FAQ

1. Why did ResCare change its name?
   
   There are two primary reasons that we are changing our name.
   
   First, the name “ResCare” no longer reflects who we are or what we do. When ResCare first began operations in 1987, the purpose was to manage facilities. However, as our mission states, we are focused on customer choice, which typically means providing services in the community. The only facility that we continue to operate is Davis Center, which provides specialized services to elderly individuals with mental illness.
   
   Second, we are not the only “ResCare” in existence. There is a company based out of Kentucky that provides services in all 50 states and overseas. As we grow, we are consistently being confused with that company. Additionally, they have moved into some of our territories, currently providing services in Johnson and Washington counties. We wish to maintain separateness from them.



2. Why is ResCare changing its name now?
   
   In 2007 ResCare went through a change of majority ownership. Since then, the company has developed a new strategic focus and a centerless structure. One of the primary strategies of the new focus has been to rebrand the company to better focus on our mission, vision and brand promise. At this point in time we feel we are prepared to take the next step and start doing business with our new brand.



3. How does it affect me? (the customer)
   
   Your regular dealings will not change. You will still work with the same people you have been in the same ways. However, you can expect for the quality of services to continue and increase in excellence as we stand by our brand promise: we provide the quality of service we would want for ourselves and our own family members.



4. Has there been a change of ownership?
   
   No, just a change of name. Optimae is owned by the same 60 or so employee-stockholders who owned ResCare.



5. What does Optimae mean?
   
   In Latin, Optime means “as best one can”. We added the “a” to differentiate it and to make it easier to pronounce.



6. Why “LifeServices” and why is it just one word?
   
   Optimae LifeServices is a diverse health care and human services company. We provide many types of services and plan more expansion in the future. We do not want to limit our options. As one word, “LifeServices” is part of our logo.



7. Is there any significance to the logo?
   
   We call our new logo “the River of Life”. As individuals go through ups and downs in their lives, we are there to support them according to their needs. Additionally, the separate lines represent our various services all intersecting and integrated to provide the array of services people need. The main logo has three different colors: plum, light blue and light green. In most printing, you will just see the plum color for Optimae, the light blue for Advanced Therapy Solutions and Life Solutions Behavioral Health and the light green for Nurse in the House.



8. What does Optimae mean by 'At your side. On your side?'
   
   The tagline represents our brand promise, that is, the services that I provide to you are good enough for me or my family member. We will constantly strive for not just customer satisfaction, but customer loyalty. We will be “at your side and on your side” advocating for you and making sure that your voice is heard. It also means that as a company, we are at the side and on the side of our employees, providing necessary resources and support.



9. What process did ResCare go through to determine the new name, logo and tagline?
   
   Working with a marketing consulting group, 17 ResCare employees, including leadership and other employees from all levels and regions in the company met to brainstorm who we are and where we want to go. Through that process, the consulting group came back with suggestions that were voted on by the group as a whole.



10. Is Advanced Therapy Solutions/Life Solutions still part of ResCare/Optimae LifeServices?
    What effects will the name change have on this division of the company?
    
    Yes, the mental health centers continue to be operated by the same parent company and there have been no staff or operational changes that will affect you.



11. Is Nurse in the House still part of ResCare/Optimae LifeServices?  What effects will the name change have on this division of the company?
    
    Yes, the home health care service continues to be operated by the same parent company and there have been no staff or operational changes that will affect you.



12. What other services does Optimae provide?
    
    In addition to our primary lines of business–community services, mental health services and home health care–we operate a bookstore/coffee shop, a trading company featuring furniture and household goods and an organic farm. All of these businesses employ people with disabilities.