Baltimore Ravens, Autumn Health Partner As SNF Operators Seek to Rebuild Public Perception

As the skilled nursing industry strives to change public perception of itself, some operators are using unique marketing tactics to show a different side of the sector – including a new partnership between a provider and a NFL team.

Autumn Lake Healthcare on Monday said it has entered a partnership with the Baltimore Ravens and former Ravens safety and Pro Football Hall of Famer Rod Woodson to promote its “Passion and Compassion” campaign for the 2022 season.

In addition to reshaping public perception, the partnership provides exposure in the Baltimore community as the operator seeks to grow in the years ahead.

Currently, Autumn Lake maintains a network of 52 independent nursing homes and rehabilitation care centers across five states, with the majority in Maryland.

Kevin Rochlitz, vice president for Baltimore Ravens, said this is the first time the team has partnered with an operator in the skilled nursing industry – the timing was right, he said, with Autumn Lake looking to grow in the surrounding market.

It’s also a good opportunity to give back to direct care staff at Autumn Lake, he said, and connect them with game day entertainment.

“Their employees have given so much during Covid. [We want to continue] reinforcing the value that Autumn Lake puts into their employee base, and how important they are to the overall direction of their company,” said Rochlitz. “We’re just another part of that and helping them facilitate those opportunities for their employees.”

Georgia-based operator PruittHealth has partnered with the Atlanta Braves in a similar type of campaign, according to its social media outlets.

Woodson will serve as face and spokesperson for the campaign, endorsing the operator through television and radio commercials while also highlighting aligned values between the Baltimore team and Autumn Lake.

“We both stand for excellence in our industries and passion … we both believe in making sure we do the right thing; I think Autumn Lake has done the same thing for their customers,” Rochlitz told Skilled Nursing News. “It was important that we aligned with the company that we felt instituted those same values and direction as we do.”

Autumn Lake and the Ravens are “synonymous with Maryland pride,” Autumn Lake COO Mark Schwartz said in a statement. Both companies stand for “excellence, passion and a real sense of caring.”

The operator didn’t immediately provide additional commentary on the partnership outside of the announcement.

Autumn Lake, which operates more than 30 facilities in Maryland, will be a presenting sponsor of the WBAL 1090AM Post-Game Radio Show, according to a statement issued by the Ravens.

“They’re growing, and we want to be a part of their growth,” added Rochlitz. “We looked at the alignment of both brands together and the opportunity that we have to exist together, as the health care community is very important to Baltimore and to the Ravens.”

In another recent example of a nursing home provider taking an innovative approach to public relations, Foundations Health Solutions recently named a “director of vibes.” The move takes a page from tech startups, and involves harnessing social media in creative ways, such as TikTok and Instagram posts that highlight what senior care means to residents and staff.