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Ethical Marketing Practices

May 22, 2018
2:00 – 3:00 pm ET

CE/CME Information

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Webinar Description

Successful hospice and palliative care organizations are keenly aware of the important role marketing and strategic business relationships play to assure access to all who want and need their services. Marketing standards and practices must be consistent with your hospice and palliative care organization’s values and policies. This Webinar will examine the legal framework for sound and ethical marketing practices, and will provide case scenarios of what activities are permitted and what are impermissible practices especially when seeking referrals. Join faculty to explore how your organization can play by the rules and thrive while avoiding unethical decisions and potential legal liability.

Webinar Objectives

At the end of this Webinar, participants will be able to:

  • Identify legal and ethical marketing practices
  • Discuss ethical business relationships with potential referral sources
  • Describe how to avoid unethical practices and potential legal liability


Tony Kudner

Tony is the Vice President of Communications for Seasons Hospice & Palliative Care, where he oversees public relations, internal communications, marketing, and advocacy for the company’s 28 Medicare-certified locations. Before coming to Seasons, Tony worked for NHPCO in a variety of policy-focused roles, most recently as the Director of Advocacy and Digital Strategy. Tony holds his BFA from Syracuse University and his MFA from Boston University, as well as a Certificate of PAC and Grassroots Management from the Public Affairs Council.

Rachel Hold-Weiss, RPA-C, JD

Rachel is a partner in the New York office of Arent Fox, where she focuses on health care regulatory, transactional, and litigation matters for a wide range of health care clients. Rachel recently re-joined Arent Fox after working as in-house counsel to a home care company with operations in 11 states. Specifically, Rachel focuses on compliance activities and initiatives, as well as audits and investigations of fraud and abuse matters, including anti-kickbacks and self-referrals.  Rachel received her JD from Fordham University School of Law and her BS as a Physician Assistant from Touro College.

Nurse: NHPCO is accredited as a provider of continuing nursing education by the American Nurses Credentialing Center’s Commission on Accreditation.

NHPCO designates this live activity for a maximum of 1 contact hours. Nurses should claim only the contact hours commensurate with the extent of their participation in the activity. Accredited status by ANCC refers only to continuing nursing education and does not imply endorsement of any commercial product discussed in conjunction with this activity.

Physician: The National Hospice and Palliative Care Organization is accredited by the Accreditation Council for Continuing Medical Education to provide continuing medical education for physicians.

NHPCO designates this live activity for a maximum of 1 AMA PRA Category 1 credit(s)™. Physicians should claim only the credit commensurate with the extent of their participation in the activity.

Certificate of Participation for Non-physician Healthcare Professionals: For participants* whose disciplines are other than nurse and physician, you may request a Certificate of Participation for Non-physician Healthcare Professionals to submit to your accrediting bodies/licensing boards for continuing education credit. This certificate will indicate the Webinar was certified for AMA PRA Category 1 Credit(s) TM. It is the responsibility of participants to submit the certificates to their accrediting bodies/licensing boards for approval. Unfortunately, NHPCO cannot guarantee its acceptance. To receive this certificate, you must complete all CE/CME requirements and indicate your desire to receive this certificate on the evaluation form.

*including bereavement professionals, finance professionals, physician assistants, social workers, spiritual care givers, etc.

Register today