A medical giant builds a new brand for its fragmented network of vein clinics.
Fresenius Medical Care had amassed a network of 66 clinics across 25 states in the US. Most had come to FMC by way of acquisition, and each retained their own names, remaining largely autonomous. As a result, the network was a fragmented collection of individual brands, many of which were poorly articulated or simply representing the doctor in charge. The longer the clinics went without a name and identity to connect them together, the longer Fresenius Vascular Care was missing out on a huge opportunity to build national brand awareness and the strength and association of multiple, connected experiences across geographies.
Fresenius chose to spin off the network of vascular clinics, giving the collective a new name and visual identity separate from Fresenius itself. Leveraging the new brand strategy, the name Azura Vascular Care was developed to create a sense of freedom and possibility, sentiments largely missing from the myriad of street level clinics across the US.
In order for the new brand to live, it needed to be adopted by the clinics. And the only way a practice operator would even consider replacing their existing brand, which they’ve invested so much time and so many resources into building, is if they feel excited about the alternative.
So, in addition to a name that would advance broader strategic objectives, Azura needed one that would spark enthusiasm among stakeholders and inspire change.
Azura Vascular Care, a division of Fresenius Medical North America, is a national leader in the field of vascular specialty services. Operating outpatient vascular care and ambulatory surgery centers in 24 states and Puerto Rico, Azura’s physicians and trained medical specialists perform minimally invasive procedures to treat and manage a wide variety of conditions, including dialysis access management, peripheral artery disease, uterine fibroids, varicoceles, varicose veins and more. For more information, visit the Azura Vascular Care website.
“Our new brand will unite all of our centers, reflect the full breadth of our capabilities as healthcare providers and joint venture partners, and set the stage for continued growth of the business, which includes leading the next generation of renal-focused ambulatory surgery centers.”
Jeff Snodgrass, President, Azura Vascular Care
