Willowbrook Nursing Center

What Willowbrook Nursing Center does

Willowbrook Nursing Center is a single-site skilled nursing facility located at 227 Russell Boulevard in Nacogdoches, Texas. It is part of the HMG Healthcare management network and operates as a for-profit, private provider delivering four core service lines: skilled nursing, rehabilitation and therapy, long-term care, and memory care. The facility is dually licensed by the state of Texas and CMS, and accepts Medicare, Medicaid, major commercial insurance, Medicare Advantage plans, and private pay patients.

The clinical platform is built around 7-day RN coverage, physician and NP/PA visits 3-5 times per week, and specialty infrastructure including a dedicated rehabilitation gym for one-on-one therapy, Wound VAC (vacuum-assisted closure) for Stage 3 and 4 wounds, on-site hemodialysis, cardiac and pulmonary rehabilitation, respiratory and respite therapy, palliative care, and a secure memory care unit with dementia-trained caregivers. Admissions flow through hospital referrals, physician-directed placements, and direct family inquiries, supported by an admissions workflow that includes clinical screening, paperwork, and coverage verification.

The business model is a multi-payer fee-for-service SNF operation. Pricing is not publicly disclosed and varies with acuity and length of stay. Revenue is generated across four payer streams (Medicare, Medicaid, commercial insurance, private pay) through per-diem reimbursement, with Medicaid serving as the primary payer for long-term care and Medicare/insurance covering short-term rehabilitation stays. Patient acquisition combines bottom-of-funnel direct phone contact, mid-funnel newsletter engagement, and top-of-funnel digital presence on the company website and Facebook, targeting families searching for skilled nursing care and acute-care discharge planners making referral decisions.

Name

Willowbrook Nursing Center

Legal name

Willowbrook Nursing Center

Website

https://willowbrooknursingcenter.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Willowbrook Nursing Center is a dually licensed skilled nursing facility in Nacogdoches, Texas, operated under HMG Healthcare. It provides short-term rehabilitation, long-term care, memory care, and specialty services such as Wound VAC, hemodialysis, and respiratory therapy to Medicare, Medicaid, commercial, and private-pay residents.

Ownership category

akta.pro rank

Product category

Skilled Nursing Facility

NAICS

Nursing Care Facilities (Skilled Nursing Facilities) (62311), Nursing and Residential Care Facilities (623)

SIC

Services-Skilled Nursing Care Facilities (8051), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Long-Term Care Nursing Homes (Custodial LTC) (HLADADAB)

akta.pro secondary industries

Memory Care Units within Skilled Nursing Facilities (SNF/Nursing Homes) (HLADACAC), Short-Stay Respite SNFs (HLADADAN)

Keywords

• Skilled nursing care
• Senior rehabilitation services
• Long-term care facility
• Memory care services
• Post-acute transitional care

Headquarters

HQ city

Nacogdoches

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medicare Services: Federal health insurance program covering inpatient hospital stays, care in a skilled nursing center, hospice care, and some home health care. Medicare Part A covers skilled nursing facility care for eligible patients.
2. Medicaid Services: Joint federal and state program providing health coverage for eligible low-income adults, seniors, and people with disabilities. Primary payer for long-term care services.
3. Commercial Insurance: All major commercial insurance policies and Medicare replacement plans (Medicare Advantage) are accepted for short-term rehabilitation and long-term care services.
4. Private Pay: Self-pay option for patients who do not have Medicare, Medicaid, or commercial insurance coverage. Long-term care expenses are covered by private pay when other options are unavailable.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Willowbrook Nursing Center operates a single skilled nursing facility in Nacogdoches, Texas, providing 24-hour skilled nursing, short-term rehabilitation, long-term care, and memory care services. The center serves post-acute transitional care patients, long-term residents, and individuals with Alzheimer's or dementia, accepting Medicare, Medicaid, commercial insurance, and private pay.

Differentiator

Problem solved

Functional benefit

Products and services

• Skilled Nursing
• Rehabilitation and Therapy Short-term rehabilitation designed as a transition between hospital and home. Services include Physical, Occupational, Speech, and Respiratory Therapy delivered in a state-of-the-art rehabilitation gym for one-on-one therapeutic recovery.
• Long-Term Care Comprehensive support for individuals who can no longer live independently, providing 24/7 medical care, assistance with personal tasks (bathing, eating, dressing, using restroom, walking), medication management, and therapy services.
• Memory Care Specialized care designed for older adults suffering from Alzheimer's or other dementia diseases. Provides safe and structured environment with cognitive stimulation activities, secure units, and dementia-trained caregivers.
• Wound Care Management Advanced wound care services including wound vac treatment for Stage 3 and 4 wounds.
• Cardiac Rehabilitation Specialized cardiac rehabilitation services for patients with heart disease.
• Palliative Care End-of-life care services focused on comfort and quality of life.
• Respiratory Therapy Therapy focused on improving breathing functions due to complex conditions such as pulmonary disease or other respiratory conditions.
• Respite Care Short-term care services to provide temporary relief for caregivers.
• On-site Hemodialysis Services On-site hemodialysis dialysis services for long-term care residents.

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• HMG HealthcarecoreOthersHMG Healthcare is the parent company/management organization for Willowbrook Nursing Center. The company provides career opportunities and employment benefits through HMG HealthCare careers page. Benefits including competitive pay, medical/dental insurance, 401(k), tuition reimbursements, sign-on bonuses, and childcare discounts are administered through HMG Healthcare.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Others

• Brookhaven Hospice (referral ecosystem): Adjacent post-acute care provider often co-located or partnered with SNFs for palliative and end-of-life care. Not a direct competitor but an ecosystem partner whose presence strengthens the SNF's continuum-of-care positioning.

Direct peers

• PACS Group: Multi-state operator of skilled nursing facilities providing post-acute, long-term, and memory care services — directly comparable SNF business model with similar Medicare/Medicaid payer mix.
• National HealthCare Corporation: Operates skilled nursing, assisted living, and home care facilities across the U.S., with services closely aligned to Willowbrook's SNF, rehabilitation, and long-term care offerings.
• The Ensign Group: National operator of skilled nursing and post-acute care facilities including rehabilitation services and dementia care — comparable business model with focus on operational quality and clinical outcomes.
• StoneGate Senior Living: Texas-headquartered SNF and assisted living operator with multiple East Texas facilities, offering skilled nursing, rehabilitation, and memory care services in comparable rural and mid-sized markets.
• Cantex Continuing Care Network: Texas-based multi-facility operator of skilled nursing and long-term care facilities offering post-acute rehab, memory care, and LTC across both urban and rural Texas markets — directly comparable to Willowbrook's service lines and geographic footprint.
• Creative Solutions in Healthcare: Largest Texas-based family-owned SNF operator with facilities across the state including rural East Texas markets. Offers the same skilled nursing, rehabilitation, long-term care, and memory care continuum as Willowbrook.

Broad incumbents

• Brookdale Senior Living: Largest U.S. senior living operator offering independent living, assisted living, memory care, and skilled nursing services — comparable memory care and senior care offerings but with a broader and more residential-focused portfolio.
• Encompass Health: National leader in inpatient post-acute rehabilitation with rehab-focused facilities comparable to Willowbrook's short-term rehab program, but operating at much larger scale and with a more specialized therapy orientation.
• Genesis HealthCare: One of the largest U.S. skilled nursing and post-acute care operators with a national footprint. Provides skilled nursing, rehabilitation, and memory care services at scale, overlapping with Willowbrook's offering but with substantially greater geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WillowbrookNursingCenter

Revenue estimate

Valuation estimate

Number of profiles

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 Willowbrook Nursing Center