Position Statement on Ethical Marketing Practices Released by National Hospice and Palliative Care Organization

(Alexandria, Va) – A position statement and commentary, Hospice and Palliative Care: Ethical Marketing Practices, has been released by the National Hospice and Palliative Care Organization. Approved by the NHPCO board of directors, this document reinforces the need for hospice and palliative care providers to utilize ethical marketing practices, which in turn, will ensure trust and support among those being served.

Ethical behavior exemplifies the foundational hospice values of service, respect, excellence, collaboration and stewardship. These values can both inspire and challenge end-of-life professionals as they promote services available in the community.

“Hospice and palliative care providers are caring for individuals and families who may be particularly vulnerable as they cope with serious and life-limiting illness. The highest ethical practices and standards are necessary from every single provider in the industry – with no exceptions,” said J. Donald Schumacher, NHPCO president and CEO.

“This position statement will help providers to establish accountability for sound ethical practices as they engage in marketing efforts and business development,” he added.

NHPCO’s position statement focuses on six key components:
1. Access to Care
2. Competition
3. Customer Service Excellence and Boundaries
4. Hospice and Palliative Care Organizations as Referral Sources
5. New Trends in Marketing and Communication
6. Traditional Media Marketing

NHPCO strongly believes that sound ethical practices are an essential component of quality.
The statement stresses that responsive admissions systems and personnel that meet patients’ and referral sources’ needs are hallmarks of service excellence. NHPCO further states that marketing practices should be evaluated and monitored frequently to avoid unethical decisions and behaviors.

NHPCO hopes the document serves as a catalyst for dialogue within and among organizations that provide hospice and palliative care—a dialogue that will support and reinforce ethical standards of practice.

Developed by the NHPCO Ethics Committee, Hospice and Palliative Care: Ethical Marketing Practices (PDF) is available on the NHPCO website.

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Contact:
Jon Radulovic
Vice President, Communications
703-837-3139
jradulovic@nhpco.org

NHPCO's other position statements are available on the NHPCO website.

Google Health and Caring Connections

National Hospice and Palliative Care Organization’s Caring Connections and Google Health Offer New Way to Access Advance Directives Online

Alexandria, VA – Ensuring that one’s healthcare wishes are known and will be honored in the event of a healthcare crisis is what advance care planning is all about. Today, the National Hospice and Palliative Care Organization’s Caring Connections, a leading provider of advance care planning information, and Google Health™ have come together to increase the availability and accessibility of advance care planning information and resources online.

Advance directives, also known as living wills and healthcare power of attorney forms, allow an individual to express their wishes if they are in a medical crisis and unable to communicate. These documents provide specific information to healthcare professionals and can help guide family caregivers called upon to make decisions on behalf of someone who is not able to speak for themselves.

“How can medical professionals honor your healthcare wishes and preferences if they don’t know what they are?” said J. Donald Schumacher, president and CEO of NHPCO. “Advance directives are useless unless they are available during emergency healthcare situations. Google Health will make these documents accessible online and will eliminate a huge barrier of access during times of need.”

A new feature on Google Health enables users to download a free, state-specific advance directive and store the scanned documents securely online. This will help overcome a common barrier in emergency healthcare situations, where it can be difficult to access a patient’s advance directive.

Google Health is a secure, online Personal Health Record (PHR) that allows consumers to store, organize, and share important healthcare information. Google chose to work with Caring Connections because they are the only provider that offers free, state-specific, online advance directives. In the past three years, Caring Connections has distributed more than 2.5 million advance directive forms. They also provide information to help people understand advance care planning and begin conversations with family and healthcare professionals.

The process to store an advance directive form in Google Health is easy:

1. Go to your Google Health account at google.com/health, or create a new account if you don’t have one already.


2. Download and print the advance directive form for your state at caringinfo.org/googlehealth


3. Complete the form and sign it.


4. Scan the signed document and upload it to your Google Health account.

By taking time to do these simple steps, you are making your healthcare wishes available to those who may need them in a time of crisis. Not only is this an important step to take for your own well-being but it’s a gift for your family members and loved ones who may need to act on your behalf.

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Contact:
Jon Radulovic
NHPCO
Ph: 703-837-3139
jradulovic@nhpco.org
www.caringinfo.org
Caring Connections is a program of the National Hospice and Palliative Care Organization. Learn more at CaringInfo.org.

Capitol Hill Day a Success

NHPCO CAPITOL HILL DAY PARTICIPANTS TO CONGRESS: PROTECT ACCESS TO COMPASSIONATE & HIGH-QUALITY END-OF-LIFE CARE

(Alexandria, Va) – More than 500 Hospice Advocates from across the country met with their U.S. Senators and Representatives yesterday, urging them to protect access to compassionate and high-quality end-of-life care for the more than 1.4 million patients and families who depend on hospice each year.

The meetings were part of the National Hospice and Palliative Care Organization’s annual Capitol Hill Day. In addition to the meetings in Washington, D.C., thousands of phone calls were made to Congressional offices by Hospice Advocates, who participated in NHPCO’s inaugural Virtual Hill Day.

Throughout their interactions with Congress, NHPCO Hill Day participants emphasized the value of hospice in their communities, provided state-level data on quality and family satisfaction with hospice services provided, and urged lawmakers to support efforts to stop cuts in Medicare hospice funding that threaten to close the doors of hospice programs around the country.

In 2008, the Centers for Medicare and Medicaid Services (CMS) issued a regulation that eliminates a key component of the Medicare hospice reimbursement formula known as the budget neutrality adjustment factor (BNAF). The phased funding cut threatened 3,000 hospice provider jobs this year, as well as the survival of hospice programs, especially smaller and rural ones, across the country as the cuts were phased in. While a temporary moratorium on the hospice funding cuts was included in the American Recovery and Reinvestment Act of 2009, it expires on September 30 of this year. Just this week, CMS released a proposed FY2010 Hospice Wage Index rule that would incorporate a 75 percent reduction in the BNAF, which is a 3.1 percent reduction in overall hospice reimbursement. This development underscores the urgency in rescinding the CMS rule.

NHPCO Hill Day participants specifically asked Members of Congress to sign on to a bipartisan letter to President Barack Obama and to contact the Department of Health and Human Services about rescinding the 2008 CMS hospice funding cut before it goes into effect on October 1 of this year.

“This is a critical year for the hospice community, so it was important for our advocates to send a strong message to Capitol Hill about the importance of the high-quality services provided through hospice, and the fact that hospice is a cost-saver to Medicare. If these funding cuts are allowed to go forward, they will have a devastating effect on access to high-quality and compassionate end-of-life care,” said J. Donald Schumacher, president and CEO of NHPCO.
In 2007, an independent, Robert Wood Johnson Foundation-funded study by Duke University found that hospice reduced Medicare costs by $2,300 per patient, amounting to more than $2 billion in savings per year.

Hill Day kicks off NHPCO’s annual Management & Leadership Conference, which attracts more than 1,600 members of the hospice community from all over the nation. Two hundred additional members of the hospice community joined the Hill Day participants for a reception honoring Hospice Champions on Capitol Hill at the new U.S. Capitol Visitor Center. Later in the week, the hospice community will also hear from Nancy-Ann DeParle, Director of the White House Office of Health Care Reform, and Elizabeth Edwards when she is recognized as NHPCO’s Person of the Year.

For more information about NHPCO’s Capitol Hill Day, please visit: www.nhpco.org/advocacy.

Media Contact:
Sara Perkins
Manager of Public Policy Communications
Ph: 703-837-3155
sperkins@nhpco.org