Humana seeks out Baby Boomers in new effort

LOUISVILLE, KY: Humana launched a social media site for Baby Boomers that provides information about money, travel, relationships, and health as a way to raise visibility of the Humana brand among this demographic.

LOUISVILLE, KY: Humana launched a social media site for Baby Boomers that provides information about money, travel, relationships, and health as a way to raise visibility of the Humana brand among this demographic.

The site, www.realforme.com, allows the health benefits company to build a relationship with Baby Boomers, who are 50 to 65 years old, and will soon be facing decisions about which Medicare brand they will choose, said Doug Bennett, corporate communications consultant for Humana.

“It's a way to appeal to people who are aging into Medicare,” he said. “It's a good entryway into this community.”

Edelman, AOR for Louisville, KY-based health benefits company, is providing support for the site, which launched April 4.

Bennett added: “Once we become a valuable commodity to them in that space, they get the information, they build a relationship over time, [and] they find that we're dependable and trustworthy, when they have to make a decision about their Medicare product, hopefully we'll be in that consideration set.”

Humana partnered with Wiley, publishers of the Dummies series, to develop Retirement for Dummies, a free book available exclusively to Humana audiences. Other partners include Grand magazine, a grandparenting magazine; Retirementjobs.com; and Eons.com, a social networking site for Boomers.

The site includes regular postings from expert bloggers in each field and monthly newsletters. Bennett noted that that there are plans to add job fairs and other events in the future.

“What we netted out is that Humana's brand promise is guidance,” he said. “If we can provide some guidance in that space, with or without a product, then people will appreciate that.”

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