This North Carolina hospice facility changed its name to “Trellis Supportive Care.” TSC switched in part to distinguish itself from competitors. But TSC also realized that many prospective customers found the word “hospice” and “palliative care” scary.
In some places a super-majority of facilities now avoid the terms “hospice” and “palliative” to avoid the associated stigma. Branding is key to the promotion of all sorts of goods and services. I am delighted to see hospices are working to deal with patient prejudices in addition to their more traditional educational approach.