Advertising | Digital marketing | Media planning | Social media
In a campaign workshop with Carroll Hospice nurses and volunteers, we uncovered a heartbreaking truth: families typically waited too long to call hospice, because they perceived it as “giving up” on their loved ones. That meant we couldn’t just market Carroll Hospice; we had to change the way people viewed hospice care entirely.
We built a fully integrated advertising campaign to showcase real-life examples of how Carroll Hospice goes above and beyond to transform end-of-life care into a deeply personal and surprisingly life-affirming experience for patients and their families.
The campaign succeeded in changing perceptions, delivering a 47% increase in time patients spend in care. This means families are now calling Carroll Hospice earlier so that their loved ones can get much-needed care and comfort sooner.
National Gold Award: Home Health/Hospice Marketing — Aster Awards
National Merit Award: Total Advertising Without TV — Healthcare Advertising Awards
Best Campaign of the Year: Runner-Up — American Marketing Association Baltimore