Tackling Today’s
Healthcare Advances?
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Research-Driven Insights,
Strategies, and Communications
to Help Transform the World of Healthcare.
Full-Service marketing
support for healthcare organization
Navigating the healthcare landscape is more challenging than ever.
From workforce shortages and patient trust to the evolving role of technology and value-based care, the pressures are high. That’s where we at S.I.R. come in. With decades of experience in healthcare strategy and communications, we understand the complexities of this ever-changing industry and know how to engage key stakeholders—whether patients, providers, or policymakers. We help hospitals, healthcare systems, and nonprofit organizations craft solutions that enhance care, strengthen trust, and drive impact. Your mission is saving lives—ours is helping you do it better.
Ready to see what we can do together? Let’s talk!
Strategies
Focused on solutions that address today’s most pressing healthcare challenges. Our team works alongside you to navigate industry complexities and drive meaningful impact.
Results
Backed by in-depth market research, we specialize in strategic planning, branding, patient and provider communications, community engagement, reputation and crisis management, as well as health equity initiatives.
Insights
Our in-house research team delivers data-driven insights that inform critical decision-making, helping healthcare organizations stay ahead in an ever-evolving landscape.
Brand Identity & Community Engagement
Sentara Healthcare
Refreshing a Trusted Brand for the Future
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In a dynamic healthcare environment, Sentara Healthcare recognized the need to strengthen and unify its brand identity for both internal stakeholders and the broader community. With plans for growth and expansion into new markets, Sentara faced the challenge of ensuring its brand resonated, built trust, and supported its mission in an ever-evolving landscape.
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Sentara partnered with S.I.R. to lead a comprehensive brand refresh. S.I.R. conducted in-depth surveys to capture resident perceptions, establish brand benchmarks, and identify opportunities for alignment. Insights from this research guided the creation of a new design system and updated naming conventions for services and insurance offerings. S.I.R. also supported the rollout with communications strategy, graphic design, and ongoing strategic planning—ensuring the refreshed brand reflected Sentara’s commitment to community health and future growth.
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Launched in 2021, the new brand identity reinforced Sentara’s reputation as a trusted healthcare provider while providing a consistent, modern look and feel across all touchpoints. The brand refresh strengthened Sentara’s presence in both established and new markets, aligning with the organization’s mission and vision. Building on S.I.R.’s research, Sentara continues to evolve its brand today, supported by ongoing collaboration in communications and strategy.
Award-Winning Storytelling & Community Impact
Sentara Healthcare
Voices of Kindness & Anchoring Communities
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During the height of the COVID-19 pandemic, communities faced unprecedented stress, division, and uncertainty. Sentara Healthcare recognized the need to strengthen social connection, uplift team members, and demonstrate its commitment to both healthcare and broader community well-being. The challenge: create campaigns that would break through the noise, foster unity, and resonate deeply with both internal staff and the wider public.
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Sentara partnered with S.I.R. to develop the Voices of Kindness campaign—a cinematic statewide TV initiative celebrating everyday heroes across all Sentara hospitals. Instead of traditional corporate messaging, S.I.R. produced emotionally charged, visually striking commercials spotlighting doctors, nurses, custodians, and financial administrators as neighbors helping neighbors. The storytelling featured authentic voices, evocative lighting, and a conversational tone that invited viewers to see themselves in each story.
Alongside Voices of Kindness, S.I.R. launched Anchoring Communities, a mini-documentary series highlighting the work of Sentara’s grant partners such as ChildSavers, Habitat for Humanity, and Food Bank of the Albemarle. By focusing on the real impact and voices of beneficiaries, the films showcased Sentara’s role as a catalyst for positive change—without overt branding or scripted talking points.
Both campaigns were rolled out through a comprehensive, hyper-targeted media strategy including TV, radio, streaming, and social media, as well as coordinated launches with nonprofit partners for maximum reach and engagement.
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Voices of Kindness and Anchoring Communities quickly became Sentara’s most popular social media content ever, driving unprecedented engagement, shareability, and positive sentiment. The campaigns not only won awards but also helped restore a sense of unity, fostered trust, and amplified the visibility of important community causes. Through authentic storytelling and collaborative media partnerships, Sentara and S.I.R. deepened connections with audiences and set a new standard for healthcare communications.
Strengthening Community Engagement & Brand Identity
Sentara Healthcare
Building a Blueprint for Social Impact
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In 2019, Sentara Healthcare recognized that addressing the Social Determinants of Health (SDOH) required a more intentional, organization-wide approach. The goal was to build a lasting framework that could unify Sentara’s community engagement, measure impact, and guide strategic investment in the causes that matter most—from food security to workforce development.
