Thrive
Holistic hospice provider expands to Pinellas County
Hospice care “should be as unique as the person receiving it.”
A national end-of-life care company with unique offerings, including pet visits, personal pampering and Memory Bears made from a patient’s clothing, has expanded to Pinellas County.
VITAS Healthcare is a nearly 50-year-old mobile hospice provider that takes a holistic approach to providing support during a sensitive time in someone’s life. A new administrative office at 12425 28th St. N. in St. Petersburg serves as a home base for interdisciplinary care teams.
Kathleen Coronado, vice president of operations, said VITAS plans to eventually open a local inpatient center “for patients who need a higher level of care.” However, the company’s primary goal is to provide comfort wherever patients call home.
“This expansion is all about increasing access to end-of-life care for residents in the area,” Coronado told the Catalyst. “By delivering care at home, we reduce the stress and logistical challenges of travel for both patients and their families.”
Coronado added that allowing patients to remain in familiar places “where they feel the most at ease” also provides “dignity and independence.” South Florida-based VITAS began serving the St. Petersburg, Clearwater and Tarpon Springs areas in mid-November.
Kathleen Coronado, vice president of operations at VITAS.
Pinellas County’s increasing patient population and growing hospice needs influenced the expansion, Coronado said. VITAS can now reach 86% of Florida’s total population.
In 2024, the company served over 52,000 statewide hospice patients. However, accessibility issues remain, and Coronado said VITAS realized an “opportunity to bring our reputation for compassionate, high-quality care to an area that truly needs it.”
She noted that the company can provide a same-day, bedside consultation if a hospital staff member believes a patient would benefit from hospice care. Around-the-clock services ensure VITAS can “quickly respond if a patient’s symptoms have worsened or if the family needs extra support,” Coronado said.
The provider offers individualized services, high-acuity care for patients requiring complex treatments and inclusive approaches to support diverse cultural and spiritual needs. Coronado said physicians, nurses, aides, social workers, chaplains and volunteers all play a vital role.
In addition to routine care, VITAS offers specialized services for veterans who have “unique, and often complex needs.” Those can include service-related injuries, post-traumatic stress disorder, depression or “unresolved emotions tied to their time in the military,” Coronado said.
“When a veteran is first enrolled in our service, we take the time to learn about their military history to get a full picture of their needs at end-of-life,” she explained. “It gives us a better understanding of how we recognize their service and show appreciation through things like pinning ceremonies or bedside salutes.”
VITAS also offers grief and bereavement support, including a program tailored for children. Families can receive a Life Bio legacy booklet created from patient stories, in addition to individualized Memory Bears.
Patients can request massage therapy and hair care. Volunteer programs provide visits from pets and musical performances that invoke memories.
“These enrichment programs are all about enhancing quality of life and bringing comfort to our patients and their families,” Coronado said. “What brings comfort to each person is highly unique.”
She believes that hospice care “should be as unique as the person receiving it.” VITAS works to understand and honor each patient’s cultural and spiritual values, and staff trained to support patients from diverse backgrounds “builds trust.”
Coronado said the holistic services reflect the company’s commitment to “caring for the whole person – mind, body and spirit.” All patients should feel “seen, heard and supported during their final stages of life.”
Research shows that people reaching the end of their life overwhelmingly prefer to stay at home, Coronado said. Seniors represent 22% of Florida’s population, and she believes mobile care helps mitigate the hospice utilization gap.
VITAS employed over 6,000 people statewide in 2024. That number will continue increasing following expansions into Pinellas and Pasco Counties.
“Beyond patient care, this move also brings jobs and workforce development to the region, which is a win for the local economy,” Coronado said.
