Next Step Healthcare

About Next Step Healthcare

Next Step Healthcare owns and operates nursing and rehabilitation facilities in Massachusetts, New Hampshire and Maine; serving individuals who need short or long-term options in the face of a variety of health challenges. They operate more than 25 locations that include traditional elder-care nursing homes, as well as assisted living facilities with specialized healthcare treatment options. Their marketing programs target both the families of the patients in need of care as well as medical professionals who provide referrals to facilities that provide the necessary care.

Project

STRATEGY & PLANNING

The Business Development team approached us as the organization acquired the ownership and maintenance of several dozen new locations from a competitor. While the marketing team was busy working on the overall rebranding work for the locations, a project that would require several months to execute, sales efforts needed to continue. Digital marketing resources were needed immediately for both outreach efforts and inquiry response.
 
The 108 Degrees team began with an assessment to determine the best way to approach the situation as it related to the different needs of each facility and the limited resources of the growing organization. Respecting the need for immediate turnaround while still presenting a high quality image and technology that the organization could depend on, we recommended development of a series of Drupal 8 sites that could share the same framework and template, which would be customized with content per location. In addition, our assessment showed that visibility for the competitor’s organization was still high for the new locations, for which we determined that prioritizing efforts for improvised search results would be required to bring about a brand presence that marketing could lean on with the rebranding efforts later.
 
Our deliverables included five Drupal 8 websites, printed flyers for sales use, advisory for social media communications and directory listing services.
 

WEB DESIGN & DEVELOPMENT

A priority was placed on the recently acquired assisted living and rehabilitation facilities, as each of these facilities has unique features and needs, and it was vital for the sales effort that each facility could present their own unique selling proposition online for potential customers. From the content available, we were able to develop these four websites in succession, launching each within a few weeks from project start, and working iteratively to improve each and add new content as it became available. Printed materials for several of the locations were also developed, allowing the Business Development team to leverage the digital content for sales use within the facility.
 
Once the location websites were completed, a corporate site was built that updated their design to coordinate with the facility locations and provided the team with a consistent starting point for all brand related work.
 

SEARCH VISIBILITY PROJECTS

In coordination with the website launches, we provided an assessment report of online visibility for all of the company’s locations, both existing and newly acquired. In order to help build brand association between the Next Step Healthcare brand and the locations, we provided Directory Listing services that helped to eliminate the association of the new location with the previous competitor. We also provided consulting services for social media platforms to help ensure that the online presence was current and correctly represented the new branding.

SERVICES PROVIDED

Website Design
Website Development
Social Media Strategy
Directory Listing Service