Insurers Reveal 2012 Roadmaps

The acquisition of Anvita Health will enable Humana to analyze data to develop clinical programs that improve care and lower costs for the Medicare population.

Humana wants to develop more partnerships to reach new consumers and advance its brand. In 2011 it developed a partnership with Reader's Digest that has produced a co-branded Medicare supplement product, as well as a guide for seniors on Medicare decision-making.

Humana has focused on developing a nationwide footprint for its Medicare Advantage and, according to company officials, faces little competition in many of its markets. The Medicare Advantage market is large enough that increasing membership doesn't involve taking members from other plans.

In some areas such as South Florida, however, the market is very competitive business and company officials expect that the time will come when membership growth will rely on taking somebody else's customer.

Like CIGNA, Humana intends to be a major player in the dual-eligibles market. Its strategy is to take a state-by-state approach to opportunities. In 13 states Humana is looking at procurement opportunities that would be individual duals or duals in combination with long-term care.

Humana sees partnering opportunities—not mergers or acquisitions—in eight states and is in the process of working through the relationships and contractual obligations.