In 2016, Pathway Health entered into an exclusive licensing agreement with Florida Atlantic University (FAU) to provide INTERACT® training, education, management and consulting services. INTERACT® (Interventions to Reduce Acute Care Transfers) is a quality improvement program that focuses on the management of acute change in resident condition. It includes clinical and educational tools and strategies for use in every day practice in long-term care facilities.
Due to the new licensing agreement between Pathway Health and FAU, Pathway Health needed a cohesive brand position and updated messaging for INTERACT® that highlighted the fact that they are exclusive providers of INTERACT® training and consultation and that they have the exclusive right to license INTERACT® to others who would like to incorporate it into their suite of services. This brand positioning and messaging would demonstrate the impact of the entire solution on hospital readmission rates and overall quality of care delivery. Also needing to be showcased through the new positioning and messaging included their new solutions (Centers of Excellence, additional training, certifications, etc.) and the collaboration between the INTERACT® founder, FAU and Pathway Health.
Mopdog delivered this cohesive brand position and messaging for INTERACT® through a number of elements including crafting a campaign theme of “Lead with Quality,” developing messaging and a value statement and various marketing items. Such marketing pieces include: a website (containing marketing information, a secure login/repository for copyrighted tool and downloadable resources and messaging development for different target audiences), trade show presence (booth graphics and messaging to match the campaign and value points), sell sheets to highlight INTERACT® solutions and offerings, direct mail showcasing training opportunities, ecommunications (concept, design and messaging) and press/media releases and story pitches related to the new offering to industry publications.