Wisconsin’s Largest Hospice Changes its Name to Enhance Brand Identity

MADISON, Wis. – The state’s largest hospice announced today that, effective immediately, it is changing its name to Agrace HospiceCare after more than 30 years as HospiceCare Inc. The Madison-based nonprofit is making the move to rebrand after research findings identified a need to dispel confusion and distinguish between for-profit and nonprofit hospices within their service area. 

Research through focus groups and a survey conducted by Chamberlain Research Consultants Inc. showed that the public was confused by or could not recall the HospiceCare Inc. name even though nine out of 10 people served by a hospice in Dane County were cared for by the organization, according to the most recent data available from the Centers for Medicare and Medicaid Services (CMS). The CMS data showed that in Rock County, one in two people are served by Agrace HospiceCare.  

Research findings

HospiceCare’s survey was conducted via telephone with 503 residents of Dane and Rock counties, age 30 and older, in November 2010. Quota controls were set on demographic questions to ensure results were representative of the general population. All statistical hypothesis tests are reported at the 95 percent confidence level, and the overall margin of error for this study is ± 4 percent (± 6 percent at the individual county level).

• When asked to name some area hospices, only 25 percent could recall HospiceCare by name even though HospiceCare has a majority of market share in Dane (97 percent) and Rock (54 percent) counties.
  • Even when surveyors accepted responses like Madison Hospice, Janesville Hospice, Ellen & Peter Hospice, Don & Marilyn Hospice, Rock County Hospice, Dane County Hospice, etc., to mean “HospiceCare,” the percentage came up to just 33 percent.

• When given a list of all hospices in the service area, only 55 percent said they had heard of HospiceCare.
• 63 percent of those surveyed didn’t know HospiceCare Inc. was nonprofit.
• 50 people thought HospiceCare Inc. was the for-profit hospice on the list.
• 145 people thought HospiceCare Inc. was a national hospice chain.

“The research clearly indicated that the ‘HospiceCare Inc.’ name was a problem,” said Agrace HospiceCare Vice President of Public Affairs Dan Chin. “Not having an identifier in front of HospiceCare, like ‘Agrace,’ made it difficult for people to identify our organization.” Respondents also found that the “Inc.” sounds corporate, causing some to assume HospiceCare is a for-profit organization.

Comments from stakeholder interviews reiterated and clarified the key problems. Statements included:“

• The name ‘HospiceCare’ is the same as the service we provide. Are we talking about the service or the entity?”
• “ ‘Inc.’ says we’re corporate.”
• “ ‘HospiceCare’ is generic. It’s like calling one of the local hospitals ‘Hospital, Inc.’ ”

Community stakeholders

The name change was also a move by Agrace HospiceCare to protect the community’s investment in the nonprofit organization. More than 1,100 community members volunteer their time with Agrace HospiceCare each year and many people have supported the organization financially as well.  

“While our name is changing, our compassionate people and outstanding care are exactly the same,” said Chin.”            

Agrace HospiceCare first opened in Madison in 1978 and practiced nearly two decades before community support allowed for the 2000 construction of the Don & Marilyn Anderson HospiceCare Center in Fitchburg, followed by the Ellen & Peter Johnson HospiceCare residence in 2006. For more information, visit agracehospicecare.org.  

Contact: Liz Kopling, Media Specialist
Office: (608) 327-7219   Cell: (608) 772-9653

Agrace HospiceCare has been providing physical, emotional and spiritual support to patients and families dealing with life-limiting conditions for more than 30 years. Formerly known as HospiceCare Inc., Agrace HospiceCare is a nonprofit, community-based hospice that took on its new name in 2011. With offices in Madison and Janesville, Agrace HospiceCare serves residents in Dane, Green, Jefferson, Rock and Walworth counties.  

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