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.

# # #

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

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

A Time to Take Pause

I have the good fortune of living in our nation’s capital, a wonderful spot to be during the July 4 festivities. While the fireworks are always spectacular and the spirit of patriotism palpable, what I also enjoy is the time we take to pay tribute to the many individuals in our own communities who, through their service and dedication, enrich our lives.

Julia Quinlan, the mother of Karen Ann Quinlan, is one of the first people that comes to my mind. June 11 marked the 25-year anniversary of her daughter’s death and, in May, she helped celebrate the 30-year anniversary of the hospice she and her late-husband, Joseph, founded in their daughter’s honor. I had the opportunity to talk with her last month about her family’s decade-long ordeal, how she came to learn about hospice, and the work she is still doing at the vibrant age of 83. Excerpts from our conversation appear in the July issue of NHPCO’s NewsLine, and I think, as you read it, you will find her accomplishments inspiring. Members can find July NewsLine at www.nhpco.org/newsline)

Mrs. Quinlan is one of the exceptional people who make hospice care what it is today, but there are others. A few weeks ago, as I was reviewing our first digital edition of Insights, I was reminded of many others. This magazine, which is a publication of NHPCO’s National Council of Hospice and Palliative Professionals, is very much a forum for our membership. Under the guidance of NCHPP’s leadership, members from around the country contribute articles about the work they are doing to improve care at the bedside. This particular issue mirrors the theme of our August conference on Developing the Care Continuum, and includes 15 articles by well-known hospice leaders as well as lesser-known clinicians who are equally committed. I’d like to offer a link to the digital issue of Insights for those who are interested in sharing the work of NHPCO members.

Last but not least, I’d like to personally thank John Thoma, the CEO of Hospice of Wake County, for writing the July NewsLine cover story about NHPCO’s new Standards and how it has benefited his program. He and his fellow members on the Quality and Standards Committee were instrumental in making this critical document a practical tool for the entire membership.

While the long holiday is now behind us, I hope you have each set aside time to enjoy some sunshine with your friends and loved ones. While our dedication to service excellence is both necessary and laudable, it requires sufficient rest.

Don

A Closer Look at the Health Care Reform Provisions Impacting Hospice

Earlier this week, NHPCO's Public Policy/Advocacy Team sent you an important update on the passage of the health reform legislation and next steps for the hospice community. NHPCO wants to share what we know about the various provisions impacting the hospice community. In some cases, you will see that there is not yet much information. Many of the provisions will be implemented by the Health and Human Services Secretary, and administered through the Centers for Medicare & Medicaid Services (CMS). But, in order to do that, we believe that the first order of business for the Administration will be to appoint a CMS Administrator to delve into the details of implementation and oversight.

Visit NHPCO's Advocacy page for more information on the provisions that will be significant to hospice.

New Facts & Figures - Concern over short stays.

NHPCO Cites Concern Over Growing Short Length of Service in New Facts and Figures on Hospice Care in the U.S.

New Report on Hospice Care in America Released as November’s National Hospice/Palliative Care Month Begins

(Alexandria, Va) – More than 35 percent (35.4) of patients served by hospices in 2008 died or were discharged in seven days or less reports the National Hospice and Palliative Care Organization. This reflects a 4.6 percent increase from 2007, when 30.8 percent of patients had what is considered a short hospice experience.

Patients and families receiving care for seven days or less are often unable to take full advantage of the range of benefits that the hospice interdisciplinary team provides. These benefits include psychosocial support and spiritual care for patients and their families as well as pain management and symptom control,

While the average length of service increased from 67.4 days in 2007 to 69.5 days in 2008, the jump in patients receiving care for a short time is of concern to hospice providers and NHPCO.

Only 12.1 percent of those served died or were discharged with service of 180 days or more.

These statistics are featured in the report, “NHPCO Facts and Figures: Hospice Care in America,” which was released by NHPCO as the hospice and palliative care community begins to mark National Hospice/Palliative Care Month, an annual month of awareness and outreach celebrated every November.

NHPCO emphasizes the value of hospice care over the last months of a person’s life, not just the last days.

“More awareness of the care options available when facing a serious or life-limiting illness—among both the public and healthcare professionals—is still needed,” said J. Donald Schumacher, NHPCO president and CEO.

“The advance care planning provision that has been so hotly debated in health care reform discussions could be an important mechanism for helping dying Americans avoid hospice experiences that are too short to fully help them or their family caregivers.”

Learning about options before a patient and family are faced with a health crisis is strongly recommended by NHPCO. Hospices frequently provide information to community members interested in advance care planning.

Additional information about hospice, palliative care, and advance care planning is available from NHPCO’s Caring Connections at www.caringinfo.org or by calling the HelpLine at 800-658-8898.

“NHPCO Facts and Figures: Hospice Care in America,” is available in the News Room at www.nhpco.org.

-###-

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

For more information visit, http://www.nhpco.org