There are several reasons why a company may re-brand itself or some of its products.
United Healhcare Medicare products have no doubt re-branded to build brand equity as it relates to all aspects of their business.
United Healthcare Medicare members received notice of this re-branding campaign in the Annual Notice of Change.
SecureHorizons and Evercare to be re-branded as United HealthCare
If you ask a SecureHorizons or Evercare member the name of the insurance company behind their plan you may not get the correct answer. This is testament to how poorly United Healthcare has been able to develop a perception of a unified brand. This is one reason why United Healthcare Medicare Advantage plans and Medicare supplements have been re-branded.
AARP MedicareComplete From SecuredHorizons will become AARP Medicare Complete Insured Through United HealthCare.
SecureHorizons MedicareComplete will become United HealthCare MedicareComplete.
SecureHorizons MedicareDirect will become United HealthCare MedicareDirect.
SecureHorizons Medicare Supplement will become United HealthCare Medicare Supplement.
Evercare Special Needs Plans will undergo similar brand changes.
Better branding for consumers
Many members and prospective members of AARP MedicareComplete believe that AARP is the insurance company. Countless comments on this website bear this out. Some believe that SecureHorizons is the insurance company.
Re-branding AARP MedicareComplete from SecureHorizons, United HealthCare’s most popular plan, to AARP MedicareComplete Insured Through United HealthCare will certainly clear up some confusion.
Apparently being allied with AARP is more of a benefit that any potential fallout related to some opinions as to how AARP contributed to the health care reform championed by President Obama.
The AARP MedicareComplete brand will stay intact with the only difference being the Insured Through United HealthCare tag line.
New United HealthCare Medicare plans are available for review on October 1st. Enrollment for Medicare Advantage and Medicare Part D plans will take place between October 15th and December 7th. Plans can be viewed on the company website or at medicare.gov.