Sharing your truth about Bloomberg’s blast
Emily Barry - 12/06/2011
Today, Bloomberg published an unflattering and misleading article, “Aunt Midge Not Dying in Hospice Reveals $14 Billion U.S. Market.” While the article sheds more light on the issue of apparent inappropriate relationships between nursing home facilities and for-profit hospice companies, the article does not distinguish the companies included in its article as for-profit companies or the existence of non-profit hospice providers.
In addition, some of the claims in the article inevitably will further wide spread misperceptions about hospice care. For example, with regard to the eligibility of hospice care, the article states, “… patients weren’t facing imminent death when they were admitted.” Although the writer goes on to qualify that patients must have a prognosis of six months or less to live in order to be eligible for hospice care, six months and “imminent death” aren’t synonymous.
Unfortunately, the article does not explain the philosophy of hospice care or its comprehensive range of services and support available for both the patient and the family. However, as an expert in end-of-life care, you have the ability to position your hospice program as the go-to authority in your community for information and resources about care and support at the end of life.
There are two ways to act on this article, either proactively or reactively. To demonstrate your leadership on end-of-life care in your community while proactively correcting the misperceptions in the article about hospice, you could submit a letter to the editor of your local newspaper and/or the editor of Bloomberg. The letter could be written from the perspective of your program’s executive director, medical director or board of directors.
If a local reporter calls to ask you for your hospice program’s perspective on the story that appeared in Bloomberg, here are a few tips for reacting to media inquiries. If the focus of the story happens to be less than favorable or does not even focus on your hospice program at all, remember:
- Your responses should focus on what you know – your hospice program
- Talk about the philosophy of hospice care and what differentiates your hospice program from other providers in the area
- Don’t speculate or make assumptions about other providers
- When applicable, provide statistics to reinforce a message
For more details on handling inquiries from the media, read the current issue of Transcendent, our e-newsletter offering insights into strategic marketing and communication that can take your hospice to the next level.
Comments
Leave a Comment