Let’s Stay on Message with Palliative Care

A recent analysis highlights the ongoing challenge of effectively communicating the purpose of palliative care, as misconceptions persist both among the public and healthcare providers. Despite improvements, palliative care is frequently misunderstood as synonymous with end-of-life care, leading to delayed referrals. Healthcare professionals can help bridge this gap by adopting consistent language that emphasizes palliative care’s role in enhancing quality of life for individuals with serious illnesses, irrespective of their prognosis. The analysis of 48 palliative care program websites reveals that terms like “end-of-life” and “hospice” are still widely used, potentially reinforcing outdated perceptions. CAPC’s guidance on message discipline, along with resources like its Marketing and Messaging Palliative Care toolkit, aims to support clinicians in reframing palliative care to reflect its broad applicability beyond terminal care.