Hospice Care

Campaign

JMNS
Creative

Josh Borst Bergfeldt

Molly Dyer
Nicole Gfall
Suzie Luo

Overview
Situation Analysis
SWOT Analysis
Target Markets
Key Messages
Goals and Objectives
Strategies and Tactics
Media Channels Rationale
Campaign Evaluation
Budget and Calendar
Creative Brief
Creative Examples

Situation Analysis
Company
Committed to making connections within
community
First class care
Needs of the patient come first

Service
Most comfort in final stage of life
Provide other services that benefit many aspects of
hospice care
Testimonials add to credibility

Situation Analysis
Consumer
65% spend final stage of life in hospice care
1.6 million enter every year
41.2% admissions are individuals aged 85+
54.7% females account for admissions

Lack of communication in earlier stages

Associate hospice care with giving up
Top five diagnoses are cancer, heart disease, lung
disease and debility unspecified

Situation Analysis
Market
Leader in healthcare service
Help find sources to fund care
Wide range of departments

Competitors
St. Croix
Specialty of hospice/palliative care
Aggressive in spreading awareness
Highly active on social media

St. Josephs Hospital, Sacred Heart, Chippewa

Valley Hospital- Oakview Care Center
Hospice care is extension of curative care

SWOT Analysis

STRENGTHS
Credible brand name
Provides care through all stages
of life
Ease of transition from curative
care to palliative
Price
Location (Provided in home)

OPPORTUNITIES
Hospice care has quadrupled
since the millennium
Families expressing wishes to
place loved ones in hospice
sooner
Provide classes and knowledge on
hospice
Numerous opportunities to spread
awareness in Eau Claire
Wide array of potential consumers
who could be affected

WEAKNESSES
Lack of feedback
Engagement with individuals may
not occur until last possible
moment
Not a positive topic
Lack of awareness of hospice care
availability provided through Mayo
Clinic Health System
THREATS
Hospice specific companies
(Specialty)
People uneducated about hospice
service until terminal illness
arises
People unwilling to participate in
hospice care
Increased worker stress to help
patients achieve a good death

Target Markets
Primary targets
Adult children of hospice eligible patients (40-60 yrs
old)
Want comfort for parent in final stage of life
Influential
Potentially primary decision maker

Adult children of aging parents (40-60 yrs old)

Help start early conversation
Develop plan before terminal diagnosis

Primary Targets Profile

Adult children of hospice eligible patients Alice McArthur
41 yrs old accountant who lives on her own, single
Doug(father, 67 yrs old) had been diagnosed with
ALS 7 yrs ago
Wife: Nancy feels stressed from providing care
outside of working time
Alice wants to help her parents make a decision

Primary Targets Profile

Adult children of aging parents
Julie,45 yrs old
Used to be a smoker
Both of her parents still smoke

They are not educated on hospice care

Doesnt use internet very often
Reach a message by TV and Radio

Target Markets
Secondary Audiences
Aging/hospice eligible patients (65+ years old)
May make decisions in health
Concerned with costs
Need more awareness how hospice works

Health care staff members

Aware of serious illnesses and steps to take
Help individuals make a healthcare plan
Referrals

Secondary Targets Profile

Aging/hospice eligible patients
Jerry, 65 yrs old
Suffering from cancer for past few years
Has been diagnosed as terminal
Wants to spend time with family as much as
possible
Doesnt understand what hospice care is
Doesnt want to be a part of it

Secondary Targets Profile

Healthcare staff members
Emily, 31 yrs old
Got married 5 yrs ago
Working at an assisted living facility for 6 yrs ;
worked with many patients at a difficult stage
Wants to help patients who have been
diagnosed with a terminal illness, find peace

Key Messages
Create dialog between aging individuals and
their respective families prior to diagnosis
Hospice care is an affordable, and in most
cases free, service
Support structure in place
Not about giving up
Share your journey and gain the support you
need

Goals and Objectives

Goals
Increase awareness of hospice care through Mayo Clinic Health System
Increase preference of Mayo Clinic Health System for hospice care
services
Increase care to a variety of unique patients
Increase days of service that a patient is admitted for

Objectives
Increase social media traffic by 10% at the end of the first year of the
campaign launch
Increase recommendations by doctors/nursing homes/etc. by 10% at
the end of the first year of the campaign launch
Qualitative analysis of patients background information at the end of
the first year of the campaign launch
Increase hospice stay of 4-6 weeks by 5% at the end of the first year of
the campaign launch

Strategy 1 and Tactics

Leverage our credible brand name against the
lack of awareness, by using social media to
advertise toward the children of hospice care
eligible individuals to increase brand
awareness.
Tactics
Facebook advertisements
Stories and related information on hospice care
website
Links to stories on social media sites

Strategy 2 and Tactics

Capitalize on our continuum of care by
providing patients with additional hospice care
information through our and other healthcare
staff to increase both brand awareness and
health care staff recommendation.
Tactics
Familiarize staff with relevant hospice care
information
Distribution of hospice care brochure by healthcare
staff members

Strategy 3 and Tactics

Capitalize on both the convenient location and
low price of hospice care by releasing public
service announcements and radio
advertisements to increase the number of
unique patients and promote earlier entry.
Tactics
Produce and distribute a hospice care PSA
Produce and distribute a hospice care related radio
advertisement

Strategy 4 and Tactics

Leverage the ease of transition from curative
care to palliative care against the short time
spent in hospice care, by targeting our younger
primary target audience with digital
advertisements to increase early entry into
hospice care.
Tactics
Informative video advertisements on streaming sites
(Youtube)
Link videos through social media (Facebook & Twitter)

Strategy 5 and Tactics

Capitalize on the large number of potential
consumers by distributing an informational
mailer to increase the number of unique
patients.
Tactics
Distribute hospice care related mailer

Media Channels

Digital/Social media
Radio
Print
Support group
Events

Media Mix

Events; 20%
Digital/social media; 30%
Support group; 20%
Radio; 20%
Print; 10%

Digital/social media

Radio

Print

Support group

Events

Budget and Calendar

Heavy-up schedule
Emphasis on late fall through early spring
Annual plan
Ability to modify as awareness grows
We will be using 50 thousand per year

Budget and Calendar

Campaign Evaluation
Utilizing a number of measures to provide a
complete picture of effectiveness.
Landing page
Brief survey/questionnaire
Requesting information (Home/Email address)

Creative Brief
In the mind of individuals and their loved ones
Extremely hard to come to terms with reality
Need a way to start collapsing stigma

How can we take a dark and confusing time in

someones life, and help them twist it into a
positive experience?

Creative Direction
Mayo clinic is there every step of the way
We need to expand the support system
Encourage community involvement
Encourage sharing the process

Its hard losing a loved one, but how will you heal?

#WhatsYourSto
ry

Share your Hospice journey with us.

Its not what you lose, its what you gain.

Why This Is Effective

Eau Claire is already a tight knit community

People who received help as a part of

the community-led effort to improve
depression care were able to do a better
job navigating through the daily
challenges of life
-Psychiatrist Kenneth Wells, MD, MPH

 https://www.dhs.wisconsin.gov/aging/demogr
aphics.htm