Humana Picks KnowledgeBase Marketing for CRM

CHICAGO — KnowledgeBase Marketing Inc., a provider of information marketing and CRM solutions, said yesterday that Humana Inc. has signed a multi-year initiative to use the company's Impact customer relationship management solution for its commercial database marketing efforts.

KnowledgeBase Marketing, Richardson, TX, said that Impact will offer Humana an open-systems database platform that is scalable and flexible, that improves access to data and allows Humana to consolidate marketing activity results. Other benefits for Humana, KnowledgeBase said, include the ability to analyze and understand customer behavior at different touch points, design and execute data-driven marketing campaigns, track the results and report the success of these campaigns throughout the company.

Humana, Louisville, KY, is one of the nation's largest publicly traded health-services companies with 6.5 million medical members located primarily in 18 states and Puerto Rico. The company offers coordinated healthcare through health maintenance plans, preferred-provider plans, point-of-service plans and administrative services products to employer groups, government-sponsored organizations and individuals.

“We're excited about the possibilities this new marketing database brings to our commercial marketing efforts,” said Susan Poulsen, director, direct response marketing for Humana. “Although we have long utilized database marketing practices with our individual marketing efforts, this is a first for us in the business-to-business world.”

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