Hospice Buffalo

A creative campaign that cleared up some healthcare brand confusion.

B2C , Healthcare

Advertising // Branding // Content // Data & Analytics // Design // Digital // Research // Strategy & Planning

The thought of losing a loved one is scary, emotional—and very real. Hospice & Palliative Care Buffalo (Hospice Buffalo) is here to help bring peace of mind with services that care for individuals with a serious or terminal illness, along with their families and caregivers.

Service confusion caused consumer confusion.

When Hospice Buffalo experienced a drop in new patients and learned that the average time a patient is in hospice nationwide was 180 days while their own average was 44, they turned to us for help. We discovered there was some confusion. See, seven in 10 adults only associate hospice with end-of-life care, only 25% believe hospice improves the quality of a person’s life and many think hospice care decisions are made exclusively by their physicians.

7 in 10 adults only associate hospice with end-of-life care.

It’s about more than end-of-life care. It’s about quality-of-life care.

If you share some or all of those beliefs, it’s okay. You’re actually lucky, as it’s probably because you never had to look into terminal-care resources. But the fact of the matter is, Hospice Buffalo isn’t just about giving loved ones comfort during their last days. It’s so much more. It’s a resource for everyone involved, before, during and even months after the death of a loved one.

The power of personal stories.

We began our creative process by interviewing patients and their families. We won’t lie, hearing how crucial this support and care was to the families and patients during one of life’s most difficult seasons definitely stirred our emotions. Here are just a few of their quotes.

“They help the family MORE than they help the loved one”

“It was a great goodbye for someone who lived a wonderful life.

“It was so comforting to know they sat with him all day, every day.”

“There wasn’t a moment where he was alone.”

“I was shocked what they did for our family. I didn’t realize how big of a gift it was.”

“Your family’s not afraid, so you can jus say goodbye and let go.”

“It’s more than someone coming in and taking care of her medically.”

“You can’t do it all yourself. Even though you love that person and want to… it’s so nice to have that support.”

Creative that considers patients, and who they’re leaving behind.

We knew getting caregivers comfortable with calling Hospice Buffalo earlier meant giving the heart-warming stories of past patients and their families a way to shine. We needed to bring what we felt and saw to paper. Did it seem impossible? Yes, absolutely. But we were determined in the up-all-night kinda way.

So we tapped into what we know best—friendship. From this mindset, and thinking about our own relationships—son to father, wife to husband, grandchild to grandparent—we developed “Care for Them. Comfort for You.”—a creative campaign that speaks to both caregivers and patients.

Through television and radio spots, billboards and a redesigned website, we conveyed the message that Hospice & Palliative Care Buffalo is a comprehensive care center that provides a variety of services to support both patients and family members. The creative expressed it’s never too early (or late) to call on Hospice Buffalo for a helping hand. In fact, it’s the best thing you can do for someone you love.

Through television and radio spots, billboards and a redesigned website, we conveyed the message that Hospice & Palliative Care Buffalo is a comprehensive care center that provides a variety of services to support both patients and family members. The creative expressed it’s never too early (or late) to call on Hospice Buffalo for a helping hand. In fact, it’s the best thing you can do for someone you love.

We also unified Hospice Buffalo’s service offerings by consolidating their separate logos into one single origami logo that distinguished services by name and color.

Previous symptoms subsided.

After the new creative campaign launch, Hospice Buffalo’s patient census grew 500%—the biggest leap since our relationship 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. Overall, we brought comfort and care to those who didn’t know it existed, and as seasoned marketers, we can’t think of anything more fulfilling.

We turn brands into friends.

By informing people that hospice care is more than just end-of-life care and that Hospice Buffalo provides a variety of services that support and guide both patients and caregivers, we conveyed that it’s never too early to call on Hospice Buffalo for a helping hand. In fact, it’s the best thing you can do for someone you love.

Key Brand as Friend® drivers:

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.