Humana and Reader’s Digest Association To Promote Co-Branded Medicare Products

LOUISVILLE, Ky. & NEW YORK–(BUSINESS WIRE)–Humana Inc. (NYSE: HUM), a national leader in health care coverage, and The Reader’s Digest Association, Inc. (RDA), parent company of Reader’s Digest – one of America’s best known and trusted brands – today announced a new alliance focused on enhancing seniors’ health and well-being. As part of this alliance, the companies will develop and promote a new suite of co-branded Medicare products from Humana, with the first of these products expected to be available to Medicare beneficiaries later in 2011.

“We see opportunities from combining Humana’s expertise with Reader’s Digest brand trust, scale and skill at making complex issues like health care and other subjects simple and understandable, as a powerful combination with unlimited growth potential.”

The co-branded Humana and Reader’s Digest plans will begin with a Medicare Supplement product offered in a select number of states, with plans to eventually make the product available in all 50 states, Washington D.C. and Puerto Rico. Benefits of the plans offered will include dental and vision coverage. Other unique features apart from the contracted benefits will include discounts or services such as discounts on Reader’s Digest products and publications, and customized, easy-to-understand health and well-being content.

As part of their alliance, Humana and RDA will promote the new co-branded products across the range of Reader’s Digest print and digital channels, and Reader’s Digest will introduce a new guide to Medicare decision-making and senior health debuting on newsstands and online in September 2011.

“Our alliance with Reader’s Digest provides both the audience reach and a wealth of easy-to-understand health-related information that enable Humana to expand on its mission to make meaningful connections with our members,” said Tom Liston, senior vice president and leader of Humana’s Medicare organization. “We’re continually searching for engaging ways to interact with our members, to help them live healthier lives and achieve lifelong well-being. We’re confident that working with RDA and the Reader’s Digest brand will enable Humana to build on our decades of experience effectively serving Medicare beneficiaries.”

“Humana’s deep understanding of the Medicare consumer and customer-focused approach make them the ideal partner for Reader’s Digest,” said Tom Williams, president and CEO of the Reader’s Digest Association. “We see opportunities from combining Humana’s expertise with Reader’s Digest brand trust, scale and skill at making complex issues like health care and other subjects simple and understandable, as a powerful combination with unlimited growth potential.”

About The Reader’s Digest Association, Inc.

RDA is a global media and direct marketing company that educates, entertains and connects more than 130 million consumers around the world with products and services from trusted brands. With offices in 44 countries, the company reaches customers in 78 countries, publishes 90 magazines, including 50 editions of Reader’s Digest, the world’s largest-circulation magazine, operates 83 branded websites and sells nearly 40 million books, music and video products across the world each year. Further information about the company can be found at www.rda.com.

About Humana

Humana Inc., headquartered in Louisville, Kentucky, is a leading 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.

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