10 Steps for Effective Hospice Marketing
6. Personalize. As competition continues to heat up in the hospice arena, you’ll want to distinguish your organization from other hospice programs. This process begins with objectively identifying areas of your program that are stronger than your competitors’. Using your distinctive strengths as a foundation, you can build a consistent look and feel to all of your communications that are uniquely your own. It’s a great way to develop a brand that’s different and memorable.
7. Distribute. Even the most brilliant messaging will be ineffective if it doesn’t reach the right eyes and ears. A strategic media plan is essential to making sure that a vast majority of your key audiences not only sees and hears your messages, but sees and hears them repeatedly.
8. Internalize. Marketing must be outwardly focused to fulfill needs of the audience. And that outward effort will be exponentially more successful when it’s backed by strong internal support. Make sure to inform your entire team of your marketing plans and expectations. This is essential to “walking the talk” of your marketing messages and being ambassadors of the plan.
9. Evaluate. At defined intervals – usually every 12 to 18 months – the results of your marketing plan should be measured to see how you’re progressing. An effective way to do so is to conduct the same scientifically significant survey used to establish the baseline research. This approach provides an apples-to-apples comparison and clearly shows where education is taking root, where behaviors are starting to change and where more work needs to be concentrated.
10. Repeat. Your evaluation provides the research to begin the process over for the next phase of your campaign. The latest research results will provide the fuel to go through the process again, fine-tuning your focus to continue effective community education, build your brand and work toward achieving your goals.
FLEXIBILITY
“Our internal commitment to drive ALOS, census and bottom line results for our clients remains steadfast. Everything Transcend does is designed to drive reality-based results.”
– Martha Vetter, president, Transcend Hospice Marketing Group