Name: Comprehensive Marketing Strategy Of Optum - 2025 - IIDE
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<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2><strong>About Optum –&nbsp;</strong></h2><p><img fetchpriority="high" decoding="async" class="aligncenter wp-image-349689 size-full" src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736876251054-103a9e3e073190a35783b1fb2784f775.webp" alt="marketing strategy of optum - logo" width="768" height="222" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2022/11/Optum_logo_2021.svg-1.pngw3.webp 768w, https://iide.co/wp-content/uploads/2022/11/Optum_logo_2021.svg-1-480x139.png 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 768px, 100vw"></p><p style="text-align: center;"><span style="font-weight: 400;">Source – Wikimedia Common</span></p><p><span style="font-weight: 400;">American pharmaceutical benefit manager and healthcare company Optum, Inc. Since 2011, it has been a UnitedHealth Group subsidiary.</span></p><p><span style="font-weight: 400;">&nbsp;By combining its existing care delivery and pharmacy services under the single Optum brand, which consists of the three primary OptumHealth, OptumInsight, and OptumRx companies, UHG created Optum.</span></p><p><span style="font-weight: 400;">&nbsp;Optum generated 44% of UnitedHealth Group’s profits in 2017, and as of 2019, the company’s sales have reached $100 billion.</span></p><p><span style="font-weight: 400;">&nbsp;The trade secrets lawsuit Optum brought against former executive David William Smith, who left the company to join Haven, the healthcare partnership between Amazon, JPMorgan Chase, and Berkshire Hathaway also attracted a lot of media interest at the beginning of 2019.&nbsp;</span></p><p><span style="font-weight: 400;">Optum announced on January 15, 2019, that the business’s revenue has topped $100 for the first time.</span></p><p><strong>Quick Stats –&nbsp;</strong></p><div data-bglz="1" class="dcf-overflow-x-auto" tabindex="0"><table class="dcf-table dcf-table-bordered dcf-table-striped dcf-w-100%"><thead><tr><th scope="col">CEO</th><th scope="col">Andrew Witty</th></tr></thead><tbody><tr><th scope="row">CMO</th><td data-label="Andrew Witty ">Terry Clark</td></tr><tr><th scope="row">Area served</th><td data-label="Andrew Witty ">150 Countries</td></tr><tr><th scope="row">Industry</th><td data-label="Andrew Witty ">Healthcare</td></tr><tr><th scope="row">Revenue</th><td data-label="Andrew Witty ">54 billion U.S. dollars in 2021</td></tr><tr><th scope="row">Vision</th><td data-label="Andrew Witty ">At Optum, we are dedicated to helping people live healthier lives and helping make the health system work better for everyone.</td></tr><tr><th scope="row">Tagline</th><td data-label="Andrew Witty ">Bringing Every Aspect of Health Care Together.</td></tr></tbody></table></div><h2><strong>Marketing Strategy of Optum –&nbsp;</strong></h2><p><span style="font-weight: 400;">Let’s start the marketing strategy of Optum with its STP analysis.</span></p><h3><strong>Segmentation, Targeting and Positioning&nbsp;</strong></h3><p><span style="font-weight: 400;">Segmentation – Optum segments its services into –</span></p><ul><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">local medical groups</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">ambulatory care systems,&nbsp;</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">primary, speciality, urgent and surgical care</span></li></ul><p><span style="font-weight: 400;">Targeting – </span><span style="font-weight: 400;">Large hospitals/health systems. Community hospitals. Large physician groups.</span></p><p><span style="font-weight: 400;">Positioning – one of the leading digital healthcare technology company.</span></p><h3><strong>Marketing Campaigns&nbsp;</strong></h3><p><b>Make a Difference Campaign&nbsp;</b></p><p><img decoding="async" class="aligncenter wp-image-349687 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736876251699-f9b2419957597fc136d094ebf92f3566.webp" alt="marketing strategy of Optum - marketing campaign" width="594" height="334"></p><p><span style="font-weight: 400;">This campaign was launched as a 1-minute video on youtube in December 2021.</span></p><p><span style="font-weight: 400;">This campaign’s motive was to highlight the contribution to the people they serve and to the people who work at Optum Phillippines.&nbsp;</span></p><p><span style="font-weight: 400;">This video was a tribute to the workers at Optum who work hard to make the lives of their patients healthier.</span></p><h3><strong>Social Media Marketing&nbsp;</strong></h3><ul><li><span style="font-weight: 400;">Instagram – 15.4K followers</span></li><li><span style="font-weight: 400;">Facebook – 124K followers</span></li><li><span style="font-weight: 400;">LinkedIn – 554K followers</span></li><li><span style="font-weight: 400;">Twitter – 27.4K followers&nbsp;</span></li></ul><p><span style="font-weight: 400;">They mostly post promotional content about the services they provide on their social media platforms.</span></p><p><span style="font-weight: 400;">Optum is most active on LinkedIn.</span></p><h3><strong>SEO Strategies</strong></h3><p><img decoding="async" class="aligncenter wp-image-349850 size-full" src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736876252624-cec41d76d1c18367eb5c454a8e71e9ac.webp" alt="marketing strategy of optum - ubersuggest seo screenshot" width="492" height="568" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2022/11/OPTUM-SEO-.jpegw3.webp 492w, https://iide.co/wp-content/uploads/2022/11/OPTUM-SEO--480x554.jpeg 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 492px, 100vw"></p><p style="text-align: center;">Source – Ubersuggest</p><p>As per SEO Analysis, organic keywords below 500 are reviewed bad, above 1000 are reviewed good and above 10,000 is reviewed as great. and as seen in the image above Optum has 441K+ organic keywords which is amazing.</p><p>Monthly traffic of around 20,000+ is considered good and Optum has monthly visits of around 538K which is great.</p><h3><strong>E-Commerce Strategies</strong></h3><p><span style="font-weight: 400;">Optum has a website on which you can book your services. Along with its website, Optum has another website known as the ‘Optum Store’ which is especially for the target audience to book their services.</span></p><h3><strong>Influencer Marketing&nbsp;</strong></h3><p><span style="font-weight: 400;">Optum Healthcare doesn’t use any kind of influencer marketing as of now. But they can opt for influencer marketing by collab with a trusted celebrity to increase brand trust.</span></p><h3><strong>Mobile Apps&nbsp;</strong></h3><p><span style="font-weight: 400;">Optum has an app available on the play store.</span></p><ul><li style="font-weight: 400;" aria-level="1"><b>Optum My Wellbeing –</b><span style="font-weight: 400;"> This app helps you in tracking your activity, physical health, sleep, etc. This app has ratings of 3.6 and 10T+ downloads.</span></li></ul><h3><strong>Content Marketing&nbsp;</strong></h3><p><span style="font-weight: 400;">&nbsp;Along with its engagement on social media. Optum also posts blogs and articles on its website to provide content and engage with its followers.</span></p><p><span style="font-weight: 400;"> This increases the transparency and trust of the audience. Optum is also mentioned in some of the Newspapers like Times of India.</span></p><p><span style="font-weight: 400;">This brings us to the end of the marketing strategy of Optum. Let’s Conclude the article.</span></p></div></div>

