Hospice and Palliative Care of Greensboro (HPCG) has been a leading provider in Greensboro having served the community since 1980. However, HPCG faces growing and aggressive competition vying for market share. Wanting to better target their advertising, focus on community education, and start a new conversation with a new generation of healthcare consumers, HPCG partnered with Anoroc to rejuvenate their brand.
HPCG has many inherent strengths, but from an overall branding standpoint, these strengths were not fully being used to position HPCG to stand apart to the degree in which they could. Anoroc’s marketing and design strategy is to position HPCG as the center point of the voice of the consumer, an advocate for end-of-life care, a resource and when appropriate an example of best practices.