Comprehensive Marketing Strategy of Optum – With STP Analysis

Updated on: Nov 7, 2022
marketing strategy of Optum - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our previous article, we discussed the marketing strategy of Cigna. In this article, we will discuss the marketing strategy of Optum. Optum is a healthcare company in America.

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.

If you want to have an idea about what digital marketing is watch IIDE’s Free Masterclass on Digital Marketing by the founder of IIDE, Karan Shah himself.

Let’s start the marketing strategy of Optum with its Company Overview.

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About Optum – 

marketing strategy of optum - logo

Source – Wikimedia Common

American pharmaceutical benefit manager and healthcare company Optum, Inc. Since 2011, it has been a UnitedHealth Group subsidiary.

 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.

 Optum generated 44% of UnitedHealth Group’s profits in 2017, and as of 2019, the company’s sales have reached $100 billion.

 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. 

Optum announced on January 15, 2019, that the business’s revenue has topped $100 for the first time.

Quick Stats – 

CEO Andrew Witty
CMO Terry Clark
Area served 150 Countries
Industry Healthcare
Revenue 54 billion U.S. dollars in 2021
Vision At Optum, we are dedicated to helping people live healthier lives and helping make the health system work better for everyone.
Tagline Bringing Every Aspect of Health Care Together.


Marketing Strategy of Optum – 

Let’s start the marketing strategy of Optum with its STP analysis.

Segmentation, Targeting and Positioning 

Segmentation – Optum segments its services into –

  •  local medical groups 
  • ambulatory care systems, 
  • primary, speciality, urgent and surgical care

Targeting – Large hospitals/health systems. Community hospitals. Large physician groups.

Positioning – one of the leading digital healthcare technology company.

Marketing Campaigns 

Make a Difference Campaign 

marketing strategy of Optum - marketing campaign

This campaign was launched as a 1-minute video on youtube in December 2021.

This campaign’s motive was to highlight the contribution to the people they serve and to the people who work at Optum Phillippines. 

This video was a tribute to the workers at Optum who work hard to make the lives of their patients healthier.

Social Media Marketing 

  • Instagram – 15.4K followers
  • Facebook – 124K followers
  • LinkedIn – 554K followers
  • Twitter – 27.4K followers 

They mostly post promotional content about the services they provide on their social media platforms.

Optum is most active on LinkedIn.

SEO Strategies

marketing strategy of optum - ubersuggest seo screenshot

Source – Ubersuggest

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.

Monthly traffic of around 20,000+ is considered good and Optum has monthly visits of around 538K which is great.

E-Commerce Strategies

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.

Influencer Marketing 

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.

Mobile Apps 

Optum has an app available on the play store.

  • Optum My Wellbeing – This app helps you in tracking your activity, physical health, sleep, etc. This app has ratings of 3.6 and 10T+ downloads.

Content Marketing 

 Along with its engagement on social media. Optum also posts blogs and articles on its website to provide content and engage with its followers.

This increases the transparency and trust of the audience. Optum is also mentioned in some of the Newspapers like Times of India.

This brings us to the end of the marketing strategy of Optum. Let’s Conclude the article.

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Conclusion – What’s unique about the marketing strategy of Optum?

Optum is an American healthcare brand. As seen Optum has an overall good marketing strategy.

But there is one area where Optum should work on the marketing campaigns. Optum should launch more campaigns to increase engagement with its audience.

Optum has a good social media strategy as it has an impressive number of followers and engagement on its social media handles.

Along with social media, they have a good SEO strategy as result they have a great number of organic keywords and monthly traffic.

Optum can also go for Influencer marketing.

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 Online Digital Marketing Courses.

If you liked this Comprehensive marketing strategy of Optum, check out the IIDE Knowledge Portal for such insightful case studies.

Thank you for taking the time and reading the article till the end. Do comment on your views about the marketing strategy of Optum.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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