Building a Palliative Care Brand: Madrone Care Network, a community-based palliative care provider serving Northern California, needed a foundation. As marketing specialist, I had the unique opportunity to design the brand from the ground up for this relatively new practice, establishing brand strategy that defined vision, mission, values, and purpose while positioning MCN distinctly within the healthcare landscape.

My approach combined compassionate listening—understanding the needs of patients and their families, the Madrone clinical team, and external healthcare providers—with strategic communication that honored the sensitive nature of end-of-life care. I developed comprehensive brand positioning that articulated what makes MCN different, then created all copywriting, signage, print and digital materials, website redesign strategy and event production using a soothing, nourishing tone that resonated across multiple audiences simultaneously.

The results of careful brand strategy and positioning are clear: Since hosting their first ribbon cutting ceremony in June 2022, Madrone Care Network has experienced remarkable growth: 54% increase in staff, 64% growth in patient enrollment, and recent office expansion.

This steady growth trajectory reflects strategic branding that authentically communicates values, builds trust within the community, and positions the providers as the compassionate palliative care choice in Northern California.