Budget terms for the new effort were not disclosed.
Louisville, KY-based Humana plans to award $10,000 to each of the top three ideas submitted to Innovation xChange. It is reaching out to both consumers and those that work within the government and healthcare sectors to garner participation.
The goal of the campaign is to allow participants to not just suggest solutions, but to add modifications to other ideas, making it a more interactive project, said Chris Curran, Humana's director of corporate communications.
The campaign is heavily relying on bloggers, including sponsoring industry site The Health Care Blog. Health experts and healthcare bloggers are also being invited to contribute to a new blog, beginning June 1, and provide point-counterpoint conversations in a forum where all users can comment.
Humana also plans to reach out to its 11.5 million members.
By using online resources, the campaign hopes to reach out to a wider demographic, Curran said.
An online promotional push, including banner ads, is also under- way to pinpoint individuals who work in healthcare and "increase the quality of the entries," said Reade Tidwell, a VP at Porter Novelli's Atlanta office.
Winners will be announced August 31. The top 20 entries will be compiled into an e-book.