Social workers are healthcare professionals that guide families through decisions like choosing a hospice provider. At Crossroads Hospice & Palliative Care, an independent provider with 11 locations in 7 states, social workers have long been revered as a key bridge to patients. Crossroads wanted to expand its professional referral network while recognizing social workers, the unsung heroes of healthcare. The Agency:
- Recommended a creative multi-layered referral marketing BIG idea, the Caring More Award for Social Workers, that also delivered tremendous earned media value.
- Provided new opportunities for Crossroads to find and build relationships with critically important referral sources.
Crossroads’ Caring More Award has opened doors to multiple new business referral relationships and has broadly connected Crossroads with local social workers. The Caring More Award is also an earned media masterpiece. Media coverage—broadcast, print, and digital—exceeded 2.2 million message-driven impressions in 2016.