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.
Definition of Palliative CareLast 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.download
Key Messages and the Definition of Palliative CareLast Updated: April 24, 2019
User-tested language with to describe palliative care. Center to Advance Palliative Care, revised 2014.download
Media Relations ToolkitLast Updated: April 24, 2019
Guide for palliative care professionals working with the media. Center to Advance Palliative Care, revised 2014.members login
Media Tip Sheet for NEJM Early Palliative Care StudyLast 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.members login
2011 Public Opinion Research on Palliative CareLast 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.download
Demonstrating Value to StakeholdersLast 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.view
Designing Your Marketing Strategy
A structured framework to strategically market the program to different audiences.
CAPC Tutorial: Marketing for Palliative Care ProgramsLast Updated: April 9, 2019
Guidance on increasing palliative care referrals through internal marketing.members login
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.register
Section 6- Marketing the Palliative Care ProgramLast 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.members login
Guide to Effective CommunicationsLast Updated: April 26, 2019
Framing questions to formulate your marketing plan. Center to Advance Palliative Care, revised 2018.members login
Strengthening Referrer Relationships
Educating referrers about the value of palliative care via effective marketing.
Tip Sheet: Marketing Home-Based Palliative Care to Potential ReferrersLast Updated: March 4, 2019 members login
Referring Clinician Satisfaction SurveyLast Updated: February 3, 2019
Assess satisfaction and generate feedback from referring providers. Shared by Froedtert Hospital.members login
Clinician Satisfaction SurveyLast Updated: February 3, 2019
Assess referrer satisfaction with palliative care. Shared by the VA Ann Arbor Healthcare System.members login
Palliative Care Progress NoteLast 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.members login
Prescribing Opioids: A Pocket ReferenceLast 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.members login
For Patients and Families
Patient information materials to describe the benefits of palliative care.
"Palliative Care Can Help You": Program Marketing Brochure for Caregivers and Potential PatientsLast Updated: April 26, 2019
Sample brochure shared by Hospice of Buffalo.members login
Template Program Brochure Text for Patients and FamiliesLast Updated: April 26, 2019
Use this template to craft a program brochure that describes your services to patients and families.members login
CAPC Handout for Patients and FamiliesLast 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.download
Marketing CAPC Membership
Tools for spreading the word across your organization about the resources included in CAPC membership.
Spread the Word Email TemplateLast Updated: February 28, 2019
Invite staff to register as CAPC users.members login
CAPC Curriculum - Continuing Education Credits OverviewLast 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.download
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!register
Designation Competencies ChecklistLast Updated: February 21, 2019
A checklist of clinical competencies taught in CAPC units on pain management, symptom management, communication skills, and dementia care.download
Chief, Marketing and Communications