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Hospice Care Campaign
Plan Book
JMNS Creative
Josh Borst Bergfeldt | Molly Dyer | Nicole Gfall | Suzie Luo
TABLE OF CONTENTS
EXECUTIVE SUMMARY
Summary of Campaign
SITUATION ANALYSIS
Company, Service, Consumer, Market & Competitor Analysis
SWOT ANALYSIS
Strength, Weakness, Opportunity & Threat Analysis
CAMPAIGN GOALS & OBJECTIVES
Overall Goals supported by Objective & Rationale
TARGET MARKETS & KEY MESSAGES
Primary and Secondary Target Rationale & Profiles
CREATIVE BRIEF
Advertising Strategy, Creative Rationale & Examples
STRATEGIES & TACTICS
Media Selection & Rationale
BUDGET & CALENDAR
Allocation of Media Vehicles & Rationale
CAMPAIGN EVALUATION
Measurement of Campaign Objectives & Rationale
WORKS CITED
References to research utilized within plan book
EXECUTIVE SUMMARY
Mayo Clinic Health System is a leading healthcare provider, recognized for their work on
a national level. The clinical and educational expertise provides an irreplaceable and
valuable resource for the patients to utilize, where the mission seeks to provide the best
possible care for the patients. Mayo Clinic Health System seeks to provide an impact
within the community, celebrate the diversity of individuals, and focus on inspiring hope
through the healing aspect of the care they provide.
Through Mayo Clinic Health System in Eau Claire Hospice Care, patients can receive the
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most comfortable and beneficial care in their last stage of life. The department provides
numerous services such as on call nurses and grieving support for family members,
which adds to the overall quality care.
The goals of the Mayo Clinic Healthy System in Eau Claire Hospice Care is to raise
awareness of the department to individuals, increase preference in comparison to other
hospice care options, increase the variety of unique patients and increase the number of
service days by September of 2018. Target audiences will consist of the adult children of
hospice eligible patients and aging parents, hospice eligible patients and health care
staff members. The adult children of hospice eligible patients can be helpful influencing
their parent in choosing hospice care and can be a primary decision maker in concerns
to healthcare choices. Hospice eligible patients can also be in control of their health
decisions, but may not have much education about hospice options. Health care staff
members have consistent contact with patients, where they can provide helpful
information about hospice care and refer individuals to the program.
The three year-long campaign will be applied beginning in October 2015 and ending in
September 2018. Utilizing $50,000 a year, which is half of the original $100,000 budget,
20% will be assigned to local events in Eau Claire, 30% will go towards digital and social
media outlets, 20% will go towards radio, 10% will go towards print media such as
newspaper and direct mailers and the final 20% will go towards increasing support
group efforts.
Mayo Clinic Health System in Eau Claire Hospice Care aims to highlight the quality time
individuals can gain through a loved one placed in hospice care and also to increase
community involvement to support those who are going through the loss of their loved
one.
SITUATION ANALYSIS
COMPANY ANALYSIS
Mayo Clinic Health System is a leading nonprofit hospital organization that aims to
increase and improve medical care, research and education for its patients. Mayo Clinic
Health System has locations all over the United States, providing first class care through
its clinical practices. Not only is Mayo Clinic Health System recognized for its expertise
and quality work, but they are committed to making connections within the community
and embraces the diversity of its employees, patients and students to create an inclusive
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environment. Through the services Mayo Clinic Health Service provides, its overall
mission is “the needs of the patient comes first.”
SERVICE ANALYSIS
Mayo Clinic Health System Hospice Care, which was founded in 1988, focuses on
making its patients feel the most comfortable and supported in their last stage of life.
Hospice care takes place mainly in the person’s home, or wherever they call home, and
is oriented towards family. The department also provides a number of services, such as
nursing care, dietary counseling, volunteer support and more. The hospice program also
offers grief support for family members to help cope through the process of death.
