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If you think selling ice to Eskimos is hard, try selling hospice in 21st century America! Kubler-Ross described us as a “death-denying society” and Freud noted that “each of us, in the unconscious, is convinced of their immortality”. Strategies for successfully engaging such a death-averse populace in discussions about advanced illness and hospice care will be described. Specific tools targeting referring physicians will be demonstrated.
Area of Emphasis: Access, Community Engagement and Marketing
1. Understand the challenges in making the case for hospice to a death-averse audience and identify strategies for overcoming these
2. Describe the value of a professional sales force in increasing access to hospice services
3. Detail several novel approaches to community and physician engagement
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