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Humana Teams With Authors

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A large health insurer is trying to reach out to consumers by backing a pair of health consumerism media personalities.

Humana Inc., Louisville, Ky., says it will be sponsoring “You: The Owners Manual,” a weekly health radio broadcast by Dr. Michael Roizen.

The deal also includes a marketing relationship with Dr. Mehmet Oz, Humana says.

Roizen and Oz are the authors of “You: The Owners Manual” and “You: The Smart Patient,” 2 health care books for patients.

Humana is hoping radio promotions involving Roizen and Oz will drive consumers to the Humana Web site, Humana says.