Humana Delivers on Well-being Commitment with Launch of HumanaVitality Wellness and Loyalty Program

HumanaVitality partners with leading retail, travel and entertainment companies to offer rewards that work at motivating healthier living

LOUISVILLE, Ky.--(BUSINESS WIRE)-- This week, Humana Inc. (NYSE: HUM) health plan members start earning rewards for their efforts to live healthier lives through the launch of HumanaVitality – a wellness and loyalty program that features a wide range of well-being tools and rewards from leading reward-partners. 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. As Humana members enroll in the program, they’ll get the information they need to get started, improve their health and earn points to redeem for rewards.

“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, Humana’s chairman of the board and chief executive officer. “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.”

The process of earning rewards is simple. First, members will go through a health assessment to determine their “Vitality Age” – which can be different from their biological age. Vitality Age provides each member with a scientifically calculated representation of their risk-adjusted, or “true” age, and allows members to easily understand how their current behaviors are impacting their health.

Next, members are presented with a set of “personal pathways” or recommended goals to help improve their health based on their individual health needs. Members self-select which goals to pursue. HumanaVitality provides incentives for more than 30 activities, broken into four categories:

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

Children can also earn Vitality Points for their family by receiving immunizations, flu shots and participating in team sports.

“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 enrollees who engage in healthy activities will earn points, allowing members to progress from their initial Blue Level status to Bronze, Silver, Gold and Platinum. Each level offers increasing rewards such as electronics, hotel stays or discounts with participating merchants that can be redeemed at the HumanaVitality Mall.

HumanaVitality is a joint venture between Humana and the Vitality program parent company, Discovery Holdings Ltd. (JSE: DSY), which is based in South Africa. Discovery Vitality, an international brand, is a science-based wellness solution that encourages healthy behaviors that reduce long-term health care costs by rewarding members for improving their health. Established more than 10 years ago, Vitality has built a comprehensive integrated approach to lifestyle improvement that works. In fact, a 2010 study from the American Journal of Health Promotion shows that individuals who regularly participated in the Vitality program experienced shorter and fewer hospital stays than those who didn’t participate or weren’t very engaged in the program.

HumanaVitality is not available to Humana Medicare members. It is also not available in some states or territories and may not be available with some plans.

About HumanaVitality

HumanaVitality^SM, headquartered in Chicago, is a joint venture between Humana and Discovery Holdings, Ltd.Humana partnered with Discovery because of its 13 years of worldwide reputable experience using behavioral, clinical and actuarial science to motivate individuals to make healthier choices. By integrating rewards with health, HumanaVitality provides the tools and support necessary to help Humana members live healthier lives and furthers Humana’s Dream to Help People Achieve Lifelong Well-Being^SM.

About Humana

Humana Inc., headquartered in Louisville, Ky., is a leading health care company that offers a wide range of insurance products and health and wellness services that incorporate an integrated approach to lifelong well-being. By leveraging the strengths of its core businesses, Humana believes it can better explore opportunities for existing and emerging adjacencies in health care that can further enhance wellness opportunities for the millions of people across the nation with whom the company has relationships.

More information regarding Humana is available to investors via the Investor Relations page of the company’s web site at www.humana.com, including copies of:

Annual reports to stockholders;
Securities and Exchange Commission filings;
Most recent investor conference presentations;
Quarterly earnings news releases;
Replays of most recent earnings release conference calls;
Calendar of events (including upcoming earnings conference call dates and times, as well as planned interaction with research analysts and institutional investors);
Corporate Governance information.

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