Humana 2010 Annual Report Download - page 7

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It is worth noting that for the applicable
Star measures, Humana tracks data on
which of our members are compliant
and which are not, and follows that up
with a focused outreach effort. Once
again, in comparison, none of this
proactive health support is available to
members of traditional Medicare. In
2011, clinical standards are expected
to enable us to identify Medicare
Advantage members who could benefit
from our programs, according to
evidence-based care guidelines.
We will then customize messaging
through a variety of channels –
telephonic, electronic, and one-to-
one conversations with clinical experts.
We believe these initiatives will yield
the added benefit of improved Star
ratings moving forward.
Beyond Medicare, making a difference at the
level of individual health is fundamental to our
Commercial segment strategy.
2010AnnualReport 6
Commercial Segment
This strategy involves using the retail
strengths we’ve honed in Medicare
to capture opportunities in the
individual market, while working
through some initial volatility from
health insurance reform. Our
Commercial segment operations in
2010 featured continued growth in
our direct-to-consumer HumanaOne
®
product. For the group Commercial
business, medical offerings are
increasingly targeted to certain
geographies, while we aggressively
market our expanding portfolio
of specialty and ancillary products
nationwide.
While we anticipate a challenging
near-term profitability environment
in the individual market, reform-
related provisions are expected
to increase the prospect pool by
between 23 million and 40 million
people in the next six years. We
expect to be well-positioned to
take advantage of this opportunity.
Not only will we be able to offer
individual health insurance, as well
as traditional supplements like
dental and vision, but we also plan
to have a portfolio of new products
and services related to consumers’
overall well-being. Rewards and
loyalty incentives will be integral to
these offerings. With this in mind,
we acquired Hummingbird Coaching
Services
®
in July of last year. A
pioneer in scalable, affordable,
and results-driven coaching,
Hummingbird fits well with our
lifelong well-being orientation.
Another great fit is Concentra.
® We
ended 2010 with this key acquisition
which we expect will further enable
our strategy of creating relationships
designed to help people achieve
lifelong well-being. Concentra is an