People who experienced hospice have provided their opinions about Mayo Clinic
Health System’s program, which adds to the credibility of the service they offer. The
hospice program overall wants to minimize the pain experienced for the patient and to
provide guidance throughout the process. Other hospice care services include:
● Care for a person with a terminal diagnosis and a 6 month or less life expectancy
● Care to patients of any age, religion, race, or illness
● Team-oriented approach
● Specialized care to a patient’s wishes and needs
● Support to patient’s loved ones
● Available to anyone regardless of finances
Hospice services generally are covered by Medicare, Medicaid or private insurance,
which hospice benefit covers 100% of comprehensive medical care related to the
terminal illness. Staff can also assist with financial arrangements. Following are the
services that hospice offers:
● Pain & symptom management
● Visiting nurses
● On-call nursing service, 24 hrs / day, 7 days a week
● Home health aide & homemaker services
● Emotional support & chaplaincy services
● Rehabilitation therapist- physical occupational & speech therapy
● Nutritional assessments
● Medical equipment, supplies & medications
● Respite care
● In-hospital care
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CONSUMER ANALYSIS
Consumers choose hospice care because they want to spend their last days in a
comfortable setting, surrounded by family. Today, more than 65 percent of Americans
spend their final stage of life in hospice care, quadrupling the hospice industry size
(Huffington Post, 2014). However, one of the largest consumer setbacks of not
choosing hospice care typically stems from not communicating about it soon enough.
Often times, family members have a hard time agreeing with what happens to their
loved ones after hearing the bad news. Many are also uneducated about what hospice
care has to offer. Consumers associate hospice care as giving up, and are not ready to
accept the fate of a loved one. However, Over 70% of families would rate their hospice
care for their loved one as excellent (National Hospice and Palliative Care Organization,
2014) It is important our consumers know communicating about hospice care early is
essential, and will make decisions later much easier. It is important that we give
opportunities to educate consumers on all the benefits hospice care provides, and all
the negativities and expenses of continuing curative care. Other key facts to consider
about hospice eligible individuals and those affected by hospice care include:
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Patient
Gender
Age of
Patients
~1.6 million people
enter hospice care
every year (Forbes, 2013)
85+
65-80
Other ages
Individuals 85+ account
for 41.2% of admissions
while individuals from 6584 account for 42.7%
Females
Males
Females account for
.7% of admissions
(National Hospice and
Palliative Care
Organization, 2014)
(National Hospice and Palliative
Care Organization, 2014)
The top five diagnoses for hospice care patients are cancer, dementia, heart
disease, lung disease and debility unspecified, accounting for over 80%.
Cancer patients are the largest percent admitted, accounting for 36.5%
(National Hospice and Palliative Care Organization, 2014)
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MARKET/INDUSTRY ANALYSIS
NATIONAL BREAKDOWN
Mayo Clinic Health System was founded in 1992, it is a family of clinics, hospitals and
healthcare facilities serving over 70 communities in Iowa, Georgia, Wisconsin and
Minnesota, patients can get quality care close to home. Being part of Mayo Clinic, it is a
leading caregiver with nearly 150 years of patient care, research and medical education
expertise, they offer a full spectrum of health care options to local neighborhoods,
ranging from primary to highly specialized care. Mayo Clinic Health System serves more
than half a million patients a year. They have over 1000 providers to choose from
making them geographically available to patients. There are over 14,000 allied health
staff working together with the sole purpose of putting patients’ health care needs first,
no matter where they live.
In 2014, Mayo Clinic, Rochester, was ranked as the #1 overall hospital in the United
States by U.S. News & World Report, and has been near the top for more than 20 years,
and it is widely regarded as one of the world’s premier medical practices. A total of
almost 5,000 hospitals were considered and ranked in 16 specialties from cancer and
heart disease to respiratory disorders and urology. Mayo Clinic has been employed more
than 3,800 physicians and scientists and 50,900 allied health staff, and spends over
$500 million a year on research of treating difficult cases. Mayo Clinic Health System in
Rochester is also accredited by The Joint Commission for its Hospice Care department.
