The Challenge:
Hospice by the Bay, an affiliate of UCSF and California’s first and most beloved provider of hospice and related services, reached out to our team to help them better communicate their expanding services that have evolved beyond hospice. They were concerned the current Hospice by the Bay name was too limiting and included the word, “Hospice,” which to many has a negative and fearful connotation. We took on the challenge to rename, rebrand and reposition this highly regarded non-profit community resource and build a go-to-market plan that efficiently announced these changes to the Bay Area marketplace.
Through our Challenger Brand Marketing® Discovery process, we learned that in an increasingly competitive industry led by legacy gorilla healthcare brands, the community sees Hospice by the Bay (HBTB) as the ethical, caring and compassionate Bay Area hospice services provider with a genuine desire to go above and beyond for their constituents. Further, the word “hospice” needed to be reconsidered while the “By the Bay” language resonated warmly with the community.
