Posted on: April 19, 2017
By: Haley Chitty


For 40 years, Lorien Health Services, a family-owned nursing home and assisted living company with more than 2,000 employees in the Baltimore area, marketed its business by word of mouth. In 2017, executives believed it was time for a change and they wanted more exposure. What they didn’t fully realize was the quality of stories they had to tell or how to tell them.


Lorien hired us to improve its brand recognition and tell the story of an innovative nursing home company poised for growth. Quickly we uncovered stories that set Lorien apart from the competition. To serve Howard County’s growing Korean population, Lorien created a Korean unit. To serve patients suffering from Parkinson’s the company launched a boxing program – Rock Steady Boxing, which helps patients keep muscles firing. Lorien even built a bar, Flick’s Pub, within its Taneytown nursing home, which has become a destination for residents and members of the community.


Immediately, we pitched Lorien’s Korean unit to the Baltimore Sun, which not only landed on the front page but also ran in the Washington Post. The Baltimore Sun ran a second story on the front page of its Features section on Lorien’s Rock Steady Boxing program. That was just the start. Lorien Health Services has been featured in local and trade media outlets and in 2019 was voted “Best Elder Care” company in The Baltimore Sun and “Best Assisted Living Facility” in The Daily Record. It was also named a “Health Care Hero” by The Daily Record for its advancements in nursing care and won McKnight’s Senior Living News’ Excellence in Technology Award for quality in nursing care.