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As WestMass ElderCare celebrated its 50th anniversary, we saw it as the perfect moment to reflect on our identity, as this milestone presented an opportunity to evaluate whether our name and brand truly reflected who we are today and where we’re heading. After an in-depth and thoughtful process, we proudly introduce our new name: Access Care Partners.

The Journey to Our New Name

Rebranding is no small task. We began by engaging with more than 200 stakeholders, including staff, board members, community partners, caregivers, and consumers. Through surveys, interviews, and focus groups, we explored perceptions of our current name and sought input on potential new ones. The feedback was invaluable.

Why Change From WestMass ElderCare?

One of the strongest insights from our research was the need for a name that better captured the essence of our organization. While “WestMass ElderCare” served us well for decades, it no longer fully represented the breadth of our mission or the people we serve.

1. Geographical Ambiguity:
   • The term “WestMass” proved to be inconclusive. Does it mean everything west of Route 495? Which communities are included? This lack of clarity posed a challenge in communicating who we are and where we operate.
   • Compounding the issue, many referred to us as “Western Mass ElderCare,” adding to the confusion.
2. Outdated Terminology:
   • The word “Elder” doesn’t resonate with many people today. It feels limiting and fails to convey the full spectrum of individuals we serve—ranging from children as young as age three to older adults.

Crafting the New Name

With these insights in mind, we embarked on a collaborative and creative process with our partner Davis Advertising. The Davis team began with over 100 potential names, which were narrowed to 14 for further vetting in focus groups. Each step of the way, we sought a name that would embody our values, services, and future aspirations.

The name Access Care Partners emerged as the clear choice. Here’s why:

• Access:
  This word underscores inclusivity and availability. It reflects our commitment to removing barriers and making essential care and support accessible to all who need it.
• Care:
  Simple yet powerful, “Care” speaks directly to our core function. It conveys compassion, empathy, and the personalized attention we provide to each of our consumers.
• Partners:
  The term “Partners” emphasizes collaboration, trust, and teamwork. It highlights our dedication to working alongside clients, families, and community members to meet individual needs.

Together, these words balance professionalism with warmth, creating a name that is both credible and approachable. It resonates with older adults, individuals with disabilities, and their families—three distinct but overlapping groups we proudly serve.

Broad Appeal and Trademark Approval

One of the final steps in the process was ensuring the name could stand the test of time. It needed broad appeal across demographics while reflecting our mission and values. Additionally, we conducted trademark searches to confirm its uniqueness and availability.

What “Access Care Partners” Represents

“Access Care Partners” isn’t just a name; it’s a promise. It signifies availability, empathy, trust, and collaboration—values that define our approach to providing in-home care for older adults and people with disabilities and chronic conditions. Whether someone needs help navigating resources, arranging care, or finding support, our name reflects our commitment to being a trusted partner in their journey.

As Access Care Partners, we look forward to the next 50 years of empowering individuals and families with the care, compassion, and partnership they deserve. Thank you for being part of our story—we’re excited to continue this journey together.