Capital Caring Health Awarded Funding to Raise Awareness about Hospice in Virginia

Capital Caring Health Awarded Significant Funding to Raise Awareness about Low Hospice Utilization Rates in Virginia
Aetna Better Health of Virginia to support a multimedia campaign to inform Virginia residents about the benefits of hospice care
Falls Church, VA – January 18, 2024 – Capital Caring Health, a part of the nation’s largest not-for-profit advanced illness care and hospice provider, Chapters Health System, was awarded a sponsorship by Aetna Better Health of Virginia to raise awareness of the benefits of hospice care. Capital Caring Health has included seven other nonprofits that operate in Virginia–Hospice of The Piedmont, Blue Ridge Hospice, Crater Community Hospice, Edmarc, Good Samaritan, ConnectionsPlus, and Goodwin Living Hospice. Thus this campaign brings attention to hospice care options throughout the state.
“We’re grateful for this generous gift from Aetna Better Health of Virginia,” said Steve Cone, Chief of Communications, Marketing and Philanthropy at Capital Caring Health. “With our focus on maximizing comfort and dignity, Capital Caring Health and the other Virginia nonprofits are committed to delivering the highest quality end-of-life care to patients and their families. These funds are crucial for making hospice care more accessible in Virginia.”
This campaign is aimed at letting Virginia residents know that these benefits and more are possible through hospice care. At present, less than half of Virginians eligible for virtually free hospice care under Medicare currently elect to use it. Despite this low utilization rate, nearly 90% of adults over 50 prefer to spend their last years in their home, where they are comfortable and surrounded by loved ones. Studies have even found that hospice patients not only live longer but also experience a better quality of life.
“Aetna Better Health of Virginia understands the importance of ensuring Virginians are well informed of all their health care options, including hospice care,” said Joel Gray, Chief Executive Officer, Aetna Better Health of Virginia. “We are proud to partner with Capital Caring Health on this critical awareness campaign and hope it shines a light on new options for a family or individual in search of solutions.”
Aetna Better Health of Virginia’s funds will enable the state’s first multimedia and multi-organizational campaign to raise awareness of the comprehensive hospice benefit. The campaign, taking place this January and February, will reach out to Virginia residents, including medical influencers and those over 45. It will include radio spots, digital banners, and billboards in targeted markets.
For more information about Capital Caring Health and their Virginia campaign, visit
About Capital Caring Health:  Capital Caring Health is a not-for-profit, community-based organization founded in the nation’s capital in 1977. Capital Caring Health is one of the most experienced and respected providers in the nation of advanced illness, hospice, and elder care, including primary care at home. Our care for children with life–limiting disease is one of the largest on the East Coast. Additional services focus on the special care needs of veterans, those with heart failure, and end-stage lung disease. More than $3 million annually funds care for those who lack coverage or the necessary financial resources for services. Over the years, Capital Caring Health has provided hospice, palliative care, and counseling to nearly 200,000 patients and their families through our regional neighborhood network across Maryland, Virginia, and Washington, D.C. 


Steve Cone, Chief of Communications, Marketing & Philanthropy

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