Extensive Marketing Strategy of Humana With Detailed Explanation

Updated on: Sep 21, 2022
Marketing Strategy Of Humana - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our previous article, we learnt in detail about the marketing strategy of a really fascinating brand, Unitedhealthcare. In this article, we are going to elaborate on the marketing strategy of Humana – an American Health Insurance Company.

The objective is to help you gain insights into Humana’s transition from being an American Health insurance company to being the third largest health insurance provider in the nation.

Marketing is a part of a company’s DNA that can make or break it. As users across the world go digital, marketing has also followed them to the digital realm. If you want new-age digital marketing, then you should check out IIDE’s Free Masterclass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover our marketing strategy of Humana in this blog. Before starting up with a detailed overview of Humana, let us start with knowing the company’s story, target audience and digital presence.

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About Humana – Company Overview

Marketing Strategy of Humana - Humana

Humana is based in Louisville, Kentucky. The company was founded in 1961 on August 18th as Extendicare Inc. Then in late 1972, the corporate name was changed to “Humana” which aims to be as unique as humans, to change the perception of ‘warehousing’ or indifferently treating people.

By providing health services, it also grew as a business. When American Mediacorp Inc took over Humana it doubled its revenue and thus set the record of the ‘world’s largest hospital company in the 1980s’. As the American healthcare system changed in the 1980s, “one of its hospitals in Arizona lost a contract with the largest health maintenance organization in the area and Humana created its health insurance plan”.

Humana Inc. engages in the provision of health insurance services. The firm operates through the following segments: Retail, Group, and Specialty and Healthcare Services. The retail segment consists of products sold on a retail basis to individuals including medical and supplemental benefit plans such as Medicare, and State-based Medicaid contracts. 

The Group and Specialty segment contain employer group fully-insured commercial medical products and speciality health insurance benefits marketed to individuals and groups including dental, vision, military services, and other supplemental health & voluntary insurance benefits. 

Quick Stats on Humana
CEO Bruce D. Broussard
CMO Jennifer Bazante
Area Served Nationwide in 50 states and 84% of countries
Industry Managed Healthcare
Market Share/ Revenue US$83.06 Billion
Vision Improving the health of every person they provide services to
Tagline Bringing you the human side of the healthcare


Marketing Strategy of Humana

Let us discuss the marketing strategy of Humana! And how Humana carries its marketing campaigns etc.

Segmentation, Targeting, And Positioning

Humana has segmented its business into two segments: Commercial and Government. The commercial segment consists of employer groups and individuals. The government segment consists of sponsored programs of the government.

Humana Inc.’s target market includes seniors, military members and self-employed individuals. The retail segment of Humana consists of products and services sold on a retail basis to individuals such as Medicare etc. The group and speciality segment of Humana consists of employer groups that are fully insured commercial medical products.

Humana Inc has positioned itself differently to different target groups. Military members, have positioned themselves as high-quality, cost-effective and accessible health care services for all.

Marketing Campaigns

Marketing Strategies of Humana- Humana Commercial Snippet

This commercial, “Birthday”, is about a man who gets everything he wants for his 67th birthday after making some healthy changes.

This commercial focuses on the impact of good health for us – things like enjoying family time, dream vacations etc.

Marketing Strategies of Humana- Humana Short video Snippet

This is a snippet of a short video about an elderly woman who beat cancer and competes in the National Senior Games. 

It focuses on health and wellness and is an inspiration for many viewers as many can relate to what the elder lady goes through in the video.

Marketing Strategies of Humana- Humana Twitter help centre

Humana uses Twitter to listen to and support their customers. Humana Inc. has created a customer support handle on Twitter to help out their customers.

Social Media Marketing

Humana has a presence on Social Media like Instagram, LinkedIn, Youtube, Twitter and Facebook. On Facebook, they have more than 400K followers. On Instagram, they have more than 13K followers. On LinkedIn, they have more than 350K followers. On Twitter, they have more than 44K followers. On YouTube, they have more than 13K subscribers.

Facebook: 4,05,561
Instagram: 13.7K
LinkedIn: 3,57,569
Twitter: 44.8K
Youtube: 13.7K subscribers

Humana has maximum followers on Facebook, then on LinkedIn, then on Twitter and at last Instagram and Youtube.

Their posts contain both promotional and informational content along with a few posts related to their products. On Facebook, they share recipes and healthy living tips on a regular basis. On Twitter and Instagram, they post news and information about healthy living. On youtube, they post their services, and individual and family plans.

SEO Strategies

Marketing Strategy of Humana - SEO

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that www.humana.in has 5,52,831 organic keywords and it’s considered amazing. That means the digital marketing of Humana is gaining an amazing number of insights.

The traffic per month is around 1.6M which is also amazing. Hence, Humana has amazing SEO strategies to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

(Could not find anything about influencer marketing used by Humana on google as they do not use influencer marketing)

Ecommerce Strategies

If we talk about Humana’s e-commerce strategies, Humana has a free MyHumana app, Humana’s mobile website, which comes up with lots of features such as personalized information about their health plan, their member id card information, medical and pharmacy claim status and details etc.

Mobile Apps

Marketing Strategy of Humana - Mobile App

Humana does have a mobile app as well which can be used to manage an individual’s healthcare needs at their convenience anytime and anywhere. It provides easy access to information related to insurance and its coverage. An individual can also check their claims through the app.

Content Marketing Strategies

Humana has had a strong focus on digital marketing for many years. Humana is very active on social media. The post content is related to recipes and healthy living tips and their products, awareness messages, etc. The source of posting content is Facebook, Instagram, Youtube, and Twitter.

This ends with an elaborative marketing strategy of Humana. Let us conclude our learning below from the marketing strategy of Humana.

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Conclusion – What’s Unique in Humana’s Marketing?

In the marketing strategy of Humana, we saw that Humana is gaining love and support from all the places in the world. The uniqueness of being the third largest health insurance provider in the nation and the company is ranked 41 on the Fortune 500 list, has lessened the competition for them.

Humana offers a variety of services like pharmacy solutions, clinical care services, provider services, informatic services etc. Humana provides their products and services through contracted healthcare providers, direct sales representatives and telemarketing representatives and licensed brokers and agents. 

It markets its products and services through various mediums such as radio, television, telemarketing, direct mail and the internet. Humana has created a customer base for itself by stepping into the digital era and has created its social media presence on several platforms.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Humana has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Humana check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Humana, and do share your thoughts on this case study marketing strategy of Humana in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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