Humana kicks off transition of Kindred at Home to CenterWell brand

Humana has begun transitioning Kindred at Home to its CenterWell brand, a process it plans to roll out over the course of the year, the insurer announced Tuesday.

A year ago, the company announced the launch of CenterWell with the goal of uniting most of its healthcare services businesses under one brand. The business arm includes senior-focused primary care, home health and other provider services.

Humana closed its acquisition of outstanding shares in Kindred last August and is relaunching the brand as CenterWell Home Health in seven states today: Arizona, Idaho, Nevada, New Mexico, North Carolina, Oregon and Washington. The insurer plans to take a phased approach to rebranding Kindred at Home, with locations in other states adopting the CenterWell branding later this year.

“While the CenterWell Home Health brand is new, our commitment to high-quality, compassionate care is stronger than ever,” said Andy Agwunobi, M.D., president of Humana's home business, in a statement. “Patients will continue receiving the personalized in-home care from the clinicians they’ve come to know and trust. CenterWell Home Health helps reinforce all we’re doing to expand our home health capabilities to better manage the comprehensive care needs of our patients.”

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Humana said the transition is designed to maintain continuity of care, so patients and providers should not feel friction in their experience. Updates will include new signage as well as uniforms and other branded material for employees.

When the rebranding is complete later this year, CenterWell Home Health will encompass more than 350 locations across 38 states, according to the announcement.

“Bringing the CenterWell Home Health brand to life in my branch has created a lot of positive energy and excitement,” said Dori Shane, executive director in Everett, Washington, in a statement. “Many of our clinicians and patients connect deeply with the brand’s mission and goals, and feel that this refresh is a more accurate reflection of the quality, personalized care we’ve always delivered."

"The rebrand to CenterWell Home Health also creates a lot of optimism in our future because we are becoming part of a growing, national brand that’s focused on providing better experiences not only to patients and their families, but to frontline clinicians too," Shane added.

Humana has significant growth plans for CenterWell overall, which were laid out as part of the new brand's unveiling last year. CenterWell is the country's largest provider of senior-focused primary care and includes more than 200 centers across the country.

The insurer plans to open 40 to 60 more such locations by early 2023.