Saint Elizabeth Health Care is one of Ontario's largest and oldest providers of home healthcare services. Having developed an innovative, Internet-based product that enables caregivers to keep in touch with patients, Riverhorse was retained to position and launch the brand. Based on research with Saint Elizabeth staff, potential customers in Canada and the United States and focus groups with patients and nurses, we factored the importance placed on personal contact and a distrust of technology solutions into a brand strategy. We launched @Your Side with an innovative 3-D promotion consisting of a miniature armchair and newspaper highlighting the big news. Today, @Your Side is a featured product in Saint Elizabeth’s ongoing marketing efforts.