• by Les Luchter , September 7, 2022

Humana, which started as a nursing home company in the 1960s before turning to hospitals in the 1970s and then its prime business of insurance in the 1980s, has in recent years made a strong return to the healthcare sector.

Next year, in fact, Humana plans to realign into two distinct business units: Insurance Services and CenterWell.

CenterWell? That's the new brand name for Human’s healthcare services -- primary care, pharmacy, and home health services -- that serve anyone, regardless of insurer.

“We believe this simpler structure will create greater collaboration across our Insurance and CenterWell businesses and will accelerate work that is underway to centralize and integrate operations within the organization,” Humana’s president and chief executive officer Bruce Dale told investors recently.

The rebranding was finished last week as Humana’s former Kindred at Home business, operating in 38 states, completed its transition to CenterWell Home Health.

When it acquired Kindred at Home last year, Humana noted that it had become the largest provider of at-home care in the U.S.

In June, Humana Pharmacy and Humana Specialty Pharmacy became CenterWell Pharmacy and CenterWell Specialty Pharmacy.

And last year, Humana’s senior-focused primary care facilities -- Partners in Primary Care and Family Physicians Group -- were renamed CenterWell Senior Primary Care.

In the first half of 2022, Humana’s Healthcare Services Segment, which will become the CenterWell business unit next year, had revenues of $17.65 billion, up 20% from the same period year-over-year. That represented about 37% of Humana’s total revenues of $47.6 billion, up 15%, during the same period.

CenterWell’s logo features a blossom with three petals said to symbolize physical, emotional and social wellness.