NHPCO ETHICS COMMITTEEAPRIL 2012

Hospice and Palliative Care: Ethical Marketing

Practices

Context

Healthcare Industry’s Ethical Standards Pharmaceutical Industry’s statement * Continued growth of hospice and palliative care Need to “self-regulate”: National and local levels Hospice and palliative care has been respected entity

within the healthcare system

Johnston, M., et. al., PhRMA Revises Voluntary Code on Interactions with Healthcare Professionals. K&L Gates LLP, November, 2008

NHPCO Ethics Committee

Responsible to lead and contribute to national and local discussions

Recommend industry standards and expectations for its membership

Has basis in its NHPCO Ethical Principles (2006) and NHPCO Mission Statement (2010)

Goals

To reinforce the need for ethical practices which will ensure trust and support among those being served

Define marketing standards and practices that are consistent with hospice and palliative care industry values

Be catalyst for candid discussions that result in strengthening hospice and palliative care’s place in healthcare

Key Sections

Access to Care

Goal: Universal availability

Marketing is grounded in education

Barriers to access

Key Sections

Competition

Positive affects: higher quality; greater access

“Pitfalls”: Overpromising; inducements

Key Sections

Customer Service Excellence and Boundaries

Trust

Federal and state regulatory compliance

Excellent customer service=best marketing tool

Key Sections

Hospice and Palliative Care Providers as Referral Sources

Awareness of legal and ethical implications of making referrals and conducting business with others

Need for clearly stated policies

Key Sections

New Trends in Marketing and Communication

Developing rapidly

Privacy

Clearly stated policies

Key Sections

Traditional Media Marketing

Evidence based claims

Use of patient/family images and stories

Respect for confidentiality, privacy and overall well being of those being served

Other Issues Addressed

Hospital LiaisonsAdmission Processes/IncentivesInformed ConsentUtilization of Levels of CareNursing Home/Hospice Relationships

Ethical Decision Making

Marketing Strategy is Evaluated in Four Domains Consistency with National Standards Service Excellence Impact on Patient Care Contextual Elements

Adapted from: Jonsen, et. al., Clinical Ethics, Fifth Edition, 2002

Consistency with National Standards

Compliant with legal and regulatory requirements

Consistent with American Marketing Association code of ethics

Consistent with NHPCO Ethical Principles

Service Excellence

Accurate descriptions of available servicesClear communication of parameters and

limitations of services providedQualitative data to support claims

Impact on Patient Care

• Increase understanding of hospice and palliative care• Provide accurate information for consumers to make

sound decisions about their treatment• Improve access to care• Ultimately result in excellent patient care

Contextual Elements

• Reflects positively on your organization and the industry

• Reflects your agency’s and NHPCO’s mission and values

• Have the support of all levels of the organization

Summary

“NHPCO’s stated position provides guidance on ethical practices as we market end of life care services and respond to the marketing efforts of other providers.It is also intended to be a catalyst for dialogue within and among organizations…a dialogue that will support ethical standards of practice…”