Founded in 1902, Visiting Nurse Association of Ohio is the largest home-based healthcare provider in the state. The nonprofit organization offers a variety of services within three broad categories: home healthcare (including mental health services and rehabilitation therapies), hospice and private duty nursing. Learn more about Visiting Nurse Association of Ohio.
Despite its leadership in the marketplace, VNA of Ohio faced challenges in the form of a shifting healthcare landscape; unaccredited, for-profit competitors; and an increasingly complex reimbursement process. To be successful in this environment, the organization needed to revitalize its brand platform and update its marketing communications efforts to reach prospective patients and their family caregivers in new, more effective ways.
How The Fairmount Group Cared for the Caregivers
The Fairmount Group developed a comprehensive strategy, counseled multiple levels of leadership and provided staff training and implementation support. Core services provided include the development of a Brand Platform™, Key Message Framework™, content marketing plan and an integrated marketing communications campaign for key service lines.
The content and inbound marketing efforts resulted in the launch of the Home Care Help blog, expanded social media efforts and a highly targeted search engine marketing campaign. The service line marketing campaign included print, broadcast and radio buys, budget management and creative services.
We also provided our unique Functional Excellence services to make marketing and communications operations at VNA of Ohio even more efficient through professional development and role clarification.