Two of Humana's senior-focused primary-care groups will soon operate under a shared title: CenterWell Senior Primary Care.
Come April 1, Partners in Primary Care's 41 facilities and Family Physicians Group's 24 clinics will rebrand. Over the next two years, Humana said its other payer-agnostic services will come under the CenterWell title, although it did not specify which elements of its business would come under the new name. Humana's more than 90 Conviva senior centers in south Florida and south Texas will not change to the CenterWell brand.
The rebrand comes as the Louisville, Ky.-based insurer expands its retail footprint and services for seniors, echoing moves by other insurers aimed at lowering their cost of care. In 2021, Humana plans to open 20 more primary care facilities for seniors in Georgia, Louisiana and Nevada. By 2022, the insurer aims to operate approximately 200 CenterWell offices nationwide. Providers at these facilities currently see just under 60,000 Medicare Advantage and traditional Medicare patients.
By addressing seniors' medical, social and emotional needs, these value-based clinics aim to achieve better health outcomes for patients and lower care costs. CenterWell clinics can include a nurse practitioner, physician assistant, behavioral health specialist, social workers, clinical pharmacist, care coach and support staff. The insurer also aims to address the social determinants of health by connecting patients with housing, healthy food and other community resources. Humana noted that many of these centers operate in medically underserved areas and that patients do not need to be Humana members to visit.
"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," CEO Bruce Broussard said in a statement. "We need a brand that speaks to how we put our members and patients at the center of everything we do."
The name change comes as Humana aims to grow its Medicare Advantage membership by 12% in 2021, reaching nearly 5.07 million enrollees by the end of the year.
The insurer has said it holds the second-most Medicare Advantage members in the U.S., with UnitedHealth Group coming in first.
This year, the Minnetonka, Minn.-based healthcare company is also looking to expand its physician footprint. UnitedHealth Group plans to add 10,000 providers to its Optum business. By acquiring more physicians' offices and moving them to capitation relationships, Optum aims to generate double-digit revenue growth this year. At around 53,000 providers, Optum is reportedly the largest employer of physicians in the U.S., accounting for 5.4% of all licensed physicians.
