Issue link: https://nebusinessmedia.uberflip.com/i/1195227
BOOK OF LISTS 2020 | 25 Initiatives include: • Togetherhood Project • We Honor Veterans • Free blood-pressure clinics in senior centers around the state • Free exercise classes for seniors who have arthritis and joint disorders • Thanksgiving Basket Drive to help families served by the Meriden/ Wallingford United Way • Support of food pantries in Wallingford, Chester, Pawcatuck and the Connecticut Food Bank • Bottled water and fan drive • Adopt a Family for the Holidays initiative • Toy drives • Back-to-School Drive for school supplies • Tax Assistance for Seniors Despite Masonicare's statewide presence and multilevel residential and health care offerings, the organization is not exempt from the rapidly changing dynamics of the health care and senior care industry. Declining government reimbursement, rising health care costs and labor shortages continue to challenge the health care industry, forcing some operators out of business while others work to find new and improved ways of delivering care and service. Mammoth hospital enterprises and preferred-provider groups are shrinking the market and changes in reimbursement threaten the financial health of smaller operations. On the residential side, surplus in the market has raised the level of competition, which is "good for everyone," said Venoit. "Competition keeps everyone on their toes, working to deliver a superior, differentiated product and service." And while the residential-living industry competes for occupancy, the need for mid-market and affordable housing remains. The company that finds the exact recipe to fill these voids and meet the needs of the up-and-coming baby boomers will no doubt hit the mark. Masonicare is planning on doing just that. "Our clients want us to know what is important to them and deliver on that consistently and without hesitation," said Venoit. "That makes what we do personal and unique to individuals in our care. People want to feel that they are being heard and that they are in the hands of professionals who can provide the care and service they need and want." Masonicare has recently evolved the brand and put forth a marketing strategy that is refreshingly simple. "We communicate with our clients and communities through a variety of platforms using honest, compassionate and straightforward dialogue," states Ann Collette, vice president of strategy. "Through our recent brand relaunch, we have re-established communication with our audiences by defining our tone and voice as conversational and collaborative. We are listening to our customers and potential clients and restructuring our service lines, pricing, policies and products to align with their wants and needs. Our brand evolution takes what has always worked and brings clarity to the conversation we are having about who we are and what we do." The Masonicare brand is synonymous with quality. But the Masonicare team is not resting on its laurels. Instead, members are working to adapt to changing markets, evolving the brand, restructuring programs and changing the conversation about what it means to be "ageless." Working to ensure Masonicare will be around to serve the next century and beyond, Venoit and his 2,500 compassionate employees are creating what they call the "Next Generation Masonicare – Built to Last." From all indications, they are surpassing the mark. FOUNDED 1895 Our success stems from our caring and compassionate employee team members who exemplify our brand values in all they do.