Marketing in the hospice industry is unlike any other form of healthcare advertising. You’re not just promoting a service, you’re guiding families through one of the most emotional, sensitive decisions they’ll ever make. And with that responsibility comes the need for smart, ethical, and empathetic communication.

So, what actually works in marketing for hospice providers, and what should you steer clear of? Here’s a breakdown based on what we’ve seen succeed and fail across dozens of hospice agencies nationwide.

What Works: Strategies That Grow Census and Build Trust

1. Compassionate Messaging with Clear CTAs. Hospice advertising that works starts with the right tone. Families need to feel supported, not sold to. Messaging should be warm, empathetic, and solution-oriented.
   
   What to do:
   • Speak to the family’s emotional needs (“Peace of mind,” “Support when it matters most”)
   • Use simple, clear calls to action (“Call now for guidance” or “Speak to a hospice nurse today”)
   • Avoid medical jargon or overly clinical language
2. Local SEO and Google Business Optimization. Families often start their hospice search online. Showing up in local search results is one of the most powerful ways to generate high-intent inquiries.
   
   What works:
   • Optimizing your Google Business Profile with accurate info, photos, and service area details
   • Including city/region-specific keywords on your website (e.g., “Hospice care in Orange County, CA”)
   • Generating 5-star Google reviews regularly
     
     This helps you appear when families search phrases like “hospice near me” or “end-of-life care in [city].”
     
3. Google Ads with High-Intent Keywords. While organic SEO takes time, Google Ads allow you to get immediate visibility for terms families are actively searching.
   
   Best practices:
   • Target keywords like “hospice care near me,” “home hospice,” and “in-home end-of-life care”
   • Send traffic to a focused landing page—not your homepage
   • Use ad copy that reassures and invites action without pressure
     
     When done correctly, PPC can be one of the most cost-effective forms of hospice advertising.
     
4. Consistent Follow-Up Using a CRM. Many families visit your site but aren’t ready to make a decision right away. That’s why lead nurturing is essential.
   
   With a CRM, you can:
   • Capture form fills and calls in one place
   • Send automated, compassionate follow-up emails
   • Alert your team when a lead hasn’t been contacted
   • Track lead sources to see which marketing efforts are driving results
     
     Hospice marketing that follows up = more admissions.
5. Thoughtful Social Media Engagement. Social media isn’t about selling, it’s about connecting. Use platforms like Facebook to build community, offer support, and educate caregivers.
   
   Effective posts include:
   • Caregiver tips and stress relief advice
   • Meet-the-team spotlights
   • Hospice myths vs. facts
   • Stories of compassionate care (with permission)
     
     It humanizes your brand and keeps you top-of-mind for when the need arises.

What to Avoid: Tactics That Hurt More Than Help

1. Aggressive Sales Language. Families seeking hospice care are already under emotional strain. Using high-pressure language or overly bold promises can backfire and damage your brand.
   
   Avoid:
   • “Act now” style urgency
   • Overpromising (“Guaranteed comfort,” “Immediate approval”)
   • Treating admissions like a sales transaction
     
     Trust is everything. Compassion first, conversion second.
2. Generic Marketing Agencies. Many providers make the mistake of hiring a generalist agency that “does healthcare” but doesn’t understand hospice. The result? Misaligned messaging, slow results, and compliance risks.
   
   Red flags include:
   • No hospice-specific case studies
   • Lack of HIPAA-compliant lead handling
   • Cookie-cutter content that doesn’t speak to your audience
     
     Always choose an agency that specializes in marketing for hospice providers.
3. Ignoring Reviews and Reputation. Your online reviews are one of the first things families see when considering care. Ignoring your reputation, or worse, letting negative reviews sit without a response can cost you calls.
   
   Avoid this by:
   • Asking happy families and referral partners for reviews
   • Responding to every review (good and bad) with professionalism
   • Showcasing your reviews on your website
4. Outdated or Hard-to-Navigate Websites. If your website feels clunky, generic, or hard to use on a phone—it’s turning away potential families. In 2025, your website should feel as welcoming and reassuring as your care team.
   
   Key issues to avoid:
   • Slow load times
   • Vague service descriptions
   • No phone number at the top of the page
   • No lead form or contact button above the fold

Let’s Build a Marketing Plan That Works

At Hospice Care Marketing, we specialize in helping providers grow with dignity and direction. From SEO and Google Ads to CRM automation and compassionate branding, we’ve helped dozens of agencies reach more families and increase their census—without compromising their values.

If you’re ready to explore what’s possible with smarter, more human-centered marketing, we’re here to help.

Schedule a Strategy Call or call us at (877) 959-5849

Let’s grow your mission, one family at a time.