CASE STUDY
West PACE
Provider of choice for comprehensive senior care
Overview
Gary and Mary West PACE is a nonprofit Medicare and Medicaid insurance plan and older adult day center offering wrap-around health and wellness support so adults 55 and over with chronic illness can safely remain at home as they age. Scatena Daniels worked collaboratively with West PACE, as an extension of their internal marketing and communications team.
Challenge
The client wanted to redefine the perceptions of what it means to be a senior served by a Program for All-Inclusive Care for the Elderly (PACE), and amplify their community partnerships, service expansions, and access to technology innovations. There were limited in-house resources and expertise to successfully develop, execute, and analyze a consistent media outreach strategy and an effective social media program. Additionally, there were limitations by CMS regulations, HIPAA, and Covid protocols.
Results
We highlighted the stories of participants, volunteers, and staff to emphasize the organization’s values and key messaging which resulted in successfully positioning West PACE as the PACE program of choice of North County San Diego, as competing programs begin to serve the region.
There was an increase in overall performance on social media channels within our contract. Most notably, West PACE saw increases in engagement (+447.2%), clicks (+746.1%) and audience across all platforms (+76.5%). With an intentional promotional strategy to promote recruitment and enrollment, West PACE increased employment by 45.7% and enrollments by 54.5% in just 12 months. West PACE leaders were often featured in media appearances sharing their expertise in senior health and wellness. Local media was also interested in the stories of participants, who graciously shared their life experiences and how West PACE positively impacted their well-being. West PACE became a provider of choice for seniors and their adult family caregivers in North County San Diego.
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