www.humana.com 1-800 (486-2620) 500 W. Main Str.

Louisville, KY 40202

Overview:
Humana Inc. is based out of Kentucky, and is a health care insurance provider.
Humana administers health coverage to over 13 million customers and has
about 52,000 employees. It is also rated as the third largest health care
provider in the U.S. and is ranked highest in company revenues in the state of
Kentucky. Humana prides itself on serving a vast array of diverse groups, and
is known for its concern for the well-being of all of its consumers. Humana
provides coverage for groups such as families, seniors, military and selfemployed individuals. (Humana)

Mission:
Humana is committed to helping employers manage their health care costs,
guiding consumers to make informed health and benefit decisions, and giving
back to the communities we serve (Humana).

Programs/Activities:
Humana Inc. is involved in many programs and activities. It strives to serve not
only its customers, but the community as a whole, with a focus on health and
wellness. It offers a broad range of health care services that allow for
consumers to choose a program that fits those best. It also endorses multiple
fitness programs such as B-cycle, which encourages the public to exercise and
cycle regularly. In addition, it focuses attention on behavioral health, and
supports a program known as Lifesynch, that encourages the integration of the
mind and body.
It is also in partnership with Blue Cross and Blue Shield of Florida, and has a
company-run program, Humana Foundation, that supports health, education
health literacy, and fitness. Humana offers many programs that help
customers balance their budget and maintain their healthcare, such as
SeniorBridge and a health care budgeter. Humana provides many programs
that will help its customers stay healthy and fit, and also encourages current
and potential investors of its reliability and stability.

Symbol and Price:

The ticker symbol for Humana is HUM. As of September 30th at approximately
3:50 pm, Humanas trading price is $130.65 with its stock change down at
-1.61. It seems that there were significant variations of Humanas stock
between the past few months. Starting from September to August there was an
11.4-drop in its stock, from August to July there was a 10.92 increase, from
July to June there was a 3.26 decrease, from June to May there was a 14.44
decrease and this pattern continues.

Assessment:
The investor relations layout on Humanas website is organized and easy to
understand. There is a lot of controlled digital media tactics to help give facts
about its investor relations including the following:
There is vast list of analyst coverage who report the earnings and estimates or
also known as, stock ratings, of the organization.

Shareholder information
Stock transfer agents are listed to be contacted with any Humana

investor relations concerns.

Anyone interested in learning more about becoming a stockholder can

request additional printed materials.

Furthermore, contact information is provided directly for the vice
president of investor relations, that shows that the company is always
available to listen to concerns and help anyone in need.

Additionally, there is a corporate governance section that lists all of the board
and executive members of Humana, and also lists a minimal background on
each member. This helps to inform investors of each member, while also
promoting a reason to buy stock in the company. The next tab includes
corporate social responsibility which is helpful for the organization to show

potential shareholders that they are a community based organization and is

invested in the well-being of each customer. This allows Humana to embrace
an ethical foundation, and reinforce the third principle of investor relations.
Humana establishes that it is financially profitable and well managed through
a variety of reports and press releases by giving dependable facts about the
organizations operations. There is a section on financial press releases that
dates back to 2010, with an easy search engine that allows shareholders to
access the information they are looking for.
Humana produces two to four monthly reports, as well as quarterly reports
that represent the success of new management, and payment declarations
made by the Humana board.
A learning opportunity tab is great to help potential stockholders learn stock
terms and components of revenue. Humana also has a list of annual reports
from the most current that date back to 1999. Finally, the stock performance
tab allows stockholders to view how well the company is doing currently and
keep them informed.
Humana corresponds to the public through events for its organization in the
following ways:

Historical webcasts
Presentations where stockholders can learn more about Humanas

background.
The company also has a calendar of events section, where it has a list of

upcoming events.
Conference calls.
Quarterly reports.
Investor meetings scheduled.
Check box that can be clicked to get an email reminder about each event
and allow users to determine how many days in advance they might
need.

Some of the events include a Humana company conference call about earnings.

Humana investor day.

Morgan Stanley investor meeting in New York City (Humana).

Humana also states several places where it will present information.

Goldman Sachs 35th Annual Global Healthcare Conference (Humana).

The organization also gives links to a live webcast of the presentations and
accompanying slides directly on its investor relations page. This is a positive
way to allow people that cannot be at the event to participate.
The above information are types of media forms that reflect the three research
investment relations categories. Humana is consistently involved in
opportunity research where they share its annual and quarterly reports to its
stockholders and organization. Humana also does specific research for
different target audiences.
It has a section of research for investment analysts and background; facts and
contact information for shareowners and potential shareowners.

