American Family Care (AFC), the nation’s leading provider of urgent care and accessible primary care, announced today that it will be retiring the Doctors Express name as part of an effort to enhance its position as one of the most widely known and admired brands in health care. The move comes slightly more than two years after AFC acquired the Doctors Express franchise system.
“As much or more than any other industry, the health care landscape is fragmented and lacks brand names that elicit patient trust. With a presence in 26 states and extremely high rates of patient satisfaction, our network of clinics has become the standard for quality and convenience in health care,” said Dr. Bruce Irwin, Founder & CEO of AFC. “With the retirement of the Doctors Express brand, we will now have a single brand in which people can place their confidence.”
As part of the transition, all Doctors Express locations will be rebranded to AFC in the coming months. The initial phase of the effort will occur in 2015, with the rebranding of clinics in Chattanooga and Denver. The rebranding in these markets will be accompanied by a fully integrated marketing campaign developed jointly by two of Birmingham’s top advertising agencies, Intermark Group and Reflex Blu. “Based on focus groups we’ve conducted, we know that patients want to know that they will see the same friendly doctors and staff, that the same insurance plans and co-pays will be accepted, and that our franchise clinics will continue to be locally owned and operated,” said William L. Koleszar, Chief Marketing Officer of AFC. “All of that is absolutely the case. So, that message – coupled with reinforcement of the quality and convenience of what is now a national network of AFC clinics – is the basis of our campaign.”
With this change, for the first time ever, several new franchise locations will be opened in the coming weeks under the AFC masthead, including, clinics in Fairfield, Connecticut; Omaha, Nebraska, and West Chester, Pennsylvania. “This is an exciting time to be affiliated with AFC,” said Joe Castellano, President of the AFC Franchise Advisory Council. “AFC franchise clinics are owned and operated with local, hands-on management. Coupled with the operating standards and growing brand strength of AFC, we now have a health care network unmatched in quality and convenience.
About American Family Care:
Starting with a single location in Hoover, Alabama in 1982, American Family Care has pioneered the concept of non-emergency room urgent care. With its 2013 acquisition of the Doctors Express franchise, AFC is the nation’s leading provider of urgent care and accessible primary care, with more than 140 clinics and 500 in-network physicians caring for more than 2 million patients a year. Ranked by Inc. Magazine as one of the fastest growing companies in the U.S., AFC’s stated mission is to provide the best health care possible, in a kind and caring environment, while respecting the rights of all patients, in an economical manner, at times and locations convenient to the patient.