In addition to contributing health and well-being by providing the best care to
every patient, Mayo Clinic Health System also has a long history of providing care to
patients regardless of their ability to pay, since their primary value is ”The need of the
patient comes first.” For those people who are unable to pay for care, the services they
provide include:
● Helping people find sources to fund their care, including opportunities to work
with outside agencies.
● Using fair and consistent collection practices that are in the best interest of all
parties involved.
● Providing individualized payment plans, medical services at reduced rates or at no
cost – based on patient’s ability to pay.
● Providing emergency care to stabilized people, regardless of patient’s ability to
pay. Mayo Clinic Health System will determine patient’s need for charity care
based on financial information and medical services needed. The financial
information includes patient’s individual and family income, assets, employment
status, family size and availability of alternative sources of payment.
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● Of the facilities located within Wisconsin and Minnesota, there are 25 locations
that can accommodate hospice care service.
LOCAL BREAKDOWN
Mayo Clinic Health System in Eau Claire is ranked NO.6 in Wisconsin and is recognized
as the No.1 Hospital in northwestern Wisconsin in the 25th U.S News & World Report
annual America’s Best Hospitals list in 2014. It also was recognized as “high performing”
in Cardiology and heart surgery, Gastroenterology and GI surgery, Geriatrics,
Nephrology, Orthopedics and Urology. Mayo Clinic Health System delivers a number of
medical specialties ranging from comprehensive cardiac and trauma care to familybased primary care services in Eau Claire, people may access these medical services in
the following locations:
HEALTH CARE
ADDRESS
Hospital
1221 Whipple St.
Eau Claire, WI 54703
Luther Campus Clinic
1400 Bellinger St.
Eau Claire, WO 54703
Clairemont Campus Clinic
733 W. Clairemont Ave.
Eau Claire, WI 54701
Express Care
2839 Mall Drive
Suite 5
Eau Claire, WI 54701
Mayo Clinic Health System in Eau Claire also provides comprehensive hospice services
for the terminally ill and their families, they offer the best place to care for ill family
members. Hospice provides care to the following counties: Barron, Buffalo, Chippewa,
Clark, Dunn, Jackson, Pepin, Rusk, Taylor, Trempealeau and St. Croix, as well as the
communities of Elmwood and Glenwood City.
People in Eau Claire also can access many accessibility services which provided by Mayo
Clinic Health System for patients needing assistance, such as the on-campus services are
easily accessible and free of charge:
Wheelchairs
Wheelchairs are available free of charge for use on campus and are located at all main
entrances.
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Wheelchairs and walkers for off-campus rental
Social Services staff can assist patients with obtaining wheelchairs and walkers needed
for off-campus use.
Escorts
Staff members and volunteers are available to transport patients to and from
appointments, provide directions and answer questions during family visit. This free
assistance is offered to patients with visual impairments, those who use wheelchairs and
others who have difficulty walking.
Handicapped parking
People may park in any designated handicapped-parking stall if they have a state-issued
handicapped parking permit or license plate displayed on their vehicle.
Van-accessible stalls and handicapped stalls are located near the clinic main entrance or
hospital-parking ramp. Patient drop-off also is available with staff member or volunteer
assistance.
Service for hearing impaired
Qualified sign language interpreters are available at no charge to persons who are deaf
or hard of hearing. The MARTI video translator system is available for use as well.
Volume-controlled telephones, pocket talkers and Telecommunications Devices for the
Deaf (TDD) are available for persons who are deaf, hard of hearing or speech impaired.
COMPETITIVE ANALYSIS
This campaign is focused on the awareness of, and early entrance into, hospice care.
The intention is not to increase profit but instead to provide better care to a wider
audience. That is why it is important to consider the competitors of Mayo Clinic Health
System in Eau Claire. If Mayo Clinic Health System in Eau Claire provides the best hospice
care, then it is important to care for as many people possible. There are an immense
number of hospice care providers within northwest Wisconsin, but not all of them can
compete at the level of Mayo Clinic Health System in Eau Claire.
