Problem: (Petalo) is a new start-up organization that is revolutionizing the interoperability of systems and communications across the healthcare industry. The company was founded with the goal of solving some of the industry’s largest challenges – one being the ability to leverage technology and expertise to create a seamless experience for the end user at senior care facilities. Petalo came to RMR as it was leading up to its market launch for help with solidifying its brand image and messaging to ensure a smooth and strong entry and fast-growth trajectory among its target audiences of senior care providers, assisted living, long-term care and independent facilities.


RMR launched a multi-leveled integrated marketing communications campaign for Petalo to address its needs. The program focused on Public Relations to generate maximum visibility within senior and long-term care publications, while helping Petalo to consistently build its contact list for regular communication to expand its sales and lead generation efforts in these spaces. Additionally, RMR created branding materials, including sales collateral, an informational website, explainer video, and sales process to assist the Petalo team with guiding and managing its growth as attention and interest grew.  


In the first year of the campaign, due to its success and effectiveness, the Petalo program expanded from an initial 4-months to a larger 12-month scope. Petalo has also been featured in a number of key industry publications, including McKnight’s Long-Term Care, Technically DC, The Baltimore Business Journal, and Additionally, RMR worked with Petalo to initiate and drive a proactive, consistent email campaign and sales process to enable Petalo to communicate with its target contacts on a regular basis. This resulted in the signing of Petalo’s first contract within the first month of its launch, with National Lutheran Communities & Services’ facilities in Rockville, MD and Winchester, VA. Also, as a result of the added credibility and awareness Petalo has achieved through its campaign with RMR, its leadership team continued to be featured in media opportunities, podcasts, and at key senior and long-term care industry events.