Healthcare Staffing Report: June 13, 2019

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Cross Country rebrands, merges travel nurse divisions

Cross Country Healthcare Inc. (NASDAQ: CCRN) merged its travel nurse brands as part of a rebranding for the company, it announced this week. Cross Country Nurses will be the new, merged brand for its Cross Country TravCorps, MedStaff and Medical Staffing Network Travel businesses. The Boca Raton, Florida-based company noted Cross Country Nurses was the original company brand launched in 1986.

The rebrand also includes a new company logo and updated website.

“As our business model has evolved to better meet the shifting needs of our clients and healthcare professionals, we needed to move towards a master brand strategy and simplified architecture across our divisions,” said Kip Havel, chief marketing officer of Cross Country Healthcare.

Its allied operations, Cross Country Allied, will keep its name, but is also part of the rebrand with an updated website. Also part of the rebranding is the company’s Workforce Solutions division, which provides MSP services, internal resource pools, electronic medical record transition staffing, RPO and other consultative services.

The company said it plans to announce several additional brand consolidations and updates in the coming months.

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