Advertising Showcase: Reframing Hospice Through Unexpected Truths at Gilchrist
What comes to mind when you think of a hospice marketing campaign? Slow-motion video and gentle music? Or perhaps a nurse warmly embracing a patient. If so, it’s time to rethink the category.
// By Susan Dubuque //
Picture a Rockette in the iconic kick line, a sharp-witted WWII codebreaker celebrating her 100th birthday in the Poconos, and a 12-year-old sports fanatic enchanting an entire city on live radio.
These are just a few of the vibrant, life-affirming images that Gilchrist and its agency partner, Sage Growth Partners, used in their award-winning Live Every Moment campaign.
Hospice care remains one of the most misunderstood services in health care. Despite strong clinical outcomes and deep family impact, many patients delay hospice services until the final days of life.
Shannon Wollman, chief philanthropy and marketing officer, Gilchrist
“Our campaign helps reframe hospice care and grief support that reinforces living well, even in the face of serious illness,” says Shannon Wollman, chief philanthropy and marketing officer at Gilchrist. “By sharing authentic experiences, we are reducing fear, increasing understanding, and encouraging earlier conversations about the benefits of hospice care.”
Keep reading to see how Gilchrist uses authentic storytelling and documentary-style videos to reposition hospice as a way to live every remaining day to its fullest.