HCSC Rebrands Medicare Unit as HealthSpring Following Cigna Acquisition

Health Care Service Corporation (HCSC) has unveiled its new Medicare brand, HealthSpring, following the completion of its $3.3 billion acquisition of Cigna's Medicare plans. The rebranding initiative marks a significant expansion for HCSC into the Medicare market and signals a renewed focus on providing comprehensive health coverage for seniors.

Strategic Rebranding and Expansion

HCSC's launch of the HealthSpring brand represents a strategic move to establish a strong presence in the competitive Medicare market. The company has refreshed the brand identity, which was included in the Cigna acquisition, to prepare for a national rollout. Pending regulatory approvals, HCSC plans to offer its first plans under the HealthSpring banner later this year.

The new brand features a distinctive logo with an "H" incorporating a spring design, symbolizing "the vibrancy and vitality of the brand," according to HCSC. This visual identity is intended to resonate with the Medicare-eligible population and convey a message of active, healthy living.

Combining National Coverage with Local Care

Arun Prasad, Executive Vice President, Chief Strategy Officer, and President of Diversified Businesses for HCSC, emphasized the company's commitment to blending national coverage with localized care. "With HealthSpring, we'll offer more national coverage, with our established focus on local care and connection," Prasad stated. He further highlighted the importance of building lasting relationships and empowering beneficiaries to "live vibrant, healthy lives."

The rebranding effort aligns with HCSC's broader corporate identity, ensuring consistency across its product offerings. This approach aims to leverage the company's 90-year history of success while introducing a fresh perspective to the Medicare market.

Cigna's Ongoing Involvement

While HCSC now owns and operates the former Cigna Medicare plans, the relationship between the two companies continues. Cigna's Evernorth division will provide pharmacy benefit management and other services to the HealthSpring plans, maintaining a level of continuity for existing members and leveraging Cigna's expertise in these areas.

The closure of the $3.3 billion deal in March 2025 set the stage for this rebranding initiative, allowing HCSC to rapidly expand its Medicare footprint while benefiting from Cigna's established infrastructure and member base.