Brief Overview

For a number of years culminating in 2023, Integrated Insight Community Care (IICC) delivered quality, coordinated healthcare services to communities throughout much of Colorado. IICC’s delivery of collaborative care included behavioral health, psychiatric care, case management, and peer support. Firmly committed to the evidence-based model of integrated community care, IICC impacted the healthcare and lives of many.

Work Style Matters

Joel Watts, founder and former CEO of IICC, realized more than a year ago that IICC was in need of comprehensive branding, marketing, and advertising strategies. He became familiar with Jamie’s various skills and work style when they collaborated as members of a coal forum with the State of West Virginia some years ago. “I knew I could trust him and knew he was talented because I’d seen a lot of his work for other companies,” notes Joel. “I knew he had no problem voicing his concerns, that he wasn’t going to be a yes man, and that he’d do his best.”

Just a few months after Jamie began implementing some enhancements at IICC, Justin Hook, former Assistant Director of Medical Services at the clinic, came on board and began working directly with Jamie as well. The two met remotely every week to discuss progress and sometimes collaborate on the wide scope of work that Jamie was tasked with accomplishing. Justin quickly saw Jamie’s work style in action:  “He was focused, great at multitasking, and he reached out whenever he needed clarification.”

One aspect of Jamie’s work style is that he’s thorough. “He did an initial presentation with a plan regarding his thoughts,” says Joel, “but he also visited our offices to meet and talk with staff to learn more about their work. Jamie likes to know what he’s doing and why — in other words, what’s the purpose of what he’s doing?”

Details Matter

Jamie took on an entire array of details relating to enhancing IICC. Creating clear branding was critical to the “profile uplift” of the organization, and this included designing a logo and several taglines; devising an effective marketing strategy; designing and disseminating  advertising; location mapping; managing social media, and developing all company marketing materials.

Comprehensive Branding - Joel was especially impressed with how Jamie applied the branding and marketing strategies onto all the materials used by IICC. “We had t-shirts, name badges, placards, business cards, pamphlets, brochures, banners, stickers, and pins – we were completely branded when Jamie finished. He also oversaw the printing of all our materials. We weren’t halfway branded, but went through a wonderfully ordered process and all our offices were branded simultaneously. Whether it was the Crisis team or Primary Care, Jamie was specific on helping all staff understand why our branding was so important so that all our moving pieces would work together. He made sure that all staff was aware of and bought into the idea of branding.”

And Justin adds some specifics, saying, “A lot of Jamie’s [marketing] mailers were ‘meet the provider’ short bios, and we also had little psychiatric virtual care cards — these things  were the perfect size. Jamie’s sizing and [visual] organization was fantastic.”

Logo - “I provided Jamie with some input,” Joel recalls, “and he pretty much took it from there and gave me a logo that was absolutely wonderful. It was connected to my original idea and yet it gave me a better understanding of that idea.”

Taglines – Jamie developed different taglines for various areas of IICC, showcasing its expansive character and mission. According to Joel, “Jamie didn’t just develop something, but he tried to understand our culture and vision. He looked at taglines from what he understood was the experience of the company and he designed them to fit what we were doing and to always give us a forward emphasis.”

Marketing Strategy – The primary method Jamie used to develop an overall marketing strategy was research. Justin comments that, “Jamie had a very good understanding of our needs and was constantly researching to see what was going on in the community, then he scheduled the marketing materials he’d developed to be released based on his research.” Jamie did the research to strategize when to push IICC ads on Facebook, Instagram, and in mailers.

Advertising – Jamie designed and produced advertising for all areas of the organization. The process was collaborative, and in Joel’s words, “It was fluid but had some structure. I told him what we needed to have advertised and when, and he would make additions or changes according to his grand vision and our overall strategy.” Justin adds, “Jamie was very good about raising points that could be discussed in the ads, and he would organize those points into professional form. The really big thing he pushed for was rural healthcare innovation, developing a lot of marketing materials and Facebook ads for that.”

Location Mapping – Everything “Google” relating to IICC is ultimately about location, and Jamie spearheaded that aspect of marketing as well. “He made sure all our Google listings were correct and that we were correctly placed on all Google maps,” Joel explains. Jamie also ensured that search terms were optimized for people looking online for the organization by managing its SEO (search engine optimization). “He linked information with various areas of care so that people knew where to look for specific help,” adds Justin.

Social Media – “Our Facebook and LinkedIn pages were ramped up significantly,” explains Joel. “He handled all of that, connecting those pages to our website.”

What’s Inside Matters

The interior of an organization — it’s staff and culture — are important in any branding process, and Jamie thought that IICC would benefit from a company intranet as part of its branding process. “I thought it was a great idea,” says Joel, “and it quickly became a go-to for a lot of our staff.” 

Jamie built an internal database that included images, order forms, and an employee directory. According to Justin, “The database was extremely effective, organized, and it helped people know who to contact at other facilities for different needs.”

All of the Work Matters

Both Joel and Justin agree that Jamie’s approach to IICC’s branding was refreshing. “I worked with Jamie for about five months, and he was definitely a professional, great to work with,” says Justin. “He understood the importance of continued advertising and made sure our providers were seen in a great light.”

“Jamie didn’t take anything for granted,” adds Joel. “He was focused on preserving the image of the company, and he was willing to listen, but he didn’t tolerate a lot of time-wasting. He knew when to be structured and when to use the fluidity necessary to get the job done.

“Jamie knew how to reach audiences, who, how, and when to target, and what to say on social media,” Joel adds. He’s a forecaster; he’s not just there to turn out an ad but makes sure the ad will be received and that the money is well-spent. Some folks rely on their experience, but Jamie also has intuition, backed up with experience. The wise person will listen to Jamie because Jamie has talent for marketing and business.” 

And vision certainly matters. In a nearly year-long project such as IICC’s, vision is critical and hopefully, it expands. Jamie and the IICC senior staff had a vision for Jamie’s original task of enhancing the branding and outreach capabilities of the organization, and that vision grew and became more comprehensive over time.  “My vision’s always expansive: do whatever is necessary,” Joel shares. “As we progressed, things always came up, and Jamie was always thinking ahead — that’s a huge difference from someone who just expands the vision; Jamie was able to see the future and point out what we needed to be prepared against.”