News Headlines Article

Consumerism Drives Healthcare Branding, Rebranding Efforts
Health Leaders Media

Wellpoint’s decision last week to revert to its Anthem brand reflects the growing importance of consumers in the healthcare marketplace, according to the Indianapolis-based insurance carrier and other healthcare industry executives.

“This is really the perfect time for us to rebrand,” Doug W. Bennett Jr., public relations manager at Anthem, said in an interview last week. “Our research and experience show that consumers consider brand as they make their healthcare purchasing decisions, just like they do in other purchasing decisions.”