Summary
As the hospice industry has seen a significant shift towards for-profit models, constituting nearly three-quarters of the sector, the landscape has become increasingly competitive and fraught with concerns over the quality and ethics of care. This trend has been accompanied by rising complaints of fraud and profiteering among some for-profit entities, casting a shadow over the industry and heightening the urgency for reputable providers to distinguish themselves.
Amid this backdrop, Hospice of Central PA (HCP) recognized an essential need to redefine its positioning and outreach strategy. With the successful completion of its staffing objectives in 2022, bringing its territory team to full capacity, HCP was well-prepared to shift its focus towards enhancing its general brand awareness. This strategic pivot was not merely about visibility but about affirming HCP's commitment to providing compassionate, ethical care in a sector increasingly scrutinized for its practices.
The organization's commitment to non-profit values stands in stark contrast to the prevailing winds of the industry. In an environment where the motivations of for-profit hospices are increasingly questioned, HCP aimed to leverage its foundational principles of care and service to forge a deeper connection with the community it serves. The objective was clear: to emerge as a beacon of trust and quality in hospice care amidst a landscape cluttered with concerns about the integrity of service delivery.
To navigate these challenges and achieve its goal, HCP embarked on a comprehensive campaign to elevate its brand presence and articulate its value proposition. By emphasizing a dedication to patient-centered care, HCP sought to reassure patients, families, and caregivers of its commitment to excellence and ethical service. The campaign was designed not just to raise awareness but to engender trust and loyalty among those seeking hospice and palliative care services, ensuring that they could turn to HCP with confidence during their most vulnerable times.
This effort to stand out and drive engagement in a competitive, and sometimes contentious, industry environment required a nuanced understanding of the community's needs and perceptions. HCP's strategic focus on authenticity, coupled with its operational readiness to meet the demand, positioned the organization to make a meaningful impact.
Capabilities
- Digital
- Media Planning
- Web
Objective
Inspired by stories shared at the start of each internal meeting for HCP as a reminder of their mission, vision and values, the Martin Communications team recommended they implement a strategic storytelling campaign for 2023.
The strategy began by sifting through hundreds of patient letters to extract seven core messages that authentically represented the impact of HCP’s care, pulled directly from the experiences of patients and their families. These testimonials were thoughtfully transformed by the design team to reflect the diverse demographics of south-central Pennsylvania.
The campaign utilized these messages across various channels to maximize reach and engagement. Specifically, the copy was featured in banner display ads equipped with contextual targeting tailored to hospice and end-of-life care, ensuring relevance and resonance with the audience. A whitelist of local news websites and programmatic advertorials extended the campaign’s reach, complemented by paid and organic social media efforts and strategic updates to the HCP website. This refreshed online presence was designed to introduce new visitors to the impactful stories and information.
Additionally, the release of new editorial content coincided with the campaign, addressing vital questions for those considering hospice services, such as the optimal time to initiate contact, the role of spirituality in care, and strategies for managing grief. These pieces were utilized in paid
search sitelinks to drive additional site traffic and reinforce HCP’s brand messaging of supportive experts in times of need. This comprehensive approach ensured that the campaign resonated within HCP’s service footprint throughout the year, reinforcing the organization’s commitment to providing compassionate and individualized care while navigating the competitive healthcare landscape.
1.65
million
impressions
92,000+
users
Conclusion
The 2023 campaign for Hospice of Central PA not only achieved substantial awareness goals with over 1.65 million impressions and 13,195 direct interactions from paid media placements, but also contributed to increases in social media engagement year-over-year including Facebook pageviews by 37.8%, followers by 17.2%, and Messenger messages by 625% as the campaign reached more than 92,000 users.
Perhaps more importantly, HCP’s Mission Moments campaign succeeded in vividly narrating the compassionate and dedicated care provided by HCP, effectively communicating the stories of HCP's impact on caregivers, patients, and their families, and reinforcing HCP’s reputation as a thoughtful provider of hospice and palliative care. This resonated deeply with internal staff, committee members, volunteers, and the broader community, further solidifying HCP’s identity as a key player in compassionate care within Central Pennsylvania.