Faced with increasing competition, Hospice of the Piedmont (Virginia) was struggling to maintain its average daily census (ADC) and improve its average length of stay (ALOS). They engaged Transcend Hospice Marketing Group, a division of R/P Marketing Public Relations dedicated exclusively to hospice marketing, to research their market and their organization, then develop and implement an integrated marketing campaign.
Though the Hospiceâ€™s staff has many specialists in end-of-life care, Transcendâ€™s research showed they werenâ€™t getting recognized for it. The â€śSpecialistsâ€ť campaign included TV spots that used a compelling production technique of having testimonial subjects â€“ including staff members â€“ look straight into the camera lens. The strong connection it makes with the viewer helped further the campaignâ€™s objective of building trust in the expertise of the Hospiceâ€™s staff. Collateral materials, from referral cards to brochures as well as a series of informative print ads, further promoted their specialized expertise.
The campaign contributed to a 14 percent rise in ALOS and 7 percent increase in ADC. Overall referrals went up 10 percent and visits to the website were up 30 percent over the previous year.