Sessions

Many small and mid-sized operators assume they are at a disadvantage—until they realize their greatest asset is the very thing they’ve been downplaying. This session is designed to help leaders identify and fully leverage the authentic strengths that make their organizations different: deep tenure, hands-on ownership, multigenerational relationships, and a genuine, personalized care experience that large brands cannot easily replicate.

Through candid examples, practical storytelling, and branding tips, speakers will reveal how perceived weaknesses, such as small size, older buildings, or family ownership, can be transformed into compelling proof points that resonate with today’s consumers and referral sources. The session will offer concrete ideas for uncovering an organization’s “secret sauce,” weaving it into websites and marketing, and using emerging tools like AI-driven search to make those differentiators stand out rather than disappear in generic messaging.