positioning assisted living in the senior landscape


Massachusetts Assisted Living Facilities Association (Mass-ALFA)


Faced with regulatory restrictions and a lack of public understanding about the unique role assisted living plays in the landscape of senior living environments, Mass-ALFA partnered with Denterlein to articulate the industry’s residential model and values of dignity, independence, and choice for seniors.


Supporting legislative and regulatory efforts undertaken by Mass-ALFA and its government affairs team, Denterlein developed a communications strategy that leveraged its leadership, emphasized its members’ positive contributions to the industry, and provided accurate information about assisted living to key government stakeholders.


Through media relations, a series of member trainings, and the development of a communications toolkit, Denterlein equipped Mass-ALFA to articulate their unique value proposition to potential families, regulators, and other stakeholders. These efforts helped shape regulations that maintain the residential model that Massachusetts seniors value.