Why AFP Imaging changed their name to ImageWorks
Changes in technology, market presence and competitive advantage, investment, ownership, values and organisational culture can prompt companies to change their names. R. Scott Jones, new Chairman of New York based “ImageWorks”, recently changed the name of AFP Imaging to ImageWorks to reflect the new acquisition and evolution within the dental, medical and veterinary technology industry. The change of name also aims to redefine and renew commitment to these markets and brands that include Dent-X, EVA, NewTom and MiniMed.
ImageWorks develops from 30 years of AFP Imaging experience, innovations and vertically-integrated manufacturing which includes a global dealer network of 3,000 plus distributors in 46 countries. The name “ImageWorks” is selected as a force for energy in innovative development, establishing brand identity in respective markets (dental, medical and veterinary). The company has invested in multi-modal communications with a devoted Customer Centre for high quality customer care; training and advancement program; and a cutting edge training centre.
The company expanded to include the veterinary sector after great successes in dental technology sales of their EVA Digital Dental X-Ray sensor (Dent-X brand). Not only the sales success but the innovative use of the EVA Digital Dental X-Ray sensor led to the development of the EVA-Vet Digital X-Ray sensor in North America. The change of name to ImageWorks is not aimed at changing existing partnerships, service agreements or warranties, but rather reflects their new market positioning.
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