Medicare Advantage in Rowan County, Kentucky
3,468 people in Rowan County, Kentucky were enrolled in Medicare Advantage in October 2026, 68.1% of 5,090 eligible beneficiaries (+0.2 pts since October 2025). Humana Inc. is the largest parent organization with 47% of reported enrollment; 6 parent organizations have 11 or more members and the HHI is 2,881 (highly concentrated). HRSA classifies the county as fully rural. For 2027, 277 members here are in plans that terminate or leave the county. MA plans offered go from 36 to 34.
Parent organizations in Rowan County
| Parent organization | Members | Change since October 2025 | Share |
|---|---|---|---|
| Humana Inc. | 1,613 | +516 | 46.8% |
| UnitedHealth Group, Inc. | 522 | −351 | 15.2% |
| CVS Health Corporation | 494 | +90 | 14.3% |
| Elevance Health, Inc. | 489 | −295 | 14.2% |
| Centene Corporation | 220 | +6 | 6.4% |
| Devoted Health, Inc. | 106 | new | 3.1% |
CMS suppresses county and contract counts of 10 or fewer; shares are of reported enrollment.
Value-based care alongside MA
In PY 2024, 92 beneficiaries in Rowan County were assigned to 23 Medicare Shared Savings Program ACOs, 8.4% of assignable Original Medicare beneficiaries. Together, roughly 71% of all Medicare beneficiaries in the county are in Medicare Advantage or an MSSP ACO. See the ACOs in the MSSP Explorer.