Emdeon to Rebrand as Change Healthcare 

New brand strategy reflects the company's evolution towards more value-based solutions for its diverse customer base

Emdeon, one of the largest, independent health care technology companies providing software and analytics, connectivity, communications, payments, consumer engagement and workflow optimization solutions, recently announced that the company will rebrand as "Change Healthcare" to better reflect its diverse capabilities and solutions. The rebranding will begin in the fourth quarter of this year.

"The decision to evolve our brand reflects our significant and exciting business transformation over the past three years," says Neil de Crescenzo, CEO and president of Emdeon. "Today we serve virtually all constituencies in the health care system. It is critical that our brand reflects the full breadth and depth of our innovation and capabilities."

Beginning in the fourth quarter of 2015, Emdeon and its associated business units will begin the migration of aligning under the Change Healthcare brand. These businesses include Chamberlin Edmonds and Associates, a technology-enabled provider of eligibility and enrollment solutions to health care providers; EquiClaim and TC3, which provide payment integrity analytics to health care payers; Goold Health Systems, a technology-enabled provider of pharmacy benefit services primarily to state Medicaid agencies; HTMS, a management consulting company providing business and technology services for the health care market; and the recently acquired Altegra Health, a national provider of technology and intervention platforms that combine data aggregation and analytics with unique member engagement and reporting capabilities to achieve actionable insights and improved management for value-based health care. The company's current Change Healthcare business, a health care consumer engagement and transparency solutions provider acquired in November 2014, will also be rebranded as part of this initiative.

Working together, the businesses of the new Change Healthcare will enable smarter health care. The company's solutions deliver integrated capabilities which enable customers to obtain actionable insights, collaboratively exchange mission-critical information, optimize revenue opportunities, control costs, increase cash flow, and efficiently manage complex health care workflows. The foundation of these solutions is the company's Intelligent Healthcare Network, which facilitates the capture and standardization of health care data seamlessly in the customer's workflow. This intelligent health care platform underpins the United States health care system, benefiting all major health care stakeholders: commercial and governmental payers, employers, hospitals, physician practices, laboratories, pharmacies, and consumers.

The company's Intelligent Healthcare Network is the single largest financial and administrative health care network in the United States, reaching approximately 750,000 physicians, 105,000 dentists, 60,000 pharmacies, 5,000 hospitals, 600 vendors, 450 laboratories, and 1,200 government and commercial payers, and allows the company to bring actionable data, analytics, and insights to the health care ecosystem. The company's network processed approximately 8.1 billion health care-related transactions, covering $1.2 trillion in claims, in 2014. The company has developed this network of payers and providers over 30 years and connects to virtually all private and government payers, claim-submitting providers and pharmacies in a hybrid cloud-based, user-centric, and secure infrastructure environment.

"In today's dynamic health care markets, we need to make it easier for our customers and prospective customers to understand who we are, the value of what we do and how we can help them address some of their most exciting opportunities and solve some of their most pressing issues," says Tom McEnery, chief strategic marketing officer of Emdeon. "Our customers care deeply about improving quality and delivering a better experience for all participants across the health care landscape in a cost effective manner. Our new brand better reflects the way we serve our customers, as they seek partners who can deliver insights and solutions that lead to better business decisions in an ever-changing health care environment. As Change Healthcare, we can better deliver the full scope of our capabilities to our customers and focus on enabling smarter health care."

According to McEnery, "We've worked closely with our customers, our team members, and many others as we explored the best way to articulate the intent and ambition of this tremendous organization. The theme of 'change' in health care was a constant. Our customers want help in navigating change. And they want that help to be proactive, innovative, and measurable in impact. Our team members are inspired by change and their role in helping our customers navigate the evolving health care landscape. Over time, it became clear that Change Healthcare is a robust articulation of our intent to help our customers and partners move forward in a positive and collaborative fashion." 

The migration to the new brand will begin in the fourth quarter of this year. "All migration activities and the timing of those activities will be handled in a transparent fashion with our customers and partners," according to McEnery. "A number of our customers and partners were involved in the planning of this decision and our strategy incorporates their valuable input.  Our number one priority is their needs, and we will execute this transition in a manner that addresses those needs." For additional information, view the company's FAQs.

Source: Emdeon Inc