"In reality, this is a really sensitive subject and a delicate line to balance. Some feel the need for a card to express these difficult thoughts, while some feel it's inappropriate to have such cards," Odell said.
Holliday hopes Hallmark will take up messages for end of life and hospice soon, as well as for numerous other formerly taboo topics, including miscarriage and addiction.
"Clear messaging gives us permission to talk about life and death," Holliday said. "We need to see a "Hospice" header right beside the "Get Well" and "Thinking of You."
ABC Tweet Chat on End of Life Issues
At 1 p.m. ET today, Dr. Richard Besser, ABC News' chief health and medical correspondent, will host a one-hour tweet chat to discuss important end-of-life care issues. Experts from the Conversation Project, the Mayo Clinic, AARP, TedMed and Aging Care will be tweeting their advice and support, along with various hospice representatives and caregivers.
You don't need to be a Twitter expert to follow the conversation or jump in with questions and comments of your own. To learn how you can participate, click here.