Preparing for Skilled Nursing Facility (SNF) sales

What to know before deciding to sell to SNFs, including barriers to adoption and relative priorities.

This cheat sheet (+ bonus video) covers practical issues such as

Messaging strategy

Evaluate differentiation in the context of SNFs’ relative priorities.


Dive into the hurdles of EHR and third-party system integrations. 


Plan for organizational changes associated with adoption of new technologies in the SNF setting.


Buyer persona, sales cycle and contract characteristics mapping.

ROI measurement

Quantify clinical and financial ROI to contextualize it within SNF KPIs.

Recommended resources

Shortcut learnings on how to create an initial SNF target list, what conferences to attend, trend overviews and more.

We've documented the right insider questions to be aware of before entering this market

A must-read

Tomer Shussman

CEO/Co-Founder OneStep

Understanding how SNFs operate clinically and financially is paramount for working with them.

This eBook has been a vital asset for our team, playing a key role in saving us time while successfully navigating the challenges of the post-acute care market.

Alla Onitskansky

VP of Strategy at QRM

Only by utilizing innovative technology can we solve labor shortage problems, improve quality of lives, and redesign the care delivery model in SNFs.

This must-read cheat sheet is the perfect first-step for those looking to sell into this market segment.

Nupur Mehta

CMO/Co-founder Heyday Health

I would recommend this as mandatory reading for anyone considering working in this fragmented and often opaque space to ensure you are able to rise above the noise to make your offering truly stand out.

The Skilled Nursing Facility (SNF) opportunity

There are 18,700 active SNFs in the US, housing 1.7 million certified beds.

While more care is moving to the home, SNFs remain integral to the healthcare system care continuum.

Preparing for SNF sales

Nonetheless, selling to Skilled Nursing Facilities (SNFs) presents unique challenges. Assessing the viability of your startup’s offering demands a deep understanding of their priorities and limitations and budgets.


Avoid common mistakes

To aid you through this process, we’ve collaborated with experts from the Skilled Nursing Facility (SNF) market and documented the right insider questions to be aware of before entering this market. 

Why we built this resource

Too often we’ve seen founders start entering into the SNF market without asking themselves the right questions on viability ahead of time.

These are the 70 questions to determine if a startup is a good fit for this channel & covers –

  • Determining relative priority of the value proposition  
  • Planning for potential barriers to adoption 
  • Identifying who pays with precision 

Learn from Skilled Nursing Facility experts

About the Authors

Jonathan Friedman

Jonathan is a Partner at LionBird, leading new investments in companies in the healthcare delivery segment and serving on the boards of Heyday Health, Laguna Health, OneStep, Mellie and others. 

Prior to co-founding LionBird, he previously worked for the CEO of Azzorti, a multi-national consumer products company, managing new product launches, sales operations and other cross-functional projects. 

He is a member of The Kauffman Fellows Program (class 24), has been frequently featured in technology publications such as TechCrunch and VentureBeat, and also compiles the popular LionBird Bites newsletter, which is read by most of the VC industry in Israel.

Michael Skaff

Michael Skaff is the VP of Healthcare Technology for Vayyar Imaging North America.  

Skaff previously served as the Chief Operating Officer and Chief Information Officer for the Jewish Senior Living Group, which supports the San Francisco Campus for Jewish Living, the largest private nonprofit Skilled Nursing Facility in California. 

Skaff was recognized as a Corporate Finalist by the 2022 Bay Area CIO of the Year ORBIE Awards for his leadership during the COVID-19 pandemic, mobilizing a digital workforce and constructing an effective model of the future of work for SNFs. He has been named one of the Top 20 Most Innovative Midmarket CIOs by CRN and was nominated to the Business Transformation 150 by Constellation Research, for his work in healthcare-specific technology.

LionBird is a venture capital firm investing exclusively in pre-scale digital health companies.

Since its inception, the firm has invested in more than 35+ founding teams and now has over $150 million in AUM. Our focus is on helping founders lay the best foundations for their companies to scale and succeed.

DISCLAIMER: By signing up for this eBook, you’ll also be subscribed (if you aren’t already!) to our once-a-quarter LionBird Wings digital health founder newsletter which provides digital health founders with practical, tactical advice on GTM.

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