Effective date: November 8, 2026
Priority ER Care (“Priority ER,” “we,” “us” or “our”) operates freestanding emergency rooms in Odessa, McKinney and Rockwall, Texas, and this website, priorityercare.com. This Privacy Policy explains what information we collect through the website, how we use it, and the choices you have.
If you are having a medical emergency, call 911 or come to the nearest emergency room. Do not use website forms to report an emergency.
Your medical information
Medical information we create or receive when you are treated at one of our facilities is protected health information under the Health Insurance Portability and Accountability Act (HIPAA) and Texas law. How we use and share that information is described in our Notice of Privacy Practices, which is available at each of our facilities and on request. This Privacy Policy covers information collected through this website only.
Please do not send detailed medical information, insurance numbers or other sensitive details through website forms or email. Call us instead.
Information we collect
Information you give us
- Contact forms: your name, phone number, email address and message.
- Event and class registrations (for example CPR classes or community events): the details requested on the registration form.
- Job applications: your contact details, resume and the information you choose to provide.
- Calls, emails or messages you send us.
Information collected automatically
When you visit the website, we and our service providers may automatically collect technical information such as your IP address, browser and device type, pages viewed, the page that referred you, approximate location (city or region), and the date and time of your visit. We collect this using cookies, pixels and similar technologies.
Cookies and similar technologies
Cookies are small files stored on your browser. We use:
- Essential cookies that keep the website working and secure.
- Analytics cookies, such as Google Analytics (managed through Google Tag Manager), that help us understand how visitors use the site so we can improve it.
- Advertising and measurement cookies, such as Google Ads conversion tracking, that tell us whether our ads lead to calls or visits to the website.
Managing cookies
- You can block or delete cookies in your browser settings. Some parts of the site may not work properly without essential cookies.
- You can opt out of Google Analytics with the Google Analytics opt-out browser add-on.
- You can control personalized Google ads at My Ad Center.
We do not use website analytics or advertising tools to collect information about your health conditions or treatment.
How we use information
- To respond to your questions and requests.
- To process registrations for classes and community events.
- To review job applications.
- To operate, secure and improve the website.
- To measure how well our website and advertising work.
- To comply with the law and protect our rights, patients and staff.
How we share information
We do not sell your personal information. We share it only:
- With service providers that help us run the website, host data, send email, provide analytics or manage advertising, who may use it only to provide services to us.
- When required by law, subpoena or court order, or to protect the safety of any person.
- In connection with a merger, sale or transfer of our business, subject to this policy.
- With your consent.
Text messages and calls
If you give us your phone number, we may call or text you about your request. Message and data rates may apply. You can reply STOP to any text message to opt out.
Data security and retention
We use reasonable administrative, technical and physical safeguards to protect information. No website or internet transmission is completely secure. We keep information only as long as needed for the purposes above or as required by law.
Children
This website is not directed to children under 13, and we do not knowingly collect personal information from children under 13 through the website. A parent or guardian may contact us about a child’s information.
Links to other websites
Our website may link to other websites, such as Google Maps or social media. We are not responsible for the privacy practices of those websites.
Your choices and rights
You may ask us to access, correct or delete personal information you gave us through the website, or to stop contacting you, by using the contact details below. Texas residents may have additional rights under the Texas Data Privacy and Security Act. We will respond as required by applicable law.
Changes to this policy
We may update this Privacy Policy from time to time. The effective date at the top shows when it was last changed.
Contact us
Priority ER Care
Email: info@priorityercare.com
- Odessa: 3800 E 42nd St, Suite 105, Odessa, TX 79762, (432) 552-8208
- McKinney: 5000 Eldorado Pkwy, McKinney, TX, (469) 634-4995
- Rockwall: 2265 N Lakeshore Dr, Suite 100, Rockwall, TX 75087, (214) 432-4116