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
Messaging and Education for Colleagues
Tools for defining palliative care to new audiences.
About Palliative Care
Definition of palliative care and how it improves quality of life for patients living with a serious illness, and their families.
viewMessaging Palliative Care
User-tested language on how to talk about what palliative care is and why it's needed. Includes the definition of palliative care.
downloadPalliative Care: Do and Don't Say
A quick and easy reference for what to say - and what not to say - when communicating about palliative care.
downloadCAPC Key Messages re: COVID-19
Messages and supporting points that palliative care professionals can use with the public and press to explain the role of palliative care in COVID-19.
downloadMore on Messaging: Getting the Care to the Patients
Messaging is critical to the field of Palliative Care. Clarity and consistency are key. Watch this webinar recording for a deep dive into the most frequently asked questions about how to use palliative care messaging.
watchCAPC Playlist: The Palliative Care Message
Videos from CAPC's YouTube channel about messaging palliative care.
viewPalliative Care Graphic
This graphic illustrates that palliative care is appropriate at any point in a serious illness and is based on need, not prognosis. The goal is to improve quality of life.
downloadBRIEFING: Key Findings on the Perceptions of Palliative Care
Insights from qualitative and quantitative research that tracked public and physician awareness, perceptions, attitudes, and interest in palliative care and how they have shifted over time. Watch the recording and download the slides.
watchSLIDES: Key Findings on the Perceptions of Palliative Care
Slides from August 8, 2019 briefing on insights from qualitative and quantitative research that tracked public and physician awareness, perceptions, attitudes, and interest in palliative care and how they have shifted over time.
viewPalliative Care Patients Tell Their Stories
Read these stories of people living with a serious illness, and benefiting from palliative care.
viewPalliative Care Photography Guidelines
Use this document as a guide for choosing appropriate photos when communicating about palliative care.
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Media Relations Toolkit
Guide for palliative care professionals working with the media. Center to Advance Palliative Care, revised 2014.
members loginDemonstrating 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.
viewDesigning Your Marketing Strategy
A structured framework to strategically market the program to different audiences.
CAPC Tutorial: Marketing for Palliative Care Programs
Guidance on increasing palliative care referrals through internal marketing.
members loginMarketing to Increase Referrals
In this Virtual Office Hour, 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
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
These eight questions will help palliative care teams across settings get the information they need to form the basis of the marketing plan, including strong communications with stakeholders.
members loginStrengthening Referrer Relationships
Educating referrers about the value of palliative care via effective marketing.
Consult Etiquette: Communicating with Referring Providers
Guidance for palliative care teams to build collaborative relationships with referrers.
start the coursePrescribing Opioids: A Pocket Reference
A useful aid for clinicians and a great marketing tool for palliative care teams, this quick-reference pain management pocket guide can be handed out to referral sources and all clinicians treating patients with a serious illness.
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Palliative Care Progress Note
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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Tip Sheet: Marketing Home-Based Palliative Care to Potential Referrers
For Patients and Families
Patient information materials to describe the benefits of palliative care.
CAPC Handout for Patients and Families
Available on GetPalliativeCare.org, this handout contains patient and family-focused frequently asked questions about palliative care.
downloadTemplate Program Brochure Text for Patients and Families
Use this template to craft a program brochure that describes your services to patients and families.
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Related Toolkits See all 30 toolkits
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
Strategic planning for program growth, including making the case, demonstrating value, and strengthening relationships with partners.
Includes 24 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
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