Humana has a VP of Innovation …. and it shows.  It’s become fairly common for health insurance co’s and HMO’s to focus on providing free programs to members around healthy living.  It’s one of those things that you hear about and then ask “why didn’t they think of that before”.  The connection between healthy living by members and HMO profits is direct and fairly  obvious.  So it’s not surprising they are focusing on healthy living as an area to invest in on behalf of their members.

So where’s the innovation?  Humana’s VP of Innovation Shankar Ram has implemented a partnership with video games leader Ubisoft -- and extended Humana’s rewards program to cover fitness games participation by members.  While you can argue about whether it will have a measurable impact on Humana’s business model, this program is impressive for pushing technology, rewards and business goals collectively to their absolute limit.