Health Care Association

What Health Care Association does

Health Care Association of Michigan (HCAM) is a non-profit professional association founded in 1948 and headquartered in Lansing, Michigan, representing skilled nursing facilities (SNFs), assisted living communities, homes for the aged, and adult foster care providers across the state. The organization serves member facilities providing care and services to more than one million elderly and disabled individuals in Michigan, with four major nursing home chains alone operating 98 skilled nursing facilities representing over 20% of the state's nursing homes. HCAM is the Michigan state affiliate of the American Health Care Association (AHCA) and National Center for Assisted Living (NCAL), providing both state-level and federal advocacy representation.

HCAM's core offerings span four interconnected pillars: (1) education and certification, anchored by the NAB-approved Certified Assisted Living Director (CALD) program, medication management courses, the ahcancalED platform, and the new HCAM Apprenticeship Program; (2) advocacy, including state and federal legislative representation, the HCAM Bill Tracker, the "Thelma" advocacy campaign, HCAM PAC, and annual Legislative Day events; (3) regulatory and reimbursement services covering Medicaid, Medicare, and Managed Care; and (4) recognition programs including AHCA/NCAL National Quality Awards (Bronze, Silver, Gold), HCAM Awards of Excellence, and scholarship programs (David Lebenbom Memorial Scholarship and HCAM Assisted Living Scholarship) that have collectively awarded over $155,000 since 2011. Technology infrastructure consists of a WordPress-based website, member portal, multiple committee portals, and event registration via Swoogo; there is no proprietary technology stack, AI/ML capability, or public API.

HCAM's revenue is generated primarily through annual membership dues from member facilities, supplemented by registration fees from events (the 2025 Convention & Expo drew 860+ attendees), professional education programs (CALD at $1,599 members / $2,500 non-members; medication management courses at $275-$675), publication sales, and affinity program partnerships with vendors including CareLinc Medical Equipment, Incite Strategic Partners, HealthCap, and TwinMed. The go-to-market motion combines direct sales and relationship-based engagement with event-driven acquisition and retention, supported by grassroots advocacy campaigns, member communications, and an active social media presence. Financials are not publicly disclosed, and the organization operates with 11-50 staff under member-elected governance.

Name

Health Care Association

Legal name

Health Care Association of Michigan

Website

https://hcam.org

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Short description

Health Care Association of Michigan (HCAM) is a non-profit professional association founded in 1948 that represents skilled nursing facilities and assisted living providers across Michigan, offering advocacy, education, certification, and regulatory support to its member facilities.

Ownership category

akta.pro rank

Product category

Long-Term Care Professional Association Services

NAICS

Business Associations (813910), Professional Organizations (81392)

SIC

Services-Membership Organizations (8600), Services-Management Services (8741)

akta.pro primary industry

Home & Community-Based Services (HCBS) Coordination & Case Management (HSABAIAM)

akta.pro secondary industry

HR Compliance, Policy, EEO & Labor Law (BPACAPAM)

Keywords

• Long-term care association
• Skilled nursing advocacy
• Assisted living certification
• Professional healthcare education
• Regulatory compliance support

Headquarters

HQ city

Lansing

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: Annual membership fees from skilled nursing facilities, assisted living communities, homes for the aged, and adult foster care providers. Members receive access to strategic communications, professional development, government advocacy, survey assistance, regulatory interpretations, and comprehensive advice on Medicaid, Medicare and Managed Care issues.
2. Convention and Events: Registration fees from annual Convention & Expo, Leadership Conferences, and specialized events. The 2025 Convention drew 860-plus attendees both in-person and virtually.
3. Professional Education Programs: Revenue from educational programs including CALD certification ($1,599 members/$2,500 non-members), Medication Management courses ($275-$675), and various workshops and webinars.
4. Publications and Resources: Sales of publications including SNF Bill of Rights Books ($75-$125 per 100), HFA Resident Rights Books, Assisted Living Operations Resource Manual ($250-$350), and other educational materials.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

HCAM is a Michigan-based non-profit professional trade association representing skilled nursing facilities and assisted living communities. It delivers government advocacy at the state and federal level, professional education and certification programs (including the CALD certification and medication management courses), regulatory and reimbursement compliance assistance, networking events, industry market data, and member publications.

Product overview

The Health Care Association of Michigan (HCAM) is a professional association offering a comprehensive suite of services for skilled nursing and assisted living providers. The organization provides professional education programs including the NAB-approved Certified Assisted Living Director (CALD) certification, medication management training courses, and access to the ahcancalED platform. HCAM delivers recognition programs such as the AHCA/NCAL National Quality Awards and HCAM Awards of Excellence with associated scholarships. The association operates advocacy services at state and federal levels, provides regulatory compliance guidance, and offers reimbursement expertise. Additional member resources include market intelligence tools (P3 and LTC Trend Tracker), workforce development programs, and annual events including the Convention & Expo and Legislative Day. HCAM does not offer a public API or developer integrations, and no AI capabilities are described in the source material.

