
There is a peculiar alchemy in modern healthcare marketing: mix equal parts corporate speak and earnest platitudes, stir in some pastel graphics, and poof! … you’ve created the illusion of transformation. Trying to cover up a tarnished past with a new logo and glossy verbiage has a name: reputation laundering.
The latest to attempt this reputation laundering is Castlewood/Alsana. Marketed as a “Soul Hearted” renaissance rooted in “clinical integrity” and “whole-heartedness,” Castlewood/Alsana’s bumbling attempt is as follows:
“Today, we’re honored to share a letter from Jordan and Keesha:
For the past year, we have been writing a new story for Alsana. We have been listening hard and leaning in. Thinking and planning, building and dreaming. Connecting, collaborating, and creating change within our organization. We have been working together with our teams as well as with our trusted mentors to build what we believe is most needed in the eating disorder field — and honestly, what is needed in the world.
Based on our collective 35 years of experience in the field — countless hours treating clients and working alongside providers — this new beginning for Alsana is our offering to each of you. A love letter of sorts to this work we all hold so dear. It is equal parts an homage to the grassroots efforts of the field’s founders and aspirational intentions for a brighter future.
The way we want to approach this privileged work of healing clients and partnering with providers is something we call Soul Hearted.
We value clinical integrity, whole-heartedness, mutual respect, thoughtful engagement, and rooted reliability. Today, and in the coming weeks, you will see the visual manifestation of this change: a new brand experience, including a new website with updated information on our mission and vision, as well as the new clinical framework that we’ve implemented this past year.
We invite you to follow along. Use our link in bio to visit our new website or read more about our Soul Hearted story.
With this new beginning, we aim for every person who encounters Alsana to feel seen in their authenticity and to know their worth. This is our way to give flowers to those who have come before us, those who will come after us, and all the souls we have the honor of supporting in between. Because each of you deserves flowers. This field deserves flowers.
With Gratitude,
Jordan Watson, Chief Executive Officer, Keesha Amezcua, LMFT, CEDS-C, Chief Clinical Officer” and [Unattributed, Chat GPT]
Castlewood/Alsana is so clueless, it required ChatGPT to craft its message. You may be wondering how we know it was a ChatGPT creation? Simple enough. Look at the overuse of the “em dash.” ChatGPT frequently overuses the em dash (—), often mistaken for a “long hyphen” or “ChatGPT hyphen” to simulate natural rhythm, add emphasis, link clauses, and replace commas or parentheses. It serves as a stylistic shortcut to mimic human spontaneity and structure thoughts.
In the public announcement, hyphens are used four (4) times. Needlessly so. But what better way to mimic human compassion than by having a soulless program draft your heartfelt announcement. While pretending it was “soul hearted.”
Chat’s messaging apparently attempts to include a new logo … a soft beige square with a delicate serif “A” and the soothing promise “You deserve flowers.”
But, if logos could tell the truth Castlewood/Alsana’s new logo would not be a soft beige square with a delicate serif “A” and the soothing promise “You deserve flowers.”
Instead, Castlewood/Alsana’s logo would be a cracked castle, its stones crumbling, sitting uneasily at the edge of the woods … because Castlewood/Alsana is not a new entity at all. Alsana merely remains as an assumed name, a pasteboard mask, a coat of paint applied to an old, failed structure whose legal name remains Castlewood Treatment Center, LLC. And its owner, The Riverside Company, desperately attempting to meet the needs of the investors behind this failed financial experiment.
As for its rebranding?
It is almost poetic how the rebrand leans hard into aspiration: “Because each of you deserves flowers.”
That’s lovely … until you realize that flowers are not a substitute for meaningful clinical outcomes, transparent safety data, and ethical accountability.
“You deserve flowers” is a lovely sentiment.
But flowers are not:
- peer-reviewed treatment modalities
- transparent adverse event reporting
- independent oversight
- staffing ratios
- informed consent
- ethical discharge planning
Flowers do not stabilize electrolytes. Flowers do not reverse medical neglect. Flowers do not replace cognitive behavioral therapy, family-based treatment, or medically competent monitoring.
Sure, everyone loves flowers. But the people truly harmed by substandard care don’t need floral metaphors, they need accountability.
When a treatment provider leans harder on aesthetic reassurance than clinical proof, the public should ask why.
Because in medicine, feelings are not outcomes.
And so, let us move on from the basics of that which the marketing materials disclose to that which they omit.
“Alsana” is not a standalone organization. It remains an assumed business name used by Castlewood Treatment Center, LLC, a company long associated with controversy in the eating disorder treatment space, particularly tied to its former Missouri operations.
If you review the Alabama Secretary of State’s business organization site for any mention of “Alsana” you will find … nothing. But, if you include Castlewood Treatment Center, LLC … bingo! Its registration as a Missouri based limited liability company appears.
This effectively means that Alsana cannot stand alone without Castlewood. The two are inextricably intertwined.
Castlewood’s legal entity did not disappear. The liabilities did not evaporate. The allegations did not dissolve into pastel tones. Only the branding changed.
That distinction matters to patients, families, clinicians, insurers, and regulators, because accountability follows the entity, not the font.
In its rebranding announcement and on its new website, Chat GPT on behalf of Castlewood/Alsana’s leadership describes the transformation as a “love letter,” rooted in “Soul Hearted” values: authenticity, worth, gratitude, and flowers for everyone involved. What’s striking is what the letter does not include. It does not include:
- Acknowledgment of past harm
- No discussion of documented controversies
- No explanation of why multiple senior leaders left
- No data on outcomes, safety, or reform
In healthcare, especially eating disorder treatment, language without evidence is not healing. It is mere marketing.
