Marketing for Sensitive Health Topics

Why Hospice and Palliative Care Marketing Require a Unique Approach
August 28, 2017

Hospice and palliative care organizations frequently find that agency partners don’t understand the complexities of their business and they try to force a “one-size-fits-all” marketing approach on them. Fortunately, the National Hospice and Palliative Care Organization (NHPCO) recognizes the importance of marketing and developing opportunities in this space. In addition to increasing business, marketing on behalf of palliative care providers and hospice agencies allows for an opportunity to educate communities across our diverse nation.

Due to the number of critical decision makers that hospice and palliative care providers must speak to—ranging from patients, families, and caregivers to physicians, hospitals and skilled nursing facilities—partnering with an agency that can communicate effectively to a broad audience is critical.

Patients, Families, Caregivers

Many patients, families and caregivers are uninformed about the meaning of hospice and palliative care and the services available. In fact, many Medicare recipients don’t know that hospice is a Medicare-covered benefit, or they don’t understand that access to palliative care doesn’t necessarily mean that it’s the end. More importantly, they’re unaware that access to hospice or palliative care can significantly impact quality of life and enable patients to enjoy their remaining time, on their own terms.

Patients, families and their caregivers can gain an understanding of the unique benefits of your hospice and palliative care organization through the creation of marketing that focuses on education.

Physicians, Nurses and Clinical Support Teams

Physicians, nurses and clinical teams are all audiences to consider when developing a marketing strategy. They’re responsible for providing care to the patient and know when it’s time to refer the patient to a hospice provider or call in a palliative care specialist. They’re also trained to provide answers to many questions and often take the initiative in educating patients, families, and caregivers as a “trusted” source of information. By providing them with appropriate educational marketing materials, you empower them to become your brand advocates.

Hospital, Skilled Nursing Facilities, Board and Cares

A large number of patients transition from palliative care in an institution to outpatient or inpatient hospice. As a result, discharge planners, case managers, social workers, hospitalists, clinical staff, and anyone involved with patient care at an institution where a terminally ill patient is treated are also key marketing targets.

How TRAFFIK can help

At TRAFFIK, we understand that the first stage to a successful marketing partnership is working together to understand the needs, goals and pain points of each of your audiences. By investing the time and resources on the front end to conduct appropriate research including stakeholder interviews, social listening and focus groups, we create informed strategies that speak to all audiences in the right way.