ETG, a fast-growing MSP focused on the healthcare market, is set to rebrand as ClinicAnywhere and will focus on cloud services that include practice management and EHR (electronic health records). ETG CEO Mike Jones confirmed the move in an email to MSPmentor today. The news shows the continued blending of managed services, cloud services and the healthcare vertical.

"Yes we are rebranding the company as ClinicAnywhere," wrote Jones. "We have acquired a medical billing company and launched a private branded, completely cloud-based, integrated practice management/EHR solution. We could not be more excited."

ClinicAnywhere surfaces after Jones considered selling ETG, an MSPmentor 100 company, in 2011. The company hired financial advisors and considered offers that involved 10X to 12X EBITDA (Earnings Before Interest, Taxes, Depreciation and Amortization). But Jones ultimately decided to respectfully decline the offers.

Now we truly know why. Instead of continuing to position ETG as a managed services provider to healthcare organizations, Jones has decided to blend those existing services with the full-blown, cloud-based practice management effort. Increasingly, Jones is thinking of his company as a vertical services provider (VSP). MSPmentor and our sister site -- Talkin' Cloud -- will track his progress.