SalemNews.com, Salem, MA

Business

November 20, 2013

Hospice is changing its name

(Continued)

Stringer has been with Hospice of the North Shore for 25 years, and she said the name change was necessary so the organization could grow.

It was more than just removing geographic limitations, Stringer said.

“Hospice is certainly the core of what we do, but we do more,” she said. “The services we provide go beyond hospice. We do have and have had for 10 years now a palliative care consultation service that serves 200 patients a day. ... It’s really support for people who, for whatever reason, may not be quite ready for hospice. Hopefully, it’s earlier in the course of their illness.”

The organization also provides grief support services, and about half of those who use them did not have a hospice experience with a loved one. The group also educates health care providers about advanced care planning and support for caregivers.

“We really wanted to capture the breadth and the depth of what we offer,” she said.

To find a new name, the organization hired a consultant.

“I kind of joked I thought it was fairly simple: You pick a new name and you change the letterhead and the signs. But we came to appreciate that it is really more than that. It’s about our brand. How do our customers, whether that’s employees, patients, families, donors, health care providers, physicians in the community, how do they perceive us and what’s important to them?”

There is a lot of confusion within the marketplace, too, as people often confuse one hospice organization with another.

Hospice of the North Shore created the first licensed, inpatient hospice in the state, the 20-patient Kaplan Family Hospice House in Danvers, in 2005. Unrelated to the rebranding effort, the organization plans to develop a parcel it bought in Waltham and Lincoln to build another 20-bed hospice.

The old name won’t disappear immediately. The front of the new marketing brochure keeps this link with a line that says: “Founded in 1978 as Hospice of the North Shore.”

---

Staff writer Ethan Forman can be reached at 978-338-2673, by email at eforman@salemnews.com or on Twitter at @DanverSalemNews.

Text Only | Photo Reprints
Business

AP Video
Six Indicted in StubHub Hacking Scheme Trump: DC Hotel Will Be Among World's Best AP Review: Amazon Fire Adds Spark to Smartphones All Aboard! LIRR Strike Averted Microsoft to Cut Up to 18,000 Jobs Time Warner Rejects Murdoch's Takeover Bid Yellen Says Economy Still Needs Fed Support Cleveland Expects Economic Boom From Lebron Justice Dept. Fines Citigroup $7 Billion Justice Dept. Fines Citigroup $7 Billion Downside of Low Mortgage Rates? Less Selling Cupcake Shop Crumbs Shuttering All Its Stores San Francisco Prepares for Soda Battle Dow Breaks Record 17,000 GM Crash Compensation Could Top $1 Billion GM Won't Limit Crash Compensation Funds
NDN Video
'Hunger Games: Mockingjay Part 1' Sneak Peek GMA: Dog passes out from excitment to see owner Chapter Two: Designing for Naomi Watts Baseball Hall of Famers Inducted Florida Keys Webcam Captures Turtles Hatching Morgan Freeman Sucks Down Helium on 'Tonight Show' Robin Wright Can Dance! (WATCH) She's Back! See Paris Hilton's New Carl's Jr. Ad Big Weekend For Atlanta Braves In Cooperstown - @TheBuzzeronFox Chapter Two: Becoming a first-time director What's Got Jack Black Freaking Out at Comic-Con? Doctors Remove 232 Teeth From Teen's Mouth Bradley Cooper Explains His Voice in 'Guardians of the Galaxy' Deja vu: Another NYPD officer choke-holding a suspect 'Fifty Shades of Grey': Watch the Super Sexy First Trailer Now! Reports: Ravens RB Ray Rice Suspended For 1st 2 Games Of The Season Air Algerie plane with 119 on board missing over Mali Diamond Stone, Malik Newman, Josh Jackson and others showcase talent Free Arturo - The World's Saddest Polar Bear A Look Back at Batman On Film Through The Years
Comments Trcker