United Healthcare

Transforming the world’s largest healthcare insurance brand through innovative Why brand design, repositioning, and implementation.

brand strategy, Brand Positioning, Digital Production, Logo and Identity Design

For almost 50 years, UnitedHealthcare has been one of the largest Fortune 500 healthcare insurance brands. In 2019, the company brought in $242.2 billion, making UnitedHealthcare the largest healthcare company in the world by revenue.

For almost 50 years, UnitedHealthcare has been one of the largest Fortune 500 healthcare insurance brands. In 2019, the company brought in $242.2 billion, making UnitedHealthcare the largest healthcare company in the world by revenue.

In 2011, OptumRx, a new data driven pharmaceutical/PBM offering, became UnitedHealth’s technology-focused arm. Such unique and data focused offerings had the potential to attract Fortune 500 clients while also shifting the market for employees and consumers. Ideon captured the market for this tech-driven health insurer, and through imaginative Why branding fueled UnitedHealthcare’s emergence as the go-to health-insurance company for Fortune 500 companies. 

“The branding lead to an 85% increase in bid opportunities”

Ideon’s brand positioning and architecture helped transform UnitedHealthcare by aligning internal divisions and synchronizing OptumRx’s unique skills in collecting, managing, and analyzing data with the capability to translate data into actionable information to attract Fortune 500 clients. Although UHC already owned substantial assets, it lacked the know-how to brand and own the health insurance category. Ideon’s bold brand promise revolutionized UnitedHealthcare and vaulted the company into uncharted territory to stand out from competitors.

To shift UNH from a What health insurance company to a partner in health for all, Ideon created a new strategic handle to help align the brand and business. The unique brand positioning echoes throughout all visual materials, which are designed to revolutionize and humanize customer experiences across all touchpoints. The goal of the design was to make the assets more accessible, straightforward and visually appealing. The art direction uses color and white space to create a bright, modern, vibrant look and feel, Identity and packaging.

“Repositioning a leading and historic brand transformed an already dominant healthcare insurer into the global leader in its field.”

The new pharmacy packaging is unlike any on the market, consolidating required health information directly onto medical packaging and providing any/all other inserts in a branded friendly accordion with graphics to represent information in the simplest way. The identity and assets raise awareness, inspire confidence in United Healthcare’s services, and transform engagement with customers, corporations and brokers alike, across a wide range of new touchpoints.

“UNH’s legacy and assets were brought into a modern new brand”

Ideon created a revolutionary marketing plan comprising 10 big ideas which distinctly outlined pathways for UnitedHealthcare to successfully implement the brand now and into the future. The 10 ideas plan enabled the brand to effectively reach and communicate with target audiences while competing in the untamed frontier of insurance exchanges in 2014 and beyond.

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

Through a customized, strategic storytelling sales deck, Ideon helped UnitedHealthcare shift its brand voice to speak to all audiences with knowledge, confidence, respect and appreciation while shifting its personality to behave as an advocate for consumer choice. This bold, transformational branding vaulted United Healthcare’s Fortune 100 sales, positioning the company to grow under ACA legislation and become the #1 USA health insurer in 2018.

Ideon is honored to have catapulted UnitedHealthcare’s Why brand and business and continues to support the company as it leads in the healthcare industry.

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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