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In 2019, with the successful brand refresh completed, Medical Facilities of America (MFA) began looking for ways to capitalize further on the traditional advertising and print marketing Wallace360 had produced for its LifeWorks Rehab brand. 

At Wallace360, we are continuously looking for and identifying ways to push our clients' brands further. Building on the general awareness efforts already in place, we wanted to drive direct leads to its 30+ centers across Virginia and North Carolina. We identified that their audience was actively searching online but that it was difficult for this older generation to find information specific to MFA’s rehabilitation program. MFA’s range of rehabilitation centers across Virginia and North Carolina had no consistent way to gather leads or direct potential patients to their nearest location, meaning the right people were not getting the right information at the right time. 

To help, we needed to:

Automating Customized Lead Generation 

We knew the user experience extends beyond just MFA’s websites, and it’s important to consider the role of the site in the context of a site visitor’s total journey. Identifying how they get there, how to deliver the most relevant information that addresses real pain points and how to keep the lines of communication open after they leave the site, allowed us to turn website visits into hundreds of actionable phone calls between their centers and potential patients. 

Wallace360 created a system that requires minimal maintenance and automated as much as possible, which was key to maximizing the budget over the long-term. Specifically we:

In 2018, Medical Facilities of America (MFA) wanted to significantly increase the visibility of its centers across Virginia and turned to Wallace360 for a new campaign that would put their exclusive approach to rehabilitation front and center.

Having worked with MFA for many years, Wallace360 had a strong understanding of the target audience. We knew that after any major setback from a surgery, injury or illness, people ultimately just want to get back to normal as soon as possible. 

Guided by this basic human insight and a newly updated brand identity system, Wallace360 created the “Speed Of Life” advertising campaign that highlighted real patients and their recovery journeys with LifeWorks Rehab with an emphasis on the most important piece of all: getting back to the life they love.

View the full video campaign

Wallace360 coordinated, interviewed, photographed and captured video b-roll and interview footage of real patients and staff from numerous centers across MFA’s extensive network across the state. We captured glowing reviews about the care they received, but also what the patients were able to get back to. 

Part of an extensive synchronized marketing campaign, these stories have been featured in TV ads, print publications, billboards and digital ads across the state.

By making recovery about more than just physical therapy and nursing care, we helped our content resonate with potential patients in an emotional way – often a more powerful influencer than just showcasing practical factors.

But it wasn’t just about the end goal, we also brought the rehabilitation journey to life. We created a comprehensive Recovery Map that is used by therapists and care teams to help patients understand the steps they have to take to get back home and how LifeWorks Rehab makes that possible through its exclusive approach to rehab.

In 2017, Medical Facilities of America (MFA) partnered with Wallace360 to lead the way on rebranding their flagship rehabilitation program, LifeWorks Rehab. 

MFA operated nearly 40 centers across Virginia and North Caroline. Our goal? Bring all of them together under one cohesive brand with a clear central goal while allowing for each center’s autonomy. 

LifeWorks Rehab

Armed with a deep understanding of their distributed centers and exclusive approach to comprehensive recoveryWallace360 led a comprehensive redesign of the LifeWorks Rehab brand. This included a new central LifeWorks Rehab logo, identity system, and brand package. Each center was then rebranded under the same system, using cohesive brand rules, while maintaining their own unique identity.

At Wallace360, rebranding doesn’t just stop at design. Our team successfully coordinated the rollout of the new branding as well as updated marketing materials, coordinating with numerous stakeholders, both at MFA and each of their 40+ centers. The rollout not only included printed materials, but also television commercials and photo shoots specific to many of the individual centers, as well as an extended brand video explaining the benefits of LifeWorks Rehab.

Our synchronized marketing campaign, “Speed of Life,” showcases the versatility of the new LifeWorks Rehab identity, with updated and targeted messaging for each center, as well as extensive printed materials, print ads and television ads.  

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