Department of Medicine, University of Washington, Seattle, Washington, USA.
American Academy of Hospice and Palliative Medicine, Chicago, Illinois, USA.
J Palliat Med. 2024 Mar;27(3):405-410. doi: 10.1089/jpm.2023.0533. Epub 2023 Sep 22.
When speaking to public audiences, palliative care advocates often reach for personal experiences of great meaning and significance in their own lives, and often distill those experiences to a key message. However, this approach may not be the most effective way to engage a public audience whose closest experience with palliative care is based on social media or third-hand stories. Research demonstrates that the lay public often starts with inaccurate assumptions about palliative care, including that it is only for people at end of life. These misunderstandings can lead people with serious illness to decline palliative care services that are backed by evidence and demonstrate real benefit. This phenomenon of "declines based on inaccurate assumptions" is widely seen in clinical practice and palliative care demonstration projects. Public messaging is an evidence-based approach to engage more effectively with the public when doing outreach for palliative care. The 10 tips provided are based on a multiyear and multiorganizational project focused on improving the messaging of palliative care for the public. As palliative care services are increasingly expanded and integrated into health systems, public messaging can provide a new approach for building partnerships with the public by offering messages that consistently meet their needs based on their current perceptions. Incorporating public-informed messaging strategies could enable palliative care clinicians and advocates to address the lay public with greater confidence and clarity about how palliative care can serve them, their families, and their communities.
当向公众演讲时，姑息治疗倡导者通常会引用自己生活中非常有意义和重要的个人经历，并经常将这些经历提炼成一个关键信息。然而，对于那些最接近姑息治疗的经历是基于社交媒体或二手故事的公众来说，这种方法可能不是最有效的。研究表明，普通大众对姑息治疗的最初假设往往是不准确的，包括姑息治疗仅适用于生命末期的人。这些误解可能导致患有严重疾病的人拒绝有证据支持并能真正带来益处的姑息治疗服务。这种“基于不准确假设的拒绝”现象在临床实践和姑息治疗示范项目中广泛存在。公共信息传递是一种基于证据的方法，可以在为姑息治疗做外展工作时更有效地与公众接触。这 10 条建议是基于一个多年多组织的项目，该项目专注于改善姑息治疗的公众信息传递。随着姑息治疗服务的不断扩大和整合到卫生系统中，公共信息传递可以通过提供基于公众当前认知的满足其需求的信息，为与公众建立伙伴关系提供一种新方法。纳入公众知情的信息传递策略可以使姑息治疗临床医生和倡导者更有信心、更清晰地向公众传达姑息治疗如何为他们、他们的家人和他们的社区服务。
