Home / North Carolina / Goldsboro
Willow Creek Nursing and Rehabilitation Center
2401 Wayne Memorial Drive, Goldsboro, NC 27534 · Wayne County · (919) 736-2121
200 certified beds, about 165 residents a day · For profit - Limited Liability company · Medicare and Medicaid since 1974
CMS Care Compare ratings, data as of September 1, 2026 · CCN 345113 · See it on Medicare.gov · Compare with other homes
The record in brief
At its most recent standard inspection, on March 19, 2026, inspectors cited 2 health deficiencies (the North Carolina average is 4.7, the national average 9.2).
Of 24 health citations since November 2023, 2 were rated as actual harm or immediate jeopardy to residents.
CMS lists 3 fines totaling $15,696 in the last three years; the largest was $6,570, and the latest is dated February 13, 2026.
Nurses and nurse aides worked 3.58 hours per resident per day, against 3.85 across North Carolina and 3.86 nationally. Registered nurses accounted for 0.51 of those hours.
59.2% of nursing staff left within the year CMS measured (North Carolina average 49.0%).
CMS links it to Principle Long Term Care, an affiliated group of 40 nursing homes.
Health inspections
Federal rules call for a standard inspection at least every 15 months, plus a visit whenever a complaint is filed. Each mark below is one citation, colored by how serious inspectors rated it. How to read a citation.
Under each citation, the quoted text is the inspector's own summary from the federal statement of deficiencies (CMS form 2567), word for word apart from a privacy scrub; CMS removes residents' and staff names before it publishes the text. The full notes are on Medicare.gov.
Where its citations fall on CMS's grid
CMS rates every citation by how much harm it caused (rows) and how many residents it touched (columns). The count in each box is this home's, across all 24 health citations on file.
June 11, 2026Complaint inspection · 5 citations
- F Keep all essential equipment working safely.
Inspectors wroteBased on record review, and interviews with staff and Physician, the facility failed to ensure a system was in place to check the accuracy of resident care equipment used to check blood pressure readings and temperature readings. Additionally, per interview with a Nurse Practitioner and a Physician, a facility's glucometer reading was difficult to reconcile with other known details regarding a resident's condition and treatment. This affected 1 of 3 sampled residents reviewed for change in condition and had the capability to affect all residents (Resident #2).
- D Immediately tell the resident, the resident's doctor, and a family member of situations (injury/decline/room, etc.) that affect the resident.
Inspectors wroteBased on record review, and interviews with staff, Physicians, and Nurse Practitioner, the facility staff failed to consult with the physician when a resident's fingerstick blood sugar result was 509. (A normal fasting blood sugar is typically 70 to 99 and a normal non-fasting blood sugar is typically less than 140. A blood sugar reading over 400 is considered severe hyperglycemia and can be a medical emergency). This was for 1 of 3 residents reviewed for notification to the physician (Resident # 2).
- D Provide appropriate treatment and care according to orders, resident’s preferences and goals.
Inspectors wroteBased on record review, and interviews with staff, Responsible Party, Physician, and Nurse Practitioner, for a newly admitted resident whose insulin orders had recently been changed before facility admission in conjunction with the resident being changed from an oral diet to an enteral feeding (the delivery of nutrition directly into the gastrointestinal tract when a person cannot eat enough by mouth), the facility failed to recheck the resident's finger stick blood sugar result of 509 within the timeframe the resident's prescribed insulin typically worked to cover elevated blood sugar levels. (A normal fasting blood sugar is typically 70 to 99 and a normal non-fasting blood sugar is typically less than 140. A blood sugar reading over 400 is considered severe hyperglycemia and can be a medical emergency). [...]
- D Provide pharmaceutical services to meet the needs of each resident and employ or obtain the services of a licensed pharmacist.
Inspectors wroteBased on record review, and interviews with staff, Pharmacists, and Medical Director the facility failed to 1) ensure they obtained medications from the pharmacy or the facility's back up supply for administration for a newly admitted resident and 2) upon admission clarify an order which directed a 12 hour extended release medication was to be administered via way of a gastrostomy tube so that the pharmacy would dispense an alternate form of the medication that was appropriate to be administered via gastrostomy tube (tube inserted through the wall of the abdomen directly into the stomach). This was for 1 of 1 resident whose medications were reviewed (Resident # 2).
