Industry News
The Australian College of Optometry Announces Significant Rebranding Initiative
The Australian College of Optometry (ACO) has rebranded its patient services as ACO Eye Health. This move is one of many the ACO is making as part of its continued efforts to become a more patient-centred organisation.
ACO Eye Health refers to the company's patient services, including in-clinic and outreach services only. Other services such as Education, Research and Membership, and business support functions remain under the ACO brand.
As a result of the rebranding, ACO's clinics across Melbourne now have a cohesive identity, following the same naming structure: ‘ACO Eye Health ’. The clinics' new names are as follows:
- ACO Eye Health Carlton
- ACO Eye Health Braybrook
- ACO Eye Health Dandenong
- ACO Eye Health Darebin
- ACO Eye Health Hume
- ACO Eye Health Knox
- ACO Eye Health Wyndham
"While our name has changed, our commitment to high-quality, accessible public optometry care remains the same. Carving out an identity that better reflects our role as a community eye care provider is an important step in ensuring our services are more visible and accessible to those who need them and helping us form deeper connections within the communities we serve," an ACO statement said. ACO stated that its legal business name remains the Australian College of Optometry, with education, membership, research, and business support services continuing under this brand.
