Willows Healthcare

What Willows Healthcare does

Willows Healthcare is a privately held, for-profit senior care provider operating four skilled nursing and rehabilitation facilities across central and eastern Indiana — Willows of Greensburg, New Castle, Richmond, and Shelbyville — with headcount in the 251–500 range. Its service portfolio spans short-term rehabilitation, long-term care, memory care, therapies (physical, occupational, speech), adult day care, respite care, medical services (IV therapy, wound care, medication management), hospice and palliative care, and a recently launched in-home skilled nursing offering under ACHC accreditation. Facility infrastructure includes state-of-the-art rehabilitation gyms, ADL kitchens, and three newly built or renovated short-term rehab wings totaling 62 dedicated beds (Park Manor's 12 private suites at Greensburg, a 24-bed wing at Shelbyville, and a 26-bed wing at New Castle).

The business model is a recurring daily-rate fee-for-service model, with no publicly disclosed pricing, billed through Medicare, Medicaid, and ten commercial insurance networks (Anthem, CareSource, Cigna, Amerigroup, Aetna, United Healthcare, Humana, MHS, MDWise) and a contracted Department of Veterans Affairs channel at Greensburg. Customer acquisition is sales-led and referral-driven: hospital discharge planners, physician referrals, insurance network participation, and word-of-mouth drive admissions, supported by a content-marketing website with over 100 health-education articles. Willows holds 2025 Bronze recognition in the Quality Awards Program and has no disclosed funding rounds, M&A, or parent company.

Name

Willows Healthcare

Legal name

Willows Healthcare

Website

https://willowshealthcare.com

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Willows Healthcare is a privately held Indiana operator of four skilled nursing and rehabilitation facilities delivering short-term rehab, long-term care, memory care, therapies, hospice, respite, adult day care, and in-home skilled nursing across Greensburg, New Castle, Richmond, and Shelbyville.

Ownership category

akta.pro rank

Product category

Skilled Nursing and Rehabilitation Services

NAICS

Nursing Care Facilities (Skilled Nursing Facilities) (62311), Home Health Care Services (621610), Other Residential Care Facilities (6239)

SIC

Services-Skilled Nursing Care Facilities (8051), Services-Nursing & Personal Care Facilities (8050), Services-Home Health Care Services (8082)

akta.pro primary industry

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

akta.pro secondary industries

Short-Term Rehabilitation (Post-Acute) SNFs (HLADADAA), Skilled Nursing Facility (SNF)-Based Rehab Units (HLADAJAB), Memory Care Units within Skilled Nursing Facilities (SNF/Nursing Homes) (HLADACAC), Adult Day Nursing & Chronic Disease Management Programs (HLADAIAE), Short-Stay Respite SNFs (HLADADAN)

Keywords

• Skilled nursing care
• Senior rehabilitation services
• Long-term care facilities
• Memory care programs
• Physical therapy services

Headquarters

HQ city

Greensburg

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Care Services: Revenue generated from long-term and short-term residential care services billed daily, covered by Medicare, Medicaid, and private insurance plans. Includes room, board, medical care, and therapy services.
2. Home Health Care Services: In-home skilled nursing care services covered by Medicare on an intermittent basis (up to 8 hours/day or 28 hours/week), plus private insurance reimbursement for eligible homebound patients.
3. Therapy Services: Physical, occupational, and speech therapy services provided as part of rehabilitation programs, billed as skilled nursing care or as standalone therapy services under various insurance plans.
4. Adult Day Care Services: Daytime care services providing essential support and activities for individuals while maintaining independence outside care hours, billed daily or per visit.
5. Respite Care Services: Temporary care services for caregivers needing breaks, providing comprehensive care for loved ones during the respite period, billed at daily or weekly rates.
6. Hospice and Palliative Care: End-of-life care services focused on comfort and emotional support, typically covered by Medicare hospice benefit for eligible residents.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Willows Healthcare operates four skilled nursing and rehabilitation facilities across Indiana (Greensburg, New Castle, Richmond, Shelbyville), delivering short-term rehabilitation, long-term care, memory care, physical/occupational/speech therapies, respite care, adult day care, medical services, hospice and palliative care, and in-home skilled nursing care. Services are delivered in person at physical facilities and reimbursed through Medicare, Medicaid, and major commercial insurance plans.