Analysis:
Humana is very organized in how it provides information about the
organization through investor relations. The top tactics allow shareholders to
collect information through successful tools. On every investor relations page
there is an investor tool kit that allows members to not only print and email,
but to have access quick links. The investors tear sheet breaks down every
category of information a shareholder may need to categorize important facts
efficiently. This includes the current stock level, how many shareholders there
are, and also who are the top holders within the company. Other information
shows a list of current corporate governance and trends throughout its
quarterly reports.
The public relations team does a valuable job at incorporating the goals for
investor relations. It provides easy to follow information in a variety of ways in
a timely manner, updating the shareholders quickly. It shows an ethical and
positive image through its corporate responsibility programs and by holding
events for the shareholders. Humana overall has encouraged investments from
its initial publics, by offering and regularly informing its investors.

Messages:

Well-being is at our coreHumana is committed to shifting perceptions of the health insurance industry
and maintaining customer well-being.
Taking responsibility by committing to the Investors needsHumanas decision-making reflects its commitment to the health and wellbeing of their associates, members and communities that they serve, as well as
the environment. Through this commitment it will reassure investors and
stockholders that the company continuously focuses on the needs of others.
Innovation is in our nature; translating ideas into experiences.Humana strives to discover and explore ways to better meet the needs of its
current and potential members and investors in a faster and more effective
manner.

Humana does a great job of appealing to investors not only for its services and
for its members but for making it one of its top priorities to provide public
information relating to potential investors. Humana has its own investor
relations webpage that provides a vast amount of options for viewers, especially
investors, to recognize their previous successes with its target communities.
Humanas websites provide tabs that direct investors to what is the most
important such as:
Corporate governance
Corporate social responsibility
Financial press releases and financial releases
Investor FAQs
Stock Performance
Electronic delivery of shareholder information
Here are a few examples of how Humana specifically displays its investor
relations:
Humanas financial profitability is displayed by multiple statistics related to its
stock along with archives of Humanas financial news and press releases. It
demonstrates reassurance by sharing its financial profitability represented by
the companys success and also with Humanas quarterly and annual financial
reports on its website.

Humanas programs and involvement with its publics demonstrate Humanas

organizational growth within its communities and investors. Under its investor
relations Humana has a calendar with events primarily for investors such as
conferences calls, investor meetings, investor days, shareholder meetings, etc.
Humana is a highly ethical organization and strives to meet the needs of its
communities and investors. It able to manage and apply the organizations goals
and its ultimate purpose through its actions and remain focused on customer
care.

Recommendation:
Humana has a strong investor relations program that is beneficial to many
publics and provides a practical and ethical approach to its customers wellbeing. As part of its program, it outlines the many parts of financial
responsibility and involvement that is shared with not only investors and
customers, but the potential individuals that will become involved. A
recommendation to improve Humanas investor relations program is to become
involved with emerging social opportunities through internet accessible
platforms.
With a majority of all publics currently becoming involved with at least one
form of social media, it is important that Humana offers a variety of options
that can link its current and potential customers together on the same
platform.
By maintaining Facebook, Twitter, Instagram and Pinterest accounts, it will
allow for each public to unify on common ground. This will also allow for
Humana to research and observe the needs and concerns of its investors, as
well as how to reach out to potential shareholders. As part of Humanas main
objective, which is surrounded around customer satisfaction, social media will
allow for a different perspective that can contribute additional information, and
improve Humanas efforts to meet the needs of all of its investors.

Proven Maxims:
Understanding a subject, which allows for its publics to understand and
interpret the information that is involved with financial and investment

decisions. As part of an organization investment relations, it is important that

the audience is able to comprehend the complexity of annual reports, stock
exchanges, and financial data that surrounds the management of the
organizations funding. Humana has provided strong resources that help to
break down each component of its investment and financial information that is
easily found, and appropriately organized.
A suggested action or appeal can be beneficial to all organizations publics in a
variety of ways that will urge individuals to not only invest, but trust them with
their money. An example of a suggested action with Humana would be to join a
budget group, and begin to understand the integrity that Humana strives to
maintain. By joining a budget group, this will open doors for Humanas current
and potential clients to become invested in the organizations services.
Source of information, which is crucial that the information about an
organization is easily accessible to all of its publics. To ensure a quality service
that is safe and reliable, it is important that the information provided is
trustworthy. An example of this for Humanas many services, is its website. The
website is designed to display thorough and easily comprehensible information
for many diverse groups, and produces a positive representation of customer
awareness. Also being able to view investment and financial information, will
increase the trust that current and potential customers will have in an
organization.

Citation:
Humana. Investment Relations. http//www.humana.com/retrieved (30
September 2014).