Dive Brief:
- Humana has announced its wellness and rewards program, HumanaVitality, will be rebranded as Go365, beginning in January 2017.
- At that time the program will also offer members a more personalized approach to their health and wellness, Humana said, so members can more easily set a path toward their health goals and achieve rewards for healthy activities.
- The HumanaVitality program has had a high profile in the payer and wellness industries, with Humana describing it as a trailblazer in using behavioral economics to improve health along with optimized incentives.
Dive Insight:
Humana's announcement does not address how the rebranding will tie into the company's planned acquisition by Aetna, expected later this year pending regulatory approval. That isn't surprising, however, given virtually all the details of the intended merger are said to remain up in the air while the two companies remain competitors.
HumanaVitality, well-known under its current name, made a recent impression through the release of an impact study that illustrated improved health, increased productivity and reduced costs among internal Humana program participants. The analysis looked at three years of data on 8,000 internal employees, and Humana had said it would include results for external members in next year's analysis, when those members also reach three years of participation.
Humana's rebranding announcement does not address whether any enhancements or changes to the HumanaVitalty/Go365 program are expected to impact future program analyses or results.