Education is an important aspect of palliative care marketing. Public awareness of palliative care is low and clinicians often equate it with hospice. This provides both challenges and opportunities.
This presentation will review the data on what people know about palliative care and hospice and how they think about these things. It will discuss basic marketing principles and review current cultural concepts that may be relevant to palliative care, such as choice, control, freedom, and individual liberty. It will also discuss how to talk about difficult emotional topics using pharma marketing examples for issues such as erectile dysfunction, depression, and anxiety.
This presentation will review the data on what people know about palliative care and ...
It will then present 2010 Center to Advance Palliative Care consumer research. This research included palliative care terms and phrases that tested extremely well with the public. Positive examples of real palliative care messaging will also be presented to illustrate key points. The presentation will review a framework for presenting palliative care in general and then to the specific audiences of patients/families, clinicians, administrators, policy makers, and the media. It will conclude with recommendations on how to review and revise materials from participants’ institutions to use optimum language and images. The goal is to make palliative care marketing stronger and more consistent so as to grow demand for these important services.