PRIMARY COMPETITORS
The most relevant competitor encroaching on Mayo Clinic Health System's market is St.
Croix Hospice. They provide care within a three state area comprised of Minnesota,
Wisconsin and Iowa.
St Croix Hospice's biggest strength is in the fact that they only provide palliative/hospice
related care so they are able to focus all of their resources on that one endeavor. For
that reason they offer a range of services which rival Mayo Clinic Health System's
hospice care. They have received multiple awards and accreditations which from the
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consumer perspective only add to the facilities credibility. We learned during the brief
that they are aggressively spreading awareness of their facility by visiting places like
cancer centers and directly approaching potential candidates. St. Croix Hospice is also
actively using social media to promote word of mouth marketing/advertising which, as
stated on their website, they rely on heavily.
There are also other facilities that mirror the format of Mayo Clinic Health System, who
provide both curative and palliative care. Places like St. Joseph's Hospital, Sacred Heart,
Chippewa Valley Hospital – Oakview Care Center. Due to their similar structure they are
not as directly in competition with Mayo Health System as St. Croix Hospice. The hospice
service provided by the aforementioned care providers/hospitals is an extension of the
curative care they already provide. They only stand as our competitors when
considering their ability to influence and gain the loyalty of potential hospice care
candidates who are not already directly involved with a specific hospital/health care
provider.
SECONDARY COMPETITORS
Two additional competitors exist when focusing on increased awareness and early
entrance into hospice care. Those are both the family of the hospice care candidate and
the curative care they have been receiving up until the point of eligible diagnosis. It's
not that these competitors don't have the candidate's best interests in mind but only
that they can make the decision to consider and enter into hospice care that much more
difficult. Therefore it is worth considering the impact of factors such as the perception
and awareness of hospice care within the minds of the candidate's family. Also it is
important that the candidate understands the physical rigors and in some cases the lack
of benefit that come along with the pursuit of curative care beyond the point of hospice
care eligibility.
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SWOT ANALYSIS
STRENGTHS
●
●
●
●
●
Credible brand name
Provides care through all stages
of life
Ease of transition from curative
care to palliative
Price
Location (Provided in home)
WEAKNESSES
●
●
●
●
OPPORTUNITIES
Hospice care has quadrupled
since the millennium
● Families expressing wishes to
place loved ones in hospice
sooner
● Provide classes and knowledge
on hospice
● Numerous opportunities to
spread awareness in Eau Claire
● Wide array of potential
consumers who could be affected
●
Lack of feedback
Engagement with individuals
may not occur until last possible
moment
Not a positive topic
Lack of awareness of hospice
care availability provided
through Mayo Clinic Health
System
THREATS
●
●
●
●
Hospice specific companies
(Specialty)
People uneducated about hospice
service until terminal illness
arises
People unwilling to participate in
hospice care
Increased worker stress to help
patients achieve a ‘good death’
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GOALS &OBJECTIVES
GOALS
●
●
●
●
Increase awareness of hospice care through Mayo Clinic Health System
Increase preference of Mayo Clinic Health System for hospice care services
Increase care to a variety of unique patients
Increase days of service that a patient is admitted for
OBJECTIVES
● Increase social media traffic by 10% at the end of the first year of the campaign
launch
● Increase recommendations by doctors/nursing homes/etc. by 10% at the end of
the first year of the campaign launch
● Qualitative analysis of patients’ background information at the end of the first
year of the campaign launch
● Increase hospice stay of 4-6 weeks by 5% at the end of the first year of the
campaign launch
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TARGET MARKETS & KEY
MESSAGES
PRIMARY TARGETS
Our primary targets for our campaign are the adult children of hospice eligible patients
and adult children of aging parents.
