Introduction
This essay examines the customer base of St Gemma’s Hospice, a prominent palliative care provider in Leeds, UK, by exploring key questions surrounding their demographics, behaviours, motivations, and values. Additionally, it analyses how Accenture Life Trends, a framework identifying evolving consumer patterns, can be applied to understand and engage these customers more effectively. The purpose of this analysis is to provide a broad marketing perspective on St Gemma’s stakeholders—patients, families, donors, and volunteers—and to consider how contemporary trends influence their interactions with the organisation. The essay is structured into three main sections: an overview of St Gemma’s customer base, an exploration of their characteristics and drivers, and an application of Accenture Life Trends to this context. Through this, the essay aims to offer insights into both the current state of St Gemma’s engagement and potential strategies for improvement.
Understanding St Gemma’s Customer Base
St Gemma’s Hospice serves a diverse group of ‘customers,’ a term that in this context extends beyond traditional consumer definitions to include patients, their families, donors, volunteers, and community supporters. Patients, primarily individuals with life-limiting illnesses, form the core group, often referred from local NHS services in Leeds. According to NHS data, palliative care services like St Gemma’s cater to an ageing population, with many patients over 65 (NHS England, 2021). Families and caregivers, another key segment, engage with the hospice for emotional and practical support during challenging times. Donors and volunteers, meanwhile, are often motivated by personal connections to palliative care or broader altruistic values, contributing financially or through time (Hospice UK, 2020). This broad customer base reflects a complex network of needs and expectations, requiring tailored marketing and communication strategies to maintain engagement across these groups.
Behaviours, Motivations, and Values of St Gemma’s Customers
The behaviours of St Gemma’s customers vary across segments. Patients and families typically exhibit high emotional engagement, seeking trust, compassion, and quality care—values central to their decision to interact with the hospice. Research suggests that trust in healthcare providers significantly influences patient satisfaction in palliative settings (Heyland et al., 2006). Donors and volunteers, on the other hand, often demonstrate behaviours tied to community involvement, such as participating in fundraising events or regular giving, driven by motivations of social responsibility or personal loss experiences. Their values align with empathy and a desire to ‘give back,’ as highlighted in studies on charitable giving (Bekkers and Wiepking, 2011). However, limitations exist in fully understanding these drivers due to the personal and sensitive nature of palliative care, which can restrict detailed data collection. Generally, these customers value transparency and emotional connection, influencing how St Gemma’s must position its messaging and services to resonate with their priorities.
Applying Accenture Life Trends to St Gemma’s Context
Accenture Life Trends, an annual report identifying shifts in consumer behaviour, offers valuable insights for St Gemma’s. The 2023 report highlights themes such as ‘Control in Chaos,’ where consumers seek stability amidst uncertainty, and ‘The Human Touch,’ emphasising the demand for authentic, empathetic interactions (Accenture, 2023). These trends are particularly relevant for St Gemma’s customers. For instance, patients and families navigating terminal illness arguably crave control through clear communication and reliable care plans, aligning with the ‘Control in Chaos’ theme. Similarly, the ‘Human Touch’ trend underscores the need for genuine empathy in communications with donors and volunteers, fostering deeper connections. Applying these trends, St Gemma’s could enhance digital tools for family updates (addressing control) and personalise donor outreach (emphasising humanity). While these trends provide a useful framework, their broad nature means they must be adapted carefully to the specific, sensitive context of palliative care, avoiding over-commercialisation of such a personal service.
Conclusion
In summary, St Gemma’s Hospice serves a multifaceted customer base comprising patients, families, donors, and volunteers, each with distinct behaviours, motivations, and values rooted in trust, empathy, and community. Patients and families prioritise compassionate care, while donors and volunteers are driven by altruism and personal connection. Accenture Life Trends, particularly ‘Control in Chaos’ and ‘The Human Touch,’ offer strategic insights for addressing these needs through tailored communication and service delivery. The implications of this analysis suggest that St Gemma’s must balance emotional resonance with practical support to maintain engagement across its customer groups. Furthermore, while trends provide a contemporary lens, their application must remain sensitive to the unique nature of hospice care. Future marketing strategies could thus focus on enhancing trust and personalisation, ensuring St Gemma’s continues to meet the evolving expectations of its diverse stakeholders.
References
- Accenture (2023) Accenture Life Trends 2023. Accenture.
- Bekkers, R. and Wiepking, P. (2011) A Literature Review of Empirical Studies of Philanthropy: Eight Mechanisms That Drive Charitable Giving. Nonprofit and Voluntary Sector Quarterly, 40(5), pp. 924-973.
- Heyland, D.K., Dodek, P., Rocker, G., Groll, D., Gafni, A., Pichora, D., Shortt, S., Tranmer, J., Lazar, N., Kutsogiannis, J. and Lam, M. (2006) What Matters Most in End-of-Life Care: Perceptions of Seriously Ill Patients and Their Family Members. Canadian Medical Association Journal, 174(5), pp. 627-633.
- Hospice UK (2020) Facts and Figures About Hospice Care. Hospice UK.
- NHS England (2021) Palliative and End of Life Care: Data and Statistics. NHS England.
