The Healius Ltd (ASX: HLS) share price is on the move on Monday morning.
In early trade, the leading healthcare company's shares are up 1% to $4.69.
This leaves the Healius share price trading within a whisker of a multi-year high.
Why is the Healius share price rising?
Investors have been bidding the Healius share price higher on Monday after it announced a new acquisition and rebranding.
According to the release, Healius has acquired Axis Diagnostic for an undisclosed fee. Management notes that Axis is a high-quality Queensland-based imaging business with operating earnings (EBITDA) of approximately $2 million.
It comprises three radiology practices located in growth areas near Brisbane and one practice in the Whitsundays.
Healius' Managing Director & CEO, Dr Malcolm Parmenter, commented: "The acquisition is in line with our business' network optimisation strategy, has been funded from cash and is EPS accretive. It complements and extends our existing footprint, grows revenue and capabilities, and delivers synergies with our facilities and national contracts."
Rebrand
In addition to the acquisition, Healius has announced that its diagnostic imaging division, Healthcare Imaging Services and all its sub-brands, will be rebranding as Lumus Imaging. This will unify its imaging businesses under one national brand.
The release explains that the rebrand, with a new logo and colour scheme aligned to Healius, will see a stronger customer focus, improvements to the business' online presence, and delivery of a more modern service.
Dr Malcolm Parmenter said: "Rebranding to Lumus Imaging supports Healius' aim to be a customer centric healthcare business. In addition to refreshing our brand identity, we are updating our services, focusing on our digital capabilities and enhancing the way our business interacts with its patients and referrers."
The rebrand will begin with seven sites across NSW and the ACT transitioning to Lumus Imaging in August. After which, the remaining sites across the country are expected to be completed over the next 18 months.
The Healius share price is up 24% in 2021.
