Re-invigorating A 100-Year Old Brand.
Rosecrance is a leading behavioral health network that has been providing help and hope to individuals and families for over 100 years.
The Challenge
In 2020, impact from COVID and two new private-equity backed competitors were changing the makeup of the entire midwest behavioral health market. Admissions were down significantly and the competition was spending heavily and dominating share of voice. Our challenge was to maintain as much market share as possible by driving awareness and consideration of Rosecrance and it’s many services.
The Opportunity
With all the challenges people face today, finding the right type of mental health and addiction services that work for you can be a difficult and frustrating process. Fortunately, Rosecrance offers a full continuum of care designed with custom solutions to meet patients where they are today.
We first developed a new brand architecture to evolve Rosecrance from a chaotic, disorganized collection of programs and services to a comprehensive behavioral health network. The new architecture provided clarity for the Rosecrance sub-brands and created a more focused product/service pipeline.
We then architected a modern, multi-channel online presence for the brand. More meaningful and informative content was created across awareness, consideration and conversion to nurture consumer’s decision-making and capture higher quality leads for the brand.
53% increase in website traffic over the last three years
25% increase in inquiries FY22
27% increase in inquiries for Rosecrance Jackson Centers FY22
