Diversity Outreach Initiative Making a Difference in Hospice Care for the Minority Community

1. Diversity Outreach Initiative Making a Difference in Hospice Care for the Minority Community 2011 GCHC/ASQ Innovative Solutions Award

2. Diversity Outreach InitiativeHow was this Project Selected? • A clear, well-documented problem of under-utilization of hospice care for minority patient populations nationally and locally • Hospice of Cincinnati (HOC) seeks to better understand the extent, dynamics and scope of the problem in the Greater Cincinnati service area NHPCO Patient Population • HOC works through TriHealth to partner with Accel Advisors to develop methods and tools to inform the selection and project confirmation process • Eight methods and tools were identified (i.e. focus groups, management interviews, MD interviews, survey, etc.) NHPCO—National Hospice and Palliative Care Organization

3. Diversity Outreach InitiativeWhat is the Project’s Situation Analysis? • HOC’s resources for identifying potential root causes: 1) Literature, articles and published research 2) Primary qualitative research conducted by Hospice of Cincinnati and/or Accel Advisors 3) Opinion and subjective theories from Care Team 4) HOC’s frontline Caregivers and Admissions Nurses • Using these four resources, HOC identified 12 potential root causes • Each root cause was assumed to be valid for our project if it was confirmed or consistent across three of the four resources • Internal and external stakeholders played key roles in identifying root causes HOC Patient Population

4. Diversity Outreach InitiativeWhat was the Project’s Solution? • In order to achieve objectives, HOC aimed to be successful in at least three key areas: 1) Access, 2) Messaging and 3) Cultural Proficiency • Strategies in each of these three areas were evaluated on four criteria: feasibility, cost-effectiveness, appropriateness and synergy with HOC processes already in place • Final Solutions: • Access► Touchpoints are “grassroots-oriented” and personalized. Mass media also utilized to complement this approach. • Messaging ► Relevant and targeted/AA value proposition • Cultural Proficiency ► In-person diversity awareness training for all 500+ HOC employees

5. Diversity Outreach InitiativeWhat were the Project’s Results? • More African-Americans are receiving hospice care than ever before • HOC AA patient days ↑ by 43% • Hospice care information is much more accessible to African-Americans and other minority groups • HOC has taken information directly to the communities • Average of 18 events annually attended in targeted areas • HOC recognized by Muslim community with I-CAIR Award in 2010 • HOC accredited by National Institute of Jewish Hospices (NIJH) • Hospice of Cincinnati’s caregivers and staff are more culturally-proficient • 92% of entire staff of 500+ employees attended diversity awareness training • Hospitals in greater Cincinnati have benefited from HOC’s Diversity Initiative efforts • HOC has provided in-person diversity education and CEU’s to every hospital system in Greater Cincinnati