Case Study: Humana

Health & Wellness

From A to Z


A Fortune 100 health benefits company, Humana is one of the largest providers of Medicare supplement insurance in the United States, with more than 3 million members.


Humana wanted to inspire and motivate its Medicare members to stay active and adopt healthy behaviors. They hoped to improve retention and loyalty via fresh timely content shared over multiple channels. They were seeking strategic insight and guidance in creating a praam that could accomplish the objectives.


As a response to this challenge, Wax Custom Communications created the Humana Active Outlook® (HAO) program, a fully integrated content marketing program featuring editorial print and online content, an interactive website, advertising, multimedia videos, live classes and e-communications.

The marketing program solved Humana’s need to be consistent with their corporate identity, yet distinct from its commercial and other insurance operations.

The member engagement program continues to grow as a robust, multichannel solution that enables Humana to connect its members with:

  • Relevant health and wellness information
  • Local classes, workshops and seminars
  • Online disease management classes
  • Interactive health tools
  • Inspirational member stories


would recommend Humana to a friend as a result of the communication channels program
feel they know how to lead a healthier lifestyle as a result of participating in the program
of HAO members have changed a health-related behavior