Beyond Multichannel
Compassion & Choices relies on ‘omnichannel’ marketing — a steady flow of consistent
messaging — to
fuel its fight for
end-of-life rights.
"Everyone you talk to can tell you a story about somebody they know whose condition is relevant to our mission," MacIntyre says. "People become involved in what we're doing because we've connected to them by sharing end-of-life stories that are personal but involve universal emotions."
MacIntyre could fill a book with personal end-of-life stories he witnessed as a young gay man living in New York City in the 1980s, during the height of the HIV/AIDS pandemic. He remembers patients on gurneys, asking people to kill them because they couldn't get any effective treatment to relieve their suffering.
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