The Hospice Palliative Care Association – now the Association of Palliative Care Centres
FIRST BRIEF AND REQUIREMENTS
The Hospice Palliative Care Association represents 89 members across the country and required assistance with their marketing and communications activities to the general public, medical professionals, media and Government in South Africa. They wished to raise awareness of courses, the palliative care sector and lobby for the sector for both funding and for medical bodies and individuals to recognise the value of palliative care services. MANGO-OMC commenced with a communication strategy in June 2020 that pivoted into media liaison implementation in September 2020 as it became apparent that the HPCA needed to be communicating during the Covid-19 pandemic.
MANGO-OMC took over social media management in November 2020. Since then, our services have expanded to provide media outreaches, website management, digital marketing, social media management, campaign conceptualising and implementation and general communication needs.
In 2023, our services expanded further with a SECOND brief and requirements.Â
SECOND BRIEF AND REQUIREMENTS
Following two years of implementing the communication strategy for the HPCA, MANGO-OMC put a rebranding strategy together for the organisation. This rolled out from 1 September 2023 across all owned channels. The roll-out included member webinars for information and collaterol sharing, internal and external comm’s and the entire design and digital roll-out.
COMMUNICATION OUTCOMES
- This is measured according to courses booked, website visits, social media engagement and growth stats as well as media placement.
REBRANDING OUTCOMES
The measurement data included below (amongst others):
- Referrals
- Disease trajectory
- Exposure
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RESULTS
SOME OF THE RESULTS (as of May 2022)
Social media:
- Facebook reach increased by 542.7%
- Facebook organic reach increased by 100%
- Facebook likes increased by 218%
- Instagram launched
- Instagram reach increased by 46.3%
- LinkedIn page views increased by 123.8%
- Unique visitors increased by 83.3%
- Followers increased by 1,657.1%
Media outreaches:
- Reach: 10,931,094
- Ave: R7,443,102.30
Website:
The website is still a major project with revisions being made each month and mobile useability and IX being worked on.
Rebranding:
The full rebrand rolled out from 1 September 2023.Â
Website – reskinned
Social channels – renamed and reskinned
Collaterol – event, comm’s and marketing collaterol designed and provided.
