CEO & Executive Director
Lori Feldstein, CEO and Executive Director of the nonprofit, Goals of Care Coalition of NJ (GOCCNJ), is responsible for directing the organization’s efforts to improve shared decision-making between healthcare providers and patients and their families to ensure that decisions about care align with the patient’s values and goals. After losing both of her parents to cancer, Lori realized that the way we, especially in NJ, deal with serious advanced illness and end-of-life care needed to be rethought. She became intent on changing the way we think and act when dealing with a life limiting illness and facing impending death. Because of her experience, she is more determined than ever to make certain that healthcare providers, patients and family members talk honestly and frequently about diagnosis, prognosis and the patient and family’s goals of care so that patients get the care they want and no less and the care they need 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, 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 Healthcare Communication and Marketing Association and the Healthcare Businesswomen’s Association. She is also President of AJC’s Central NJ Chapter and is a member of their National Board of Governors. Lori also serves on the on the National Council for AIPAC and is part of the AIPAC Princeton Leadership Council. In her spare time, Lori also is a volunteer with Greenwood House Hospice and enjoys time with her husband Michael and their three children, Peri (20), Jacob (18) and Carly (15). She loves to travel, run, practice yoga, read and cook.