Brava

November 2011

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Advertisement We felt it was our responsibility to protect the community's investment in us by better positioning our nonprofit organization. This change is not a step in a different direction, it's a step forward. Because we've always been here for our community, and we always will be. - Dan Chin, Agrace HospiceCare Vice President of Public Affairs New Name, by Liz Kopling Same Great Care Madison's Leading Hospice Changes its Name After More Than 30 Years as HospiceCare Inc. " " W hat's in a name? Do you cover your child's knee with an adhesive ban- dage when she gets a scrape? Do you put dinner leftovers away in modular food storage containers? This cold and flu season, will you reach for a facial tissue when you have a virus? You probably have brand names in mind for each of these items and maybe those brands are even the products you turn to when you need them. It's clear that a strong name helps people distinguish between prod- ucts and build relationships with their favorite brands. That's why HospiceCare Inc., a respected community business and Wisconsin's largest hospice, has made a move to change its name to Agrace Hos- piceCare after more than 30 years as HospiceCare Inc. Research conducted by the nonprofit in late 2010 high- lighted some startling realities about the public's confusion surrounding the HospiceCare name. "The results were crystal clear; HospiceCare's generic name had led to a substantial and unac- ceptable level of confusion about our identity," said Agrace HospiceCare Vice President of Public Affairs Dan Chin. "Several for-profit hospice chains with different standards of practice have entered our area. It was urgent that we take action to help people understand we are the hospice they've known for more than 30 years—the hospice that served their aunt or grandfather or hus- band, the hospice this community has invested in and has come to expect high quality care from." One in two people in Dane and Rock counties have had a direct experience with a hospice, and for many people, that experience was with Agrace Hos- piceCare. For more than 30 years, the community has invested in the orga- nization. Financial contributions have supported programs and funded the construction of the Fitchburg facility, and more than 1,100 local volunteers donate their time. "We felt it was our responsibility to protect the community's investment in us by better positioning our nonprofit organization," said Chin. "This change is not a step in a different direction, it's a step forward. Because we've always been here for our community, and we always will be." Madison Office: 5395 E. Cheryl Parkway, Madison, WI 53711 (608) 276-4660 Janesville Office: 3001 W. Memorial Drive, Janesville, WI 53548 (608) 755-1871 agracehospicecare.org November 2011 bravamagazine.com 7

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