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   By Jon Kamp 
 

WellCare Health Plans Inc. (WCG), Humana Inc. (HUM), Coventry Health Care Inc. (CVH) and a local not-for-profit plan have all won business to cover a total of 175,000 Medicaid recipients in Kentucky starting next year.

For WellCare and Coventry--Aetna Inc. (AET) plans to buy the latter company in a $5.7 billion deal announced in August--the move represents expansion a state that has presented significant high-cost challenges this year. Humana, working through an alliance with the nonprofit CareSource, is launching a new Medicaid business in its home state.

Medicaid is a government health plan for the poor jointly paid for by the federal government and states. The Kentucky population in question--in Louisville and 15 surrounding counties--has been covered by the nonprofit Passport Health Plan for many years, but the Centers for Medicaid and Medicare Services has told the state it needs a choice of providers in the region starting Jan. 1.

Kentucky's Department for Medicaid Services plans to use a "high-tech matching system" to decide which managed-care plan is best for each Medicaid recipient, according to a state press release Thursday. Members will get notices by early next month informing them about the match, and then will have 30 days to choose a different plan if they want to switch.

Medicaid recipients will get an additional 90 days to switch after Jan. 1, when the contracts go into effect. The contracts will cover an initial 18 months with four, one-year renewal options, the state said.

Managed-care plans are steadily bulking up their Medicaid membership as states look for help handling the programs and trying and restrain costs. New markets can sometimes prove troublesome if patients' use enough medical services to overwhelm incoming revenue, causing the insurers to lose money.

This has happened in Kentucky, causing headaches for health plans that entered the market late last year, including WellCare, Coventry and Centene Corp. (CNC). They have talked about efforts to get more revenue from the state and bring costs lower, but plans for two insurers to expand business before these problems are sorted out may spark some concern.

"Until we see evidence of improving fundamentals in KY Medicaid, we think investors should take a very cautious view of margin prospects" for this new region, Deutsche Bank analyst Scott Fidel said in a note to investors.

WellCare noted in a statement that it will now serve Medicaid recipients across Kentucky. Humana said CareSource will work with Humana to administer Medicaid benefits using Humana's health-care provider network in Kentucky.

Louisville-based Humana struck up the alliance with CareSource earlier this year with an aim of going after an emerging market for so-called dual-eligible patients who qualify for both Medicaid and Medicare, the program for the elderly and disabled.

WellCare shares were unchanged in after-hours trade after slipping 0.5% to close at $55.90 on Thursday. Humana shares were recently down 1.2% after hours at $73.96 while Aetna shares recently traded down 1.8% at $41.33.

Write to Jon Kamp at jon.kamp@dowjones.com

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