Craig HomeCare provides one-on-one nursing services for children that are medically fragile in a home or community setting. They chose RSM to help them in their mission of improving quality of life for these children and their families.
Nurse recruitment, referrals and connecting with families are three ongoing priorities for Craig HomeCare. RSM complements their internal team in creating strategy and marketing pieces that speak to the heart of their mission.
“[We had the opportunity] to advertise in a very family-focused trade publication in one of the states where we serve,” says Todd Lewis, Director of Operations for Craig HomeCare. “RSM partnered with us to create this extremely compelling one-year strategy that immediately started yielding results. Immediately we were getting emails from families saying ‘thank you for sharing this.’”
The “Homecare Is..” campaign included advertorials and full-page ads featuring the simple everyday joys that come from being able to keep a medically fragile child in the home. The goal was to give families a sense of normalcy and connection, while producing content they would find genuinely helpful.
The effort was a success. “Our families…when you have a medically fragile child, you can’t relate with most people,” says Emily Lenz, Recruitment and Social Media Manager for Craig HomeCare. “This magazine has really tied a lot of clients and our families together. It’s a connection point.
[Working with RSM] has been a story of success for us…and we really look forward to the outcomes we have in the future.”