- D Safeguard resident-identifiable information and/or maintain medical records on each resident that are in accordance with accepted professional standards.
Inspectors wroteBased on record review and staff interviews, the facility failed to ensure the medical record was complete regarding a change in condition for 1 of 3 residents reviewed for medical record accuracy (Resident #2).
March 19, 2026Standard inspection · 2 citations
- E Procure food from sources approved or considered satisfactory and store, prepare, distribute and serve food in accordance with professional standards.
Inspectors wroteBased on observations and staff interviews the facility failed to label or date food items stored in 1 of 1 walk-in cooler. This had the potential to affect food served to residents.
- B Honor the resident's right to a safe, clean, comfortable and homelike environment, including but not limited to receiving treatment and supports for daily living safely.
Inspectors wroteBased on observations, staff interviews, and record review the facility failed to clean and maintain privacy curtains, oxygen concentrators, and walls in resident rooms for 3 of 44 resident rooms (Resident #18, Resident #79, and Resident #160) on 2 of 11 halls (200 and 300 Halls) observed for environment.
February 13, 2026Complaint inspection · 2 citations
- G Provide appropriate treatment and care according to orders, resident’s preferences and goals.
Inspectors wroteBased on observations, record review, and interviews with staff and the Medical Director, the facility failed to notify a nurse after an assisted fall and not move the resident after a fall before a licensed nurse's assessment. On 12/11/25, at approximately 1:45 PM, Resident #1 returned to the facility from dialysis, ate lunch, and then requested to be put back into bed. Nursing Assistant #1 (NA) entered Resident #1's room at approximately 2:45 PM. NA #1 attempted to complete a stand pivot transfer from the wheelchair to the bed. Resident #1's legs gave out, and NA #1 lowered the resident to the floor. NA #1 then assisted the resident back into the wheelchair. NA #1 did not report the assisted fall to a nurse and did not get a nurse to assess the resident before transferring to the wheelchair. [...]
- G Ensure that a nursing home area is free from accident hazards and provides adequate supervision to prevent accidents.
Inspectors wroteBased on observations, record review, and interviews with staff and Medical Director, the facility failed to follow the Resident Care Guide and use a mechanical lift prior to the transfer of a resident (Resident #1). On 12/11/25, at approximately 1:45 PM, Resident #1 returned to the facility from dialysis, ate lunch, and then requested to be put back into bed. Nursing Assistant #1 (NA) did not see any mechanical lifts immediately available and entered Resident #1's room at approximately 2:45 PM. Despite knowing that Resident #1 required a mechanical lift for all transfers, NA #1 attempted to complete a stand pivot transfer from the wheelchair to the bed. Resident #1's legs gave out and NA #1 lowered the resident to the floor. NA #1 then assisted the resident back into the wheelchair. [...]
January 24, 2025Complaint inspection · 1 citation
- D Immediately tell the resident, the resident's doctor, and a family member of situations (injury/decline/room, etc.) that affect the resident.
Inspectors wroteBased on record review, staff and Responsible Party (RP) interviews, the facility failed to notify the RP of a significant change in a resident's condition that included transport and admission to the hospital for 1 of 4 residents reviewed for notification of change (Resident #1).
December 6, 2024Standard inspection, Complaint inspection · 7 citations
- D Honor the resident's right to a safe, clean, comfortable and homelike environment, including but not limited to receiving treatment and supports for daily living safely.
Inspectors wroteBased on observations and staff interviews, the facility failed to replace a damaged bed mattress for 1 of 32 residents reviewed for environment (Resident #9).
- D Protect each resident from the wrongful use of the resident's belongings or money.
Inspectors wroteBased on record review, and resident, staff, pharmacist and physician interviews, the facility failed to protect a resident's right to be free from the misappropriation of medication for 2 of 2 residents (Resident #116, Resident #163) reviewed for misappropriation of resident property.
- D Develop and implement a complete care plan that meets all the resident's needs, with timetables and actions that can be measured.