In regards to the adult children of hospice eligible patients, the children want their
parent to have comfort as he or she enters his or her final stage of life. This audience can
also help influence their parent’s decision to choose a hospice/palliative care option,
where patients can receive hospice care sooner if the children help along with the
process. There is also the possibility that the respective child will be the primary decision
maker in regards to the patient’s enrollment in palliative care.
Alice McArthur is a 41 year old accountant who lives on her
own. She is single, living in a cozy, small house with basic
necessities, and is a proud owner of her German Shepherd,
Max. She is the only child of Doug (67) and Nancy (62), where
she lives about an hour away in order to help her parents over
the weekends. Doug had been diagnosed with ALS 7 years
ago, where his current treatments are no longer reducing pain
and the functions of other organs are failing. His wife Nancy would like to provide as
much care as possible but she is having trouble dividing time between working part
time at the local grocery store to support herself and her husband and being available
whenever her husband is having difficulties. By becoming stressed over work and
providing care, Nancy has lost her interests in baking and taking walks by the lake near
their house, which creates a large concern for Alice. Alice wants to help her parents
make a decision that would very beneficial to both of their health and provide support
throughout the decision.
This is more of a preemptive measure, adult children of aging parents have a few
different opportunities in regards to the relationship between their parents and hospice
care. They can help to start the conversation early and also develop a plan before a
terminal illness is diagnosed.
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Julie is the oldest of 4 children. She is 45 years old,
married, and has two children who are 22 and 19. Julie’s
mom is 73 and her dad is 74 years old. Julie used to be a
smoker and both of her parents still smoke. Even though
they are aging, they have not been diagnosed with a
terminal illness. Both of her parents still live in the house
that she grew up in, and Julie visits them regularly and
helps them with random chores. Julie’s siblings also take
turns coming to visit their parents and help them with yard work or whatever needs to
be taken care of. Julie works at the local post office and has great benefits, and makes
about 35,000 a year. She hasn’t really talked about what will happen to her parents if
they were to be diagnosed with a terminal illness with her siblings. She is not educated
on Hospice care, and neither of her parents have interest in going to a nursing home.
They have a very close family, and only want what’s best for each other. In Julie’s spare
time she likes to garden and do yard work, go for walks, go out to eat, and occasionally
go shopping. She doesn’t use the internet all that often, only when she’s looking for
specific things or using email. The best way to reach a message to Julie is television and
radio ads. Julie finds herself driving a lot back and forth from work, running errands,
and going back and forth to her parents’ house. She also likes to watch her regular TV
shows when she isn’t busy, or unwinding from busy days.
SECONDARY TARGETS
Our secondary targets for our campaign are aging/hospice eligible patients and
healthcare staff members.
In regards to hospice care patients, this segment has the capacity to amass a diverse
range of individuals on metrics of both age and income but we have narrowed it
slightly in an effort to reach this audience in an effective manner. This segment is
comprised of men and women ages 65 and up who have been diagnosed with a
terminal illness making them an eligible candidate for hospice/palliative care. These
individuals are also in control of the decision to make the switch from curative to
palliative means of treatment. Income is really not a factor due to the high percentage of
complete coverage for eligible individuals. The focus of this segment is really on the
individual dealing with the terminal illness, and who are not aware of how hospice care
actually works. We also want to focus on the aging community as a whole. We believe
that it is extremely important to create a dialogue surrounding hospice care before a
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terminal diagnosis. This is why we have expanded this segment beyond those who are
eligible for hospice care.
This is Jerry, he is 65 years old and he has been battling
cancer for the past few years. Unfortunately he found out
recently that the cancer is terminal and his doctor has given
him six months. He quickly realizes he doesn't really
understand his options. He has been living in an assisted
living facility for the past 6 months which makes his commute
to the hospital for treatment easier since it is no longer his
responsibility but his treatments are only becoming more frequent. He knows the
curative care he is receiving is difficult and he too often feels weak and sick, and all he
really wants to do is spend the rest of his time by being comfortable and with his family
as much as possible. He has heard people talk about hospice care but it just seems like
giving up, and that’s not what he wants. Jerry doesn't understand what hospice care is,
or that the quality of hospice care can differ between facilities. He would like answers
but he doesn't want to feel like there being sold to him.
