Maryland-based Carroll Hospice has rebranded as BridgingLife to reflect its larger scope of services as the organization works to expand its palliative care program. The hospice is affiliated with Carroll Hospital, part of the LifeBridge health system.
The rebranding reflects a growing trend in hospice care that sees providers diversifying their services to better assist patients, as well as change the general perception of hospice care. As hospices nationwide develop new services to engage patients further upstream, some are changing their brands to reflect their expanded scope and to avoid the word “hospice” in their company names, hoping to ameliorate patients’ anxiety about end-of-life care.
“Throughout our more than 30 years in operation, we have earned a reputation for providing families with a sense of comfort and confidence because of our attentiveness to their individual needs and preferences,” says Regina Bodnar, assistant vice president of hospice and palliative care services for Carroll Hospice. “Now, as BridgingLife, we are proud to move forward with our mission to provide comfort and care in the setting best suited to address the needs of patients and their loved ones.”
Along with its home-based services, BridgingLife operates a 14-bed inpatient hospice unit at Northwest Hospital in Randallstown,Md., and will soon expand into a 12-bed unit at Sinai Hospital of Baltimore, expected to complete in June. Plans to offer palliative care and hospice within Levindale Hospital and Grace Medical Center are in the works, even as the hospice renovates its own inpatient center, called Dove House. The renovation will update the look of the facility as well as expand capacity to 14-beds.
Founded in 1986, Carroll Hospice began operating solely in its home county. The provider has since expanded into two additional Maryland counties, the Baltimore area and into parts of Pennsylvania.
Hospice utilization among Medicare decedents reached 47.6% during 2018, according to the National Hospice & Palliative Care Organization. The national average that year was slightly above 50% Utah leads the nation in utilization at 60.5%.
A team comprised of Carroll Hospice board members, leaders, staff and members of the community helped brainstorm the provider’s new brand identity.
“The naming process was extensive and extremely inclusive,” shares Ellen Finnerty Myers, vice president of corporate development for Carroll Hospital, with executive hospice and palliative care oversight for LifeBridge Health. “BridgingLife encompasses all that we do and how proud we are to do it.”