Mergers & Acquisitions
The Simplura Health Group acquired 2 large home care operations and merged them into one new brand.
850
Total number of home care operations in the Philadelphia Metro Area in 2019.
44K
Qualified participants on the waiver program who are our target customer.
PLAN
Create a new look. Craft a style. Build a message. Set a budget.
CREATE
Sketch. Design. Shoot. Edit. TV. Social Media. Radio. Billboards. Print.
EXECUTE
Create a splash. Get the message out there. Go bold or go home.
TRACK
Gather data. Tweak your campaigns. Measure your results.
CareGivers America was an unknown in the Philadelphia metro area 2 years ago.
I WAS TASKED WITH CREATING A NEW LOOK & FEEL FOR A NEW BRAND IN A CROWDED MARKET.
The Simplura Health Group acquired 2 large Home Care operations in the State of Pennsylvania, and merged them with CareGivers America. We created an aggressive re-branding campaign, a massive statewide outdoor media campaign, and a unique television and radio effort. I worked closely with Marcus Primavera (Director of Business Development), Anastasiya Veli (Deputy Director), Mia Bartoletti Haney (President).
We redesigned all of our printed materials, created events, and planned a massive state wide media campaign.
The media campaign that I created is modern and minimal. It appealed directly to the heart and soul of the issues surrounding Home Care, which is quality staffing, and a reputable company which is easy to work with. While home care is still the fastest growing segment of the Health Care Market, it had become a polluted industry filled with fraud, waste, and abuse.
Initially, my focus was on “this is us, this is who we are” and then pivoted into a much larger recruitment campaign of quality aides to staff our cases. I wanted to create a message of a brand that was new and fresh, yet sturdy and trustworthy.
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