Our Work: Independent Health & Elderwood

Engaging the senior health care audience.

Gelia has experience in communicating with aging customers—without making them feel old.

Rebranding a senior care facility

Like much of this category, Elderwood was blending in. Gelia undertook the brand redesign effort, choosing a series of bright colors to bring much needed vitality to the brand. Along with distinct portrait-style photography of seniors exuding a sense of confidence and satisfaction with their decision. After the new brand was launched, the Elderwood website saw a 164% increase in traffic—with a 224% increase in returning visitors.

Taking Medicare market share

Looming changes to government regulations relative to Medicare Part D were going to cause significant disruption and confusion in the market. At the time, Independent Health was #2 in the market. Gelia held a special Vantage Point session to determine the target audience and differentiating messaging. That campaign led to a 37% increase in members, vaulting the company to #1 in the market, where they remain seven years later.