Company Research

Company Overview

Mission Statement

"Centene Corporation is a leading multi-line healthcare enterprise that provides access to quality care for the rising number of under-insured and uninsured individuals. Centene offers unique, cost-effective coverage solutions for low-income populations through locally based health plans and a wide range of specialty services."  Taken from the 2011 Annual Review

"Centene’s core philosophy is that quality healthcare is best delivered locally. Our local approach enables us to provide accessible, high quality and culturally sensitive healthcare services to our members. Our managed care model utilizes integrated programs that can only be delivered effectively by a local staff, resulting in meaningful job creation within the communities we serve." Taken from Centene's website under "About Us"

 

History

Centene was founded as a single health plan in 1984 in Clayton, Missouri. Many of their markets are located in the south, but over the years Centene has expanded nationally in 18 states.

Awards

2011 National Committee for Quality Assurance: Focus on Patient Engagement
2011 Case-in-Point Platinum Award
2010-2011 Medicaid Health Plans of America: Best Practices Compendium
2011 National Health Information Awards

 

Vision Statements

Centene's business model is based on diversification and scale. With that in mind they are expanding into the hybrid/exchange products to reach the 50 million uninsured individuals. They are also enhancing their information systems to reduce administrative costs. Centene is serious about their corporate and social responsibilities. They value the health benefits of excellent health care.  

Market Research

Industry Information

Centene is a solid investment company that has continued to show growth over the past 4 years. They are expanding into emerging markets and are well situated to sell hybrid/exchange insurance in 2014 when the affordable care act comes into effect.

Other managed care companies struggle with image problems relating to loss of benefits for medicaid participants. Centene's strong focus on patient healthcare has kept them out of the news. They are winning awards for preventative care and customer services year after year. Centene also develops information technology to keep up with the growing scale and faster pace of health care.

 

Marketing Audit

Identities and Logos

Taglines

"Centene Will Provide Better Health At Lower Costs"

Videos

 

 State Divisions

Arizona - Bridgeway Health Solutions
Massachusetts - CeltiCare Health Plan
Arkansas - NovaSys Health
Mississippi - Magnolia Health Plan
Florida - Sunshine State Health Plan
Missouri - Home State Health Plan
Georgia - Peach State Health Plan
New Hampshire - Granite State Health Plan
Illinois - IlliniCare Health Plan
Ohio - Buckeye Community Health Plan
Indiana - Managed Health Services
South Carolina - Absolute Total Care
Kansas - Sunflower State Health Plan
Texas - Superior HealthPlan
Kentucky - Kentucky Spirit Health Plan
Washington - Coordinated Care
Louisiana - Louisiana Healthcare Connections
Wisconsin - Managed Health Services

 

Specialty Companies

Behavioral Health & Specialty Rehabilitation Therapies: Cenpatico
Care Management Software: CaseNet
Hybrid Solutions: Celtic Insurance Company
Life & Health Management: Nurtur
Long-Term Care: Bridgeway Health Solutions
Managed Vision: OptiCare Managed Vision
Pharmacy Benefits: US Script
Telehealth Services: Nurse Response

Competitive Audit 

United HealthCare

"At UnitedHealthcare, we are committed to improving the health care system."

Coventry

"We deliver exceptional value every day, driving solutions that help people enjoy optimal health."

Aetna

"With Aetna, the power of health is in your hands"

Molina Health Care

"Your extended Family"

Wellpoint

"Health. Care. Value"

Audit Readout

Centene's success over the years may have very little to do with branding. Which is a good thing, since it means the product must be successfull enough to survive on its own. That said, Centene has a lot of catching up to do with its competitors. Aetna, Molina, Coventry, United, and Wellpoint all have a much more serious national identity system. In stressing the importance of local products and cultural sensitivity Centene has overlooked the strength of a strong national brand. People are happy to shop for groceries and car insurance on a national level, so why wouldn't they want a national health care brand.

The original Centene trademark:

CENTENE CORPORATION

The latest Centene trademark:

Although there has been a change in the trademark, it hasn't been anything that would grab a customer's attention or promise something different. And as for the tagline, "Centene will provide better health at lower costs", it's not saying anything exciting either. Centene is not a company without values. Reading through the annual report reveals their awards and recognitions as well as the stresses they put on preventative care. The low administrative costs could be mentioned as a signal that this is an honest company.

The other issue is the multitude of state divisions and their diversified identity systems. Centene's strenght is through its scale. Centene needs to assure the customer that this is a national company and and that it is accountable and reliable. Centene's competitors have taken the national route and the car insurance industry has also found great success by going national. Unifying the state divisions into a common look and feel is necessary for Centene to grow into the future.