Humana finalizing launch, branding of CenterWell Home Health
The brand transition represents a major step in the full integration of home health operations into Humana, the insurer said.
Photo: Raymond Gehman/Getty Images
Health insurer Humana has completed its rebranding of the home health division of Kindred at Home as Centerwell Home Health, which is now the official name for the 350-plus locations of the home health division serving 38 states.
Humana became the sole owner of Kindred at Home after it announced last year it had signed a definitive agreement to purchase the remaining 60% interest in the home health and hospice provider from two private equity partners.
The brand transition to CenterWell Home Health represents a major step in the full integration of home health operations into Humana, the insurer said.
"Integrating home health operations into Humana's home solutions business remains on track as we continue to build and scale our value-based home health offering to improve patient health outcomes nationally," said Dr. Andy Agwunobi, president of Humana's Home Solutions segment.
WHAT'S THE IMPACT?
The introduction of CenterWell Home Health is part of a larger effort to unite Humana's three main healthcare service offerings – home health, senior primary care and pharmacy – under a single brand. Humana said it's working to close gaps in care to help improve health outcomes and lowering costs.
CenterWell services are open to members of a variety of health plans, not just those offered by Humana.
In March of 2021, Humana introduced CenterWell Senior Primary Care as the brand for its group of senior-focused primary care centers across the U.S. In June of this year, Humana rebranded its pharmacy operations as CenterWell Pharmacy and CenterWell Specialty Pharmacy.
Home health operations in a number of states are included in the announcement, including Alabama, Arkansas, California, Connecticut, Florida, Indiana, Kansas, Kentucky, Massachusetts, Mississippi, Missouri, Nebraska, Ohio, Oklahoma, South Carolina, Tennessee and West Virginia. They represent the third installment of a three-phase rebranding initiative.
Phase 1 of the home health rebranding initiative, begun on March 1, included Arizona, Idaho, Nevada, New Mexico, North Carolina, Oregon and Washington. Phase 2, announced in June, included Colorado, Georgia, Illinois, Iowa, Louisiana, Maine, Maryland, Michigan, Minnesota, New York, Pennsylvania, Texas, Virginia and Wisconsin.
The rebranded Kindred at Home locations will soon display new interior and exterior signage reflecting the CenterWell Home Health brand. Employees in these locations have received new uniforms, apparel and other branded materials.
THE LARGER TREND
In a move meant to simplify its organizational structure, Humana said in July it will pare itself down into two main units, Insurance Services and CenterWell, while launching an executive search for president of insurance and enterprise services.
Executives said separating the company into the two units will encourage collaboration and accelerate the work being done to centralize and integrate operations. The Insurance Services unit will comprise what is currently the retail, group and specialty segments, while CenterWell will encompass healthcare services. The executive search will focus on candidates with experience running complex organizations.
The restructuring follows on the heels of other organizational changes. In April, Humana signed a definitive agreement with private investment firm Clayton, Dubilier & Rice to divest a majority interest in Humana's Kindred at Home subsidiary, KAH Hospice. Under the agreement, Humana will divest a 60% interest in KAH Hospice and receive cash proceeds of approximately $2.8 billion.
The division includes patient-centered services for hospice, palliative, community and personal care. Humana had previously indicated its intent to divest a majority stake in these non-core businesses when it acquired the remaining interest in Kindred at Home in April 2021.
The strategy has always been to partner, rather than own these lines of business, according to Humana. This is aligned with the company's previously stated intent to divest the majority interest in the Hospice and Personal Care divisions, while maintaining a strategic minority interest.
Twitter: @JELagasse
Email the writer: jeff.lagasse@himssmedia.com
