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Launching a Brand to Expand Horizons & Thriving Amid Challenges

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Introduction Launching new brands and products is a challenging endeavor, requiring strategic vision, adaptability, and a deep understanding of market needs. In 2021, I championed the successful launch of Adaptive Rehab Clinic (ARC) for  CHS Therapy - many identified CHS Therapy as "Adaptive Rehab" (our #1 brand), which is how you will see the parent organization named throughout this article.  ARC became  a groundbreaking brand that not only broadened our parent company's reach beyond Skilled Nursing Facilities (SNFs), but also helped navigate the turbulent landscape of diminishing profits during the pandemic. With a focus on the Assisted & Independent Living (AL/IL) sector, ARC revolutionized the delivery of physical, occupational, and speech therapy services, benefiting AL/IL operators, residents, and Adaptive Rehab alike.  Let's explore the remarkable capabilities and achievements of ARC's launch, driven by the powerful #keepmoving initiative. For a concis...
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Does your website appeal to your target audience?

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Every organization has a website, and everyone hopes to convey what they’re all about. Yet, does your website accurately tell your story?  Time and time again, I’ve worked for companies with sites that seem to blather on about how wonderful they are. And many organizations are guilty of this. Their sites aren’t conveying the messages that need to be delivered. Often, “look at how wonderful we are!” is the communication, when it should be “here’s how we can help you and why you should work with us.” There’s a big difference in those two messages.  What does your website say about your organization?  Would a potential customer understand why they should partner with you?  Knowing your Points of Differentiation (POD) The first step to making your website work for you (and your collateral materials, too!) is to truly understand what products and services you provide – from the customers’ perspective. Gather your colleagues from Marketing, Sales, Operations, Customer Ser...
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