VITAS Healthcare is the leading hospice care provider in the U.S., caring for more than 15,000 patients a day across 15 states and the District of Columbia. Recognizing the value they could bring to hospitals who were facing penalties for excessive 30-day readmissions, they turned to Knight Marketing to create a creative platform for delivering their message to busy hospital decision makers.
Our strategy was to capture prospects’ attention by quickly convincing them that we weren’t going to take much time–but that a few minutes could lead to a solution for their readmission problems. We created the “Give Us a Minute” campaign and executed it across several platforms including digital and print. A three-part video series, each focusing on a unique benefit of partnering with VITAS, was delivered via direct mail in a punch-out USB and via email.
The campaign was recognized in the 33rd Healthcare Advertising Awards as a gold winner in the category of total advertising campaign without television.