Hospices are under a microscope and marketing practices and reimbursement are being scrutinized. Unscrupulous players in the market contribute to the unwanted attention. Yet there is a way to approach this subject with a broader campaign that people can embrace and which starts the conversation around end of life issues.
The marketplace is shifting. Once a domain for cancer patients, more clinical specialties are utilizing hospice. And while there is recognition that there are some younger age demographics that use hospice, it is still primarily a service with an elder focus. Here are some facts and stats.
- 41.9% of all deaths are under the care of hospice.
- Slightly more than 30% of Medicare beneficiaries use hospice.
- 43.3% are cancer patients.
- 33.6% have a dementia diagnosis.
- Median length of service is 19.7 days.
- Average length of service is 67.4 days and median and average stays are trending downward.
- 21.9% of patients receive care in a hospice facility.
- 82.7% are over 65.
- 38.9% are over 85.
- 58% of providers are for-profit.
Marketing Approaches and Messages
People do not want to talk about death and dying so you have to couch hospice services in a larger context. Instead of separating the hospice brand on its own, consider that it is stronger when part of a complete complement of services. So if in addition to hospice, you may offer companion care, skilled home health, palliative care. Group these as a bundle of services, which together have a natural progression of use.
One CEO we work with calls this the “Medical Home at Home.”
The consensus among hospice marketers is that while there are two marketing tracks to take – consumer and referral source – all agree that you cannot do both well and really need to concentrate on one. Honoring that, it is still possible to have a hybrid strategy by approaching the consumer market in a different way.
First ask your referral sources - What is important to you? And “How well do we do it?” The NAHC website has several survey tools, which if not in use, might be valuable including Hospice Bereavement, Patient Satisfaction, and Family Satisfaction surveys. This information is important to have in order to understand the consumer and referral source triggers.
“Responsiveness” as a Message
For some providers, responsiveness is a differentiator. However, responsiveness is in the eye of the beholder and could change based on the patient perspective versus the eldest daughter who could very well be making the purchase decision. And responsiveness only becomes apparent when you are in the midst of care or in a crisis for the selection of care. It is an important message but a secondary one.
“We Are Local” as a Message
This message resonates much better as it conveys that you are the caregiver and patient’s neighbor. You know the community. You live here. You know the resources. This can be a primary message.
Quality Subtext in Messaging
The quality issue could be another differentiator. The National Quality Forum has endorsed palliative and end-of-life measures. In addition, hospice providers are required to submit a "Quality Data Submission Form" to report quality data pertaining to at least three quality indicators related to patient care. Hospices failing to report quality data in 2013 will have their market basket update reduced by 2% in fiscal year 2014. As these evolve, as with other quality measures, they will be part of the “shopping list” that consumers and referral sources research so getting ahead of quality and incorporating quality messages into conversations now could be beneficial.
A Bigger IdeaCommunity talks are important steps in starting the conversation around end of life care and wishes, which in turn presents the opportunity to talk about services and benefits. Once engaged the consumer always wants to learn more.
Go one better. Take this up several notches by having a campaign, complete with “thermometer” or other measurement tool that becomes a community drive to have people complete advance directives to include living wills and medical power of attorney.
Structured like a United Way Campaign or other fundraising campaign, you can include faith-based organizations, employers/worksites in the county, senior centers/programs, and civic organizations. And the media would become a partner as well. First start a drive to have all of your employees complete these important directives.
Five Questions and Five Wishes
Start with questions from Alexandra Drane's and her Engage With Grace: The One Slide Project. She poses five questions that you can answer for yourself online and use to help caregivers get the conversation started with their loved ones.
Then move on and consider utilizing the Five Wishes document as the tool for completing advanced directives. It is recognized in most states as a legal document.