Humana is developing game-oriented programs to encourage subscribers to make healthy choices, Chief Innovation and Marketing Officer Raja Rajamannar said. For example, the Horsepower Challenge was based on an aquarium game in which students were represented by different-sized fish avatars. Humana-branded pedometers distributed to students in 60 different schools logged activity data, which then changed the size of their aquarium fish. Average activity levels remain higher than they were before the program, Rajamannar said.

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