Jasmine Chairman Chris Duggan, left, and Director of Operations Felicia McLean - Photo: Stephen Clarke

Cayman HospiceCare is getting a name change.

The long-standing Cayman Islands nonprofit that provides hospice services and more is becoming Jasmine.

The organization’s chairman of the board, Chris Duggan, will make the official announcement Friday. He said having the word “hospice” in the organization’s original title is often a detractor.

“Hospice is a subject people associate with death,” said Mr. Duggan, a vice president with Dart Enterprises. “It’s a constant battle getting the community involved. We do so much more than hospice care.”

Those additional programs, he said, often go unrecognized when people balk at the idea of hospice. They include palliative care, pain therapy and grief counseling. More will be added soon.

The organization is nearly ready to open a new facility on West Bay Road. When it does, Director of Operations Felicia McLean said it will be able to expand its lunch club offerings, which provides some respite for family caregivers, as well as incorporating such things as yoga classes, music and art therapy sessions, and morning tea events sponsored by the Pink Ladies. The main room of the building, flanked by two wings – one for offices, one for hospice patients – will also be available for community meetings and events.

Although 90 percent of the hospice services the nonprofit provides are in the home, the facility will have four patient rooms for hospital-level care.

Originally, Ms. McLean and Mr. Duggan said they had hoped to complete the new facility in August. Finishing touches, permit delays and weather issues have pushed back completion of the building. Mr. Duggan said he is determined to open the doors in January.

Ms. McLean said the new brand name and the new building will help in changing the community’s attitude toward the hospice and palliative care provider.

“That hospice word has been a stumbling block,” she said. “People only associate us with the last few days of life. Many people don’t get referred or get referred too late. There’s so much that needs to happen before that stage.”

Ideally, she said, people can start receiving support when they are first diagnosed with a life-threatening or terminal disease. Because of the way the nonprofit is funded, reimbursement from insurance companies is not necessary, she said.

“Family stresses are lessened” due to the services, she said. “We hope to educate them and support them through the process.”

Mr. Duggan said he is aware the new name may not immediately take hold.

“We’re cognizant that the name Cayman HospiceCare has meant so much and we’re by no means taking away the great legacy of that organization,” he said.

But while he admitted there was some trepidation among his fellow board members about the change, he’s confident it’s a move in the right direction.

“Jasmine is going to allow us to showcase more of the services we offer,” Mr. Duggan said. “We will be able to do more marketing and promotions with a new, vibrant brand.”

The Jasmine logo contains a flower with five heart-shaped petals. Each petal, he said, represents a core value of the organization: dignity, compassion, support, community and quality of life.

It also has a new motto – “We go above and beyond.”

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