When addressing the masses, he only spoke in parables.
Matthew 13:34: Jesus spoke all these things to the crowd in parables; he did not say anything to them without using a parable.
Mark 4:34: He did not say anything to them without using a parable. But when he was alone with his own disciples, he explained everything.
The story of Lazarus and the rich man was told to the masses. It was a parable.It is not the only parable in the Bible that used "real" names.