Kaiser Health News recently published an article Despite Gains In Advance Directives, Study Finds More Intensive End-Of-Life Cancer Care, which discusses a study that found that, over the last several years, the number of patients receiving “all care possible” increased while the number of patients employing living wills or having end-of-life planning discussions changed in non-statistically significant ways. Shifting reimbursement models alter the care a physician can and will give to their patients. There is now talk about paying for end-of-life planning conversations with doctors, which could drastically increase the power a patient has to take control of, and make informed decisions about, their medical future. Which raises the question of: is providing all care possible ethical or desired on a contextual basis. The debate about a conflict between the Hippocratic oath and patients’ preferences, especially with regards to euthanasia, has long raged without a clear answer. Given the size and complexity of the palliative care industry, any tweaks to end-of-life care process will impact millions of lives for generations to come. Kaiser’s article serves as a jumping off point for discussion about the direction of such care. The reimbursement options will undoubtedly anchor these conversations in the immediate future and Oxeon is interested to watch the changing landscape. Regardless of the logistics, effective patient-doctor communication is essential and must be a focus of the industry moving forward.