IPO roadshow video, listing content, brand and social videos

Shifting perceptions and educating investors on a revolutionary approach to post-acute care

For PACS’ IPO, our Investor Communications team helped illuminate the company’s investor messaging across its IPO roadshow video and listing day marketing, while also creating content to help bolster its social media presence.

From two facilities in 2013 to over 200 in 2024, we needed to relay the founder-led company’s growth and investment potential while also showing how PACS is breathing new life into an industry that has long been wrought with poor staffing, poor quality of care and, as a result, negative perceptions. Key to this was illustrating how the company is turning around distressed skilled nursing facilities by not only investing in equipment and the physical plants themselves but through empowering local teams by providing support services. All of which vastly help improve operations, boost employee morale, and most importantly, significantly elevate the quality of care patients are receiving, resulting in better patient outcomes and higher QM star ratings for PACS’ facility affiliates.

A local approach

In addition to hearing from the CEO (co-founder), Executive Vice Chairman (co-founder), CFO, President/COO and regional leadership in PACS’ IPO video, it was critical to see the facilities firsthand and hear from the administrators, clinicians and patients working and receiving care at the facilities owned or operated by PACS. We filmed for seven days at five separate locations including four select facilities in Southern California and South Carolina. In total, 32 voices brought the company’s value proposition and local, quality-first approach to life.

PACS goes public

In support of PACS’ listing day marketing, we designed all digital branding at the New York Stock Exchange (NYSE), as well as the facade banners. We also created multiple digital out-of-home billboard advertising displays including the American Eagle and ABC billboards in Times Square, the Silicon Valley billboard, and multiple ad units for PACS’ local Utah DOOH campaign. Banner ads were designed to bring further awareness to PACS for placement in the WSJ and CNBC.

For an internal PACS live stream event, we created a co-founder address to employees as well as three short roadshow video cut-downs to kick off the event, play as a heartfelt interstitial featuring patients and clinicians, and close the live stream with mission-focused messaging. We were also on-site to film and edit social media content for PACS’ social channels and delivered three 15-second reels that were posted shortly after listing. A listing sizzle video helped memorialise the day.

For the audience

Through its IPO roadshow video, investors were able to receive a first-hand look at PACS’ decentralised operating model. They were also able to gain an understanding of the considerable investment opportunity with a company that is not only profitable but also addresses a highly fragmented area of healthcare where an ageing population and an increase in chronic conditions are expected to grow demand.

For the brand

Pricing at $21, PACS’ hard work culminated in an upsized IPO, raising $450 million and valuing the company at $3.1 billion. Trading opened at $23, and the nearly 10% rise in price held steady in the days following, a testament to investor demand.