Marketing plan
UnitedHealth Group is the major healthcare insurance and service provider in the United States. It offers health insurance to a majority of the American citizens either directly or through the state, community and corporate plans. To get to its position, UnitedHealth Group has had to carry out strategic marketing to acquire the large clientele base. First, they offer a wide range of services which has attracted a wide range of American citizens. This included Medicare and Medicaid plans, value-based care, global health solutions, dental and vision coverage, and general health coverage. Recently, it partnered with Optum to offer to its customers the benefits of population health management, Business Process Outsourcing (BPO) services, and advisory consulting services (Shatin, Rawson & Stergachis, 2006).
The prices are also customized to be within the client’s budget. It is located in 24 states of the United States providing a wide coverage convenient for attracting a large client base. It has also expanded its coverage to outside the United States through the UnitedHealth care global projects. They have ventured into countries such as the United Kingdom, Portugal, Brazil, and India. In today’s world, every business that thrives needs to have a social media presence that is active. UnitedHealth Group has this covered through its active Facebook, YouTube, Twitter, and LinkedIn accounts. Other services such as your 24-Hour nurse, virtual visits, rally, and cost estimator have made the insurance company attractive to many of its customers (Rooney, 2009).
Advertisement for the company’s products is carried out via television, internet websites and print media such as magazines and newspapers. It is carrying out Corporate Social Responsibility (CSR) efforts which are aimed at providing solutions to persistent health challenges. Examples include volunteering and contribution of time and financial aid by the company’s customers. The organization also has an initiative called CelebrateOne which if focused on reducing the number of infant deaths (Rooney, 2009).
Value-Based Healthcare Delivery
This is a new healthcare delivery system which aims at compensating healthcare providers based on the health outcome of the patients. This is the opposite of the conventional system of fee-for-service which is the payment of healthcare based on the services they have offered without putting into consideration the patient’s outcome. UnitedHealth Group has particularly paid interest to this new system and is making efforts towards implementing it. An example is the case of Envision healthcare who had refused to agree to the new payment plan by the group. Envision healthcare is an American healthcare company and national hospital-based physician group. UnitedHealth sent letters to over 250 hospitals under the group threatening to drop envision as at 1st January 2019 if the two groups did not agree (Bruce, 2018). The success of the program can be witnessed in the bundled payment program for knee, hip and spine procedures. It has significantly reduced hospital readmissions and complications faced by people undergoing knee- and hip-replacement surgeries (Wilson et al., 2008)
Recommendations
To enhance UnitedHealth group image branding and promotional techniques, the company should invest wisely in the bundled mode of payment. It has proved effective for both the clients, hospitals and insurance companies in terms of saving. This is demonstrated by the value-based care for the knee, hip and spine procedures. Individuals have saved up to $3000 per procedure while employers have saved up to 18 million. UnitedHealth group should also encourage its patients to seek care in the appropriate institutions without regard to the geography. Different hospitals specialize in different medications, therefore, going to the right hospitals will improve the patient’s outcome which ultimately improves the insurance company’s image to both the patients and the healthcare providers
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