Humana Launches Wellness Loyalty Program

Health plan members can earn rewards for their efforts to live healthier lives, with well-being tools and rewards offered by reward partners.

Humana Inc. announced the launch of HumanaVitality, a wellness and loyalty program for plan members that offers well-being tools and rewards for healthy lifestyle behaviors, on July 6. The company said a key element of the program is a sophisticated health behavior change model supported by an actuarially sound incentive program.

HumanaVitality is now included with Humana commercial members' medical plans when they begin a new plan year with Humana, according to the company. "Humana is focused on innovation and providing our members a program that will help them succeed at pursuing better health and achieving lifelong well-being," said Michael B. McCallister, chairman of the board and CEO. "With the launch of HumanaVitality, we are excited to have our members experience this comprehensive, proven wellness solution. Humana members will be more motivated and rewarded to make positive behavior changes, such as exercising more, eating better, quitting smoking, or getting a preventive screening, regardless of their current level of fitness."

Members being by undergoing a health assessment to determine their "Vitality Age," a scientifically calculated representation of their risk-adjusted or "true" age, according to Humana. This will allow members "to easily understand how their current behaviors are impacting their health," the company says.

They then receive set of "personal pathways" -- recommended goals -- and decide which ones to pursue. Incentives are offered for more than 30 activities in four categories:

  • Fitness (i.e., daily exercise)
  • Healthy Living (i.e., participating in a smoking cessation program)
  • Prevention (i.e., biometric screening)
  • Education (i.e., getting CPR certification)

Children can earn Vitality Points for the family by receiving immunizations and flu shots and by participating in team sports. Members will earn points that move them up from Blue Level status to Bronze, Silver, Gold, or Platinum, and potential rewards rising accordingly. Points can be redeemed for electronics, hotel stays, and discounts with participating merchants.

"With up to 70 percent of the nation's health care budget consumed by behavioral issues including tobacco use, poor diet, inactivity, and stress, we are encouraged that we can offer members a path and tools for change with HumanaVitality," said Sean Slovenski, HumanaVitality's chief operating officer. "This program works, and we're eager to help Humana members across the country get started on the road to better health and better lives."

HumanaVitality is a joint venture between Humana and the Vitality program parent company, Discovery Holdings Ltd., which is based in South Africa. HumanaVitality is not available to Humana Medicare members, is not available in some states or territories, and may not be available with some plans, the company said.

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