When Tag Strategies brought us on to the Crossroads marketing team in 2011, we created a comprehensive strategy that allowed Crossroads to build a digital community of supporters, staff, medical professionals, volunteers, adult caregivers, and patient families. We implemented a blogging campaign with the intention of further establishing Crossroads as an industry thought leader. This “Real Talk” series discussed hard-hitting topics in hospice and palliative care that were otherwise left unaddressed in online conversations.