WellPoint, located in Indianapolis and one of the largest investor-owned health insurers in the country, is rebranding itself as Anthem, pending shareholder approval.
WellPoint’s CEO, Joe Swedish, says the company wants to better connect with consumers in a “radically changing” healthcare environment. A recent survey conducted about healthcare preferences revealed that brand was at the top of consumers’ lists, as well as price and provider network.
“We’re dealing with a consumer-oriented industry that now is being put in a position to make healthcare decisions for themselves and their families that is based around more information about access, quality and price,” said Swedish, a former health system CEO. “We have to demonstrate a brand that gives each person a value proposition.”
Swedish also believes the name change will eliminate brand confusion among its 48,000 employees and large provider network, in addition to its millions of members.
The change should go into effect by the end of this year, pending Shareholders approval on November 5.
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