Healthcraft Creative Solutions: Scripting Result-Driven Marketing Solutions for the Senior Healthcare Industry

Healthcraft Creative Solutions

Kolby Mangino, Director, Customer Analytics and Cathy Berry, Chief Marketing Officer, Healthcraft Creative SolutionsKolby Mangino, Director, Customer Analytics and Cathy Berry, Chief Marketing Officer
A senior healthcare marketing and analytics firm, Healthcraft Creative Solutions, is ideally positioned to solve the whole gamut of marketing challenges pertaining to the post-acute care space with its best-in-class handcrafted solutions. It is adept at employing pragmatic and creative solutions in all avenues of healthcare marketing, including digital campaigns, referral development, branding, and census development. Each solution is designed to drive measurable success to clients and is backed by a unique data-driven approach and an in-depth understanding of what appeals to the masses in the post-acute space.

In an interview with CIO Applications, Kolby Mangino, Director of Customer Analytics at Healthcraft Creative Solutions, and Cathy Berry, CMO, share their insights on how the company leverages its proprietary data analytics solutions to script highly result-driven marketing strategies for senior care facilities.

Challenges in the Post- Acute Care Space

One of the most prominent challenges facing post-acute care facilities is the over-inundation of data. Coupled with their lack of expertise to combine and comprehend different datasets, they often struggle to drive meaningful, actionable insights from these vast data swamps.

A data-driven approach, however, is crucial for informed decision-making that impacts all stakeholders, including internal staff and external players, like referral networks that connect them to patients in need of care facilities. Particularly, data-driven marketing initiatives are a business imperative to stay a cut above the recent downsizing of care facilities into less expensive assisted living facilities.

Another challenge that Healthcraft tackles is the industry-wide staffing shortages that have resulted from the COVID-19 pandemic. Many senior care facilities have struggled to recruit qualified staff, and Healthcraft has experience targeting and capturing ideal candidates and driving them to apply. They have seen measurable success helping senior care facilities return a full staff, allowing them to discontinue the use of expensive staffing agencies.

Healthcraft Creative Solutions' mission is to help reduce the administrative burden for senior care facilities and improve their market positioning among competitors.

Acting as a marketing agency and a data analytics solution provider, they hold all the capabilities necessary to cut through the layers of these challenges. They combine their industry expertise with purpose-built analytics solutions, Healthcraft Storyteller and Market Mover®, to develop highly successful strategies and solutions specific to senior care facilities.

A Unique Approach to Delivering Measurable Solutions

Healthcraft Creative Solutions delivers actionable insights in a digestible format to their clients.

They achieve this goal using the Healthcraft Storyteller tool, designed to visualize their outcomes data in a compelling story format. They can share it with their referral sources or managed care providers directly. This unique tool uses outcomes data to automatically generate charts that can help clients understand outcomes and compare them with the market and national averages. The insights are used to create sharable marketing collaterals that illustrate why a particular client is a go-to choice in the niche, elevating their brand position.

Healthcraft Creative Solutions has a natural edge in giving a comprehensive view of clients’ competitive landscape. They leverage their proprietary analytics program, Market Mover, to harness data, which is then translated into storytelling that enhances marketing initiatives and meets business objectives. In addition, this tool gives a bird’s eye view into every process and identifies deficiencies.

For example, on the census side, their analytics solution can help clients understand what is happening in their locality regarding the type of specialties in high demand.

  • Healthcraft Creative Solutions delivers actionable insights in a digestible format to their clients


They can then train their staff to address those specific needs, further bolstering their clinical programs.

Similarly, their analytics program assists care facilities struggling to attract patients. The Healthcraft team analyses all contributing parameters like re-hospitalization rates, facility Five Star ratings, and billing models, leveraging these insights to devise comprehensive marketing strategies for augmenting their market presence.

Their services are not limited to care providers but also extend to suppliers. For instance, Healthcraft Creative Solutions can quickly identify a post-acute care facility's specific needs, such as the need for on-site specialty services or appropriate medication management. This scenario creates an opportunity for suppliers to target these care facilities with messaging that resonates with their unique situation. It’s through this analysis, and their vast experience working with providers, that they are able to help make more meaningful connections to strengthen partnerships for better care delivery.

Factors that Distinguish Healthcraft Creative Solutions

Hailing from the healthcare space, Healthcraft Creative Solutions brings seasoned expertise with an average of 20 years of industry experience. They can consistently help senior care facilities keep pace with the market changes.

Most of the Healthcraft team was part of the marketing team for a large, nationwide senior care provider with many lines of business, including skilled nursing care, rehabilitation therapy, home health, and hospice care. Consequently, they have an experienced team proficient in scripting authentic messaging that resonates with the post-acute care community. Their team also comprises highly skilled analytics experts. This seamless mix of analytics and industry expertise enables Healthcraft Creative Solutions to deliver best-in-class marketing strategies.

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