Empowering Patients Through Meaningful Conversations: An Interview with Rev. Dr. Jim Kraft, CEO of Advance Care Associates

Advance care planning (ACP) is one of the most meaningful steps someone can take in their healthcare journey—but it’s often put off or overlooked. ACP ensures that your medical preferences are clearly documented and respected, offering peace of mind not just for you, but for your loved ones and care team as well. To explore how ACP can be more personal, accessible, and empowering, we spoke with Rev. Dr. Jim Kraft, CEO of Advance Care Associates (ACA), about their new collaboration with Backline by DrFirst.

Q: Dr. Kraft, can you tell us about Advance Care Associates and its mission?

Dr. Kraft: Absolutely. Advance Care Associates was created around a simple but powerful idea: that every person deserves the chance to make their own informed choices about future medical care. For more than 20 years, we've been offering live, one-on-one guidance—helping individuals and their loved ones talk through what matters most when it comes to healthcare decisions. Our work centers on real, person-to-person conversations that go beyond forms or checkboxes. Advance care planning isn’t just a document—it’s an ongoing, guided conversation rooted in your values.

Q: What inspired ACA to partner with Backline by DrFirst on this new initiative?

Dr. Kraft: When we saw Backline’s commitment to meaningful, person-centered care—and their secure virtual platform—we immediately recognized an opportunity. We wanted to make it easier for individuals to access expert guidance without needing to leave home. By combining our experience with Backline’s technology, we’re now offering a virtual ACP experience that feels just as personal as sitting down with someone in person. Together, we’re making it easier for people to take that first step, and to feel supported throughout the journey.

Q: What are the key benefits of this new ACP service?

Dr. Kraft: One of the most important things we offer is live, virtual assistance. People can meet one-on-one with a trained ACP specialist via a secure video call. There’s no need to download anything complicated. Just a real person, ready to walk you through your choices with care and clarity. Some of the key benefits include:

• Face-to-Face Virtual Conversations: You can meet with a specialist live, from anywhere, and feel fully supported in understanding and documenting your wishes.
• Guided, Personalized Support: We take the time to learn about what matters to you, and help you create a plan that reflects your values and beliefs.
• Educational Resources: We offer clear, easy-to-follow materials that help you and your loved ones understand ACP and how it fits into your life.
• Seamless Communication with Providers: Once your plan is in place, it can be securely shared with your healthcare team—so they know how to honor your decisions when it counts.

Q: Many people put off advance care planning. Why do you think that is—and how can we help them get started?

Dr. Kraft: That’s a great question. A lot of people think ACP is only for the elderly or those with serious illness—but the truth is, it’s for everyone. Life is unpredictable. Having a plan in place protects your voice in the moments when you might not be able to speak for yourself. That said, the process can feel overwhelming or even scary at first. That’s why live personal guidance matters. With someone to walk beside you, the conversation becomes empowering—not intimidating. We’re here to help you take control of your care, one step at a time.

Q: What impact do you hope this partnership will have?

Dr. Kraft: Our goal is to normalize advance care planning. We want ACP to be something people talk about openly—long before they’re in a hospital or facing a health crisis. With this virtual solution, we’re reaching people where they are, in their homes and on their terms. I truly believe this will help shift our culture from reactive healthcare decisions to proactive, values-based care. That’s a powerful shift.

Q: Any final thoughts for those who might be considering advance care planning?

Dr. Kraft: Just this—you don’t have to wait. You don’t have to be sick, or old, or going through a major life event to start this process. Whether you’re 25 or 75, having a documented plan gives you peace of mind and protects your voice. And now, with live, virtual conversations, you don’t have to do it alone. We’re here to guide you with compassion and expertise, every step of the way.

To learn more about Advance Care Associates and how this virtual ACP solution can support you or your loved ones, visit acacareplanning.com or backlinehealth.com/acp-aca.