Private Senior Living Healthcare Provider
Challenge
A growing senior-living medical provider was preparing to take a new approach to market and needed to explain why the change was an improvement. Leadership needed alignment around strategy, brand, and messaging for facilities, providers, employees, and other audiences.
Solution
We developed the communications strategy for the new model, including a rebrand, key language, and a framework for explaining the benefits of the approach. Our outside perspective helped frame the strategy and make the change understandable to different audiences. The principle was not merely announcing change, but creating enough alignment that people could understand and communicate its value.
Results
The organization experienced significant growth in five years, while its care model gained substantially greater acceptance across the industry.
Change is difficult in any organization and especially in medicine, where established expectations and relationships are deeply rooted. This growing senior-living medical provider was preparing to take a new approach to market and needed to communicate why the change represented an improvement.We worked with leadership on the strategy for the new model, including a rebrand, key language, and a clear framework for communicating the benefits. Our outside perspective helped frame the change for senior-living facilities, medical providers, prospective employees, and internal audiences. The principle was to make the strategy understandable and give people a consistent way to explain its value.The organization has experienced significant growth in the five years since the engagement, and the industry is much more accepting of its care model. The repositioning created a stronger foundation for continued growth.
