Wax - a monster in healcare marketing

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Humana Award

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Case Study: Humana

Humana, a Fortune 100 benefits company, wanted to inspire and motivate its Medicare members to stay active and adopt healthy behaviors. They hoped to improve retention and loyalty via fresh, timely content shared over multiple channels. They were seeking strategic insight and guidance in creating a program that could accomplish these objectives.


Wax created the Humana Active Outlook® (HAO) program, a fully integrated content marketing program featuring editorial print and online content, an interactive website, advertising, multimedia videos, live classes and e-communications.

The health insurance program solved Humana’s need to be consistent with their corporate identity, yet distinct from its commercial and other insurance operations.

The best way to market health insurance

As a health insurer, clear communication is key. That is true whether you’re targeting existing members or potential prospects. Each of these groups also requires a specific communication strategy. One message does not fit all when marketing health insurance.

Humana Healthier Lifestyle


Intensive Market Research

Multichannel, Multicultural Strategy

Content Development & Distribution

Traditional & Digital Media Planning / Buying

Campaign Management & Analysis