Four years after the initial acquisition of Kindred at Home, Humana Inc. (NYSE: HUM) has finally completed its rebranding efforts. Kindred at Home is officially CenterWell Home Health.
Moving forward, CenterWell Home Health is now the official name for more than 350 locations of the home health division serving 38 states. CenterWell Home Health will be united with Humana’s senior primary care and pharmacy services under a single brand.
“Integrating home health operations into Humana’s home solutions business remains on track as we continue to build and scale our value-based home health offering to improve patient health outcomes nationally,” Dr. Andy Agwunobi, president of Humana’s home solutions segment, said in a press statement. “The rollout 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 was a three-phase strategy. The company completed phase 1, which focused on 7 states, in March. It completed phase 2, which focused on 14 states, in June.
“It’s gratifying to see our facilities transition to a brand that represents all the ways we keep people at the center,” Susan Benoit, president of CenterWell Home Health, said in a statement. “Throughout the process, we have remained committed to ensuring that our associates, patients and providers experience a seamless transition, with the same care provided by the same clinicians our patients know and trust.”
Humana originally began its dealings with Kindred at Home back in 2018. At that time, the company acquired a 40% minority interest.
Last year, Humana introduced CenterWell Senior Primary Care as the brand for its senior-focused primary care centers across the U.S. That same year, Humana completed the full acquisition of Kindred at Home. The deal was worth $8.1 billion in terms of enterprise value.
Additionally, the deal coincided with a divestment of its hospice and personal care services offerings, which was completed last month with private investment firm Clayton, Dubilier & Rice.
CDR is a New York- and London-based firm with a varied portfolio of assets. The organization also has an established presence in health care, but is a newcomer to hospice and post-acute care in general.
The hospice and personal care divisions have been repackaged into the 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 ownership and ongoing strategic partnership,” Susan Diamond, chief financial officer of Humana, said in a statement. “Hospice and palliative services play an important role in the full continuum of care, and we are confident that this new standalone company will continue to provide patients and their families with the resources and high-quality care they need.”