Anthem relaunches Wellpoint and announces Carelon ahead of rebrand

Photo: David McNew/Getty Images

Anthem is relaunching its Wellpoint brand to unify its Medicare, Medicaid and commercial health plans in select markets.

The company said it plans to make this transition over the next few years and that the change will not impact the company's affiliated Anthem Blue Cross and Blue Shield and Anthem Blue Cross health plans. Wellpoint will unite select Medicare, Medicaid and commercial plans in states that do not offer Blue Cross and Blue Shield branded products, Anthem said. 

The Anthem Medicaid plan in Maryland will be the first to transition to Wellpoint. There will be no impact or changes to coverage, access to healthcare providers or level of support, the company said.

Anthem has also announced the launch of healthcare services brand Carelon, which, over the next two years, will consolidate its existing broad portfolio of capabilities and services businesses. The name, Anthem said, is derived from the word "care" and suffix "lon" meaning "full and complete."

Carelon services range from research to integrated whole-person care delivery, pharmacy, behavioral health to digitally enabled solutions.

It is projected to serve one in three people in the United States.

WHY THIS MATTERS

Through these changes, and the rebrand to Elevance Health later this month, Anthem is emphasizing its evolution beyond that of a traditional health insurance company to becoming a vehicle for whole-person health.

The company said the moves streamline the end-to-end experiences for providers, clients and consumers. It wants to expand from being a partner in health benefits to being a lifetime, trusted health partner.

"Carelon makes connected care possible for everyone by putting people at the center of what we do and delivering the right balance of care, technology, data-driven insights and expertise to solve complex challenges and help consumers lead healthier lives," said Pete Haytaian, executive vice president of Anthem and president of Carelon. 

Of Wellpoint, CEO and President Gail K. Boudreaux said, ​"Unifying many of our non-Blue Medicare, Medicaid, and commercial health plans under one brand helps consumers, care providers, and the healthcare industry better understand how our organization works together to deliver our distinct set of products and services that address the health and wellbeing of those we serve."

THE LARGER TREND

On June 28, Anthem will become Elevance Health and will commemorate its official rebranding by ringing the opening bell at the New York Stock Exchange. Shares of the company's common stock will begin trading under the new ticker symbol ELV that morning.

Wellpoint has been an evolving name at Anthem for more than 30 years.

In 1992, Blue Cross of California created the for-profit WellPoint Health Networks to operate its managed care business.

In 2004, WellPoint Health Networks and Anthem merged. The parent company originally assumed the name WellPoint before changing its corporate name to Anthem in December 2014.

Through its affiliated companies, Anthem serves approximately 118 million people, including nearly 47 million within its family of health plans. 

ON THE RECORD

"An important part of being a lifetime, trusted health partner is grounded in our ability to ensure consumers have access to services that will meet their whole health needs across their entire healthcare journey," Boudreaux said. "The addition of our new brands to our family of companies will bring together services and products within their respective brands that further integrate our business and health expertise across the industry to solve complex challenges and improve consumers' lives."

Twitter: @SusanJMorse
Email the writer: SMorse@himss.org