Health care staff members encompass a range of individuals of varying demographic
background tied together by their shared occupation within the medical field. We plan
on targeting both the staff members at Mayo Clinic Health Systems and those at other
local medical and assisted living facilities. Due to their near consistent contact with
individuals who are aging and in some cases terminally ill, providing them with the right
information could prove as an effective way to increase the number of referrals.
Emily is 31 years old, and she is the second oldest of 3 children in her
family. Emily got married with her husband, Rob Mattison (33 years
old) 5 years ago, and they have one child who is 4 years old. Emily
has been working at an assisted living facility for six years and has
worked with many patients at a difficult stage in their life. For this
reason she has seen many patients who have been diagnosed with
a terminal illness and she has seen that additional curative care can
be both physically and spiritually taxing. She would like to be able to
help these patients, her friends, find peace in the last stages of their
life. Emily would love the opportunity to recommend a hospice care
facility that would take care of these individuals who she has spent so much time with.
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KEY MESSAGES
•
Creating a dialog between aging individuals and their respective families before
they are diagnosed with a terminal illness.
•
Hospice care is an affordable, and in most cases free, service that an eligible
individual deserves as a means to enjoy the last stage of their life.
•
Hospice care not only provides comfort for the patient enrolled, but there is also
a support structure in place to help the families of the patient.
•
Hospice care isn’t about giving up, and to some degree it’s not even about dying,
it’s about what a patient and their family gains additional quality time together.
•
Sharing the journey of the patient and family with Mayo Clinic Health System
Hospice Care.
Find support within Mayo Clinic
Health System and community
members
Make the most of your time
together
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CREATIVE BRIEF
ADVERTISING STRATEGIES
Mayo Clinic Health System – Hospice Care/Palliative Care
Who is my target?
“I am a male/female individual between the ages of 60-80 and I, unfortunately, stand
the chance to be diagnosed with a terminal illness. I am extremely health conscious and
make regular visits to my local clinic within the Chippewa Valley. I rely heavily on the
advice both my doctor and family give me when it comes to my health and general
welfare. I haven’t really been exposed to the services available to me if I were to develop
a serious illness as I have not had to deal with one yet.”
Where am I now in the mind of this person?
“I have heard many great things about Mayo Clinic Health System, and I have a lot of
friends and family who swear by their service. I know they offer some of the best
curative care in the area but I haven’t heard about many of their other service. I think I
know what hospice care is, it seems like a place to go when all else fails. If I were in that
situation I wouldn’t want to give up and I wouldn’t want to be away from my family. I
also have never considered myself as a person who just gives up, and to be honest it
sounds really expensive. I’ve never pictured myself as a person who would need hospice
or choose to use hospice care.”
Where would I like to be in the mind of this person?
“It can be tough to admit but I am an aging individual and I want to do everything I can
to spend time with my family. I have had the opportunity to learn a lot about the
multitude of services offered by Mayo Clinic Health System. They honestly are with you
from start to finish. I recently had the opportunity to learn more about the palliative care
they offer. I am so glad that if I were to need it, I could have the hospice care right in the
comfort of my home. If I found myself in that situation I am happy to know I could spend
time close to my family. I also found out that it won’t cost me or my family anything, in
fact it might even be cheaper than curative care. Mayo Clinic Health System really seems
to put emphasis not only on pain reduction, but also on meaningful time spent
cognizant with my family. This is proven by the wide range of support they could
provide to both me and my family if I choose hospice care.”
What is the consumer promise, the “big idea”?
