CHALLENGE
Long history and great reputation of serving the long-term care needs of Catholic seniors. However, in order to maintain market share and improve their diminishing revenue stream, the organization needed to promote their ability to serve as a short-term rehabilitation provider among all denominations, requiring a major culture change within operations, marketing and sales.
SOLUTION
Developed and launched the brand Vitality rehab under the tagline Renewing & restoring lives daily. Promoted the new brand through an aggressive B2B and B2C direct mail and advertising campaign around the theme “Mastering the Art of Rehabilitation” which featured bold, eye-catching creative supported with messaging focused on patient satisfaction and positive outcomes.
OUTCOME
The image and awareness building campaign spanned an 18-month period, resulting in a 33% increase in short-term rehab referrals and a 23% increase in admissions. Total occupancy levels were sustained at over 90% and an additional $800,000 in Medicare revenue was generated during the period.