Eating disorder patients are uniquely vulnerable to authority, suggestion, and coercion. That is precisely why the field should emphasize evidence-based care, transparency, and ethical restraint. Replacing those guardrails with inspirational language is not soulful. It’s dangerous.
And this specific danger was disclosed by former officers.
While Castlewood/Alsana’s press release paints a warm and fuzzy picture of healing, flowers, and listening deeply, bubbling up beneath the surface are sworn allegations from Castlewood/Alsana’s former high-ranking officers that paint a far grimmer picture. One of prioritizing growth and revenue above clinical care. Of threats, vindictiveness, and internal intimidation tactics that a credible clinical community would find alarming.
One cannot help but wonder if those former officers who came before will be receiving flowers? Or another subpoena.
Let’s be clear about something: it is one thing for critics on the outside to claim a treatment provider is more focused on profit than patients. That may be dismissed with a knowing smile and social media posts. It is quite another when former executives, the people who once ran the place, say the same thing under oath.
In sworn declarations multiple former officers, including its chief operating officer and chief clinical officer resigned or were terminated because they objected to the company’s direction, specifically its shift toward revenue targets at the expense of clinical quality and ethical integrity.
These aren’t anonymous critics with an axe to grind. These are the very people once entrusted with leadership. Under the penalty of perjury, they swore their concerns were met not with reform, but with threatening letters and what they describe as vindictive conduct from the company, conduct that made them fear for their own future if they voiced dissent.
Castlewood/Alsana’s former CEO, Jennifer Steiner, under oath, testified as follows: “As its CEO, I reported to the Company’s Board of Directors (the “Board”). The Riverside Company (“Riverside”), a private equity company, has been the majority owner of Alsana since December 2016, and it was the majority owner during my tenure as Alsana’s CEO.”
“Despite all of my success, however, significant issues with Alsana, its Board and Riverside developed over time, which ultimately caused Alsana to terminate me. Specifically, I became concerned with the direction of the company and what I considered to be Alsana’s decision to maximize growth and revenue above all else. When I refused to go along with certain decisions of Alsana’s Board, including decisions that I believed would jeopardize patient care, I was terminated.”
“Alsana’s bad faith and tortious conduct, which I believe was intentionally designed to frustrate my business and unfairly compete with me, has caused me to suffer both monetary damages and adverse mental health consequences.”
Multiple officers stated under oath that Alsana was prioritizing growth and revenue above all other goals to the detriment of patient care and the integrity of the business. Alsana was sending threatening letters to those former Officers. Alsana was directing aggressive and vindictive courses of conduct against former Officers. Alsana was not providing its officers with the information they needed to do their jobs. That an atmosphere of fear and not collaboration had been created. Alsana was engaged in tortious and bad faith conduct. That when the highest ranking Officer refused to abide by decisions of Alsana’s Board, decisions which she believed would jeopardize patient care, she was terminated. Creating fear and anxiety.
Again, these words are NOT mine. But former Officers.
And that is the same organization now promising every visitor to feel “seen in their authenticity.” It is amazing how visibility becomes selective.
And yet, Castlewood/Alsana’s sordid story gets richer.
The now closed Missouri residential treatment center, originally known as Castlewood Treatment Center had a long and reprehensible history. This history included:
- Multiple malpractice and injury lawsuits alleging traumatizing psychological practices and harmful conduct at the facility.
- Investigations and press reports of alleged inappropriate conduct by staff and internal complaints about practices that led to halting admissions.
- Advocacy groups and former patient coalitions detailing a troubling legacy of psychological harm and exploitation at the same physical location that Alsana claims as part of its continuum of care.
This isn’t folklore, it’s part of the public record associated with the entity they now claim is reborn with “soul and heart.”
The eating disorder field is one where evidence-based practice literally saves lives. Compassion matters, but it is not a replacement for clinical rigor. When a provider’s most senior clinicians quit over ethical concerns, then get sued and threatened with additional legal action, that is not a “slow shift” toward quality, it is a red flag.
And yet Castlewood/Alsana’s public face leans into “connecting” and “creating change” without ever acknowledging the change that insiders say was needed but dismissed. Compliments and brand mantras do not a quality program make.
The eating disorder community doesn’t need another corporate monologue about authenticity and worth. It needs transparency about outcomes, commitments to evidence-based standards, and answers to why its former leaders felt compelled to walk away and speak out.
Because in the world of mental health care, soul isn’t a clinical safeguard. And heart isn’t a substitute for evidence.
It’s time to demand more than marketing.
Castlewood Treatment Center, LLC can call itself Alsana. It can talk about soul, heart, gratitude, and flowers. It can commission new logos and refresh its website.
But what it cannot do is rebrand away:
- its legal identity,
- its documented history,
- the testimony of its former leaders, or
- the unresolved questions surrounding patient harm.
For families seeking help, for patients fighting for recovery, and for clinicians trying to practice ethically, clarity matters more than comfort. Families deserve more than flowers. Families deserve truth, evidence, and accountability.
And until Castlewood/Alsana confronts its past instead of decorating over it, the castle, no matter how softly lit, no matter how hard its vacuous marketers attempt to put Humpty Dumpty back together… will fail.
No matter how many flowers it attempts to throw out designed to cover its corruption and misdeeds, those flowers are thrown over its own grave.
And if they are still looking for a new logo, I suggest this may be very apropos:



















