Visiting Nurse Association of Greater St. Louis
Visiting Nurse Association of Greater St. Louis has been serving the region for over 100 years. VNA has addressed the health needs of people at all stages of life, providing a continuum of care from wellness programs to palliative care and end-of-life hospice service. While the brand has historically been well-known and trusted, it lost visibility in the region due to an aggressive and competitive environment for services.
THE PROJECT
VNA looked to our team to help them find a solution and a new strategic direction. Our team worked with VNA leadership and staff to develop a clear strategy that would differentiate VNA in the region and communicate the benefits of its continuum of care approach.
Messaging Strategy
It was determined that we would shape a campaign narrative that focused on four areas: Subject-matter thought leadership, Organizational news, Patient testimonials, and Virtual event opportunities.
- Strengths and opportunities
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We quickly identified VNA’s long history of service, which can be conveyed as trustworthy, as a major strength. Their convenient continuum of services focuses on their values as an organization– this differentiates them from their clinical competitors.
These strengths were easily translatable into opportunities for VNA. Such as generating leads for futurecare services from their diverse audience segments.
- Tone & voice
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Knowing the brand would need to speak to diverse audience segments, the tone and voice were set in the following terms:
- Knowledgeable
- Personable
- Understanding
- Compassionate
- Supportive
- Trustworthy
Digital marketing
To increase leads for VNA’s core services, including Hospice and Advanced Illness Management (Palliative Care), our team developed a digital strategy including SEM, social advertising and ad remarketing targeting adult care influencers and referral sources. With digital marketing in place, we created lead-gen landing pages for services. The pages enabled us to collect visitor information; then, automate email sequences that could educate interested users and address their needs throughout their service decision making process.
SEO + content marketing
To build brand awareness and authority in senior services throughout the region, our team developed a content marketing plan with articles and thought leadership blogs based on search keywords. Content topics targeted adult caregivers and patients seeking help and provider resources. Additionally, we developed thought leadership articles that shared new perspectives on advanced illness management, helping bring visibility to potential referral partners in the medical community.
In the last two years, Magnetize has helped VNA increase its palliative care and hospice service census by a monthly average of 50% compared to the previous two years.
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