Health insurer Humana said it uses consumer data to categorize plan members into personality types to better target its care and products, MedCity News reports.
Bruce Broussard, CEO of the Louisville, Ky.-based payer, spoke about Humana's use of data analytics at the Mayo Clinic Transform Conference 2016.
Here are three ways the insurer uses consumer data.
1. Humana has been categorizing patients into nearly 15 different personality types over the past two years, Mr. Broussard said.
2. Some personality categories are "health nut," "control seeker," and "follower," among others, according to the report. Mr. Broussard said patients do not receive the information.
3. In terms of innovations like data analytics, Mr. Broussard said, "I think the debate in healthcare is [that] the public is going to have to fund some innovation that's more long-term through grants and other mechanisms like that, while in the shorter term, the companies that are bringing out products are going to have to be more oriented to cost and effectiveness."
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