![]() ![]() ![]() There are pieces and phrases to use in having consistently good messaging across the field.” “There are ways you can cut through misunderstandings with positive stories. “We have to start with what’s important to the public, and these messaging principles can help to get there with ways to discuss the benefits rather than starting with a litany of services that hospice doesn’t cover,” Grant said. A goal is to keep fear out of the equation and focus on how hospice and palliative care can help people to live well, she said. Keeping these five principles in mind for future messaging is crucial for hospices, according to Grant. Hartford Foundation and the Cambia Health Foundation financed the research with a three-year grant. “Their messaging is evolving, but not fast enough.” “We’re trying to advocate for providers to stop doing what they’re doing, because in many cases it’s perpetuating misconceptions that this is brink-of-death care,” Grant told Hospice News. Invoke a new team beyond the hospice staff to advocate services, such as community organizations, businesses, social service sectors and religious and faith groups.Invite ongoing dialogue through two-way conversations that build trust between providers and patients.Use positive stories to tell the hospice narrative rather than statistics about patient census or volume.Present and revisit choices to both patients and families at every step of their illness trajectory.Talk up the benefits of hospice, palliative and advance care planning rather than focusing on fear-based messaging of “bad deaths”.Several advocacy organizations, providers and national research groups collaborated to establish five core messaging principles: Grant is also senior regulatory advisor at the Coalition to Transform Advanced Care (C-TAC) and a palliative care nurse practitioner at the University of Maryland Medical Center. “We have to find a way to talk about these separately.” “When people think about advance care planning, palliative and hospice, they don’t often separate these out as three things,” Grant told Hospice News. Marian Grant, marketing consultant of the MessageLab Serious Illness Messaging Project. “When we say palliative and hospice in the same breath of messaging, we think it’s showing continuity of care, but the public sees it as trying to push them into services for dying people that they’re not ready to receive and accept,” he said.Ĭurrent public engagement and messaging may hinder the public’s ability to decipher the differences between palliative, hospice and advance care planning, according to fellow researcher Dr. When it came to hospice, around 80% of survey respondents recognized the term as a type of end-of-life care, but 30% of them held the belief that the services were intended to accelerate the dying process, according to Back. Three-quarters of those surveyed lacked familiarity with the term “palliative care,” while others inaccurately conflated it with hospice, he added. Among those groups, about 80% did not know what advance care planning was, and only a third of those who did understand it had actually done it, according to Back. The researchers gauged public understanding of current hospice messaging across focus groups. Armed with this information, they developed guidelines for improved communication. MessageLab researchers reviewed a wide variety of public messaging, designs and other marketing components and analytics in the hospice and palliative care space to uncover common trends and issues. ![]() But many hospices’ public messaging approaches fall short of what’s needed to dispel myths, alleviate fears, and improve awareness, according to researchers. ![]()
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