CEO & Executive Director
Lori Feldstein, CEO and Executive Director of the nonprofit, Goals of Care Coalition of New Jersey (GOCCNJ), is responsible for directing the organization’s efforts to improve care for people with serious illness, including advocacy efforts that have resulted in legislation to increase access to community-based palliative care for NJ’s most vulnerable people and their unpaid caregivers.
Lori also leads the organization’s research efforts to identify unmet needs in serious illness care and educational programming to increase awareness of the benefits of advance care planning, palliative and hospice care. and end-of-life care needed to be rethought.
Because of her experience as a caregiver to her parents, Lori became intent on changing the culture around serious illness care. She saw first-hand how devasting dealing with serious illness can be for patients and their loved ones and remains more determined than ever to make certain that healthcare providers, patients and family members talk honestly and frequently about diagnosis, prognosis and the patient’s goals of care so that patients get the care they need and no less and the care they want and no more!
Prior to joining GOCCNJ, Lori was the founder of Cogent Medical Marketing in Princeton, NJ. Her experience in developing and implementing professional communication strategies for the pharmaceutical industry, focusing in such areas as market access, key opinion leader development, stakeholder engagement, medical education, and advocacy prepared her well for the works she now does on behalf of GOCCNJ.
A graduate of Muhlenberg College, she is a member of the Coalition to Transform Advanced Care (CTAC), and the Board of Trustee of Penn Medicine Princeton Health. Lori also serves on the Board of Governor’s for the American Jewish Committee (AJC). was past president of AJC NJ and is co-chair of the NJ Muslim Jewish Advisory Council. In her spare time, Lori enjoys time with her husband Michael and their adult children. She loves to travel, especially off the beaten path, and to read and cook.
Fun fact about Lori, she has traveled to both the highest and lowest places on earth!