Meetings, Golf, Relationships, Profitability: It's All in the Mix for Humana

When Chuck Lane, Humana's director of incentive travel and public relations, plans the golf tournament for the company's largest annual incentive program, the Leaders Club, he thinks of it as “a five-hour business meeting.” The attendees are Humana execs and their most important producers, and the content is smooth mix of golf and shop talk.

“These are independent brokers,” Lane says. “They can go on any trip they qualify for. We have

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