Product overview

Willows Healthcare is a senior living and healthcare provider operating four nursing and rehabilitation facilities across Indiana (Greensburg, New Castle, Richmond, and Shelbyville). The company offers a unified portfolio of core healthcare services including Short-Term Rehabilitation, Long-Term Care, Memory Care, Therapies (Physical, Occupational, Speech), Respite Care, Adult Day Care, Medical Services, and Hospice and Palliative Care. The service ecosystem is connected through specialized sub-brands like Park Manor (exclusive rehab wing at Greensburg with 12 private suites) and dedicated Short-Term Rehabilitation wings at Shelbyville (24 beds) and New Castle (26 beds). All locations feature state-of-the-art rehabilitation gyms and modern facilities. Additionally, the company provides In-Home Skilled Nursing Care services for patients preferring home-based recovery. The portfolio is architecturally unified around personalized, patient-centered care plans delivered by skilled professionals across all settings.

Differentiator

Problem solved

Functional benefit

Products and services

• Short-Term Rehabilitation Post-surgery and injury recovery program with personalized plans focused on mobility, strength, and coordination, delivered using modern facilities with advanced therapy technology and equipment.
• Long-Term Care Extended residential care emphasizing comfort, dignity, and companionship with personalized care and community-oriented activities supporting physical and emotional well-being.
• Memory Care Specialized support for residents with dementia or Alzheimer's disease in a secure environment, with an expert team and tailored activities designed to improve quality of life.
• Therapies (Physical, Occupational, Speech) Comprehensive therapy services including physical therapy for mobility and pain management, occupational therapy for daily activities, and speech therapy for communication and swallowing recovery.
• Respite Care Temporary care services providing relief for caregivers while ensuring loved ones receive quality care, attention, and comfort.
• Adult Day Care Daytime care and engagement programs allowing individuals to receive care and participate in activities while maintaining independence outside of care hours.
• Medical Services Comprehensive healthcare services including IV therapy, wound care, medication management, oxygen management, and nutrition and diabetes management.
• Hospice and Palliative Care End-of-life care services dedicated to providing comfort and emotional support for residents and their families during the later stages of life.
• In-Home Skilled Nursing Care ACHC-accredited professional nursing and therapy services delivered directly in patients' homes, including wound management, medication administration, infusion therapy, and chronic condition management; covered by Medicare and eligible private insurance.

Quantifiable outcome

• Residents successfully complete short-term rehabilitation and return home safely
• +2 more outcomes

Named customers12 records

Segments7 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Department of Veterans Affairs (VA)coreStrategic or Co-development PartnerWillows of Greensburg has established a formal contract with the Department of Veterans Affairs to serve eligible veterans. This partnership exemplifies commitment to serving the nation's veterans with highest quality care and support. The collaboration enables veterans to receive specialized care in a comfortable, welcoming environment with streamlined access to healthcare services through VA coordination.

Scale indicators4 records

Recent moves11 records

Expansion highlights4 records

Broad incumbents

• National HealthCare Corporation: National operator of skilled nursing, assisted living, and home health services. Comparable in SNF and rehab services but operates at meaningfully larger scale across a broader geography.
• PACS Group: Large post-acute and skilled nursing operator with hundreds of facilities nationwide. Competes with Willows for hospital referrals and managed care contracts but at a much larger scale.
• The Ensign Group: Large national operator of skilled nursing, rehabilitation, and home health services across more than a dozen states. Comparable in core SNF/rehab offering but operates at significantly greater scale and breadth.
• Brookdale Senior Living: Large national senior living operator with skilled nursing, assisted living, and memory care. Comparable in service categories but oriented toward assisted living rather than SNF-scale operations.

Direct peers

• Trilogy Health Services: Indiana-headquartered operator of skilled nursing, assisted living, and senior living communities across the Midwest. Comparable in service portfolio (short-term rehab, long-term care, memory care) and regional focus.
• American Senior Communities: Indiana-based operator of skilled nursing, assisted living, and memory care facilities across the state. Most direct competitor given overlapping Indiana geography and comparable service mix of rehab, long-term, and memory care.
• Communicare Health Services: Multi-state skilled nursing and rehabilitation operator with a footprint that includes Indiana facilities. Comparable in core SNF/rehab service offering and payer mix.
• Brickyard Healthcare: Indiana-headquartered operator of skilled nursing and rehabilitation facilities. Comparable in service mix and Indiana geographic concentration.
• CarDon & Associates: Indiana-based senior living provider operating skilled nursing, assisted living, and rehabilitation communities in Indiana. Direct peer in terms of regional focus and continuum-of-care model.
• Magnolia Health Systems: Indiana-based skilled nursing and assisted living operator with multiple facilities across the state. Directly comparable in geographic footprint, payer mix, and core SNF/rehab service offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/willows-healthcare

Compliance2 records

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 Willows Healthcare