I decided to call 50 random hospices all over the United States and ask them a simple question, “What makes your hospice special?”
Here were my rules:
Always ask the same simple question, “What makes your hospice special?”
Only allow the first person to pick up the phone to answer the question. I thought, surely if there existed a value proposition at the hospice, then the person who answers the phone should know it… right?!
Log their response word for word including detail about whether they hesitated or tried to pass me off to someone else in the company.