Mayo Clinic Health System is not just another corporation. They are a support system for
a patient and surrounding family from start to finish. This continuity of care is the
foundation of and truly the inspiration of everything they do. By extension the hospice
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care they provide is focused on real time spent with family members in a stage of life
that is so impactful. The support they provide doesn’t just stop at pain management, it
stretched across a wide range into psychological and spiritual support again for patient
and family. This amazing and incomparable opportunity to spend more quality time
with loved ones also comes at no cost to the patient. Mayo Clinic Health System hospice
care is there for everyone, it’s not giving up, instead it’s gaining pain free time, in which
love and laughs can be shared free from the burden of curative care.
What is the tone for the advertising?
The advertising for this campaign needs to be focused on breaking the association
between hospice care and giving up. For that reason it will definitely be emotional but
instead of focusing on the difficulties of accepting a terminal illness, the advertising will
instead focus on all of the quality time that is gained with friends and family. It will focus
on the importance and care provided for those friends and family. It will also be
informative containing all of necessary information to break the constraints of
misconception that has prevented so many individuals from taking advantage of an
amazing service/opportunity that they have been paying for their entire lives.
CREATIVE DIRECTION
Our goal is to not only increase the awareness of hospice/palliative care but to also
enhance the degree of community involvement. For that reason, we want to give
patients families the opportunity to share their journey with Mayo Clinic Health System
Hospice Care. This allows them to share their experience, and potentially help others
make a decision about hospice. It also allows them to gain a deeper connection with the
Eau Claire community. We also would like to enhance the support system group for
those who are dealing with the death of a loved one. It is extremely difficult to lose a
loved one, so we strive to ease this pain, and turn it into something positive. We believe
that this will not only support the individuals directly involved but our campaign as a
whole. By increasing transparency and creating a constant and long lasting dialogue
amongst the community, we will be able to decrease the taboo nature of hospice care
while increasing awareness.
TAGLINE
It’s not what you give up, it’s what you gain
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CREATIVE EXAMPLES
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STRATEGIES & TACTICS
1. Leverage our credible brand name against the lack of awareness, by using social
media to advertise toward the children of hospice care eligible individuals to increase
brand awareness.
1a. Create and distribute hospice related advertisements on Facebook directed toward
both primary target audiences focusing on exposure during evening hours.
1b. Post hospice related information, including stories and information specific to Mayo
Clinic Health System, on Mayo Clinic’s Facebook page. Sponsor these posts and
distribute midday around lunch.
1c. Post hospice related information, including stories and information specific to Mayo
Clinic Health System, via twitter during morning and evening hours.
1d. Direct consumers to a landing page for the Mayo Clinic health System hospice care
webpage for more information, track the directed traffic.
2. Capitalize on our continuum of care by providing patients with additional hospice
care information through our and other healthcare staff to increase both brand
awareness and health care staff recommendation.
2a. Familiarize staff, who come in contact with patients, with specific hospice/palliative
care information, ensuring they can start/have an effective conversation with interested
patients.
2b. Provide staff members with informational brochures that can be distributed to both
patients and their respective families on a discretionary basis.
2c. Provide local assisted living organizations with informational brochures that can be
made available to patients and their respective families.
2d. Provide opportunity for patients to disclose how they became aware/were referred
to Mayo Clinic Health System hospice care, track percentage of healthcare staff member
selections.
3. Capitalize on both the convenient location and low price of hospice care by
releasing public service announcements to increase the number of unique patients and
promote earlier entry.
3a. Produce and distribute a hospice/palliative care PSA that is focused on disseminating
valuable information regarding hospice care as a whole, to radio stations within NorthWestern Wisconsin.
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3b. Produce radio advertisements that focus specifically on the benefits of Mayo Clinic
Health Systems Hospice care, and release to radio stations within North-Western
Wisconsin.
3c. Track effectiveness by providing forms of contact to receive additional information,
record customer calls for information, and distribute brochure/mailer when possible.
4. Leverage the ease of transition from curative care to palliative care against the short
time spent in hospice care, by targeting our younger primary target audience with
digital advertisements to increase early entry into hospice care.
