Health insurance giant Humana has rebranded its payer-agnostic healthcare services business, including its Partners in Primary Care and Family Physicians Group. The new name is CenterWell, with senior-focused primary care service facilities being the first Humana-owned services to make the move to the new brand.
The rebrand comes as Humana has greatly expanded its primary care, pharmacy and in-home care services. Humana plans to shift more healthcare services under the CenterWell brand over the next one to two years. Both Partners in Primary Care, which includes 41 centers, and Family Physicians Group, which includes 24 centers, will become known as CenterWell beginning in April.
“This new brand reflects the fact that our care-services businesses are growing and maturing—such as our payer-agnostic senior-focused primary care centers—and we need a brand that speaks to how we put our members and patients at the center of everything we do,” Humana President and CEO Bruce D. Broussard said in a statement. “When we place the individual at the center, focus on their individual needs and personalize the care we deliver to them, we have our best opportunity to help them be well and achieve their best health.”
Notably, the more than 90 senior-focused primary care facilities operated by Humana under the Conviva Brand are not shifting to the CenterWell brand. Conviva primarily operates in South Florida and South Texas.
Over the last year, this branch of Humana’s business has opened 15 new centers. Another 20 are expected to open in 2021 and 2022. These care facilities are located in Florida, Kansas, Louisiana, Missouri, Nevada, North Carolina, South Carolina and Texas and accept patients from Medicare Advantage plans. Additional centers are planned for the Houston area, as well as more locations in Louisiana.
CenterWell’s business model operates on value-based contracts, with centers that offer a primary care physician who develops and coordinates a care plan throughout the healthcare system.
Amy joined TriMed Media as a Senior Writer for HealthExec after covering home care for three years. When not writing about all things healthcare, she fulfills her lifelong dream of becoming a pirate by sailing in regattas and enjoying rum. Fun fact: she sailed 333 miles across Lake Michigan in the Chicago Yacht Club "Race to Mackinac."