by Bruce Rosenblatt | Sep 14, 2026 | Cost & Planning
Every fall, Medicare’s Open Enrollment period runs from October 15 through December 7, with any changes taking effect January 1. Every fall, I have the same conversation with families who assume that picking the right plan will help pay for assisted living.
I want to save you that disappointment, and then show you what this window is genuinely useful for — because it is, just not in the way most people expect.
The short answer
Medicare does not pay for assisted living. It does not pay for room and board in a senior living community, and it does not pay for the daily help with bathing, dressing, medication reminders and mobility that assisted living exists to provide.
That kind of help is called custodial care, and custodial care is not a Medicare benefit. It doesn’t matter whether you have Original Medicare or a Medicare Advantage plan, and it doesn’t matter how good the plan is.
This catches families off guard constantly, and I don’t blame them. We spend our working lives being told Medicare is the thing that covers us when we’re old. It covers medical care. It does not cover living assistance.
What Medicare does cover — including for people who live in assisted living
This is the part that gets lost. Your parent doesn’t stop having Medicare when they move into a community. Medicare keeps paying for their medical care exactly as it did at home:
- Doctor visits and specialists
- Hospital stays
- Prescription drugs, through Part D or a Medicare Advantage plan
- Physical, occupational and speech therapy, when medically necessary
- Durable medical equipment — walkers, wheelchairs, hospital beds, oxygen
- Medicare-certified home health — skilled nursing visits and therapy delivered in the assisted living apartment, when a physician certifies the need
- Hospice care, which can absolutely be delivered in an assisted living or memory care apartment
That last two are worth underlining. Families often think moving into assisted living means giving up home health or hospice benefits. It doesn’t. The apartment is the home.
The one place Medicare pays for a facility: skilled nursing
Medicare covers a short-term stay in a skilled nursing facility — up to 100 days per benefit period — but only after a qualifying inpatient hospital stay, and only while the resident needs daily skilled care and is making progress. The first stretch of days is covered in full; after that a daily coinsurance applies, at an amount CMS sets each year.
Two things families should understand about this:
One — “observation status” can disqualify you. If the hospital classifies the stay as observation rather than inpatient, the days may not count toward the qualifying stay. Ask, in the hospital, in writing, what status your parent is under. This single question has saved families tens of thousands of dollars.
Two — rehab ends when progress stops. Medicare-covered rehab is not the beginning of long-term care. It’s a temporary benefit, and when it ends, the family is usually making a permanent housing decision under time pressure. That’s the phone call I get most often, and it’s the hardest one, because the choice is being made in three days instead of three months.
So what is Open Enrollment good for?
Plenty — if you’re thinking about the year ahead honestly.
1. Check the drug formulary against your parent’s actual medication list. Plans change their covered drugs and tiers every year. A plan that was cheap last year can be expensive this year for the same prescriptions.
2. Check the network against the doctors they actually see. This matters enormously in Southwest Florida. If a move to a community in Fort Myers or Bonita Springs is on the horizon, verify that their physicians and the nearby hospital systems are in network at the new address, not the current one.
3. Understand Medicare Advantage supplemental benefits — carefully. Some Advantage plans now offer extras like transportation, meal delivery after a hospital stay, or in-home support hours. These can be genuinely helpful. They are also limited, vary enormously between plans, and do not add up to assisted living. Read the specifics, not the commercial.
4. Think about where your parent will live in 2027, not just where they live today. If a community move is likely next year, this is the enrollment window that covers that year. Choosing the plan around the future address is the single most useful thing you can do in these eight weeks.
5. Get free, unbiased help. Florida’s SHINE program (Serving Health Insurance Needs of Elders), run through the Department of Elder Affairs and the local Area Agency on Aging, offers free Medicare counseling from trained volunteers who don’t sell plans. Use it.
The thing to plan for instead
If Medicare isn’t the funding answer for assisted living, what is? For most Southwest Florida families it’s some combination of private funds, proceeds from selling the home, long-term care insurance, VA benefits for wartime veterans and surviving spouses, and — in limited circumstances — Florida Medicaid.
I laid out those options and the real local price ranges in last week’s article on what senior living actually costs here. If your parent served, start with VA Aid & Attendance — it’s the most consistently overlooked benefit I encounter.
And if the honest answer is “we haven’t planned for this yet,” that’s fine. That’s most families. The mistake isn’t being unprepared. The mistake is waiting until a hospital discharge planner gives you 48 hours to decide.
Let’s get ahead of it
I’ve advised Southwest Florida families on senior living for more than 30 years, and I know the communities in Naples, Fort Myers and Bonita Springs personally — pricing, availability, care quality and all. There’s no cost to families for my services.
If you’re using this fall to get organized, start with a conversation. Planning in October beats deciding in an emergency room hallway.
Bruce Rosenblatt is the owner of Senior Housing Solutions. This article is general information, not insurance or legal advice — for plan-specific questions, contact Medicare directly at 1-800-MEDICARE or a SHINE counselor. See our full FAQs.
by Bruce Rosenblatt | Sep 7, 2026 | Cost & Planning
I get asked about price on almost every first phone call, and I understand why. It’s the number that determines whether a plan is possible. But it’s also the number the industry is worst at explaining.
