Marketing, supported by sound messaging, 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.

About Palliative Care

Definition of palliative care and how it improves quality of life for patients living with a serious illness, and their families.

Messaging 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.

Palliative 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.

CAPC 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.

More 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.

Reframing Palliative Care: Messages Matter

Presentation on key messaging considerations for palliative care professionals and advocates.

CAPC Playlist: The Palliative Care Message

Videos from CAPC's YouTube channel about messaging palliative care.

Palliative 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.

Palliative Care Patients Tell Their Stories

Read these stories of people living with a serious illness, and benefiting from palliative care.

Palliative Care Photography Guidelines

Use this document as a guide for choosing appropriate photos when communicating about palliative care.

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.

CAPC's extensive national public opinion research on palliative care.

BRIEFING: 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.

SLIDES: 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.

Public Opinion Research Key Findings 2011

In 2011, CAPC engaged the polling firm Public Opinion Strategies (POS), to conduct extensive national audience research on palliative care among U.S. adults. This national survey resulted in the only evidence-based definition of palliative care.

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.

Marketing 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.

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.

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.

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.

Prescribing 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.

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.

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

Knowing how to talk to the press is an important part of messaging.

Media Relations Toolkit

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

Patient information materials to describe the benefits of palliative care.

CAPC Handout for Patients and Families

Available on, this handout contains patient and family-focused frequently asked questions about palliative care.

Template Program Brochure Text for Patients and Families

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