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Hospice Buffalo: Care for them. Comfort for you. Campaign

Care for them. Comfort for you.

Situation

When long-time Mower client Hospice Buffalo experienced a drop in new patients, they turned to us for help. Knowing that the client historically enjoyed strong brand recognition in the region, Mower’s healthcare marketing experts took a closer look at the competition. Research identified what the client had feared: a changing healthcare paradigm and a flood of what they consider “Hospice Lite” services were impacting market share. Mower’s task was to help eliminate confusion between the services, and, ultimately, bolster patient census.

Insight

Mower’s analytics team dove into Hospice Buffalo’s organic search trends and discovered that patients, and their caregivers, were searching for information on diagnoses and stages of illness long before searching for supportive services like Hospice or Palliative Care. These search patterns suggested that the target audience mistakenly assumed hospice care decisions were made exclusively by their physicians, and that they were unaware of the breadth and depth of services available to them and their loved ones. These two insights served as the basis for the creative solution: using “Surprise” as a motivating Brand as Friend driver in our executions.

Solution

Using the Brand as Friend framework, we tapped into the feelings of surprise that both patients and caregivers experienced when learning about and engaging in the full suite of services that Hospice Buffalo provided for people diagnosed with terminal and life limiting illness. Our new creative platform, “Care for Them. Comfort for You.” spoke to the duality of services provided, to both caregivers and patients. This duality was carried into a complete website redesign, intended to reposition Hospice Buffalo as a resource with information, support, and services at any point throughout a serious illness.

Results

Patient census grew 500 with the debut of the new campaign—perhaps the biggest leap in new patients since the relationship between Mower and Hospice began in 1999. In addition, call volume increased by a factor of three with the launch of the new website, demonstrating that the new design and positioning were better connecting patients and caregivers to the resources they sought.

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