Humana Tone of Voice — Human & Caring

Tagline: "Human care"

Industry: Healthcare

Sector: Healthcare

How Humana Communicates

Humana communicates with a human, caring and personal voice using warm and genuine language. Their sentences are primarily declaratives in the present tense. Their messaging is literal. Their tagline, "Human care", captures this voice. The central tension in Humana's communication is technology vs. human connection, which shapes every message they craft. Their mission is to help people achieve lifelong well-being.

Tone Words

Humana's brand voice is defined by the following tone words: Human, Caring, Personal.

Communication Style

  • Language Style: Warm and genuine
  • Sentence Type: Declarative
  • Tense: Present
  • Expression: Literal

Humana Brand Story

Humana is a leading health and well-being company that puts human connection at the center of healthcare. Founded in 1961 as a nursing home company, Humana has evolved into one of America's largest health insurers, serving approximately 17 million members. The company has established itself as a leader in Medicare Advantage, combining health insurance with coordinated care services. Humana's integrated care delivery model emphasizes primary care, home health, and clinical programs that focus on prevention and chronic condition management. Through its CenterWell brand, Humana operates primary care clinics, pharmacy services, and home health businesses that deliver care directly to patients. The company's name reflects its commitment to treating every member as a human first.

Brand Message

Putting humanity back in healthcare

Brand Mission

To help people achieve lifelong well-being

Brand Positioning

Core Concept: Healthcare with a human touch

Central Tension: Technology vs. Human Connection

About Humana

Humana Inc. is an American for-profit health insurance company based in Louisville, Kentucky. In 2024, the company ranked 92 on the Fortune 500 list, which made it the highest ranked (by revenues) company based in Kentucky. It is the fourth largest health insurance provider in the U.S.

Frequently Asked Questions About Humana

What is Humana's tone of voice?

Humana uses a human, caring, personal tone of voice. Their communication is warm and genuine, typically using declarative-style sentences in the present tense. Their tagline "Human care" exemplifies this voice.

How does Humana communicate with customers?

Humana is a leading health and well-being company that puts human connection at the center of healthcare. Founded in 1961 as a nursing home company, Humana has evolved into one of America's largest health insurers, serving approximately 17 million members. The company has established itself as a leader in Medicare Advantage, combining health insurance with coordinated care services. Humana's integrated care delivery model emphasizes primary care, home health, and clinical programs that focus on prevention and chronic condition management. Through its CenterWell brand, Humana operates primary care clinics, pharmacy services, and home health businesses that deliver care directly to patients. The company's name reflects its commitment to treating every member as a human first.

What is Humana's brand message?

Humana's core message: Putting humanity back in healthcare Their mission: To help people achieve lifelong well-being

What is Humana's slogan?

Humana's slogan is "Human care". It carries their human, caring, personal voice.

What is Humana's mission?

Humana's mission: To help people achieve lifelong well-being

What makes Humana's brand voice unique?

Humana stands out through their human, caring, personal communication style. Their central brand tension, "Technology vs. Human Connection", shapes how they communicate across the Healthcare sector.

What language style does Humana use?

Humana uses warm and genuine language, with literal messaging, in declarative-style sentences, using the present tense.

More Healthcare brand voices

Compare Humana