VITAS Healthcare Spotlights Hospice Care on CNBC, Aims to Expand Awareness

Event summary

  • VITAS Healthcare featured in a six-minute segment on CNBC's 'Now We Know! with Steve Guttenberg' on January 31, 2026.
  • Segment aimed to clarify misconceptions about hospice care and highlight VITAS' role in end-of-life support.
  • VITAS cares for over 22,000 patients daily across 15 states and the District of Columbia.
  • Only about 50% of people who die in the U.S. currently access hospice services, per VITAS' chief medical officer.

The big picture

VITAS Healthcare's CNBC segment underscores the ongoing need for education around hospice care, a sector that remains underutilized despite its critical role in end-of-life support. With a growing aging population and increasing prevalence of chronic illnesses, the demand for hospice services is expected to rise, positioning VITAS as a key player in a market with significant untapped potential. The company's strategic focus on dispelling myths and promoting early conversations about end-of-life care aligns with broader industry trends toward patient-centered, holistic healthcare solutions.

What we're watching

Awareness Expansion
How VITAS' CNBC appearance will affect public understanding of hospice care and drive patient uptake.
Market Penetration
Whether VITAS can increase the percentage of end-of-life patients utilizing hospice services beyond the current 50%.
Operational Scaling
The pace at which VITAS can expand its service areas and patient capacity to meet growing demand.