This document outlines a three-step marketing plan for skilled nursing facilities (SNFs) to address challenges from healthcare reform, Accountable Care Organizations (ACOs), and reducing hospital readmissions. First, SNFs must evaluate how they are perceived by referral sources and improve communications to be invited to join local ACOs. Second, SNFs must track and report their hospital readmission rates to referral sources. Third, if not included in a preferred ACO, SNFs should promote their quality care directly to consumers to maintain Medicare referrals and revenues. The plan advises proactive communications now to prepare for changes from healthcare reform and ACOs.