Differentiator

Problem solved

Functional benefit

Brands

• HCAM PAC: Political Action Committee for the Health Care Association of Michigan, supporting advocacy efforts through political contributions.
• Thelma
• CALD (Certified Assisted Living Director)

Products and services

• CALD Certification Program

Quantifiable outcome

• 40 Michigan facilities earned 2026 Bronze National Quality Award, ranking Michigan 6th nationally
• +3 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• American Health Care Association (AHCA) and National Center for Assisted Living (NCAL)flagshipStrategic or Co-development PartnerHCAM is the Michigan state affiliate of AHCA/NCAL, providing members with access to national resources, advocacy at the federal level, educational programs including ahcancalED platform, the AHCA/NCAL National Quality Award Program, and collective representation before Congress, CMS, and the administration.
• CareLinc Medical EquipmentcoreGTM or Marketing PartnerVIP+ Partner and vendor featured on HCAM events calendar. Provides medical equipment and supplies to member facilities.
• Incite Strategic PartnerscoreChannel Partner/ Reseller/ DistributorVIP+ Partner and AHCA/NCAL's Group Purchasing Organization partner. Offers competitive pricing for dining options, medical supplies and services, and housekeeping supplies to HCAM members.
• UniVoxxminorGTM or Marketing PartnerVIP+ Partner and vendor providing communication or technology solutions to member facilities.
• Business and Community Institute and Lansing Community CollegeminorStrategic or Co-development PartnerPartnered with HCAM to provide the Effective Leadership Workshop, delivering exceptional leadership training to members.
• HealthCapcoreGTM or Marketing PartnerAHCA/NCAL preferred provider of liability insurance. Provides 10% discount to members, lower claims frequency and severity, integrated risk management including on-site consult and accredited in-service education.
• Gero Nurse PrepcoreGTM or Marketing PartnerOnline training course preparing RNs for ANCC board certification in Gerontological Nursing. Offered through AHCA/NCAL affinity programs.
• Healthcare Academy - Knowledge CheckminorGTM or Marketing PartnerOnline training program featuring 2-7 minute courses for nursing facility staff compliance training. Annual subscription rates based on facility size with 10% AHCA member discount.
• ReadyCNA (Cinematic Health Education)minorGTM or Marketing PartnerOnline, story-based CNA training program. Significantly discounted student license rate of $450 for AHCA/NCAL members (regularly $600).
• National Certification Council for Activity Professionals (NCCAP)minorStrategic or Co-development PartnerProvides Activity Director Certification (ADC) Course with $200 discount for AHCA/NCAL members using promo code AHCA.
• National Association of Activity Professionals (NAAP)minorStrategic or Co-development PartnerProvides National Assisted Living Enrichment Certification (ALEC) Course with $100 discount for NCAL members using promo code NCAL.
• TwinMedcoreGTM or Marketing PartnerVIP Partner and sponsor of HCAM events including Legislative Day and Lebenbom Classic Golf Tournament.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wisconsin Health Care Association (WHCA/WiCAL): Wisconsin state trade association for SNFs and assisted living providers. Direct peer with the same member profile, advocacy remit, and educational offerings as HCAM.
• Ohio Health Care Association: Ohio state trade association for skilled nursing and assisted living providers — closest peer in terms of state-level structure, member segments, advocacy model, and educational programming parallel to HCAM's CALD-type offerings.
• Health Care Council of Illinois (HCCI) / Illinois Health Care Association: Illinois state association for long-term care providers serving SNFs and assisted living communities. Closely mirrors HCAM's structure — state-level advocacy, member education, certification programs, and annual convention — with comparable headcount and revenue scale.
• Pennsylvania Health Care Association: Pennsylvania state association for long-term care providers, including skilled nursing and assisted living. Comparable size and member scope to HCAM, offering advocacy, education, and quality awards.
• Care Providers of Minnesota: Minnesota state association for aging services providers, including skilled nursing and assisted living. Same membership-association model and comparable scale; useful peer for benchmarking HCAM's dues structure and program portfolio.
• Indiana Health Care Association: Indiana state association representing skilled nursing and assisted living providers. Functionally equivalent to HCAM with member dues, regulatory advocacy, and educational programming for the long-term care sector.

Regional players

• Aging Services of Michigan: Michigan-focused association serving nonprofit aging-services providers, including some overlap with HCAM's assisted living and HCBS members. Operates in the same Michigan geography and serves an adjacent provider segment (not-for-profit aging services).

Broad incumbents

• LeadingAge: National association representing nonprofit aging-services providers including skilled nursing, assisted living, and senior housing. Comparable membership-association model serving overlapping provider segments, with broader scope and a stronger nonprofit/aging-services orientation.
• American Health Care Association / National Center for Assisted Living (AHCA/NCAL): National trade association and HCAM's parent affiliate. Direct functional peer — provides overlapping advocacy, education, and quality programs but at a federal level and across all 50 states, whereas HCAM operates only in Michigan.

Others

• National Association of State Units on Aging (NASUA): National membership organization representing state aging agencies. Adjacent rather than directly competitive, but operates a similar membership/advocacy model in the same elder-care ecosystem and serves as a useful ecosystem peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/QualityCareHCAM
• Facebookfacebook.com/Health-Care-Association-of-Michigan-173766252792202
• LinkedInlinkedin.com/company/health-care-association-of-michigan
• Instagraminstagram.com/qualitycare_hcam

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Health Care Association