Humana Games: a healthcare brand helping you play your way to better health

I’ve posted before about Humana – specifically, its CrumpleItup initiative, a dedicated group inside the company focused on coming up with creative ways to help people be healthy while having fun.

Now comes Humana Games For Health. Part of the Innovation Center within Humana, this team is driven by the belief that playing video games keeps your mind and body fit. So they’re helping people of all ages play their way to better health by getting them off their seat and on their feet.

Here’s some brand-building learning from Humana Games:

1. Actions speak louder than words: You can tell people all day long (as most benefits providers do) that they should live healthier lives. But provide them with an enjoyable and sharable experience, one that fits nicely into their daily lives, and their practices will start to change.

2. Experience alongside image: Advertising will always play a role in the marketing mix. But these messages are increasingly being rejected. So seek out the bigger role that your brand can play in customers lives. Be their advocate, and bring your marketing to life (as Humana Games has) with involving, interactive experiences that actually add value to their lives.

3. Build a community beyond the transaction: These games give participants the ability to become a member of the Humana Games universe. They also build valued interactions among game participants. Participants of different ages and stages of life (from kids to seniors).

4. From innovation silo to group think: Humana Games’ concepts (first developed by an inside/outside multidisciplinary team that includes a target audience and intended health outcome) are then taken to the prototype phase, where a working model of the idea is created and tested by consumers to get valuable feedback and determine efficacy.

5. Use of social media to build engagement: Participants can invite their friends to visit Humana Games. Get updates and meet other players on Facebook.

Any comments you’d like to share?

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

4 thoughts on “Humana Games: a healthcare brand helping you play your way to better health

  1. Healthcare organizations who educate the public will create a patient who is well informed, and will request preventative services as part of their health maintenance program. This helps a practice develop a relationship with the patient. Developing creative concepts, such as games, patient magazines, social media will engage the audience through different channels and creating multiple impressions.

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