AMN Healthcare has launched a new corporate brand identity to better spotlight its position in the healthcare staffing and management services industry.
AMN Healthcare Services bills itself as the leading provider of travel nurse and allied staffing services, temporary physician staffing and physician permanent placement services. The company recruits and places healthcare professionals on assignments of variable lengths and in permanent positions with clients throughout the United States.
Clients include hospitals, physician practices, rehabilitation centers, dialysis clinics, pharmacies, home health service providers and ambulatory surgery centers.
During the last year, AMN surveyed more than 3,000 clients, healthcare professionals and team members. Company executives concluded AMN had not fully communicated the strength of its businesses as a whole, including its service-line depth, experience in the industry and efficiencies to better cost-effectively meet client needs.
"The AMN Healthcare of today has evolved significantly since our inception 25 years ago," said Susan Nowakowski, president and CEO. "During 2009, in particular, we made significant enhancements to our client-focused processes and re-aligned our brands and service offerings to ensure we are focused on what our clients need and value most from us."
New visuals
The branding initiative involves a new visual identity across all divisions, which includes a new logo and design on all AMN Web sites and materials. In addition, physician brands Staff Care and Merritt Hawkins, and pharmacy brand Rx Pro Health logos have been redesigned to align with the new corporate brand and re-enforce that AMN is a diverse organization with multiple service lines.
"Our new identity demonstrates the strength of AMN as a multifaceted and unified staffing and services partner for our clients and other key stakeholders," said Nowakowski.
AMN was established in 1985 as American Mobile Nurses and now provides nurses to thousands of hospitals and other healthcare facilities. Beginning in 1998, AMN began acquiring or creating other companies and/or brands, first in the nursing field and later in physician and allied.
AMN operates five nursing brands (American Mobile Healthcare, formerly American Mobile Nurses, Medical Express, NurseChoice, Nurses Rx and O'Grady Peyton International), two physician brands (Staff Care and Merritt Hawkins) and three allied brands (Med Travelers, Rx Pro Health and Platinum Select Staffing).
"The AMN brand evolution is another way to express how our various teams connect and work with each other and with our clients," Nowakowski said.
