Bringing Clarity and Compassion to End-of-life Care
HCA Healthcare,
Hospice & Family Care
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Marketing toolkit (Long-term client)
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Led development of comprehensive marketing collateral, designing visual systems and curating content aligned to patient journeys. Provided creative direction to supporting creatives through production.
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Material
Tracy Thompson (Creative Direction, Copy)
Ken Cills (Copy)
Amanda Forr (Copy)
Elaine Knox (Design)
Lauren Rasins (Production) -
2021–2022
The Challenge
HCA Healthcare’s acquisition of a network of Hospice Services revealed a tough truth: HCA’s energetic brand couldn’t carry the delicate weight of end-of-life care. Hospice is often misunderstood, and many families avoid it entirely, losing crucial support when it matters most.
The Insight
The biggest misconception about hospice is that it means giving up. When in reality, it’s often the first step toward reclaiming comfort, connection, and dignity at the end of life. According to the National Hospice and Palliative Care Organization, most families who use hospice say they wish they had started sooner. Patients report better symptom management, greater emotional support, and higher satisfaction with care than those receiving standard end-of-life treatment.
The Approach
We set out to reframe the hospice conversation by leading a workshop at HCA’s Nashville HQ to get to the heart of what patients, families and staff need. Then we built a modular marketing toolkit of in-hospital collateral to guide families, caregivers, and physicians through hospice decisions.
The Impact
Helped HCA reposition hospice from a last resort to a compassionate first step, changing how teams introduce care conversations and continue to support patients and families through the care journey.
BUILT FOR THE FULL JOURNEYWe carefully crafted a suite of tools that helped patients, families, and caregivers navigate hospice with clarity and compassion.
Designed for use inside hospitals under strict regulations, this system ensured every message was compliant and deeply human. And with that, we created a robust marketing playbook to guide teams at every step.