The Fortunate 500

453rd on the Fortune 500 list

This company provides healthcare to a number of state organizations and uninsured individuals and families. They've been in business since 1984 and they strive to provide quality healthcare delivered locally. To visit their website go to www.centene.com.

Centene's greatest value is their established connection to local healthcare plans in 18 states. They also strive to deliver the healthcare through local labor keeping smaller economies strong. This local mentality is a moral strong point and can be leveraged to convince customers to choose Centene.

A redesign of Centene's brand would help create a unified identity for their many different healthcare plans offered nationally. With the Affordable Care Act about to be put into effect more people will begin shopping for health care plans. A stronger brand would allow Centene to take advantage of their market placement. The old brand is also lacking in innovation and originality and would greatly benefit from some modernization.

The impacts from such a redesign could open up new markets for Centene as well as strengthen existing  ones. To maintain an influence in today's changing economies a strong brand is necessary. Centene has a lot of strengths to build on and could become a major player in the emerging health care industry if it has a quality brand. It used to be corporations and government institutions would purchase health care plans, but with the ACA people will begin to shop for themselves. They'll feel more comfortable purchasing from a company that has been in the business and perhaps has already supplied the shopper with health care in the past. A strong brand will make the company recognizable to health care shoppers.