Hospice service lead generation.
This was a lead-generation campaign for a hospice care provider focused on empathy, clarity, and trust. The goal was to support families navigating an emotionally complex moment by delivering respectful messaging and clear next steps without pressure or urgency.
Every element of the campaign balanced sensitivity with usefulness, guiding people toward hospice services through thoughtful digital touchpoints and compassionate storytelling.
Persona development.
We developed audience personas grounded in emotional state, decision-making context, and informational needs.
These personas focused less on demographics and more on mindset, capturing the concerns, questions, and fears families experience when considering care.
This foundation ensured messaging felt human, relevant, and supportive at every stage of engagement.
Campaign architecture.
The architecture prioritized low-friction entry points, progressive disclosure of information, and clear pathways to support. Each channel and touchpoint worked together to build trust over time, guiding users from initial awareness to informed action.
Quiz design.
We designed an interactive quiz experience to help families identify their needs and readiness for hospice care. The quiz used gentle, non-clinical language to ask meaningful questions while providing reassurance and clarity throughout. Results were framed as guidance, not diagnosis, offering personalized resources and a compassionate next step.