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Award-Winning REAL Powered by Humana Releases New Book for Members: Living the Boomer Life For Dummies®

REAL program awarded Marketing Innovation Award for customer retention and loyalty


Wednesday, July 27, 2011 9:00 am EDT



Public Company Information:

"Best Web-Based Customer Retention and Loyalty Campaign"

LOUISVILLE, Ky.--(BUSINESS WIRE)--Studies show nearly all boomers agree that taking care of their own health and well-being is important, yet only 34 percent of men and 25 percent of women feel they have individual control over their health options.1 To help provide boomers with more health knowledge, REAL Powered by Humana, an innovative program developed by the Louisville-based health company Humana Inc. (NYSE: HUM), is releasing a new book, Living the Boomer Life For Dummies®.

Following the highly successful Well-Being For Dummies® and Retirement For Dummies®, Living the Boomer Life For Dummies®, available this month, focuses on all aspects of healthy living for the Baby Boom generation. The book includes four unique chapters with fan-inspired content:

  • Self: Making Now the Best Time of Your Life;
  • Family: Having Happiness at Home;
  • Work: Leaving the Rat Race (Or Rejoining It); and,
  • Play: Living and Loving Your Leisure Time.

“The tools and resources described in this book encourage boomers to engage with the REAL community and thereby achieve greater personal well-being by controlling their own health,” said Raja Rajamannar, chief innovation and marketing officer at Humana. “This is an important priority for Humana as we strive to help boomers – and our health plan members of all ages --- live more active and fulfilling lives.”

Humana enables REAL to act as a web-centric, pre-customer engagement program, designed to interact and provide helpful resources to current and potential members. Through the REAL program, boomers find a wealth of information designed to help them focus on the most important aspects of physical and mental health, work and finances, recreation, and social relationships.

“Because people communicate with various organizations using different media, REAL is committed to consistently evolving our engagement tools to connect with any boomer -- whether online through our site, RealForMe.com; Facebook; or through one of our printed books,” said Bruce Feinstein, director, Local Marketing, at Humana. “By listening and responding to our members, we are able to help boomers embrace a new and exciting chapter in their lives.”

REAL was awarded “Best Web-Based Customer Retention and Loyalty Campaign” at the 2011 Marketing Innovation Awards held by Merkle, the nation’s fastest growing CRM agency, and the CMO Council, a network of over 6,000 global executives in over 100 countries, with the assistance of MarketBridge, a leading provider of technology-enabled sales and marketing solutions and its Digital Relationship Marketing division.

Out of nearly 100 submissions worldwide for the first-ever Marketing Innovation Awards, industry leaders awarded REAL this honor based on criteria including: Marketing Strategy, Data, Technology, Digital Media, and Analytics.

With a community of over 250,000, REAL offers useful living tools, both in print and online, and engages boomers by helping them improve their health, exercise mental muscles with Brain Games, and find relevant how-to articles and videos while increasing individual control over their own health.

Visit REAL Powered by Humana online.
Visit REAL Powered by Humana on Facebook.

1 Humana Boomer Survey, July 2010.

About Humana

Humana Inc., headquartered in Louisville, Kentucky, is a leading consumer-focused health care company that offers a wide range of insurance products and health and wellness services that incorporate an integrated approach to lifelong well-being. By leveraging the strengths of its core businesses, Humana believes it can better explore opportunities for existing and emerging adjacencies in health care that can further enhance wellness opportunities for the millions of people across the nation with whom the company has relationships.

More information regarding Humana is available to investors via the Investor Relations page of the company’s web site at www.humana.com, including copies of:

  • Annual reports to stockholders
  • Securities and Exchange Commission filings
  • Most recent investor conference presentations
  • Quarterly earnings news releases
  • Replays of most recent earnings release conference calls
  • Calendar of events (including upcoming earnings conference call dates and times, as well as planned interaction with research analysts and institutional investors)
  • Corporate Governance information

About MarketBridge

MarketBridge (www.market-bridge.com) is a leading global provider of technology-enabled sales and marketing solutions and services for Fortune 1000 and emerging growth companies. The addition of IPED’s leading channel benchmarking and management education capabilities deepens an already comprehensive set of Sales Channel Management services and solutions. The firm also offers a deep set of services in Market & Customer Insight, Marketing & Demand Generation, and Decision Support Systems. Over the past 10 years, we have completed over 1,000 separate engagements for 18 of the world’s top 50 brands and many emerging companies. We work closely with CEOs and their senior Marketing and Sales leaders to solve their toughest business challenges and create scalable, sustainable competitive advantage. Follow us on Twitter at http://twitter.com/MarketBridge.

About Merkle

Merkle (www.merkleinc.com) is the nation's largest and fastest growing customer relationship marketing agency. For more than 20 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. By combining a complete range of marketing, technical, analytical and creative disciplines, Merkle works with clients to design, execute and evaluate Integrated Customer Marketing TM programs. With more than 1,400 employees, the privately held corporation is headquartered near Baltimore in Columbia, Maryland with additional offices in Boston; Chicago; Denver; Little Rock; Minneapolis; New York; Philadelphia; Seattle; Hagerstown, MD and Shanghai.

About the CMO Council

The Chief Marketing Officer (CMO) Council (www.cmocouncil.org) is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across wide-range of global industries. The CMO Council's 6,000 members control more than $200 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 6,000 global executives across 100 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East, India and Africa. The Council’s strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Brand Management Institute, and the Forum to Advance the Mobile Experience (FAME).

About Wiley Publishing

Founded in 1807, John Wiley & Sons, Inc. has been a valued source of information and understanding for more than 200 years, helping people around the world meet their needs and fulfill their aspirations. Wiley and its acquired companies have published the works of more than 450 Nobel laureates in all categories: Literature, Economics, Physiology or Medicine, Physics, Chemistry, and Peace.

Our core businesses publish scientific, technical, medical, and scholarly journals, encyclopedias, books, and online products and services; professional/trade books, subscription products, training materials, and online applications and Web sites; and educational materials for undergraduate and graduate students and lifelong learners. Wiley's global headquarters are located in Hoboken, New Jersey, with operations in the U.S., Europe, Asia, Canada, and Australia. The Company's Web site can be accessed at http://www.wiley.com. The Company is listed on the New York Stock Exchange under the symbols JWa and JWb.

About For Dummies®

After nearly 20 years and with more than 250 million copies printed, For Dummies (Dummies.com) is the world’s bestselling reference series, well known for enriching people’s lives by making knowledge accessible in a fun and easy way. Loyal customers around the globe agree that For Dummies is “more than a publishing phenomenon … [it is] a sign of the times,” [The New York Times]. The books span every section of the bookstore, covering topics from health to history, music to math, sports to self-help, technology to travel and more. The For Dummies brand presence is further expanded with the addition of eBooks, a corporate custom publishing program, a robust consumer website and a licensed product line that includes consumer electronics, culinary, crafts, video, software, musical instrument packs, home improvement, automotive, game and more. For Dummies is a branded imprint of Wiley.


Humana Corporate Communications
Mitch Lubitz, 813-732-0386