Humana is finalizing the launch, branding of CenterWell Home Health

Photo: Raymond Gehman / Getty Images

Health insurer Humana has completed the rebranding of the home health division of Kindred at Home as Centerwell Home Health, which is now the official name for the more than 350 home health division locations serving 38 states.

Humana became the sole owner of Kindred at Home after announcing last year that it signed a definitive agreement to purchase the remaining 60% of the home healthcare and hospice provider from two private equity partners.

The transition of the brand to CenterWell Home Health represents an important step in the full integration of home healthcare operations at Humana, the insurer said.

“The integration of home health operations into Humana’s home solutions business remains on track as we continue to build and expand our value-based home health offering to improve patient health outcomes nationwide,” he 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 broader effort to combine Humana’s three main health service offerings – home health, primary aged care, and pharmacy – under one brand. Humana said it is working to close gaps in care to help improve health outcomes and reduce costs.

CenterWell services are open to members of a variety of health plans, not just those offered by Humana.

In March 2021, Humana introduced CenterWell Senior Primary Care as a brand for its group of senior-centric primary care centers in the United States. In June of this year, Humana renamed its pharmaceutical businesses as CenterWell Pharmacy and CenterWell Specialty Pharmacy.

The announcement includes home health care operations in several states, 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, which began 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.

Locations renamed Kindred at Home will soon show new indoor and outdoor signage reflecting the CenterWell Home Health brand. Employees in these locations received new uniforms, clothing and other branded materials.

THE BIGGEST TREND

In a move aimed at simplifying its organizational structure, Humana said in July that it will shrink into two main units, Insurance Services and CenterWell, while launching an executive search for the president of Insurance and Business 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 are currently the retail, group and specialty segments, while CenterWell will comprise health services. Executive search will focus on candidates with experience in managing complex organizations.

The restructuring follows in the wake of other organizational changes. In April, Humana signed a definitive agreement with private investment firm Clayton, Dubilier & Rice to divest a majority stake in Humana’s Kindred at Home subsidiary, KAH Hospice. Under the agreement, Humana will divest a 60% stake 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 intention to divest a majority stake in these non-core businesses when it acquired the remaining stake in Kindred at Home in April 2021.

The strategy has always been to collaborate rather than own these lines of business, according to Humana. This is in line with the company’s previously stated intention to divest the majority stake in the Hospice and Personal Care divisions, while maintaining a strategic minority stake.

Twitter: @JELagasse
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