Formerly known as State of the Heart Care, EverHeart Hospice is a not-for-profit company located in West Central Ohio. This rural hospice serves 15 counties and employs over 105 people. With 40 years of service, their legacy runs long and was one of the first hospices established in the country.
The challenges were numerous. Was their name causing confusion? Did their name need to change, and if so, why and how would we convince the stakeholders of the reasons? Were there communication problems within all three target audiences? How could we build consensus while showing transparency to reinforce trust among staff and referring partners?
Another issue was their tagline — “Care without limits”. It was an oversell that left employees feeling vulnerable because they couldn’t live up to the promise. Unfortunately, they’re affected by the restrictions of Medicare and found themselves indeed limited to some degree .
Convincing a major organization to make dramatic changes would take a lot of research and communication. A monumental task that IronGate embraced through it’s GateWay Methodology.