4a. Produce “informative” video advertisements posted via Youtube.
4b. Combine our 1st and 4th strategy by referring/linking to these videos both through
social media and additionally on the Mayo Clinic Health System website.
4c. Direct the viewers to the Mayo Clinic Health Systems hospice care webpage for more
information, record the directed traffic.
5. Capitalize on the large number of potential consumers by distributing an
informational mailer to increase the number of unique patients.
5a. Produce a hospice/palliative care related brochure/mailer emphasizing Mayo Clinic
hospice care, which will be distributed within the local region to both of the primary
target audiences.
5b. Produce a similar mailer with more direct information regarding enrollment, and
distribute to our secondary target audience, hospice eligible candidates.
5c. Track engagement by providing the opportunity for customers to sign up for Mayo
Clinic Health System hospice care mail/email updates.
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BUDGET & CALENDAR
In an effort to reach the predefined segments of our target audience we believe it will
be most effective to utilize a heavy-up schedule. This will give direction to both the
distribution of our content throughout our selected media vehicles, as well as our
budget. We have structured our heavy-up schedule to place emphasis around National
Hospice Palliative Care Month which takes place in November. Then we will continue
the heavy-up advertising throughout the winter until early spring. We have made this
decision to first capitalize on the attention that hospice/palliative care will be receiving
but also within our coverage area weather in the winter months our target audiences
will be more health conscious due to the increased potential for accidents or illness. We
will still maintain advertising throughout the spring and summer months in an effort to
keep the dialog/conversation going, but it will not be as pervasive. We have included a
table below that illustrates our schedule in action over the course of the first year of the
campaign. After the completion of the first year we will be reevaluating our objectives
based upon results and we may potentially vary scheduling in the coming years,
dependent upon its effectiveness. Though we believe, by splitting the budget equally
over the three years of the campaign, and keeping our advertising consistent with the
calendar below, we will be able to effectively achieve our goals and objectives.
Media Mix
Events
20%
Digital/social
media
30%
Support group
20%
Radio
20%
Print
10%
Digital/social media
Radio
Print
Support group
Events
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CAMPAIGN EVALUATION
As stated within the strategies and tactics section, these will be the evaluative measures
we will be taking over the course of our campaign in an effort to gauge our
effectiveness.
By directing consumers to a landing page for Mayo Clinic Health System hospice care
webpage, we will be able to track the number of consumers who were referred by our
advertising. This will be primarily utilized in measuring our digital and social media
advertising, and it will allow us to track where the consumer came from so that we can
determine their effectiveness.
By providing the opportunity for patients to disclose how they became aware/were
referred to Mayo Clinic Health System hospice care, we will be able to track the
percentage of healthcare staff member recommendations. This measure will be used to
track the effectiveness of the referrals and advertising disbursement of health care
officials.
By providing the opportunity for consumers to sign up for Mayo Clinic Health System
hospice care mail/email updates, we will be able to track their overall engagement with
our print and digital advertising, as well as creating an additional means of dialogue.
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RESOURCES
.
"20 Stats to Know about Hospice Care in the US." WesleyLife. WesleyLife, n.d. Web. 13 May
2015.
"Demographics of Key Social Networking Platforms." Pew Research Centers Internet American
Life Project RSS. Pew Research Center, 9 Jan. 2015. Web. 14 May 2015.
"Family Medicine Residency Program to Train Primary Care Physicians in Northwest
Wisconsin." - Mayo Clinic Health System. Mayo Clinic Health System, n.d. Web. 13
May 2015.
NHPCO's Facts and Figures Hospice Care in America 2014 Editions. National Hospice and
Palliative Care Organization, 2014. Print.
"Radio Today 2013." Arbitron. Arbitron, 2013. Web. 15 May 2015.
Tumolo, Johnny. "Depression Care More Effective With Community Involvement." Depression
Care More Effective With Community Involvement. NACCME, n.d. Web. 13 May
2015.
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