Escalating Outreach to Underserved Populations

 In Marketing

case study

Chautauqua Hospice & Palliative Care

 

The Overview

With shifting demographics and a need to accelerate outreach to underserved populations, Transcend helped the organization educate its community about the benefits of hospice and the reasons to call sooner.

 

Challenge

Hospice and palliative care are complicated concepts to communicate. In studies with family healthcare decision makers across the country, people frequently associate hospice with imminent death, often causing patients and families to avoid seeking hospice services or even learn more about them.

When compared to peers in other states, Chautauqua Hospice & Palliative Care (CHPC) was falling short in serving area residents who were eligible for hospice care. Leaders at CHPC connected with Transcend Strategy Group to educate their community about hospice and the reason for engaging with them sooner.

 

The Objectives

Through a focus group with members of the CHPC leadership team, three main themes emerged, which served as our objectives moving forward:

  • Address the lack of understanding within the community about what hospice is and when to access it
  • Humanize hospice and explain the range of services CHPC offers from a different perspective
  • Evolve the way CHPC presents itself externally in order to grow

 

Transcend’s Solution

Transcend created a multi-media campaign with the theme, Beside You When It Matters Most, to personalize the benefits of hospice care and highlight the ways CHPC works alongside patients and their families. Compelling family stories brought a human element and relatability to the messaging.

Consistent messaging communicating the value of hospice and palliative care for patients and families and the reasons to engage with CHPC sooner were highlighted throughout the redesigned website and new print materials.

 

The Results

Prior to the start of the new marketing campaign, testimonial-style radio ads had been running for several months to increase brand awareness. Consistent messaging via print, radio, outdoor and digital media amplified the message to the community and has shown initial success. Census had been increasing and, after the campaign had been in the market for just seven months, average daily census increased by 12.5%. Additionally, census hit a one-day high of 113.

The campaign spurred an interest to learn more. Nearly 72% of visitors to Chautauqua Hospice & Palliative Care’s website clicked on digital ads placed on Google and Facebook.

 

 

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