National Partnership for Healthcare and Hospice Innovation
People Over Profits
_SECTOR: PUBLIC HEALTHThe National Partnership for Healthcare and Hospice Innovation (NPHI) represents nonprofit, mission-driven advanced illness and hospice care providers across the US. In 2022, NPHI approached Emergence with a need to redefine NPHI’s brand positioning for a diverse audience of healthcare providers, insurance payers, policymakers, and the general public.
Through in-depth research, public polling, and workshops with leaders in hospice and palliative care, Emergence has helped NPHI build a movement around community- and values-based healthcare. In 2023, this culminated in the publication of a blueprint and other materials, serving as a rallying cry to transform the narrative around declining health.
Branding | Copywriting | Graphic Design | Public Relations | Research | Strategy_THE CHALLENGE
When hospice organizations began to emerge across the US throughout the 1970s and 1980s—almost all were community-based nonprofits. Since then, private equity firms have taken an interest in the space, and the number of for-profit hospices has exploded from 30% of all providers in 2000 to 73% in 2020. Yet nonprofits provide 10% more nursing visits, 35% more social worker visits, and twice as many therapy visits vs. for-profit hospices per patient day.
This shift in the hospice landscape has grave implications for the wellbeing of American families. A recent study found that only 18% of Americans trust the US healthcare system to put their well-being ahead of profits.
_SEARCHING FOR THE SIGNAL
Emergence conducted in-depth research, public polling, and workshops with key stakeholders and leaders in hospice and palliative care to identify a new brand identity and messaging framework for NPHI.
_EMERGENCE
Emergence developed a bold, clean new brand for NPHI – including a new logo and brand book to guide their creative. Emergence also wrote clear message guidelines to resonate with their NPHI’s various audience groups and push forward a revolutionary new idea of death and dying.
Emergence also wrote and designed People Over Profits: A Values-Based Movement for Declining Health, which spells out the latest insights into the hospice field and lays out a new way forward for nonprofit hospice organizations – one based on people, not profits.
_EVOLUTION
By repositioning NPHI as a brand and developing the People Over Profits blueprint, Emergence has helped NPHI build a movement around community- and values-based healthcare.
Nonprofits are essential to the success of hospice care in the United States. The collaboration between Emergence and NPHI has helped nonprofits communicate their value to the broader public and reach those who need it most.