Richard Fishbane Award Recipient - Lori Feldstein




Lori Feldstein serves as the CEO and Executive Director of the nonprofit, Goals of Care Coalition of NJ (GOCCNJ). She’s responsible for directing the organization’s efforts to improve the standard of end-of-life care in NJ. As such, Lori advocates for better 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 life limiting illness. Because of her experience, she is more determined than ever to make certain that policy makers, healthcare providers, patients and family members talk honestly and frequently about the importance of advance care planning and that they consider the patient and family’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, medical education, and advocacy prepared her well for the works she now does on behalf of GOCCNJ.

Lori is also the president of AJC Central New Jersey and a member of the Board of Governors. She’s been involved with AJC since 2010 and a member of its local board since 2015. Lori has traveled on AJC diplomatic missions to Bahrain, Oman, the United Arab Emirates, India, Sri Lanka, Rwanda, Kenya, and Morocco. This summer she’ll participate in a mission to South Africa and Mozambique. She’s also participated in the Hilda Katz Blaustein Leadership Institute. As a member of AIPAC’s National Council and part of the AIPAC Princeton Leadership Council, Lori also works to strengthen the relationship between the US and Israel and to ensure bi-partisan support for Israel in the US Congress. As a longtime member of the Jewish Center, Lori has served on the board and helped to lead the effort to recruit and hire a new director of the Joan Levin Nursery School at the Jewish Center. Lori also serves on the WashU Hillel Parent’s Council and is a volunteer with Greenwood House Hospice.

It was a natural fit for Lori to become involved with advocacy on behalf of the Jewish people. Her work with AJC, AIPAC, TJC and Hillel provide an opportunity to combine her professional skills with her passion to work for freedom and justice for the Jewish people and the security of Israel. A graduate of Muhlenberg College, Lori enjoys time with her husband Michael and their three children, Peri (22), Jacob (20) and Carly (17). She loves to travel, run, read and cook.