The following article originally appeared in Columbus Business First. OhioHealth Corp.'s first broadcast ad campaign under a new agency evolves but doesn't abandon the work Read more...
As one of the nation’s largest hospice care providers, Hosparus knows that the earlier it can get people to seek assistance for their terminally ill loved ones, the better they can make their remaining time. Earlier action is shown to not only enhance lives, but also to extend them. Hosparus needed help getting these healthcare decision makers to take action regarding life’s most difficult topic: its end.
Our key to success was making sure that a call to Hosparus wasn’t seen as “throwing in the towel.” Our tone was reassuring and pragmatic, depicting a positive final outcome to life’s journey. Our call-to-action, “The earlier you call, the more we can help,” underlined the urgency and made the desired behavior clear and compelling.
Our media and creative strategy sought to engage both spouses and children as our research showed that both were critical in end-of-life care decision-making. The message was packaged in a new, more polished visual identity, enhancing both visibility and credibility.
Hosparus targets are still heavy consumers of print magazines, thus this simple yet powerful one-page distillation of our core concept.