ProMedica is rebranding the nursing home chain. ProMedica acquired the operations of HCR ManorCare in 2018. The chain was owned by private equity giant The Carlyle Group. The care was known to be deficient. Now, the HCR ManorCare chain of nursing homes and other senior living facilities will be under the “ProMedica Senior Care” banner. The Company announced:
“The rebrand reflects how ProMedica is redefining the delivery of health care to go beyond the walls of a hospital, exam room, senior care facility or office. It also underscores the organization’s focus on caring for the whole person, including health and well-being.”
The change applies to facilities that currently operate under the Heartland, ManorCare, and Arden Courts “brands”. Signage and letterhead bearing the new names will arrive at facilities in 2021. The Company states:
“ProMedica’s rebrand supports the organization’s efforts to intentionally bring together diverse health and well-being services to help individuals reach their highest potential for health. This diversity allows ProMedica to champion healthy aging, cultivate innovative solutions and lead in the area of social determinants of health.”
The Company spans more than 335 senior care operations, including nursing homes, assisted living properties, and home health agencies. The ProMedica joint venture was a first-ever joint venture between a “not-for-profit health system” and “a for-profit health care delivery platform” that enabled the Company to vertically integrate. The hope is that “vertical integration” will increase efficiency and prevent waste, fraud, and abuse.
ProMedica cited CARES Act relief as a key factor that helped offset losses from low occupancy rates. The ManorCare assets served to mitigate losses associated with the Medicaid plan, prior to the start of the COVID-19 pandemic.
I hope for the sake of the residents and caregivers that care will improve in their facilities.