Inspectors wroteBased on record review and staff interview the facility failed to develop a comprehensive care plan in the area of fall risk for 1 of 3 residents reviewed for accidents (Resident #81).
- D Ensure services provided by the nursing facility meet professional standards of quality.
Inspectors wroteBased on record review, and staff, physician, and pharmacist interviews, the facility failed to ensure two residents received Ozempic subcutaneous injections as ordered for 2 of 7 residents reviewed for medication errors. (Resident #116 and Resident #163)
- D Provide safe and appropriate respiratory care for a resident when needed.
Inspectors wroteBased on observation, record review, and staff and Nurse Practitioner (NP) #1 interview the facility failed to follow professional standards of practice and infection prevention measures when a nurse failed to perform hand hygiene between the removal of soiled gloves and the application of sterile gloves, when Nurse #4 touched the outside of the tracheostomy packaging with sterile gloves and did not change them and when she dropped a sterile q-tip onto the residents nightgown and proceeded to use it to clean the tracheostomy site. She further failed to keep sterile technique when she touched the new, sterile, inner cannula with contaminated sterile gloves that had touched the outside of the tracheostomy tray. This was for 1 of 1 resident (Resident #85) reviewed for respiratory care.
- D Ensure that nurses and nurse aides have the appropriate competencies to care for every resident in a way that maximizes each resident's well being.
Inspectors wroteBased on observation and staff interview the facility failed to ensure a Nurse was competent to provide tracheostomy care for 1 of 1 resident reviewed for tracheostomy (surgically created airway in the front of the neck) care (Resident #85).
- D Ensure that residents are free from significant medication errors.
Inspectors wroteBased on record review, and resident, staff, physician, physician assistant, and pharmacist interviews the facility failed to ensure ear drop medication was administered via the correct route into the ears and not into the eyes. This was for 1 of 7 residents (Resident #2) reviewed for medication errors.
November 30, 2023Standard inspection, Complaint inspection · 7 citations
- F Give residents notice of Medicaid/Medicare coverage and potential liability for services not covered.
Inspectors wroteBased on record review and staff interviews, the facility failed to provide a complete Skilled Nursing Facility Advanced Beneficiary Notice of non-coverage (SNF ABN) by omitting the estimated out of pocket cost for care for 3 of 3 residents reviewed for beneficiary notices (Residents #70, #134, #393).
- F Set up an ongoing quality assessment and assurance group to review quality deficiencies and develop corrective plans of action.
Inspectors wroteBased on record review and staff interviews, the facility's Quality Assessment and Assurance (QAA) committee failed to maintain implemented procedures and monitor interventions that the committee had previously put into place. This was for one repeat deficiency in the area of Medicaid/Medicare Coverage Liability Notice (F582) originally cited on 7/29/21 during a recertification and complaint investigation survey and subsequently recited on 11/30/23 during the recertification and complaint investigation survey. The continued failure of the facility during two federal surveys of record shows a pattern of the facility's inability to sustain an effective Quality Assessment and Assurance Program.
- E Ensure that a nursing home area is free from accident hazards and provides adequate supervision to prevent accidents.
Inspectors wroteBased on observation, record review, and resident and staff interviews, the facility failed to ensure that smoking materials were secured by staff for three of three sampled residents observed for accidents (Resident #101, Resident #107, and Resident #119).
- E Procure food from sources approved or considered satisfactory and store, prepare, distribute and serve food in accordance with professional standards.
Inspectors wroteBased on observation and staff interviews, the facility failed to maintain clean dishes that were ready for use and failed to dry small rectangular bowls prior to stacking on the tray line ready for use during 1 of 2 kitchen observations. This practice had the potential to affect food served to all residents.
- D Honor the resident's right to a safe, clean, comfortable and homelike environment, including but not limited to receiving treatment and supports for daily living safely.
Inspectors wroteBased on observation, resident interview, and staff interview the facility failed to maintain walls and resident beds in good repair for 6 of 6 resident rooms (Room # 104, 105, 106, 111, 301 and 602) reviewed for provision of a safe, clean, homelike environment.
- D Provide care and assistance to perform activities of daily living for any resident who is unable.
