Humana completes rebranding of CenterWell House Well being

Four years after Kindred at Home’s original acquisition, Humana Inc. (NYSE: HUM) has finally completed its rebranding efforts. Kindred at Home is officially CenterWell Home Health.

Going forward, CenterWell Home Health is now the official name for more than 350 Home Health Department locations serving 38 states. CenterWell Home Health will be combined with Humana’s primary care and pharmacy services for the elderly under a single brand.

“The integration of home health operations into Humana’s home solutions business remains on track as we continue to grow and scale our value-based home health offering to improve patient health outcomes nationwide,” said Dr. Andy Agwunobi, President of Humana’s Home Solutions segment press release. “The launch of the CenterWell Home Health brand reinforces our efforts to expand our home health capabilities to meet the needs of our patients.”

Overall, Humana’s rebranding effort consisted of a three-phase strategy. The Company completed Phase 1, which focused on 7 states, in March. Phase 2, which focused on 14 states, was completed in June.

“It’s gratifying to see our facilities grow into a brand that represents all of the ways we put people first,” said Susan Benoit, President of CenterWell Home Health, in a statement. “Throughout the process, we are committed to ensuring our staff, patients and providers experience a seamless transition, with the same care from the same clinicians our patients know and trust.”

Humana originally began dealing with Kindred at Home back in 2018, when the company acquired a 40% minority stake.

Last year, Humana launched CenterWell Senior Primary Care as a brand for its senior-focused primary care centers in the United States. That same year, Humana completed its full acquisition of Kindred at Home. The deal had an enterprise value of $8.1 billion.

Additionally, the transaction coincided with a divestiture of its hospice and personal care services completed last month with private investment firm Clayton, Dubilier & Rice.

CDR is a New York and London based company with a diversified portfolio of assets. The organization also has an established healthcare presence but is a newcomer to hospice and post-acute care in general.

The hospice and personal care divisions were repackaged into a new standalone company, Gentiva, with former Kindred at Home CEO David Causby at the helm.

“Humana will continue to support the long-term success of these operations through our minority interest and ongoing strategic partnership,” said Susan Diamond, Humana’s chief financial officer, in a statement. “Hospice and palliative care services play an important role across the continuum of care, and we are confident that this new standalone business will continue to provide patients and their families with the resources and quality care they need.”

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