NIL 4

Transcend’s Answer

Instead of targeting professional healthcare referrers, Transcend created a campaign that spoke directly to family healthcare decision makers to attract self-referrals. Northern Illinois Hospice was the first hospice licensed in Illinois and had nearly 40 years’ experience serving the community. Research showed consumers equate “local” with “responsive” – a trait they highly value. A campaign theme of “First in caring for life’s final months” underscored Northern Illinois Hospice’s expertise, compassion and responsiveness with a message to insist on them as the provider of choice.