Launching a Brand to Expand Horizons & Thriving Amid Challenges

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 concise summary of the ARC launch, view this PDF.

Need identification

During the challenging times of the pandemic, Adaptive Rehab faced significant financial setbacks as profitability took a hit due to cuts in Medicare reimbursement by CMS. With these cuts directly impacting the company's bottom line, it became crucial to find innovative ways to survive and thrive as a therapy provider. 

In order to expand the business and regain stability, various, higher margin options were considered, including:

• Providing home healthcare
• Branching into retail locations 
• Opening clinics in Assisted & Independent Living (AL/IL) communities. 

After careful evaluation, opening clinics in AL/IL communities emerged as the most viable choice for several reasons.

1. Our therapists possessed extensive experience in working with the geriatric population, making them well-suited to meet the needs of AL/IL residents. 
2. The flexibility to easily transfer therapists between AL/IL communities and SNFs proved advantageous, particularly during a time when therapist shortages were a significant challenge. 
3. We had established relationships with operators of AL/IL communities, which facilitated the transition and collaboration. 
4. The company possessed internal expertise and knowledge about the AL/IL market, allowing for a smoother execution of the expansion strategy.

The decision was quickly made to proceed with entering the AL/IL sector. Given the reputation of the Adaptive Rehab brand, we opted to go with Adaptive Rehab Clinic as the brand name. 

Meeting Market Needs and Providing a Competitive Advantage

ARC played a vital role in addressing the market need for therapy services within the aging demographic residing in Assisted & Independent Living communities. 

By establishing in-house clinics, AL/IL operators gained a competitive advantage, differentiating themselves by offering a novel concept to their residents. This unique selling point attracted more residents, leading to increased occupancy rates and, subsequently, boosted our own profitability. 

Furthermore, ARC's lease payments provided AL/IL operators with an additional revenue stream, helping to strengthen their financial stability.

Streamlining the Onboarding

As someone with extensive experience in CRM platforms, I recognized the need for an efficient system to support the ARC launch and drive its success. To ensure buy-in from my colleagues, I arranged demos for both HubSpot and Salesforce, considering their respective capabilities and suitability for our needs. 

Given the team's limited experience with CRM platforms, I strongly advocated for HubSpot and took the lead in its implementation. This involved customizing the platform to align with our unique business model, ensuring that it seamlessly integrated into our operations and processes. By leveraging my expertise and guiding the implementation, I facilitated a smooth transition and enabled our team to harness the full potential of HubSpot in supporting the ARC launch and beyond. 

Implementing HubSpot for the ARC launch proved to be a game-changer, ensuring a seamless and organized process for each launch. The goal was to leverage the CRM system to streamline operations and maximize efficiency. 

By automating tasks, setting reminders, keeping accurate records, and centralizing communication with key stakeholders, HubSpot played a vital role in aligning everyone and staying on time. 

Additionally, the CRM allowed us to establish benchmarks and track progress, providing valuable insights into the effectiveness of our strategies. 

Despite initial unfamiliarity, our staff quickly adapted to the new CRM platform, realizing its immense benefits and becoming proficient users. HubSpot became an indispensable tool, empowering our team to work more effectively and efficiently throughout the launch process.

A Resonating Rollout Strategy: #keepmoving

The success of ARC's launch can be attributed to the innovative #keepmoving initiative, which effectively captured the attention and support of the target audience. The campaign centered around transforming office or studio spaces into fully functional clinics, emphasizing the commitment to delivering comprehensive therapy services. 

• 
  To engage and educate both AL/IL operators and residents, ARC organized on-site events such as Open House and Carnival initiatives, creating opportunities for interaction and showcasing the benefits of the new clinic. 
• Co-branded marketing materials were distributed to the residents, ensuring they were well-informed about available services and reflected positively on the AL/IL brand. 
• Informative and aspirational videos were also developed to educate residents and their families about ARC's offerings. 
• Our teams conducted educational seminars for the Operators' on-site staff, equipping AL/IL personnel with the knowledge to identify individuals, who could benefit from therapy services.

Empowering Residents and Enhancing Independence

Residents of AL/IL communities experienced numerous benefits with the introduction of on-site clinics. 

• 
  The convenience of accessing regular therapy sessions within their own living environment eliminated the need for travel and transportation, enhancing their overall experience and quality of life. 
• By receiving therapy at their location, residents could maintain their independence for a longer period, enjoying a higher level of autonomy and freedom. 
• Additionally, ARC's fun group programs fostered a sense of community, engagement, and socialization among the residents, contributing to their overall well-being.

Impressive Results and Strategic Partnerships

The launch of ARC yielded remarkable results. Frontier, an industry leader, recognized the value of ARC's expansion and swiftly partnered with us, committing 250 of their communities to the new brand. 

With over 700 sites already established in SNFs across the country, this partnership was a resounding success. Not only did the ARC launch lead to substantial growth for our organization, but it also diversified their sales channels and bolstered profits due to the stronger margins associated with AL/IL residents.

Conclusion

The launch of Adaptive Rehab Clinic (ARC) showcased my exceptional capabilities in launching new brands and products. By broadening the company's footprint beyond Skilled Nursing Facilities (SNFs) and venturing into the Assisted & Independent Living (AL/IL) sector, I was able to ensure that ARC:

• Addressed market needs
• Provided a competitive advantage to AL/IL operators
• Improved the lives of residents
• Caused little internal disruption, after careful planning and execution

The #keepmoving initiative played a pivotal role, effectively capturing the attention and support of the target audience. With impressive results and strategic partnerships, Adaptive Rehab's launch of ARC demonstrated its ability to navigate challenges, expand its business, and fortify its profits while delivering exceptional care and services to those who need it most.