Family Of ''Golden'' Names Launched For Long-Term Care Companies

Fort Smith, AR - A family of "Golden" names was launched recently by GGNSC Holdings LLC for the different companies that address a broad array of long-term care and senior living needs throughout the United States. The new names, all sharing the Golden moniker, include the following:

• Golden Living is the new name for the long-term care company formerly known as Golden Gate National Senior Care LLC. Golden Living operates 262 skilled nursing facilities -- now known as Golden LivingCenters -- and 15 assisted living centers, now known as Golden Living Communities.
• Golden Innovations is the new name for Golden Gate Ancillary LLC, which operates service businesses that support LivingCenters on a contract basis with rehab, home health, hospice, staffing, procurement and construction services. Golden Innovations companies include Aegis Therapies, Aegis Acute Rehab, AseraCare Hospice and Home Health, Aedon Staffing, Ceres Purchasing Solutions and Vizia Design. The individual companies will retain their existing names.
• Golden Ventures is the new name for GGNSC Administrative Services LLC. The company, based in Fort Smith, AR, provides support services on a contract basis to the Golden family of companies as well as to other nursing home companies. Services include finance, billing, human resources and marketing.
• Golden Horizons is the new name for GGNSC Holdings LLC, the parent company.

The rebranding effort was preceded by extensive internal and external research. Consumers as well as employees are believed to have responded enthusiastically to the use of the word "Golden" to unite a family of different companies with distinct but interrelated missions. Research showed that people associate the word with "gold standard" and a focus on the "golden years." Consumers also preferred the new logos and graphics over that of the competition, and they preferred the new logos over the prior logos.

Golden Living and the other Golden companies were formed following the merger of Beverly Enterprises, Inc. (BEI) with Pearl Senior Care, an affiliate of Fillmore Capital Partners. BEI continues to operate 80 skilled nursing facilities, now known as Beverly LivingCenters, and three assisted living centers, now known as Beverly Living Communities.

SOURCE: Golden Gate National Senior Care