Humana 2008 Annual Report Download - page 4

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We’ve made great progress
implementing these imperatives,
all of which coalesce around one
overarching goal: to help consumers
and employers choose, fi nance,
and use their health benefi ts
with confi dence and success.
Here are Humana’s major recent
accomplishments that have
resulted from our activating this
future-oriented call to action.
We’ve put the consumer at the
center of the health care equation
by pioneering a bold value proposition:
when consumers receive guidance and
transparent, actionable information,
they will be empowered to control
their own health. The result has been
lower costs and a superior health
plan experience.
We’ve more than doubled the size
of our company – not primarily
through acquisitions, but rather through
organic growth. This is a testament to
the power of our value proposition,
and to our best-in-class ability to sell
our products and service them
effectively once they’re sold.
Leadership in Health Benefi ts,
New Paths to Consumer Health
Two years ago we set forth 11 imperatives
that we’re convinced a health benefi ts
company must pursue if it wants to meet
the needs of a changing population.
The 11 imperatives are:
• Join the rest of the economy.
As consumers shoulder a greater share
of their cost of care, they will increasingly
seek the value they’ve come to expect in
other aspects of their purchasing lives.
• Drive integration toward a
total solution. Whether it’s a
telecommunications company bundling
everything from basic phone service to
on-demand entertainment, or megastores
that offer a wide variety of products under
one roof, buyers want offerings that make
their lives better and easier.
• Support our new role. Those who defi ne
a leading health benefi ts company as
merely aggregating risk, building networks
and paying claims will soon have less
than half the story. Today and tomorrow
Humana is offering tools and programs
that underpin a guidance role, leading
to lower costs and better health.
• Exhibit a passion for the consumer.
• View consumerism as a strategy,
not simply a product.
• Advance the growing convergence
of health benefi ts and fi nance.
• Maximize the power of data.
• Value and build success through
intangibles.
• Find opportunities to cooperate
with competitors.
• Balance scale with innovation.
• Respond to the changing defi nition
of health care.
2 2008 Annual Report