Hospice of Central PA was losing market share to an aggressive competitor. Wanting to reverse this slide, they sought a strategic approach when engaging us. After studying market share data, then researching their competitors and referral sources, we created messaging that stepped off the well-worn paths for this category. Rather than images of elders and care givers, we used nostalgia to attract and engage specific memories. We confirmed that life can be lived well today at HCP as it was in the past.
Almost all competitors used emotional words in their advertising. We chose to own those words by making them part of the headlines. While the media plan is propriety, message delivery is both consumer-facing and referrer-facing using combinations of traditional and digital platforms.