mumms Software Healthcare SaaS, Hospice and Palliative Care Fractional CMO, Brand and Website Modernization
The situation
mumms had been a trusted name in hospice software. The credibility was real, earned across decades of serving hospice organizations with EMR, billing, palliative care, and analytics tools.
The challenge was a familiar one for established companies. The brand and website hadn't kept pace with the market. Legacy perception versus modern market expectations. A broad product set without a simple buyer story. Strong capability that wasn't being communicated with the confidence it deserved.
In 2024, mumms needed a brand and website that reflected who they had become, without losing the trust they'd spent 15 years building.
What I did
The 2024-2025 engagement covered messaging clarity and modernization, brand repositioning, new visual language and portfolio narrative.
The work meant simplifying a complex product portfolio, EMR, billing, palliative care, analytics, into a message a buyer could actually follow. It meant updating the visual identity so the company's external presence matched its actual depth and longevity. And it meant clarifying how mumms talked about itself across every touchpoint, so the brand felt as current as the product.
Fifteen years, multiple chapters
This wasn't a one-off project. The 2024-2025 work sits inside a relationship that started in 2009, when I produced the company's 20th anniversary conference in New Orleans. Since then, the relationship has spanned the Puerto Rico Expo Hospicio Conference in 2012, the Hummingbird product launch at the Innovation Conference in 2013, and now the brand and website modernization in 2024-2025, alongside ongoing CEO advisory.
Few outside partners stay valuable across multiple chapters of a company unless they consistently deliver at a senior level. That's the difference between a project-based engagement and a strategic partnership. mumms didn't need to re-explain their business each time something new came up. The context was already there.
2009
Produced the 20th Anniversary Conference in New Orleans.
2012
Supported Puerto Rico Expo Hospicio Conference presence.
2013
Produced and supported Hummingbird launch at the Innovation Conference in New Orleans.
2020–2025
Ad hoc consulting and advisory with CEO. Website modernization, brand repositioning.
The outcomes
The work created a stronger foundation for how mumms shows up in market: a modernized website and brand expression that reflects the company's depth and credibility, a simplified portfolio narrative that's easier for buyers to follow across EMR, billing, palliative care, and related workflows, and continued strategic advisory across brand, market, and growth decisions.
“You’ve been with us through the big moments, and the important ones in between. You just get our business, and you help us see what’s next.”
What this engagement demonstrates
Most fractional CMO engagements have a defined start and end. mumms is different. Fifteen years, multiple business chapters, and a relationship that's outlasted specific projects because the value wasn't tied to any single deliverable.
For founders thinking about a fractional CMO relationship, this is what it looks like when it works long-term. Not a vendor who executes a scope and disappears, but a strategic partner who's there across the phases your company goes through, from milestone moments to brand modernization to the ongoing decisions in between.
Working through a similar inflection point?
I join founder-led companies to close the gap between what you say, what you sell, and what customers need, so you can invest in growth with certainty.