Inspectors wroteBased on record review, observation, and staff interviews the facility failed to perform incontinence care on 1 of 1 resident (Resident #24) who was dependent on staff for incontinence care, in a manner to prevent the likelihood of an infection. Resident #24 was observed for Activities of Daily Living (ADL) care.
- D Provide appropriate care for a resident to maintain and/or improve range of motion (ROM), limited ROM and/or mobility, unless a decline is for a medical reason.
Inspectors wroteBased on record review, observations, and staff interviews, the facility failed to place palm guards on the left and right hands for 1 of 1 resident (Resident #3) reviewed for range of motion.
Fire safety inspections
1 fire safety citation on file: 1 on March 19, 2026.
Every fire safety citation1 citation
- F Develop and maintain an Emergency Preparedness Program (EP).
Fines and payment denials
| Date | Penalty | Amount or length |
|---|---|---|
| February 13, 2026 | Fine | $4,563 |
| February 13, 2026 | Fine | $4,563 |
| December 6, 2024 | Fine | $6,570 |
A payment denial means Medicare and Medicaid stopped paying for new admissions for that period.
Staffing
Hours of care per resident per day, from the payroll records every home sends CMS. Higher means more staff time with each resident.
| Measure | This home | North Carolina | United States |
|---|---|---|---|
| All nursing staff (RN, LPN and aides) | 3.58 | 3.85 | 3.86 |
| Registered nurses | 0.51 | 0.62 | 0.69 |
| All nursing staff on weekends | 3.32 | 3.42 | 3.42 |
| Nurse aides | 1.97 | ||
| Licensed practical nurses | 1.10 | ||
| Nursing staff turnover (share who left in a year) | 59.2% | 49.0% | 45.8% |
| Registered nurse turnover | 46.4% | 45.6% | 42.9% |
| Administrators who left | 1 |
CMS expects 3.74 hours a day for residents as sick as this home's (its case-mix figure). The staffing star compares the two.
Staffing by quarter, from daily payroll records
Every nursing home sends CMS its staff hours for each day (the Payroll Based Journal). Here they are added up by quarter. The latest quarter is the one behind the figures above. In January to March 2026, nursing staff hours per resident were 3.68 on weekdays and 3.32 on weekends, 10% lower on weekends (nationally, weekends ran 15% lower). Contract or agency staff worked 30.4% of nursing hours, against 5.3% nationally. Total nursing hours per resident went from 3.76 in April to June 2025 to 3.58 in January to March 2026.
| Quarter | All nursing staff | Registered nurses | Weekdays | Weekends | Contract staff share | Days with no RN hours | Residents a day |
|---|---|---|---|---|---|---|---|
| Jan to Mar 2026 | 3.58 | 0.51 | 3.68 | 3.32 | 30.4% | 0 of 90 | 165 |
| Oct to Dec 2025 | 3.73 | 0.61 | 3.87 | 3.40 | 21.2% | 0 of 92 | 153 |
| Jul to Sep 2025 | 3.77 | 0.65 | 3.90 | 3.42 | 24.5% | 0 of 92 | 149 |
| Apr to Jun 2025 | 3.76 | 0.67 | 3.90 | 3.41 | 25.9% | 0 of 91 | 150 |
| United States, Jan to Mar 2026 | 3.75 | 0.62 | 3.92 | 3.33 | 5.3% | 0.5% of days | |
| North Carolina, Jan to Mar 2026 | 3.65 | 0.53 | 3.82 | 3.25 | 8.0% | 0.7% of days |
Hours per resident per day: staff hours in the quarter divided by resident days (the daily census CMS derives from resident assessments). Registered nurses include the director of nursing and RNs with administrative duties; aides include nurse aides in training and medication aides, as in CMS's own staffing measure. How these are calculated.