<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2><b>Conclusion – What’s unique about the marketing strategy of Optum?</b></h2><p><span style="font-weight: 400;">Optum is an American healthcare brand. As seen Optum has an overall good marketing strategy. </span></p><p><span style="font-weight: 400;">But there is one area where Optum should work on the marketing campaigns.</span><span style="font-weight: 400;"> Optum should launch more campaigns to increase engagement with its audience.</span></p><p><span style="font-weight: 400;">Optum has a good social media strategy as it has an impressive number of followers and engagement on its social media handles.</span></p><p><span style="font-weight: 400;">Along with social media, they have a good SEO strategy as result they have a great number of organic keywords and monthly traffic. </span></p><p><span style="font-weight: 400;">Optum can also go for Influencer marketing.</span></p><p><span style="font-weight: 400;">By seeing the importance of Digital marketing in this marketing strategy of Optum if you also want to learn digital marketing skills you can check <a href="https://iide.co/blog/best-digital-marketing-courses/">Online Digital Marketing Courses</a>.</span></p><p>If you liked this Comprehensive marketing strategy of Optum, check out the <a href="https://iide.co/case-studies/">IIDE Knowledge Portal</a> for such insightful case studies.</p><p><span style="font-weight: 400;">Thank you for taking the time and reading the article till the end. Do comment on your views about the marketing strategy of Optum.</span></p></div></div>

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Looking for the marketing strategy of Optum? In this case study, we have discussed marketing strategy with a detailed explanation.

Comprehensive Marketing Strategy Of Optum - 2025 - IIDE

<div class="raw-html-embed"><div class="et_pb_text_inner"><p><span style="font-weight: 400;">In our previous article, we discussed the </span><a href="https://iide.co/case-studies/marketing-strategy-of-cigna/"><span style="font-weight: 400;">marketing strategy of Cigna</span></a><span style="font-weight: 400;">. In this article, we will discuss the marketing strategy of Optum. Optum is a healthcare company in America.</span></p><p><span style="font-weight: 400;">As we are aware that marketing is one of the most important factors in the success of a company. And now marketing is taking a huge turn and being digital for the convenience of the company and customers.</span></p><p><span style="font-weight: 400;">If you want to have an idea about what digital marketing is watch <a href="https://masterclass.iide.co/video/digital-marketing-fundamentals?utm_source=Blog&amp;utm_medium=Internal_Link&amp;utm_campaign=MasterClass">IIDE’s Free Masterclass on Digital Marketing</a> by the founder of IIDE, Karan Shah himself.</span></p><p>Let’s start the marketing strategy of Optum with its Company Overview.</p></div></div>

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Comprehensive Marketing Strategy of Optum – With STP Analysis

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