Oct
23

Humana innovation – creating deeper health brand engagement

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Crumpleitup is Humana’s consumer innovation team, a group within the company dedicated to building a healthier world with innovative thinking. As they say on their About Us page, we realize it’s not always easy to eat right and exercise regularly. So, we’re putting our heads together to come up with creative ways to help people be healthy while having fun.

I’m a big fan of this initiative for a number of reasons:

1. Changing the game. Humana’s changing the basis of competition, from a reactive payer to a proactive provider of products that create new and greater value for customers and company.

2. Differentiation. It helps the organization stand apart within a largely undifferentiated category of healthcare providers.

3. Deeds vs. words. Rather than campaigning about themselves or merely talking about the benefits of being healthy, the organization’s actually covering the backs of its members by helping them be healthier.

4. Promise. They [over] deliver on their promise of Guidance when you need it most.

5. Humanizing the Company. This group puts a human and approachable face on the organization.

6. Brand Engagement. They encourage participation from everyone who’d like to contribute to the initiative. In fact, anyone can join The Crumple It Up Innovation Network on Linkedin.

7. Constant Innovation. Rather than wait until transformation becomes necessary, they  integrate innovation into their everyday business.

8The real issue. They’ve uncovered (whether intentional or not) the problem behind the problem. Improving health takes a community of friends and supporters.

9. Passion and drive. These guys want to make the world healthier.

10. Belief in change. They know that change (better health) is necessary.

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About The Author

Eric Brody is President of Trajectory, a branding + marketing agency creating the momentum, the vital energy, a brand needs to reach its full potential. The firm works exclusively across the three intrinsically connected industries of Healthcare, Personal Care & Wellness and Active Lifestyle. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

10 thoughts on “Humana innovation – creating deeper health brand engagement

  1. Pingback: Tweets that mention Humana innovation – creating deeper health brand engagement | Healthy Conversations Blog -- Topsy.com

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  3. Really appreciate the fact that this micro-site does not seem to be trying to “sell” me anything. Proves that Humana is a genuine and sociably responsible company. Their charge here is to be constantly contributing to innovations that help us lead healthier lives, rather than “buy what i am selling to lead a healthier life.” Gives me the impression that Humana is a trustworthy brand.

  4. I’m way overdue, but I wanted to drop a quick thanks to Eric for this post, and to Chris for his comment. We’ve been working really hard to be value creators in the social space, and this is nice affirmation.
    Greg Matthews
    Humana’s innovation center and crumpleitup.com

  5. 1. You have no competitor. If you acknowledge them as a competitor than your product becomes a commodity. Commodity wars are won on lowest price.2. What does your product do that no other product does? Why is this important to a buyer? Position around this.3. Become the expert. You must be the recognized leader in your industry. People will pay more for the items the expert/leader sells.4. Market, market, market!Good luck!

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