Hospices Adapt Marketing Practices During COVID-19

POSTED ON MONDAY, July 6, 2020 

Ever since COVID-19 hit the United States, hospices are struggling to access patients who need their services. This is a hardship for both the families who need hospice’s help and for the business of hospices.

“There have been significant gaps in the use of both palliative and hospice during this pandemic,” said Shelley Cartwright, executive director of Apex Hospice in Illinois. “There has been a recognized significant decline in length of patient stay. Referrals are being provided at the eleventh hour and patients are dying within 24 hours, sometimes less. This is the biggest impact our agency has experienced as it relates to revenue.”

“Under normal circumstances, the most important objection hospice providers handle is the response, ‘We’re not ready for hospice yet,’” said Michael Ferris, managing partner at Healthcare Strategica, a sales advisory firm for post-acute care providers, including hospice and home health. “Handling that objection in the current pandemic environment comes with an additional objection of no one wanting anyone to come into their facilities or patient homes. It’s a huge and essential benefit just to let them know how you’re preventing risk of transmission.”

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