ACCOLADE HOME HEALTH
We leverage existing market share to launch new branding and positioning strategies.
In early 2009 Accolade Home Care, one of Texas’ largest Home Health Care agencies, approached Avocet looking to leverage a strong existing market with the launch of a new brand that would increase patient referrals through current patients, family members and the physician community. Since that time, their business environment has changed dramatically, and it was our job to bring their branding and marketing up to speed.
PROJECT OBJECTIVES AND PLANNING
Despite referral declines, growing competition and federal and state funding problems, Accolade has remained true to it's founding principals to continually improve care in communities by providing quality, comprehensive home health care. To continue their mission of serving the aging population, it was important that they evolve and innovate quickly in order to attract referrals through physicians and family members. Marketing from one small market in Texas to the next was proving very difficult. The Avocet team went to work rebranding Accolade and developing on-going marketing strategies.
STRATEGIES AND TACTICS
Upon establishing a brand platform, Avocet immediately set about updating Accolade’s logo and marketing look and feel. These changes were designed to honor the organization's past while embracing a new era. "You Are Not Alone." became the central theme behind the Accolade’s marketing. This theme expressed the difficulty in making a short-term healthcare decision for a loved one and instilled confidence in Accolade to help with the process.
By developing and implementing multi-media engagement campaigns that connect with their target audience (boomer men and women), we established a deep relationship that motivated individuals to share helpful resources, refer friends, and inquire for senior care services.
By helping Accolade share their mission with a new generation and a broader audience, we helped them secure their own sustainability as a business and a brand. By applying a set of specific key performance indicators and performing ongoing reporting and analysis, we empowered Accolade Home Care to optimize their marketing dollars. Within the first twelve months as their agency of record, Accolade Home Care’s service leads increased almost 20% and top-of-mind awareness increased dramatically.