DRIVING SIGNIFICANT MARKET SHARE IN NEW MARKETS FOR AN UNKNOWN BRAND

Community Home Care and Hospice

Community Home Care and Hospice leadership had an exit plan, the goal was to create value and then sell the organization. Leadership recognized that they needed to drastically increase ROI for a potential buyer. Not an easy accomplishment in an over competitive, non CON state. They needed a partner who could help reinvent their organization from one that struggled to maintain market share to one that became the market leader. After a nation-wide search, they partnered with Anoroc.

Anoroc created a new way of communicating with key decision makers beginning with an intensive rebrand and refocused messaging. Anoroc re-invented all brand touchpoints and developed actionable marketing tactics directed at both consumer and the referring markets. Tactics included consumer direct marketing including print, radio and TV.

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SERVICES
PROVIDED

  • Competitive analysis including direct contact blind shopping

  • Brand Audit

  • Brand Reputation Research

  • Referral Source Focus Groups

  • Focus Groups of Internal Publics

  • Rebranding

  • Refocused Messaging

  • Public Relations

Efforts included supporting growth fueled by new contiguous CONs (without acquisition) with rapid census building strategies. Anoroc asked CHC&H to consider a new approach to direct sales. Our team researched current needs among the referring providers and positioned Community Home Care and Hospice as the solution provider making them distinct from the competitive set. Anoroc provided direct support to the sales team developing ongoing tactics based on individual market needs.