Hospice Buffalo: Integrated Marketing Campaign
Here for more
Truth #1: It doesn’t matter who you are or where you live — coping with serious illness or loss of a loved one is a universal human experience.
Truth #2: Whether you’re a patient or caregiver, Hospice is here to help every step of the way.
Truth #3: Although Hospice Buffalo has brand recognition in the region, they’d been experiencing a recent drop in new patients.
We all know that the prospect of losing a loved one is scary, emotional — and very real. When the time comes there’s much more involved than simply deciding who to call for help. That’s why when Hospice Buffalo turned to us for a solution to help boost patient engagement, we took a deep dive to answer how.
More than you expect
We discovered that patients and their caregivers were unaware of the breadth and depth of services available to their loved ones — and themselves. It turned out that making the initial call to Hospice wasn‘t what held most people back from reaching out earlier, it was the fear of not knowing what came next. It was this insight that inspired the notion of “Care for them. Comfort for you.”
More than answers
The “Care for them. Comfort for you.” creative campaign speaks to both caregivers and patients through television and radio spots as well as a redesigned website to convey the comprehensive care and trusted advice Hospice Buffalo provides, no matter the prognosis or diagnosis. Those who find themselves dealing with one of life‘s most universal truths can move forward with confidence knowing Hospice Buffalo is here to do more, to listen more, and to be more so they can worry less.
Broadcast is used to convey the emotional story behind “Care for them. Comfort for you.”
Strategically placed out-of-home executions build maximum awareness.
Key brand as friend driver: surprise
Understanding that hospice care is about more than just end-of-life care changed the way people thought about Hospice Buffalo. And, by revealing the surprising fact that Hospice Buffalo provides a variety of services that support and guide both patients and caregivers dealing with terminal and life-limiting illness, 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.
CLIENT:
Hospice Buffalo
PROJECT:
Integrated Marketing Campaign
SERVICES UTILIZED:
Advertising, Branding, Data Analytics, Digital + Direct, Media Planning + Buying, Strategic Planning