UnitedHealth discontinues a controversial brand amid scrutiny of algorithmic care denials

UnitedHealth Group and Optum are getting rid of the name of their tech-driven care management company just months after the company faced congressional criticism over the use of its algorithms to cut off payments for patients’ care.

Discontinuing the NaviHealth name is part of a broader rebranding of Optum’s division that provides services to people at home and in post-acute facilities. The move also encapsulates how UnitedHealth is pushing to control every piece of patient care outside of the hospital and distancing itself from the aspects that have generated controversy.

Starting in the first quarter of 2024, Optum’s post-acute-care companies will be called Home & Community Care, according to internal documents obtained by STAT. However, Optum advised employees that “Home & Community Care should not be directly next to the Optum logo” in marketing materials.

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