nhpco ethics committee april 2012 hospice and palliative care: ethical marketing practices
TRANSCRIPT
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NHPCO ETHICS COMMITTEEAPRIL 2012
Hospice and Palliative Care: Ethical Marketing
Practices
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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
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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)
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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
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Key Sections
Access to Care
Goal: Universal availability
Marketing is grounded in education
Barriers to access
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Key Sections
Competition
Positive affects: higher quality; greater access
“Pitfalls”: Overpromising; inducements
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Key Sections
Customer Service Excellence and Boundaries
Trust
Federal and state regulatory compliance
Excellent customer service=best marketing tool
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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
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Key Sections
New Trends in Marketing and Communication
Developing rapidly
Privacy
Clearly stated policies
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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
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Other Issues Addressed
Hospital LiaisonsAdmission Processes/IncentivesInformed ConsentUtilization of Levels of CareNursing Home/Hospice Relationships
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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
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Consistency with National Standards
Compliant with legal and regulatory requirements
Consistent with American Marketing Association code of ethics
Consistent with NHPCO Ethical Principles
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Service Excellence
Accurate descriptions of available servicesClear communication of parameters and
limitations of services providedQualitative data to support claims
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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
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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
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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…”