Domani Healthcare
Case Study
Branding Tomorrow’s Care: Domani Healthcare
the challenge
Domani Healthcare, a newly-formed, New Jersey-based SNF brand, was set to acquire its first facilities. As a new player led by highly-experienced individuals, they were looking to differentiate themselves in a cluttered marketplace.
what was their next?
Domani (Latin for “tomorrow” or “morning”), as its name suggests, wanted to create a brand built to thrive in the new, rapidly-evolving era of skilled nursing care.
Additionally, as with any takeover, the primary goal was to keep things as smooth and stable as possible, inspire confidence in residents and employees alike, and keep building forward.
Two undeniable facts:
1. Skilled Nursing care is evolving at a dizzying pace
2. There are thousands of SNFs and SNF management companies out there all claiming to be the best option for subacute or long-term rehab.
the process
In order to differentiate, you first have to look at what’s changing and who’s thriving in a changing industry.
In the new era of skilled nursing, the cost-cutting, service-slashing approach is simply not sustainable.
Instead, it’s the brands that are led by active, experienced, care-minded leadership teams, who emphasize clinical excellence, value and elevate their employees, and prioritize resident satisfaction that come out ahead.
Domani’s narrative was centered on their vision for the future of healthcare. New programs and initiatives, sparing no expense to elevate the standard of care and resident satisfaction.
the results
The response from the facilities was overwhelmingly positive. Inspired by the new owners' positive message and operational support, takeover was remarkably smooth and Domani facilities have been able to provide a white-glove standard of care.
