Welcome Health is a startup seeking to reframe primary care for seniors—combining the latest in telehealth with the latest in gerontology. Seniors, and anyone with complex health challenges, stand to gain a lot from a different approach to care, especially one that can come directly to the patient. The goal was to build a new-to-the-world brand that would motivate seniors to switch from a traditional PCP to Welcome Health. Cactus saw an opportunity in what Welcome Health planned to offer as a PCP—it wasn’t revolutionary, it was common sense. With its technology and in-home service, Welcome Health could deliver on ‘common sense’ care in a new and differentiated way.