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On-demand Webinars/Programs

Educating Families to Choose Your Care Over Competitors

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Date Published

September 22, 2020


Ohio Health Care Association


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The overall goal of this webinar is to teach hospice providers the keys to making their brand more distinctive and relevant than their competitors; attracting families to choose their agency of care. Many consumers don't know multiple providers exist or that they have a choice in which provider cares for themselves or a loved one. This program will share insights and best practices to overcome these barriers and create a preference for the participant's brand. Topics that will be covered include research findings from more than 18,000 surveys of family healthcare decision-makers, qualifying the lack of brand awareness for hospices as well as attributes of providers that families value the most, guidelines for participants to conduct statistically significant consumer research in their own service areas, evaluating a brand for distinction and readiness for cohesive growth today and in the future, consideration of key messages that will resonate with patients and families, best practices for creating effective websites, search engine optimization, social media, digital media, broadcast, print, and public relations and optimizing the media mix to reach families with messages at relevant times. There will be a review of three case studies demonstrating how the approach covered generated significant increases in ADC, LOS, revenue, and marketing ROI.


  • Participants will be able to evaluate their brand for distinctiveness and cohesive growth.
  • Participants will be able to identify key messages about their brand that will resonate with family healthcare decision-makers based on more than 18,000 surveys.
  • Participants will know best practices for effectively reaching family healthcare decision makers with messages relevant to their needs at the time.

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Stan Massey
Lead Consultant & Chief Branding Officer - Transcend Strategy Group

Stan Massey, BA, is lead consultant for Transcend Strategy Group. For the past 18 years, Stan has been developing effective... Read More

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Program Titles and Supporting Materials

This program contains the following components:

Video Presentation
Slide Deck Copy
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If applicable, you may obtain credit in multiple jurisdictions simultaneously for this program (see pending/approved list below). If electing credit for this program, registrants in jurisdictions not listed below will receive a Certificate of Completion that may or may not meet credit requirements in other jurisdictions. Where applicable, credit will be only awarded to a paid registrant completing all the requirements of the program as determined by the selected accreditation authority.

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How to Attend

Join the self-paced program from your office, home, or hotel room using a computer and high speed internet connection. You may start and stop the program at your convenience, continue where you left off, and review supporting materials as often as you like. Please note: Internet Explorer is no longer a supported browser. We recommend using Google Chrome, Mozilla Firefox or Safari for best results.

Technical Requirements
You may access this course on a computer or mobile device with high speed internet (iPhones require iOS 10 or higher). Recommended browsers are Google Chrome or Mozilla Firefox.

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