Educating consumers on the power of choice

Brand positioning to drive preference

Center for Hospice Care

The Overview

Center for Hospice Care, the original provider of hospice services in South Bend, Indiana, was stagnant due to more than 25 competitors in the region and a highly fragmented market.

The Challenge

Research revealed that consumers had very low awareness that multiple hospices served their community and were uneducated on the differences to drive choosing a preferred provider.

Transcend’s Answer

We refreshed an outdated brand and launched a multi-media campaign, “Choices to make the most of life.” Messaging emphasized Center for Hospice Care’s expertise in quality of life and encouraged families to contact the hospice directly.

The Results

Over the next four years, family-directed admissions more than doubled and the number of patient days more than tripled.

Heartland Information ServicesHumana