Dive Brief:

• Humana on Monday announced plans for a digital health and analytics center to support integrated care delivery and ongoing efforts to provide customers with differentiated healthcare experiences.
• The Boston-based center, known as Humana Studio H, will focus on advancing new products and services for use across the organization — including new health experiences for seniors.
• Humana said it expects to employ up to 250 people over the next five years, drawing on the local tech talent pool as well as partnerships.  

Dive Insight:

This venture is just the latest example of payers looking to leverage Big Data for better outcomes and patient experience and address social determinants of health, such as elderly needs.

A Pulse survey earlier this year found eight in 10 payers are integrating social factors into their member programs. Organizations are taking steps such as including leveraging community programs and resources, integrating medical data with financial, census and geographical data and training doctors to identify social indicators.

In April, CMS issued a final rule giving Medicare Advantage plans additional flexibility in determining what supplemental benefits, including nonmedical benefits like transportation and meal delivery, to offer chronically ill enrollees. It took effect in June. MA plans must still offer all enrollees uniform primary benefits, premiums and cost sharing.

Meanwhile, CareFirst reported more than $1 billion in savings from its patient-centered medical home program, which provides participating doctors with value-based incentives and clinical supports such as nurses and data analytics. The program currently has more than 4,300 primary care physicians managing the care of more than 1 million members.

"What we're developing in Boston is a critical capability that can help Humana leap forward and overcome friction points to create a simplified, connected and personalized health care experience for our members and the physicians and others who provide their care," Humana CEO Bruce Broussard said in a statement. "We understand that where lifestyle and health care intersect, there is an opportunity to influence health and well-being in a holistic way — especially for seniors."

Heather Cox, previously chief technology and digital officer at USAA, will lead the new enterprise as chief digital health and analytics officer.