Hospice care is the epitome of loving kindness. Providing support and needed items during the end of life phase, it is an effective way for hospitals to cut costs while providing a better, more in-depth level of care. Your services aren’t going to be used if no one knows what it is that you do, so you’re going to need to put on your marketing hat and start doing some promotional work.
Your level of care is what really sets you apart. Be authentically compassionate and people will talk about you throughout your community.
Best Hospice Marketing Ideas for Your Business
1. Positive experiences are what power this industry, so make sure to put a positive foot forward with every client interaction that you have. If you leave a negative impression on a family, you’re creating a real headache for yourself because people will say that you were trying to take advantage of someone in their final hours on this planet. That’s a tough stigma to shake off.
2. Financial integrity is important to your success, so be sure to give donors a breakdown of what your expected expenses are in different circumstances so that they can have the confidence that you’ve got a solid business plan in place and wish to invest in you.
3. Frequent thank you notes are critical to your success within this industry. The more you thank people for their contributions or for selecting you as a hospice provider, the more you’ll be nurturing a relationship with each family and contributor. That will help to create a solid foundation for your business.
4. Ask for feedback about your business from a random sampling of your community. This is a great way to know how many people know about your business and you can find out what some people really think about you. Email, surveys through direct mail, and phone calls could also work.
5. Act on any suggestions or criticisms that you receive even if you don’t find them valid because what you’ve received is feedback. You might not agree with the feedback, but there is good that can be taken out of every comment that has the potential to improve your business.
6. Plan major awareness pushes during critical times during the year when people are focused on hospice care. November, for example, is National Hospice and Palliative Care Month. You could also use volunteer weeks, holidays, and other awareness months that are associated with your business for a push as well.
7. Live your message every day even if all you’re doing is interacting with your staff. Compassion is something that is an all-encompassing aspect of a person’s life and if you aren’t compassionate in one facet, then no one will believe your compassion is authentic when speaking with your clientele.
8. Your logo says a lot about you in this industry, so be sure to have a logo that will work to relax people with its color scheme instead of excite them or create agitation. Think light shades of green that will relax people. End of life decisions are stressful enough as they are. If you create more stress, even unintentionally, then people just aren’t going to want you around.
9. Be consistent. Consistency doesn’t just come from providing a compassionate service to every client on your care list. It also comes through on your marketing materials as you utilize the same logos, same taglines, and other items that help to identify your agency as a community entity. If you create confusion in your identity, then people will avoid you because clients in any industry hate confusion above most other things.
10. Get involved with your community because the more you interact, the more you’ll be remembered by people when they may need your services. Special events in the healthcare field are a great place to get involved, but business fairs, community parades, or even the weekly farmer’s market are all places where you can interact with people and gain needed exposure.
11. Keep your message as brief as possible because people in grief are not going to remember a lengthy pitch. When hospice care is needed, the grieving process usually starts right about then as well. With just four or five words, create a concise picture of what it is you provide and that is a message that people will be able to remember.
12. Make sure that you have clearly defined your target audience because if you choose the wrong demographics, you may not get any business. Are your services covered by healthcare insurance? How much will people need to pay out-of-pocket for the services you provide? Do you provide assistance with Medicaid, Medicare, or another nationalized healthcare plan?
13. Get people to invest regularly into your business by allowing them to take ownership of your brand identity in their own way. It’s all about the personal relationship with each donor or corporation that helps you succeed and the value they see in that relationship. If they believe they’ll have more success as you have more success, you’ll get free marketing from them every single day as they spread a positive message about you to everyone they know.
14. Plan out a year’s worth of campaigns so that you get an idea of what it is you want to do without having to scramble around for ideas. You don’t need to plan all the fine details of a marketing campaign, but plan the dates that you’ll want to be active and think about how you’ll want to approach the situation.
15. Create deadlines so that you’ll give yourself the extra emphasis to get the job done when it needs to be done. Without deadlines, it’s very easy to put off doing a project for some time because there’s no accountability on the project.
16. Remember that it’s ok to have a campaign not be ultra successful. Not every idea will pay off. It’s more important to get up, dust yourself off, and start a new campaign.