity so you can segment your outreach by chain size, ownership type, and corporate structure. If you want to approach the corporate office for a 100-facility chain, we can identify that contact. If you want to approach individual facility administrators within that chain, we have those contacts too.
The data is delivered in CSV or Excel format with standardized fields. CAN-SPAM compliance is maintained through our verification and suppression processes. You can filter by geography, bed count, star rating, ownership type, or chain affiliation. No annual contract, no data platform to navigate. Tell us what segment of the nursing home market you need, and we'll deliver a verified contact database.
Frequently Asked Questions
How many nursing homes are in the United States?
There are approximately 15,000 CMS-certified nursing homes (skilled nursing facilities) in the US. This count comes from the CMS Care Compare database and includes facilities that accept Medicare and/or Medicaid. A small number of additional facilities operate under state license only without federal certification.
What's the difference between a nursing home and an assisted living facility for targeting purposes?
Nursing homes (skilled nursing facilities) provide 24-hour medical care from licensed nurses and accept Medicare/Medicaid. Assisted living facilities provide personal care assistance (bathing, dressing, medication management) but not skilled nursing care, and are regulated at the state level with no federal certification database. The decision-makers, purchasing processes, and regulatory environments are different. Make sure your list distinguishes between the two.
Who is the decision-maker at a nursing home?
It depends on what you're selling. The administrator manages operations and controls most vendor relationships. The director of nursing (DON) influences clinical and medical supply decisions. For chain-owned facilities, corporate procurement at the parent company level may control vendor selection and contract terms. We provide contact data for all three roles where available.
Can you filter nursing homes by star rating?
Yes. We include CMS star ratings (1-5 stars overall, plus sub-ratings for health inspections, staffing, and quality measures) so you can target facilities by quality level. This is useful for vendors selling quality improvement tools, compliance software, or staffing services to facilities under regulatory pressure.
Sources and References
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