Marketing, as a useful conceptual framework, has been extended to a variety of nonprofit sectors including the health care industry. Despite ever growing literature devoted to general health care marketing, there appears to be a dearth of specific application-oriented studies. This paper illustrates the development and application of a multiple discriminant analysis model in the context of long-term care (LTC) facilities. Empirical findings are presented and factors affecting the occupancy rates are discussed with implications for marketers, managers and administrators of skilled LTC nursing homes.