Cross Country Healthcare Inc. (NASDAQ: CCRN) rebranded its Medical Doctor Associates business line as Cross Country Locums, according to an announcement on Tuesday.

“The launch of Cross Country Locums is the latest step in our company-wide branding initiative to better align our broad and unique services,” said Kevin Clark, president and CEO of Cross Country Healthcare. 

Cross Country Locums focuses on placing physicians and advanced practice healthcare professionals. The announcement comes amid National Locum Tenens Week.

“Introducing our new brand the same week we recognize physicians practicing locum tenens at facilities across the nation felt like a wonderful way to reinforce our dedication to our clients and our amazing medical professionals,” said Karen Mote, president of Cross Country Locums.

Cross Country Healthcare had announced other rebranding efforts in June.