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In today’s consumer-driven marketplace, it’s impossible to overstate the value of clarity.

– 2020 Award winners will be announced August 24th, 2020 –

Customers connect with brands that know how to communicate with them in a language they can understand. We want to help senior-care organizations forge those all-important connections with their customers. That’s why we’ve taken these steps to make our award program legible—and meaningful—to the senior-living customer base:

    • Clarifying what our award represents, so consumers can understand what experiences to expect from your communities
    • Recognizing organizations, instead of single facility locations, for cultivating consistent customer and
      employee experiences
    • Promoting top-performing brands in both customer and employee experience
    • Rewarding organizations and team members for their dedication to creating top experiences

2019 Award Winners:


  1. Vetter Senior Living, Elkhorn, NE*
  2. American Medical Facilities Management, Charleston, WV*
  3. Kisco Senior Living, Carlsbad, CA*
  4. Opis Senior Services Group, Tampa, FL
  5. Partners of Ensign Services, Mission Viego, CA
  6. Senior Star, Tulsa, OK
  7. Kingston HealthCare Company, Toledo, OH
  8. Berkshire Healthcare, Pittsfield, MA*
  9. Ethica Health, Gray, GA
  10. Central Management Company, Winnfield, LA
  11. Diversicare Healthcare Services, Brentwood, TN*
  12. Edgewood Healthcare, Grand Forks, ND
  13. Concepts in Community Living, Inc., Clackamas, OR
  14. Senior Living Residences, Boston, MA*
  15. Dial Retirement Communities, Omaha, NE
  16. Primrose Retirement Communities, Aberdeen, SD
  17. Legend Senior Living, Wichita, KS
  18. The Goodman Group, Chaska, MN
  19. Volunteers of America, Alexandria, VA
  20. Spring Hills, Edison, NJ


  1. Avera, Sioux Falls, SD
  2. National HealthCare Corporation, Murfreesboro, TN
  3. Trinity Health Senior Communities, Livonia, MI
  4. Lutheran SeniorLife, Mars, PA
  5. Gulf Coast Health Care, Pensacola, FL
  6. Ascension, St. Louis, MO
  7. American Medical Facilities Management, Charleston, WV*
  8. Vetter Senior Living, Elkhorn, NE*
  9. Schonberg Care, Metairie, LA
  10. Medicalodges, Inc., Coffeyville, KS
  11. Solaris, Bonita Springs, FL
  12. Americare Senior Living, Sikeston, MO
  13. HCR ManorCare (subsidiary of ProMedica), Toledo, OH
  14. Berkshire Healthcare, Pittsfield, MA*
  15. Kisco Senior Living, Carlsbad, CA*
  16. Providence Health & Services, Renton, WA
  17. Senior Living Residences, Boston, MA*
  18. Diversicare Healthcare Services, Brentwood, TN*
  19. Atrium Centers Inc., Columbus, OH
  20. Lutheran Services Carolinas, Salisbury, NC
*Indicates the organizations who won both the Employee Approved and the Customer Approved award.

Selection criteria

Award-winners are determined using a carefully designed scoring methodology (see below), intended to account for the inherent differences in ratings across levels of care. The NRC Health Customer Approved Award is based on ratings from both family and residents across Independent Living, Assisted Living, and Skilled Nursing care settings. Similarly, the NRC Health Employee Approved award is based on ratings gathered from employees of Assisted Living and Skilled Nursing facilities.

Because ratings tend to vary by care setting (e.g., assisted-living experiences tend to be rated more positively than skilled-nursing ones) we have taken steps to normalize, or “level the playing field” between, different care settings. This was accomplished through the standardization of ratings within each care setting using z-scores, which enable us to ensure scoring parity across various settings.

Scoring methodology

Awards are derived from organizational Net Promoter Scores, the industry’s most reliable measure of satisfaction and a high-validity proxy measure for loyalty. A percent-positive score was calculated for each facility with 10 or more responses to their “would recommend” question during 2018. Each facility was then grouped with other facilities serving the same population (i.e., placed with similar care settings), and the average score for each care setting was identified. Each facility score was then transformed into a z-score, which displayed the extent to which the facility scored above or below average when compared to other facilities within the same care setting. Systems with fewer than 10 eligible facilities were omitted, and system-level scores were calculated by taking the average of normalized facility scores. Systems were then rank-ordered, and the top 20 organizations were selected for each award category.