Hospice & Palliative Care Buffalo (HPCB) offers comprehensive care services for those with a serious illness. For prospective patients, the journey of care often begins with a phone call. The organization uses a strong and supportive intake process but is challenged to get patients to engage in care at the best time, which is often earlier than many anticipate.
In response, our team developed an integrated marketing campaign focusing on educating audiences about Hospice services and the optimal timing for a patient to reach out for their support. Our goal was to increase the number of prospective patients or family members engaging with Hospice.
Creative strategy included a 30-second television spot illustrating the campaign’s central message. Our strategy broadened campaign reach and engagement by running service-specific videos in paid social media placements, as well as in organic social media posts.
Watch the Help Starts Here 30-second television spot.
In addition, in-market messaging maintained a focus on the holistic nature of HPCB’s care. Our media strategy included paid and organic social media, broadcast television, terrestrial radio, digital display ads, and print advertising.
At the end of our campaign conversion funnel, we employed a custom landing page offering more detail about Hospice services. It acted as a lead generation tool to collect patient information and connect with intake specialists, ultimately generating an exponential increase in the page’s CTA button clicks and total page views over the organization’s previous campaign effort.
The success of the Help Starts Here campaign and landing page showed increased traffic over previous outreach efforts.
increase in tracked conversion events on the page
increase in page views
increase in contact button clicks on the page