Case Study

With a track record behind us for rebranding Hospice of Acadiana (the original and largest hospice in the region) leadership came to us for an image campaign to finally introduce their beautiful, new facility for patients needing ‘round-the-clock intensive care. Beyond general awareness, the challenge was conveying the special requirements for admission as a patient into this separate and intentionally home-like design called Calcutta House.

After hospice care for a loved one, every family has a different end-of-life story to share. Those narratives are where other families can connect. Recognizing yourself in this scenario becomes easier when you see the experiences of others. By identifying those individuals and their storylines, we developed a multi-media campaign that conveyed a high level of intensive healthcare, while not feeling sterile or intimidating. Viewers could imagine themselves here with a loved one.

Admissions to both Hospice of Acadiana and the Calcutta House rose significantly, tracking directly with the campaign. By selecting a variety of community members to feature in the marketing, while showcasing the state-of-the-art facility, helped Hospice of Acadiana maintain its position as the preferred resource.