UnitedHealth Optum
The UnitedHealth Group (#6 on the Fortune 500) offers a broad spectrum of products and services to over 85 million people worldwide through two distinct platforms - United Healthcare for health benefits and Optum for health services.
To promote brand awareness and engage potential clients for their new Optum Platform and its business segments - OptumHealth, OptumInsight, and OptumRx, UnitedHealth conducted lead generation campaigns across the US focused on mid to large-sized healthcare providers.
Target prospects included C-level titles like CNOs and ClOs, directors of nursing, patient experience, patient relations, patient education, medical information officers, and nursing executives. Branded content was developed by UnitedHealth's marketing team and provided for further promotion. The preferred marketing methods were email marketing and content syndication across a variety of channels.
The Healthcare Report, Machintel's publication for healthcare decision makers, and its associated social media communities were used to engage the target audiences with UnitedHealth's promotional content. Micro-sites were built for different client personas and all site visitors were retargeted to enhance brand and product awareness. Contact information for all leads was tele-verified at a gatekeeper access level.
The campaign achieved high levels of engagement with repeat interactions through retargeting, on-time delivery of leads, and 100% acceptance rates of the MQL leads generated.
Digital Assets
- As Patients Bear a Greater Responsibility for Their Healthcare Costs, They Demand More Personalized Service (Video)
