UnitedHealthcare branded to leverage Optum and own the category

United Healthcare Case Study

The Company—UnitedHealthcare is one of the largest Fortune 100 healthcare insurance brands, with services augmented by Optum, a new pharmaceutical/PBM offering.

The Challenge—UnitedHealthcare wanted a new brand story to align multiple divisions and fuel an external launch to Fortune 1000 clients. The key challenge was how to leverage the brand’s legacy healthcare equity into a uniquely visionary, energized and comprehensive value proposition vs. substantial competitive movers and shakers.

The Insight—The power of branding to transform companies by leveraging assets that already exist but are underutilized. Based on our analysis it became clear UnitedHealthcare owned substantial products, services, assets and values, but needed the know-how to brand to own the market.

The 4Cs Shift—We applied our 4Cs discipline to reimagine:

  1. Conversation: Change perceptions of role forever, leaping from passive data collection to leading edge in ideal choice management.
  2. Clarity: Leverage Optum’s new and unique skills in collecting, managing and analyzing data with the capability to translate data into actionable information.
  3. Currency: In our complex and expensive healthcare continuum, shift Optum/UnitedHealthcare’s focus to help companies and individuals navigate to make the best, most cost-efficient choices.
  4. Culture: Ensure the customized, strategic story gave the brand permission to speak with knowledge, confidence, respect and appreciation, and its personality to behave as an advocate for choice, enhancing the brand’s human appeal to all audiences, internally as well as externally.

The Result—Branding vaulted United HealthCare’s Fortune 100 sales and positioned the company to grow under the ACA legislation and become the #1 USA health insurer (2018).

The Services Performed

  1. Market Research: Qualitative research / Stakeholder interviews and management
  2. Brand Strategy: Brand platform / Co-branding strategy
  3. Naming: Nomenclature
  4. Brand Messaging: Messaging strategy /  Copy writing
  5. Brand Design: Identity design / Digital design / Print and collateral design / Photography and illustration 
  6. Implementation: Training / Big campaign ideas


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“ Ideon’s new branding in support of Optum Rx has led to much greater market awareness and interest leading to an 85% increase in bid opportunities and to a very successful launch of an entirely new business for UnitedHealthGroup ”
Michael J. Cunningham, COO of Optum