Priority Ambulance, one of the largest private ambulance service providers in the United States, announced plans to acquire certain assets of LifeCare EMS, a leading emergency medical services provider serving seven counties in central Mississippi.

As part of the transition, Priority’s subsidiary that already operates in Mississippi will acquire ambulances and other equipment from LifeCare EMS, will hire LifeCare EMS’s current employees, and will begin serving the counties previously served by LifeCare EMS under a new brand, Magnolia Ambulance. This exciting new brand is intended to symbolize the team’s deep Mississippi roots while embracing a new chapter of growth.

Founded by H.L. Goolsby, LifeCare EMS began as Carthage Ambulance Service before expanding its operations under the name LifeCare EMS. For decades, the provider has delivered emergency and non-emergency medical transportation services across central Mississippi, guided by Goolsby’s foundational principle of treating every patient like family.

“The LifeCare EMS team exemplifies the values we seek in our partner organizations – a deep commitment to community, excellence in patient care, and a legacy of compassionate service,” said Bryan Gibson, CEO of Priority Ambulance. “The Goolsby family has built an exceptional organization that shares our vision of delivering high-quality emergency medical services. We are honored to welcome their team of dedicated professionals to the Priority Ambulance family and to carry forward H.L. Goolsby’s remarkable legacy.”

Leigh Ann Goolsby, who has been instrumental in the company’s growth and success, will join the Magnolia Ambulance team and will continue in her leadership role. The new company will build upon LifeCare EMS’s successful track record of operational success while gaining access to Priority Ambulance’s national resources and support services.

“The transition to Magnolia Ambulance represents our commitment to preserving the values my father instilled while embracing opportunities for growth and enhanced service delivery,” said Goolsby. “By joining Priority Ambulance, we strengthen our ability to serve our communities while maintaining the personal touch that has defined our service for generations.”

Magnolia Ambulance will continue providing advanced life support and basic life support services for emergency and non-emergency medical transportation across its service area.

Priority Ambulance is a division of Priority OnDemand, a leading provider of emergency medical services and healthcare logistics. Priority OnDemand offers solutions across interconnected businesses: EMS and medical Transportation through Priority Ambulance; telehealth through OnDemand Visit; patient logistics through OnDemand Connect; and Customized Vehicle Solutions through OnDemand Specialty Vehicles.

The acquisition is set to close on January 13, 2025, pending final approvals and closing conditions.