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Sentara partnered with S.I.R. to design and launch a comprehensive Corporate Social Responsibility (CSR) framework. S.I.R. combined qualitative and quantitative research to understand stakeholder perspectives, identify high-impact opportunities, and benchmark against national CSR best practices in both healthcare and Fortune 500 organizations. The resulting strategy provided clear focus areas, measurable performance indicators, and a unified mission for Sentara’s social impact efforts.
As the framework launched, S.I.R. developed a documentary-style video series—Sentara Cares—featuring candid, Zoom-based interviews with Sentara employees and community partners. The videos spotlighted real stories and partnerships, including initiatives like the WeCare Food Drive and the LISC partnership, to make Sentara’s social commitment visible and relatable during the challenges of the COVID-19 pandemic.
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The new CSR framework enabled Sentara to respond quickly and effectively during the pandemic, mobilizing resources to fight food insecurity, strengthen workforce development, and expand access to mental health services. The Sentara Cares video series amplified these efforts, raising awareness among employees, partners, and the public. Today, Sentara’s CSR strategy guides its long-term investment in healthier communities, anchored by data, collaboration, and a visible commitment to positive change.
Strategic Branding & Donor Engagement
Medical College of Virginia Foundation
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As a key philanthropic partner to VCU Health, the Medical College of Virginia Foundation (MCVF) needed to enhance its visibility and donor engagement in an increasingly competitive healthcare fundraising landscape. To stand out, the foundation required a clear, compelling brand identity, a stronger messaging framework, and a strategic approach to donor outreach that would effectively communicate its role in advancing research, education, and patient care.
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S.I.R. partnered with MCVF on a multi-year engagement to refine its brand and communications strategy through extensive stakeholder research and brand positioning analysis:
2016 – Conducted stakeholder research to develop a strategic brand architecture, including a refined mission, values, and messaging framework that led to the launch of MCVF’s inaugural communications office.
2020 – Led a benchmark awareness study, revealing increased visibility and donor satisfaction. Insights from the study informed an updated messaging framework emphasizing MCVF’s impact on advancing healthcare for all.
2024 – Conducted follow-up research to assess progress and identify new engagement opportunities, leading to refined messaging strategies that better clarify MCVF’s relationship with VCU Health and optimize digital platforms for donor outreach.
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Through this ongoing collaboration, MCVF has strengthened its brand identity, improved donor engagement, and reinforced its position as a leading philanthropic partner in healthcare innovation. The insights and strategies developed by S.I.R. have provided the foundation with a clear, compelling narrative that continues to inspire donors and drive philanthropic impact.
Strengthening philanthropy through research-driven messaging
VCU Department of Health Administration
Strategic Marketing & Recruitment Plan
Strengthening program positioning and enrollment strategies
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Despite ranking as the No. 3 health administration graduate program in the country, VCU’s Department of Health Administration faced operational challenges and an evolving healthcare landscape that hindered its ability to fully capitalize on recruitment opportunities. To remain competitive and attract top-tier applicants, the program needed a comprehensive marketing and communications strategy informed by research-driven insights.
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Since 2016, S.I.R. has partnered with VCU’s Health Administration department on a three-phase strategic engagement:
Phase I – Conducted a landscape assessment and gathered extensive qualitative and quantitative data through focus groups, interviews, and surveys with key stakeholders, including current students, past applicants, alumni, faculty, and staff.
Phase II – Developed a strategic marketing and communications plan, including refined brand positioning, key messaging, and campaign elements tailored to enhance recruitment and engagement.
Phase III – Providing ongoing support for marketing plan implementation, including website development, collateral creation, and advertising strategies to elevate the program’s reach and visibility.
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Through this ongoing collaboration, VCU’s Health Administration program is better positioned to attract top students and strengthen its market presence. With a research-backed messaging and recruitment strategy, the program now has a clear, compelling communications framework to drive engagement and enrollment, reinforcing its leadership in healthcare education.
Market Research & Service Development
Home Instead Senior Care
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As a rapidly growing international franchise network, Home Instead Senior Care needed to enhance its service offerings, strengthen its market positioning, and generate public awareness around the importance of in-home care. To achieve these goals, the organization required research-backed insights to support new service development, media outreach, and industry advocacy—all while maintaining credibility in the healthcare space.
