In 2016In the October edition of FAST COMPANY there was an article titled “Pivots That Paid Off”. To drum up business, “Wrigley gave away chewing gum, and eventually realized that customers were more excited about the freebie. REIT Pivots That Paid OffOver a year ago Ventas Inc. (VTR) decided to spin off its skilled nursing properties to form Care Capital Properties (NYSE:CCP). However, VTR took these steps before the others and today the large cap healthcare REIT ($21.8 billion market cap) has modest exposure in skilled nursing (4% of NOI), and recently the company's remaining tenant, Kindred Healthcare (NYSE:KND) announced it was exiting the skilled nursing business completely. VTR took proceeds from the spin of its higher risk properties and redeployed the capital into lower risk hospitals and life science properties.

Source: Forbes January 16, 2017 12:00 UTC