The rebranding initiative's third and final phase is scheduled for early September in 17 states.
The ongoing rebrand of the home health division of Kindred at Home (KAH) to CenterWell Home Health has added 14 states in Phase 2 of the initiative.
That brings to 21 the number of states where KAH home health services have transitioned—or started transitioning—to CenterWell Home Health, according to a press release from Humana.
The brand transition represents a major step in the full integration of Kindred at Home’s home health operations into Humana, which announced last August that it had completed the acquisition of KAH to reinforce its commitment to home-based clinical solutions.
“During the pandemic, the amount of care delivered in the home surged, further validating to patients and providers alike that home is an effective site for the care of many conditions,” said Andy Agwunobi, M.D., MBA, president of Humana’s home business. “As a result, we expect increased levels of adoption of care in the home to continue.”
Humana introduced the CenterWell Home Health brand, along with the first phase of transitioning the home health division of Kindred at Home, on March 1.
Home health operations in the following states are included in Phase 2: Colorado, Georgia, Illinois, Iowa, Louisiana, Maine, Maryland, Michigan, Minnesota, New York, Pennsylvania, Texas, Virginia, and Wisconsin.
Phase 1 included Arizona, Idaho, Nevada, New Mexico, North Carolina, Oregon, and Washington.
The rebranding initiative’s third and final phase is scheduled for early September in 17 states. When rebranding is complete, CenterWell Home Health will support patients from more than 350 locations across 38 states.
Care continuity will be maintained throughout the brand transition, said Susan Benoit, president of CenterWell Home Health.
“In fact, both patients and providers should notice little change in their experience, with the same care provided by their same trusted caregivers,” Benoit said.
The newly branded locations will display new interior and exterior signage reflecting the CenterWell Home Health brand and employees will receive new branded uniforms, apparel, and other materials.
“During the pandemic, the amount of care delivered in the home surged, further validating to patients and providers alike that home is an effective site for the care of many conditions.”
— Andy Agwunobi, M.D., MBA, president, Humana’s home business
Carol Davis is the Nursing Editor at HealthLeaders, an HCPro brand.