WestMass ElderCare Announces Name Change to Access Care Partners

HOLYOKE — As WestMass ElderCare (WMEC) celebrates its 50th anniversary, the organization is announcing a new chapter in its history. Beginning in early 2025, WestMass ElderCare will be known as Access Care Partners, reflecting a broader mission that extends beyond serving just the elderly population.

“Celebrating our 50th anniversary, we felt it was the perfect time to evaluate our brand and how we represent ourselves,” said Roseann Martoccia, executive director at WestMass ElderCare. “Our goal was to ensure our name truly encapsulates the wide range of individuals we serve, many of whom are not necessarily elders. In fact, we provide services to individuals as young as 3 years old.”

The decision to rebrand came after extensive research and community engagement. Partnering with Davis Advertising of Worcester, WMEC conducted one-on-one interviews, online surveys, and focus groups involving around 200 community members, as well as internal staff, to gather input on how the organization is perceived and how it can continue to meet the needs of the community.

The findings indicated that, while the organization is respected for its work, the name WestMass ElderCare does not fully capture the scope of services offered, which includes support for individuals with disabilities and younger populations. The name Access Care Partners better reflects the organization’s mission of providing care and support to people of all ages and abilities, ensuring they have access to the services they need to live independently.

“As our community and services have evolved, so too has our brand,” Martoccia said. “This change not only reflects who we are, but where we are headed, ensuring we remain inclusive and adaptable for the next 50 years and beyond. As Access Care Partners, we remain committed to the same high level of care and comprehensive services, including in-home care, meal delivery, and support for individuals with disabilities and caregivers, and look forward to continuing our long-standing relationships within the community.”