title: The Branding of Palliative Care.
authors.affiliation: Mays Business School, Texas A&M University, College Station, TX; Institute for Healthcare Improvement, Cambridge, MA; Castle & Spark, Asheville, NC; Advanced Care Innovation Strategies, Forestville, CA; and Coalition to Transform Advanced Care, Washington, DC berryle@tamu.edu.
authors.forename: Leonard L
authors.initials: LL
authors.lastname: Berry
authors.affiliation: Mays Business School, Texas A&M University, College Station, TX; Institute for Healthcare Improvement, Cambridge, MA; Castle & Spark, Asheville, NC; Advanced Care Innovation Strategies, Forestville, CA; and Coalition to Transform Advanced Care, Washington, DC.
authors.forename: Robyn
authors.initials: R
authors.lastname: Castellani
authors.affiliation: Mays Business School, Texas A&M University, College Station, TX; Institute for Healthcare Improvement, Cambridge, MA; Castle & Spark, Asheville, NC; Advanced Care Innovation Strategies, Forestville, CA; and Coalition to Transform Advanced Care, Washington, DC.
authors.forename: Brad
authors.initials: B
authors.lastname: Stuart
mesh_terms: D016638:Critical Illness / Q000628:therapy; D003695:Delivery of Health Care; D006801:Humans; D009369:Neoplasms / Q000628:therapy; D010166:Palliative Care / Q000592:standards*