CLARIFYING BRAND AND DIGITAL MARKETING TO SUPPORT HEALTHCARE GROWTH

Element Care engaged KingFish + Partners to rebuild enrollment in their PACE programs following the pandemic. Element Care operates six day centers across Boston's North Shore and Merrimack Valley, providing free or affordable medical care to MassHealth-eligible older adults. KingFish + Partners developed a multichannel media and community outreach program spanning TV advertising, radio, digital display and search campaigns, outdoor and transit advertising, and boots-on-the-ground outreach through local organizations including food pantries, supermarkets, and churches. Bilingual materials were developed to reach the diverse communities served by Element Care's centers.

Marketing healthcare services to older adults requires reaching multiple audience layers simultaneously: the older adult, the family caregiver who often influences decisions, and the healthcare and social service professionals who make referrals. For Element Care, KingFish + Partners developed messaging addressing the specific benefits of PACE programs - comprehensive, coordinated care keeping older adults in their communities - and distributed it across the channels each audience uses. TV and radio reached homebound adults and family caregivers. Community outreach materials reached social service referral networks directly. Digital campaigns targeted caregivers researching care options online.

Community outreach is critical for healthcare programs serving underserved populations, where trust is built through community relationships rather than mass media alone. For Element Care, KingFish + Partners supplemented the paid media campaign with materials placed directly into the hands of people most likely to benefit - through partnerships with food pantries, supermarkets, churches, and community organizations. This recognized that the people Element Care most needed to reach were often least likely to respond to a TV ad alone, and that trusted community intermediaries were the most effective channel.

Healthcare enrollment campaign success is measured against the specific enrollment outcomes the program was designed to produce - not against general awareness metrics. For Element Care, the primary success metric was enrollment inquiry volume and conversion rate at each of the six day center locations. Supporting metrics included brand awareness among the target demographic, reach and frequency across paid media channels, and engagement with community outreach materials at partner locations.

Yes. Healthcare marketing in New England is one of KingFish + Partners' core areas. Work includes the Silver Davey Award-winning multichannel campaign for The Elliot Hospital in Manchester, NH, the brand identity transformation for HouseWorks serving home care patients across the Northeast, and B2B healthcare content work for Nuance Healthcare earning a Gold Davey Award and Pearl Award. Contact us at kingfishmedia.com/contact to discuss your healthcare marketing needs.