Care Dimensions, a forward-thinking hospice serving the Greater Boston area, had a content marketing dilemma: when most people hear the word hospice, they automatically think of terminal cancer patients who are in the last days of life. But Care Dimensions wanted potential clients to understand the breadth of palliative care and hospice services they offer, and how they can help a wide range of people with serious, incurable diseases achieve the best possible quality of life, for as long as possible. They turned to the Boston Globe BrandLab, who hired me to distill what the client referred to as a “fire hose of information” and a slew of interviews into a branded content piece that sensitively tells the story of the end-of-life work the hospice is doing for patients and families.