Expanding their value proposition, Anthem is the most recent health insurance provider to rebrand and reposition their role for consumers.
Anthem BCBS is diversifying its positioning in the marketplace by rebranding itself as ElevanceHealth Inc. But, a quick inspection of the healthcare industry shows that Anthem is not alone in the quest to broaden its value proposition via technology.
Whole-Health Approach | Anthem has undertaken several acquisitions recently in order to address health drivers beyond traditional treatment models.
Follow the Leader | This announcement follows the example of previous mergers and acquisitions in the healthcare space that have allowed carriers such as Aetna, UHC and Cigna to leverage technology as a means of improving care by making it easier to connect with providers and schedule services, as well as data analytics that help with diagnostics and treatments.
Vertical Integration | There is a trend toward consolidation of health-related services into a carrier eco-system, like nutrition, home-based care (including nursing and telehealth), and behavioral health offered alongside traditional medical care providers.
Focus on Prevention | Many carriers are focused on acquiring platforms that offer accessible, preventative care that can help reduce medical costs and improve outcomes.
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