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S.I.R. conducted a series of strategic research initiatives over more than a decade to inform Home Instead’s growth, including:
New service development research – Led studies to shape the design of Home Instead’s dementia care services, ensuring they aligned with both market needs and best practices in elder care.
Public relations research – Developed insights that fueled earned media strategies, including the widely recognized "40/70 Rule", which demonstrated the correlation between early family conversations and positive eldercare outcomes.
Market positioning research – Conducted a “reasons to believe” study, reinforcing Home Instead’s claim that paid in-home care can be as effective as family caregiving.
To ensure the validity of its research, S.I.R. navigated the Institutional Review Board (IRB) approval process, enlisting a panel of medical professionals and academics led by Dr. Peter Boling, a geriatrician at VCU, to oversee study methodology, survey design, and reporting.
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S.I.R.’s research directly influenced Home Instead’s service offerings, brand credibility, and industry advocacy efforts. The insights not only shaped new dementia care programs but also provided evidence-based messaging that strengthened Home Instead’s market position and public relations success. The IRB-approved research further validated Home Instead’s impact in the elder care industry, helping establish the brand as a trusted leader in nonmedical home care.
Advancing in-home elder care through research-driven strategy
Enhancing Awareness & Engagement with End-of-Life Care
Hospice of the Piedmont
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Hospice of the Piedmont sought to better understand public perceptions and awareness of hospice care in order to improve engagement, increase trust, and strengthen its positioning in the community. Despite positive overall perceptions of hospice services, the organization faced challenges including:
Low awareness and name recognition, with only 27% of respondents recalling Hospice of the Piedmont unaided.
Misinformation about hospice services, with only 35% understanding that hospice is an insurance benefit available to all.
Discomfort with end-of-life discussions, despite 92% of respondents believing these conversations should happen.
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S.I.R. conducted a quantitative survey among 400 Central Virginia residents, targeting adults aged 65+ and caregivers aged 45-64.
The study assessed:
Public familiarity with hospice care and key barriers to engagement.
Top-of-mind associations with hospice services, revealing key themes like "caring," "helpful," and "compassionate".
Levels of trust and perceived gaps in hospice education and communication strategies.
Cultural and religious considerations, helping refine messaging to address both practical concerns and emotional/spiritual factors in end-of-life planning.
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The research provided critical insights that now guide Hospice of the Piedmont’s outreach and engagement strategies:
Targeted education efforts – Addressing misconceptions about hospice care and expanding awareness of available services.
Community-focused messaging – Emphasizing the trusted, compassionate role of hospice caregivers to build deeper community connections.
Enhanced conversations around end-of-life care – Encouraging early discussions with family members, caregivers, and healthcare professionals.
By leveraging these insights, Hospice of the Piedmont is now positioned to increase public trust, engagement, and access to compassionate end-of-life care across the region.
Understanding perceptions to improve hospice education and outreach
Physician Recruitment & Engagement Strategy
MEDARVA Stony Point Surgery Center
Attracting and retaining Millennial surgical talent
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As an independent ambulatory surgery center (ASC), MEDARVA Stony Point Surgery Center needed to remain competitive in recruiting the next generation of surgical talent. With Millennial physicians entering the workforce with new expectations for employment, training, and surgical privileges, the center faced the challenge of understanding their motivations and adapting its recruitment strategy to attract and retain top talent in an increasingly competitive healthcare landscape.
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S.I.R. conducted a comprehensive research initiative to uncover key insights into the Millennial surgical physician mindset. This included:
Internal stakeholder analysis with MEDARVA leadership, staff, and board members to assess competitive positioning and recruitment goals.
Qualitative interviews with Millennial surgical residents nearing program completion to understand their career priorities, training needs, and job expectations.
Generational trends analysis to inform communication strategies tailored to Millennial physicians.
S.I.R. then translated these insights into an actionable marketing and recruitment plan, outlining how to effectively engage prospective Millennial physicians based on their specialties, preferred communication channels, and decision-making factors.
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MEDARVA implemented immediate changes to its recruitment approach and surgical privileges offerings, making the center more attractive to the next generation of surgical talent. These strategic updates continue to drive success in physician engagement and retention, strengthening the center’s long-term competitiveness in the outpatient surgery market.
Let’s Talk
All of S.I.R.’s projects start with a conversation. Let us know a little about you and your organization and we’ll set a time to talk. You can visit our offices in the Fan District of Richmond, VA or we can hop on a video call. Whatever works best for you works best for us.
If you would prefer to start your conversation with one of our consultants individually, please refer to our people page.