UNEARTHING A SIGNIFICANT NEW TARGET TO DRIVE UNEXPECTED MARKET SHARE
The Elizabeth Hospice
The Elizabeth Hospice was facing the reality of new and aggressive for-profits entering their service area. Though they had been a highly respected provider in their market, their existing brand, messaging, provider strategies and communication platforms were not strong enough to protect their market share against aggressive and deep pocketed players. The Elizabeth Hospice partnered with Anoroc to refresh and reinvent. After intense research into their unique service area, competition, provider relationships and internal operations, Anoroc developed repositioning tactics. Tactics included a complete brand refresh, positioning messaging, a new way to talk about their organization, logo, slogan, brochures, and website. An internal brand guide was created to train employees as brand ambassadors.
Brand Ambassador Program
Advertising Planning + Execution (print, TV, radio)
Sales Training + Tactics
Anoroc conducted market reputation research, interviewing key providers in the The Elizabeth Hospice service area. A communications audit included collateral review, communication operations, key staff and management interviews and call center analysis.
The new brand positioned The Elizabeth Hospice as educational leaders in palliative care, a model for uniquely tailored care, and a solution for providers. The Elizabeth Hospice was differentiated through a compelling representation of how The Elizabeth Hospice enriches the lives of those they serve.