The onset of the COVID-19 pandemic presented unprecedented challenges to Canada's healthcare system, particularly affecting long-term care (LTC) facilities. Staffing shortages due to infections and quarantine measures compounded these issues, significantly influencing LTC operations across provinces.

In this challenging climate, the client, a startup provider of staffing solutions, set out to demonstrate the value of its platform to federal and provincial governments. Their goal was to improve the LTC system's resilience while expanding their market share across multiple provinces.

‍

Solving Provincial Staffing Shortages

Recognizing the urgency posed by the pandemic, this company collaborated with Samuel Associates who provided strategic consulting, specialized government relations services and public affairs to devise a comprehensive, multi-jurisdictional, and multi-layered campaign plan.

Samuel Associates began by reviewing the client's current progress and identifying gaps to inform the strategic campaign and developed a key decision-makers and stakeholders’ matrix across federal and provincial healthcare systems, including government officials, associations, and unions.

Additionally, Samuel Associates customized and developed persuasive key messaging for different sets of decision-makers and stakeholders, ensuring the client's platform was positioned as a viable solution to the immediate staffing crisis. Our team also developed formal letters, briefing notes, and meeting presentations.

‍

Expanding Across Canada

In addition to meeting with government stakeholders to solve staffing issues, the client sought to establish and expand its presence within Canada's LTC sector, specifically in Ontario, Alberta, and the Atlantic provinces. 

Samuel Associates advised the client's representatives, guiding them on how to approach officials and stakeholders most effectively in different provinces, facilitated meetings and actively participated in key conversations.  

Lastly, our team used its knowledge of the various provincial environments to craft a marketing strategy focused on social media outreach, editorials, infographics, and articles.

‍

Achieving Success in a Highly Regulated Market

By leveraging Samuel Associates’ expert guidance to establish strong government relations, craft targeted messaging, and deliver persuasive presentations, the client expanded its reach and provided tangible value to Canada's healthcare system during the COVID-19 pandemic.

This case study illustrates how clients can successfully navigate complex and highly regulated fields through collaboration and strategic campaigning.

Their success underscores the potential for innovative startups to contribute positively to public health outcomes through proactive partnerships and technology-driven solutions.