The healthcare industry’s payers have embarked on notable rebranding endeavors over the past year, exemplifying their commitment to growth and adaptation in response to evolving healthcare demands. Anthem, now known as Elevance Health, underwent a substantial rebranding, which also extended to its subsidiaries. Similarly, Cigna introduced the Cigna Group and unveiled new brands, while Amerigroup Maryland rebranded as Wellpoint Health. AllWays Health Partners transformed into Mass General Brigham Health Plan, and UnitedHealthcare affiliate Bind rebranded as Surest. These rebranding initiatives signify the industry’s proactive approach to expanding services and meeting the changing needs of the healthcare landscape.
In June 2022, Anthem made a significant move by rebranding itself as Elevance Health and introducing new subsidiary companies under this new name.
Over the past year, several subsidiaries of Elevance Health have undergone rebranding efforts, indicating a broader trend among payers to expand their offerings beyond insurance coverage.
Here are five notable rebranding initiatives that have taken place in the past year:
1. Empire BlueCross BlueShield and Empire Blue Cross will undergo a rebranding process and adopt the names Anthem Blue Cross Blue Shield and Anthem Blue Cross, respectively. This change is expected to be implemented in 2024.
2. Cigna, as part of its rebranding efforts, will establish the Cigna Group and introduce two new brands under its corporate umbrella. The company announced that its new health benefits segment will be known as Cigna Healthcare, catering to its commercial, government, and international members. Additionally, Evernorth Health Services will serve as the entity responsible for the company’s pharmacy, care delivery, and benefits solutions. Notably, various existing brands like Express Scripts, Express Scripts Pharmacy, Accredo, eviCore, MDLIVE, and myMatrixx will now operate under the Evernorth name.
3. Amerigroup Maryland, a subsidiary of Elevance Health, completed its rebranding process in January and now operates under the name Wellpoint Health.
4. AllWays Health Partners has changed its name to Mass General Brigham Health Plan, effective from January 1. This plan has been associated with Mass General Brigham Health since 2012.
5. Bind, a UnitedHealthcare affiliate, completed its name change to Surest by January 1. Established in 2016, Bind received investment support from UnitedHealthcare and collaborates with the company for provider networks and data analytics.
These rebranding initiatives demonstrate the evolving landscape of payer organizations, as they seek to redefine their identities and expand their services to better meet the changing needs of the healthcare industry.