The National Nursing Home Quality Improvement Campaign, originally known as the Advancing Excellence Campaign, began in 2006. Stakeholders from virtually every perspective—many of whom had never been in the same room together—converged with the shared purpose of advancing nursing home quality. All-volunteer work groups came together and developed 8 common goals. The Commonwealth Fund awarded the collective a grant in 2007 and the Advancing Excellence in America’s Nursing Homes Campaign was officially launched. Supported with CMS funding, the Campaign website was introduced that same year and has served as a go-to source for quality tools and resources ever since. Local Area Networks of Excellence (LANEs) were formed within each state to spread the movement. Over the last ten years, goals have been refined and tools and resources have been developed by leading experts to help make nursing homes better places to live, work and visit.

Advancing Excellence incorporated as a 501(c)3 in 2010. Now the Advancing Excellence in Long-Term Care Collaborative, the organization provides a forum for government, professional, consumer, trade, clinical, and other stakeholders to discuss diverse perspectives, policies, regulations, and environmental trends that affect post-acute and long-term services and supports (LTSS).

Since 2006, when the Advancing Excellence Campaign began, the landscape has changed dramatically:

  • The use of restraints in America’s nursing homes has been virtually eliminated.
  • An elevated awareness of re-hospitalization, pressure ulcers, pain, infections, medication use and other key areas has led to national improvements.
  • Staff stability, consistent assignment, and person-centered care are becoming operational priorities.
  • Quality and performance improvement are now a focus for nursing homes, consumers, government agencies, and payers.


Advancing Excellence ultimately brought together more than 30 diverse stakeholder organizations—often with diverging viewpoints, but always with the common goal of making nursing homes better places to live, work, and visit. Founding organizations include:

  • American Association of Nurse Assessment Coordinators
  • American College of Health Care Administrators
  • American Health Care Association
  • American Medical Directors Association
  • LeadingAge (formerly AAHSA)
  • Long Term Care Alliance
  • Centers for Medicare and Medicaid Services
  • Commonwealth Fund
  • The Evangelical Lutheran Good Samaritan Society
  • National Consumer Voice for Quality Long Term Care (formerly NCCNHR)
  • National Association of Health Care Assistants