Northern Illinois Hospice aimed to grow census and market share in a very fragmented region. Transcend helped the organization educate their community on the advantages of choosing the market’s local provider with the most expertise in hospice care.
With more than a dozen hospice providers serving the Rockford, Illinois, area, no provider had dominant market share or a clear marketing position. Additional competitors continued to enter the market from out-of-state, and some had ties to skilled nursing facilities or hospitals in the region. How can an organization get a leg up on getting hospice referrals in such an environment?
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.
Northern Illinois Hospice “First in Caring” campaign tv spot