Boss asked boyfriend to market to hospice patients

So my boyfriend and I work at a tutoring center that is financially struggling so our boss is going AWOL about it, and we also volunteer for hospice. Today in a meeting our boss asked my boyfriend to pitch the center to his hospice patients for their grandkids. Aside from HIPPA and that we’re not allowed to have outside contact with patients or their families, the audacity to ask him to market to people who have been given 6 MONTHS TO LIVE without batting an eye has me absolutely dumbfounded and shocked to my core.