Marketing and Messaging Palliative Care

Marketing helps patients, families, referrers, and service partners understand the work that you do. When done well, program marketing can communicate the benefits of palliative care to patients in need, clarify common misperceptions about palliative care, and increase the number and appropriateness of referrals.

Use this toolkit to refine your program’s marketing strategy.

What’s in the Toolkit

Tools for defining palliative care to new audiences.

Definition of Palliative Care

Last Updated: January 29, 2019

This is the only evidence-based definition of palliative care. Developed through CAPC's national research study, it contains the key messages that explain palliative care clearly for all audiences. Center to Advance Palliative Care, 2011.

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Key Messages and the Definition of Palliative Care

Last Updated: April 24, 2019

User-tested language with to describe palliative care. Center to Advance Palliative Care, revised 2014.

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Media Relations Toolkit

Last Updated: April 24, 2019

Guide for palliative care professionals working with the media. Center to Advance Palliative Care, revised 2014.

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Media Tip Sheet for NEJM Early Palliative Care Study

Last Updated: April 24, 2019

Appropriate positioning for the way in which palliative care saves costs - especially useful for framing data projections From CAPC's Impact Calculator. Center to Advance Palliative Care, revised 2018.

2011 Public Opinion Research on Palliative Care

Last Updated: April 24, 2019

CAPC's 2011 research on attitudes and perceptions regarding palliative care. This national survey resulted in the only evidence-based definition of palliative care. Center to Advance Palliative Care, 2011.

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Demonstrating Value to Stakeholders

Last Updated: March 4, 2019

Tools to make the case for palliative care resources and financial partnerships, including: the palliative care evidence base, and downloadable tools for presenting the case.

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A structured framework to strategically market the program to different audiences.

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CAPC Tutorial: Marketing for Palliative Care Programs

Last Updated: April 9, 2019

Guidance on increasing palliative care referrals through internal marketing.

Marketing to Increase Referrals

Ask questions about how to promote your program, including advice for engaging stakeholders, understanding referral criteria, and using appropriate messaging for marketing palliative care services.

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Section 6- Marketing the Palliative Care Program

Last Updated: April 26, 2019

Excerpted from the CAPC Guide to Building a Hospital Palliative Care Program, but useful for programs all settings. Revised December 2014.

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Guide to Effective Communications

Last Updated: April 26, 2019

Framing questions to formulate your marketing plan. Center to Advance Palliative Care, revised 2018.

Educating referrers about the value of palliative care via effective marketing.

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Tip Sheet: Marketing Home-Based Palliative Care to Potential Referrers

Last Updated: March 4, 2019

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Referring Clinician Satisfaction Survey

Last Updated: February 3, 2019

Assess satisfaction and generate feedback from referring providers. Shared by Froedtert Hospital.

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Clinician Satisfaction Survey

Last Updated: February 3, 2019

Assess referrer satisfaction with palliative care. Shared by the VA Ann Arbor Healthcare System.

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Palliative Care Progress Note

Last Updated: May 10, 2019

An effective progress note based on the core domains of palliative care is one of your best marketing tools. There's no better way to effectively show referral sources what palliative care can do. Sample document shared by Carle Foundation Hospital, 2017.

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Prescribing Opioids: A Pocket Reference

Last Updated: April 26, 2019

Opioid pocket reference for providers including safe starting doses, equianalgesic chart, and standard dosing strengths. Center to Advance Palliative Care, 2016.

Patient information materials to describe the benefits of palliative care.

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"Palliative Care Can Help You": Program Marketing Brochure for Caregivers and Potential Patients

Last Updated: April 26, 2019

Sample brochure shared by Hospice of Buffalo.

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Template Program Brochure Text for Patients and Families

Last Updated: April 26, 2019

Use this template to craft a program brochure that describes your services to patients and families.

CAPC Handout for Patients and Families

Last Updated: April 26, 2019

Available for patients and families on GetPalliativeCare.org. This handout contains all patient and family-focused frequently asked questions. Center to Advance Palliative Care, revised 2015.

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Tools for spreading the word across your organization about the resources included in CAPC membership.

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Spread the Word Email Template

Last Updated: February 28, 2019

Invite staff to register as CAPC users.

CAPC Curriculum - Continuing Education Credits Overview

Last Updated: March 28, 2019

Course catalog for CAPC's clinical training curriculum. Onboard new palliative care team members using standardized training, or train non-palliative care specialists in core skills. All courses provide continuing education credits for all disciplines and are free for CAPC members.

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Training All Clinicians in Core Palliative Care Skills

Questions about training clinicians from all specialties in communication, pain and symptom management, and supporting family caregivers. Topics include training strategies, CAPC’s CE curriculum, and all other training methods!

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Designation Competencies Checklist

Last Updated: February 21, 2019

A checklist of clinical competencies taught in CAPC units on pain management, symptom management, communication skills, and dementia care.

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Faculty

  • Lisa-Morgan.jpg

    Lisa Morgan

    Chief, Marketing and Communications

Related Toolkits See all 27 toolkits

Demonstrating Value to Stakeholders

Tools to make the case for palliative care resources and financial partnerships, including: the palliative care evidence base, and downloadable tools for presenting the case.

Includes 28 resources:
  • Palliative Care Impact
  • Tools for Making the Case to Stakeholders
  • Measurement
  • Successful Care Models
  • For Patients and Families
Learn More

Growing the Palliative Care Program

Strategic planning for program growth, including making the case, demonstrating value, and strengthening relationships with partners.

Includes 23 resources:
  • Needs Assessment
  • Strategic Planning
  • Business Planning
  • Expanding into a New Care Setting
  • Program Measurement for Quality Reporting and Quality Improvement
  • Integration of Palliative Care Across Service Lines
Learn More

Leadership Skills in Palliative Care

Toolkit to support strategic planning, team leadership, and professional development for the palliative care leader.

Includes 24 resources:
  • Strategic Planning
  • Leadership Networking and Mentoring
  • Develop Leadership Skills
  • Make the Case for the Value of Palliative Care
  • Building and Supporting an Effective Team
Learn More