Hosparus
Positioning Hospice Services
Disciplines: Branding, Graphic Design, Advertising
Objective:
Competitive pressures and a lack of understanding among audiences about the services and structure of the Alliance of Community Hospices and Palliative Care Services led the leadership of the organization to conduct a branding project.
Critical to the challenge was the need to leverage the thirty plus years of goodwill established by key entities within the organization – Hospice of Louisville, Hospice of Central Kentucky and Hospice of Southern Indiana as well as additional product and service lines.
Strategies:
- Conducted a 360 degree analysis of the organization and the marketplace
- Developed a new position that makes it clear that audiences can access the organization sooner than traditionally understood
- Developed a single brand identity for all the organizations’ business and service components
- Developed a comprehensive style manual for all the entities within the organizational structure
- Created new advertising and marketing collateral to launch the brand
Results:
While the campaign was just launched in 2008, early feedback from key audiences suggests that the new brand:
- Eliminates the confusion of “hospice” care in the marketplace and will ultimately make it easier for consumers and referral sources to recognize and use its services
- Gives the organization room for future growth
- Leverages the strengths associated with a large organization
- Introduces the idea that end-of-life care is available months in advance (as opposed to days in advance) and extends months beyond
