Integral Senior Living is one of the largest senior living operators in the United States, managing independent living, assisted living, and memory care communities nationwide.
As the agency of record for Integral Senior Living, our role went beyond traditional marketing support. We also served as a strategic partner responsible for safeguarding reputation, supporting operations, and helping leadership navigate risk in a highly regulated and emotionally complex industry.
The Challenge
High Stakes Crisis Management
Senior living presents a uniquely demanding crisis environment. Issues often involve vulnerable populations, distressed families, regulatory scrutiny, and intense media interest, and frequently unfold quickly and simultaneously across multiple markets. For Integral Senior Living, crises were not hypothetical scenarios but regular operational realities requiring 24/7 readiness, rapid decision-making, and consistent national standards applied at the local level.
The COVID‑19 pandemic further escalated these challenges, placing senior housing providers under sustained public scrutiny while health guidance, regulations, and public expectations evolved continuously over an extended period.
The Work
Speed, Empathy, and Consistency. Every Time.
As Integral Senior Living’s embedded crisis communications partner, MP+F provided always‑on senior‑level counsel and execution. Our approach emphasized speed, empathy, alignment with legal and operational teams, and reputational protection, while ensuring transparency and compassion for residents, families, employees, and media.
Our crisis support addressed a wide range of high‑stakes situations, including resident deaths, missing person incidents, staff misconduct, emergency evacuations, building and maintenance concerns, and family complaints escalating to traditional and social media. MP+F led executive advising, message development, media relations, internal communications, and family communications—often across multiple communities at once.
During the pandemic, crisis communications shifted from episodic response to sustained leadership. MP+F supported Integral Senior Living leadership through evolving health guidance, heightened public concern, regulatory change, and emotional strain on families and staff. Our work helped leaders communicate clearly, consistently, and compassionately, reinforcing trust during a prolonged period of uncertainty.
The results
Eight Years. Countless Crises. One Trusted Partner.
Eight years of embedded crisis partnership delivered consistent, disciplined national messaging with local application, timely and transparent communications for families and stakeholders, and preservation of brand trust through some of the industry’s most challenging moments.
That foundation of trust and stability supported long-term enterprise value, helping position Integral Senior Living for a successful acquisition in 2025. When crisis communications is treated as a core business function, the results extend well beyond any single incident. They protect people, preserve reputation, and safeguard the organization’s future.