The websites you’ve probably already visited quote a single monthly figure. Florida’s statewide assisted living average lands around $5,300 a month, and the national memory care average runs closer to $6,700. Those numbers aren’t wrong, exactly. They’re just not useful, because nobody pays the average, and Southwest Florida isn’t the average.
Here’s what things actually cost here, and — more importantly — where the cost hides.
The four models you’ll encounter
Before you can compare prices, you have to know what you’re comparing. In Naples, Fort Myers and Bonita Springs, you’ll run into four fundamentally different financial structures.
1. Rental independent living
Month-to-month or annual lease, no buy-in. You pay for an apartment, meals, housekeeping and activities. Care is not included; it’s added if and when you need it.
Typical local range: [BRUCE: your observed IL rental range, e.g. $3,800–$7,500/mo depending on square footage and community]
2. Assisted living
Rent plus a care component. This is where most families’ sticker shock happens, because the advertised rate is almost never the rate you pay.
Typical local range: [BRUCE: your observed AL base range]
Plus care levels: [BRUCE: typical level-of-care tiers and dollar increments you see locally]
3. Memory care
Secured neighborhood, higher staffing ratios, specialized programming. Usually priced all-inclusive or in two or three tiers rather than by à la carte care level.
Typical local range: [BRUCE: your observed memory care range]
4. Continuing Care Retirement Communities (CCRCs)
The most misunderstood option in our market — and one of the most common in Naples. You pay an entrance fee up front, then a monthly service fee. In exchange you get priority access to higher levels of care for life, often at a predictable rate.
Entrance fees locally: [BRUCE: range, and note which contract types — Type A/B/C — are common here]
Refundability: [BRUCE: what refund structures you're seeing, e.g. 50%/90% refundable]
A CCRC can be the least expensive option over a fifteen-year horizon and the most expensive over three. Which is why the right answer depends entirely on the person, not the price sheet. Here’s my fuller explanation of how CCRCs work.
The costs that aren’t on the price sheet
This is the part I spend the most time on with families.
Community fee / move-in fee. A one-time charge, frequently [BRUCE: typical local range]. Sometimes negotiable — especially on units that have been sitting.
Second person fee. If both spouses move in, expect an additional [BRUCE: typical range] per month. Couples routinely budget for one and get billed for two.
Level-of-care reassessment. Your parent is assessed at move-in and periodically after. Each step up the care ladder raises the bill. Ask how often reassessments happen, what triggers one, and how much notice you get before a rate change.
Annual rate increases. Nearly every community raises rates each year. Ask for the actual increases from the last three years, in writing — not the policy, the history.
Medication management. Often billed separately, often per administration rather than per medication.
Incontinence care and supplies. A common and significant line item that families rarely anticipate.
Ancillary services. Salon, transportation beyond a set radius, guest meals, covered parking, pet fees.
Move-out terms. How much notice is required, and is the community fee prorated if a health event forces a move within a few months?
I’ve seen a community with the lowest advertised rate in the county end up being the most expensive place a family looked at, once care levels and fees were layered in. The advertised rate is a marketing number. The all-in number is the real one — and getting to it takes a conversation with the business office, not a brochure.
What actually pays for it
Most families here fund senior living from some combination of:
- Private funds — savings, investments, Social Security, pension
- Proceeds from selling the home — the biggest single lever for most Southwest Florida families
- Long-term care insurance — read the elimination period and the daily benefit cap carefully; many older policies don’t cover assisted living at all
- VA Aid & Attendance — a monthly benefit for wartime veterans and surviving spouses who need help with daily activities. Genuinely underused. More on veterans benefits here.
- Medicaid — Florida’s program can help with assisted living in limited circumstances through managed care waivers, but the waitlist and eligibility rules are their own subject
- Reverse mortgage or bridge loan — occasionally the right tool, frequently not
What doesn’t pay for it: Medicare. That surprises people every single week, and it’s worth its own article — which is what I’ll cover next Monday.
How to compare two communities honestly
Ask each community for a written, itemized estimate based on your parent’s actual current care needs — not a generic rate sheet. Then build one page with:
- Base monthly rate
- Current care level and its cost
- Community fee, second person fee
- Everything billed separately
- The last three years of rate increases
- The all-in monthly total
Do that for every community on your list and the picture changes. Sometimes dramatically.
If that sounds like a lot of work, it is — and it’s exactly what my community analysis service does. I track pricing across nearly 100 communities in Naples, Fort Myers and Bonita Springs. I know which ones have flexibility right now, which ones are raising rates, and which ones have units they’re motivated to fill.
There is no cost to families for my referral services — communities pay me, families don’t. Here’s exactly how that works, because you should know before you call.
Start with a real number, not an average
If you take one thing from this: don’t budget off a national average and don’t budget off a website. Get an itemized estimate for your parent’s actual needs, from communities that actually have availability, in the neighborhoods you’d actually consider.
Call me and we’ll build that number together. It usually takes one conversation.
Bruce Rosenblatt is the owner of Senior Housing Solutions and has helped Southwest Florida families evaluate senior living for more than 30 years. Download the free Senior Community Comparison Guide.