Quality measures
The measures CMS uses for the quality star. Lower is better for every one of them.
| Measure | This home | North Carolina | US |
|---|---|---|---|
| Percentage of long-stay residents whose need for help with daily activities has increased Long Stay residents, 2025Q2-2026Q1 | 17.5 | 15.6 | 13.9 |
| Percentage of long-stay residents with a catheter inserted and left in their bladder Long Stay residents, 2025Q2-2026Q1 | 2.4 | 0.7 | 0.8 |
| Percentage of long-stay residents with a urinary tract infection Long Stay residents, 2025Q2-2026Q1 | 1.4 | 2.3 | 1.6 |
| Percentage of long-stay residents experiencing one or more falls with major injury Long Stay residents, 2025Q2-2026Q1 | 1.6 | 3.5 | 3.2 |
| Percentage of short-stay residents who newly received an antipsychotic medication Short Stay residents, 2025Q2-2026Q1 | 0.1 | 1.4 | 1.6 |
| Percentage of long-stay residents whose ability to walk independently worsened Long Stay residents, 2025Q2-2026Q1 | 21.3 | 18.3 | 14.1 |
| Percentage of long-stay residents with pressure ulcers Long Stay residents, 2025Q2-2026Q1 | 7.6 | 5.5 | 4.6 |
| Percentage of long-stay residents who received an antipsychotic medication Long Stay residents, 2025Q2-2026Q1 | 11.5 | 14.0 | 15.4 |
| Percentage of short-stay residents who were rehospitalized after a nursing home admission Short Stay residents, 20250101-20251231 | 24.1 | 22.9 | 23.8 |
| Percentage of short-stay residents who had an outpatient emergency department visit Short Stay residents, 20250101-20251231 | 12.1 | 12.9 | 12.0 |
Owners and operators
Legal business name: BIRCH LTC GROUP, LLC. CMS links this home to Principle Long Term Care, a group of 40 nursing homes averaging 3 stars overall.
| Name | Role | Type | Share | Since |
|---|---|---|---|---|
| Principle It Services, Inc. | Direct ownership interest | Organization | 01/01/2011 | |
| Principle Long Term Care, Inc. | Direct ownership interest | Organization | 01/01/2011 | |
| Krishnaraj, Ramesh | Managing control - governing body | Individual | 03/01/2023 | |
| Stroud, Wendy | Managing control - governing body | Individual | 05/24/2021 | |
| Boice, Gale | Corporate officer | Individual | 03/05/2018 | |
| Hood, Lynn | Corporate officer | Individual | 11/01/2017 | |
| Johnson, Dianne | Corporate officer | Individual | 01/01/2011 | |
| Principle Long Term Care, Inc. | Operational/managerial control | Organization | 01/01/2011 | |
| Hood, Lynn | Operational/managerial control | Individual | 11/01/2017 | |
| Principle It Services, Inc. | Adp of the SNF | Organization | 01/01/2011 | |
| Principle Long Term Care, Inc. | Adp of the SNF | Organization | 06/17/2025 | |
| Boice, Gale | Adp of the SNF | Individual | 03/05/2018 | |
| Hill, Raymond | Adp of the SNF | Individual | 01/01/2011 | |
| Hill, Robert | Adp of the SNF | Individual | 01/01/2011 | |
| Hill, Stephen | Adp of the SNF | Individual | 01/01/2011 | |
| Krishnaraj, Ramesh | Adp of the SNF | Individual | 03/01/2023 | |
| Stroud, Wendy | Adp of the SNF | Individual | 06/17/2025 |
As listed in the CMS ownership file, which names owners with a 5% or greater stake and the people and companies with operational or managerial control.
Questions to ask on a visit
Chosen from this home's own inspection record.
- How do you prevent falls and pressure injuries, and how are families told when one happens?Inspectors cited 7 problems in this area, most recently on June 11, 2026: "Provide appropriate treatment and care according to orders, resident’s preferences and goals."
- How do residents and families raise a complaint or grievance, and how fast is it answered?Inspectors cited 6 problems in this area, most recently on June 11, 2026: "Immediately tell the resident, the resident's doctor, and a family member of situations (injury/decline/room, etc.) that affect the resident."
- When is the care plan meeting, and can family attend it?Inspectors cited 3 problems in this area, most recently on June 11, 2026: "Safeguard resident-identifiable information and/or maintain medical records on each resident that are in accordance with accepted professional standards."
