Continuing the Climb: How Leadership, Innovation, and Purpose Shaped Rehab Medical’s Growth Story

For more than two decades, Rehab Medical has steadily moved forward with a mission centered on improving lives. What began as a small, determined team has grown into a nationally-recognized leader in complex rehab technology—driven by a commitment to service, empowered employees, and a shared vision of making a meaningful impact for every patient we support.

Two leaders who have been part of Rehab Medical’s journey since its early days, Chief Sales Officer Keith Hawkins and Vice President of Operations Jarrad Rankin, reflect on how Rehab Medical’s culture took shape, how the company evolved to meet patient needs, and how innovation continues to push the team forward.

Shaping a Culture of Purpose and Passion

Our culture has always been one of our defining strengths, and much of that foundation was built by the people who were here from the beginning.

Chief Sales Officer Keith Hawkins, one of our earliest team members, recalls how he and other key team members developed Rehab Medical’s culture from the values they all shared. With his naturally competitive mindset, he was driven to establish a culture of purpose and passion.

“I’ve always been a competitive person,” said Hawkins, “and that competitiveness helped shape the structure and expectations of our sales team. We built roles, defined what success looks like, and encouraged everyone to be driven, compassionate, and relentless in the pursuit of serving patients. That became our culture.”

He also credits these early contributors as foundational pieces to our success:

From left to right: Kevin Gearheart (President), Jarrad Rankin (VP Operations), Ryan Commings (Sales Director, Midwest), Jason Neu (Sales Director, Great Lakes)

From left to right: Paul Martin (Sales Director, Gulf Coast), Kenneth Flaming (Sales Director, West), April Tischler (Payer Relations Mngr), Rachel Day (Senior Ins. Biller)

Over the years, these individuals evolved as leaders, strengthened their skill sets, and helped our organization grow in capability and confidence. As Hawkins put it, “They’re the reason we were able to build something strong.”

Finding Focus Through Mission and Vision

According to Vice President of Operations Jarrad Rankin, a turning point in our evolution came when we established a clear mission, vision, and our why.

“Once our mission was centered on improving the lives of our patients and employees, that was the moment our purpose was born,” Rankin shared.

“That shift helped us recognize the biggest area in need of improvement: service. We quickly began exploring new processes to reduce delays, streamline communication, and deliver a better experience for the people who rely on us.”

Initiatives like Rehab Express and Direct Ship—both introduced to reduce delays and accelerate service delivery—have played a major role in transforming our service model. Additionally, platforms like Live Lens, a one-way video chat feature that allows employees to conduct more accurate assessments and foster deeper relationships with patients, have become essential to this evolution.

Both Rankin and Hawkins believe these elements helped to elevate the day-to-day experience for both employees and patients.

“Integrating technology and using more efficient processes have made us better at what we do,” said Hawkins. “It helps our teams work smarter and ultimately helps our patients receive better care.”

Rankin adds to that sentiment, noting that, “These tools are not just upgrades—they’re part of a long-term strategy to create a more responsive, more efficient, and more patient-centered organization.”

Strengthening Service, Strengthening Trust

Over the years, enhancing our service offering has become one of the most significant ways we’ve elevated the patient experience.

Rankin believes this elevation shouldn’t be seen as an attempt to achieve perfection, but a key indicator of forward progress in patient care. “Service is something every industry should continuously improve,” he said. “That commitment to continuous improvement continues to play a major role in how we operate today.”

As a result of this mindset, we expanded our service teams, added critical staffing in key areas, and adopted new technologies that help streamline daily operations.

For Hawkins, strengthening our service presence indicates that while serving more patients helps us to grow, service helps us build lasting trust. “Our relationships—powered by exceptional service—are what set us apart,” he shared.

This renewed emphasis on service formed a stronger connection between how we do and why we do it.

Leading With Resilience Through COVID-19

One of the greatest tests of our mission came during the COVID-19 pandemic. While many organizations shut down or drastically reduced operations, we remained committed to serving patients whose mobility needs couldn’t wait. That commitment required flexibility, creativity, and a deep sense of responsibility.

“We recognized that patients’ mobility needs didn’t stop during the pandemic,” Hawkins said. “We had to find ways to keep them safe and supported. So, we adapted quickly, implementing social distancing protocols, using telehealth options, and ensuring our delivery teams were equipped with proper PPE.”

Rankin recalls this period as one of collaboration, perseverance, uncertainty, and resilience. “No one had a playbook for a global pandemic,” he said. “But because our services were essential, we were able to remain open. We collaborated with leaders across the industry, protected our people, and continued serving patients who depended on us.”

That shared effort helped us continue our growth path, ultimately reinforcing what the organization’s culture had always stood for: determination, compassion, and service, even in the face of unprecedented challenges.

Investing in What Matters Most

We’ve continued investing in technology, people, and improved processes because doing so reflects our commitment to our patients, employees, and partners. Rankin sees these investments as essential steps toward becoming the best provider Rehab Medical can be. Hawkins summed up the meaning behind these efforts in a single word: “Everything.”

These investments underline Rehab Medical’s belief that improving lives requires more than intention—it requires action, resources, and the willingness to evolve.

Looking Ahead

From our earliest team members to the advanced systems we use today, Rehab Medical’s story has always been shaped by people who care deeply about improving lives.

As we look toward the future, the values that brought us this far—compassion, resilience, innovation, and teamwork—continue to guide us. With leaders like Hawkins and Rankin helping steer our course, we remain committed to climbing higher, serving better, and making a meaningful impact—one patient at a time.