- How are medications reviewed, and how often are antipsychotic or sedating drugs used?Inspectors cited 2 problems in this area, most recently on June 11, 2026: "Provide pharmaceutical services to meet the needs of each resident and employ or obtain the services of a licensed pharmacist."
- Who is on the floor on Saturday and Sunday, and how many residents does each aide care for?Weekend nurse staffing here was 3.32 hours per resident per day, below the North Carolina average of 3.42.
- How long has the current administrator been here?CMS counts 1 administrator who left in the period it measured.
Other nursing homes nearby
- Goldsboro Rehabilitation and Healthcare Center Goldsboro, 0.7 mi · 3 of 5 stars · 9 citations
- O'Berry Neuro-Medical Treatment Center Goldsboro, 4.2 mi · 2 of 5 stars · 29 citations
- Mount Olive Center Mount Olive, 15.2 mi · 1 of 5 stars · 30 citations
- Greendale Forest Nursing and Rehabilitation Center Snow Hill, 17.2 mi · 1 of 5 stars · 20 citations
- Nc State Veterans Home-Kinston Kinston, 20.7 mi · 2 of 5 stars · 10 citations
- Wilson Healthcare and Rehabilitation Center Wilson, 21.6 mi · 5 of 5 stars · 3 citations
- Wilson Pines Nursing and Rehabilitation Center Wilson, 22 mi · 4 of 5 stars · 10 citations
- Smithfield Manor Rehabilitation and Healthcare Cen Smithfield, 22.2 mi · 1 of 5 stars · 23 citations
North Carolina contacts for a concern about a nursing home
These are the official offices in North Carolina. NursingHomeClear cannot take or act on complaints.
- Inspections and complaints: NC Division of Health Service Regulation, Nursing Home Licensure and Certification Section, the state agency that inspects nursing homes for CMS and takes complaints about care.
- Resident advocate: North Carolina Long-Term Care Ombudsman Program. The long-term care ombudsman is a free, confidential advocate for residents and families, set up under the federal Older Americans Act.
- State inspection reports: NC DHSR Regulated Facilities search (Statements of Deficiencies), where North Carolina publishes its own records on licensed homes.
Common questions
- What is Willow Creek Nursing and Rehabilitation Center's Medicare star rating?
- CMS rates Willow Creek Nursing and Rehabilitation Center 2 out of 5 stars overall, with 2 for health inspections, 2 for staffing and 4 for quality measures (CMS data as of September 1, 2026).
- How many deficiencies did Willow Creek Nursing and Rehabilitation Center get at its last inspection?
- 2 health deficiencies at the standard inspection on March 19, 2026. The North Carolina average is 4.7.
- Has Willow Creek Nursing and Rehabilitation Center been fined?
- Yes. CMS lists 3 fines totaling $15,696 in the last three years.
- Does Willow Creek Nursing and Rehabilitation Center accept Medicaid?
- It is certified to take Medicaid (CMS lists it as "Medicare and Medicaid"). Certification does not mean a Medicaid bed is open: ask the admissions office.
- Who owns Willow Creek Nursing and Rehabilitation Center?
- CMS lists 17 owners and managers, and links the home to Principle Long Term Care. Legal business name: BIRCH LTC GROUP, LLC.
Sources
- Ratings, staffing and fines: CMS Provider Information, released September 30, 2026, data as of September 1, 2026.
- Citations: CMS Health Deficiencies and Fire Safety Deficiencies.
- Owners: CMS Ownership. Penalties: CMS Penalties.
- Staffing by quarter: CMS Payroll Based Journal Daily Nurse Staffing, April 2025 to March 2026, summed by NursingHomeClear.
- Inspector summaries: CMS Full Statement of Deficiencies (CMS-2567 text), data as of September 1, 2026. Each quote is the part of the statement before the detailed findings.
- Inspection reports with the inspectors' full notes are on this home's Medicare.gov page.
- Something wrong on this page? Ask for a correction. We fix errors in our copy of the data; findings themselves can only be changed by CMS and the state.
- NursingHomeClear is independent and not affiliated with CMS, Medicare or any state agency. This page reports federal records; it does not rate, recommend or endorse any home, and it is not medical or legal advice.