In-Depth Marketing Strategy of UnitedHealthCare – An Overall Analysis

Updated on: Sep 5, 2022

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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.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In our previous blog, we talked about the SWOT analysis of UnitedHealthcare. This time let’s dig into the Marketing Strategy of UnitedHealthcare.

UnitedHealthcare is the largest healthcare company in the world by revenue and 80% of its revenue is generated through its premiums. The parent company behind the success of UnitedHealthcare is UnitedHealthcare Group. In 1998 they launched six independent business segments, one of which was the UnitedHealthcare of today. 

Another aspect that made UnitedHealthcare the giant it is now is its marketing efforts. As the world goes online, marketing is changing and if you are interested in learning about the latest – check out our Free Masterclass on Digital Marketing by the CEO and Founder of IIDE, Karan Shah.

But, before we begin with the Marketing Strategy of UnitedHealthcare, let us learn more about UnitedHealthcare the company, its founding, products, financial status, and competitors.

Digital Marketing Academic Challenge 2024 - DMAC

About UnitedHealthcare 

Marketing Strategy of UnitedHealthCare - unitedhealthcare

UnitedHealthcare is a foundation of UnitedHealthcare Group formed in 1999 which is dedicated to helping people live healthier lives and making the health system work better for everyone. They serve millions of people from their earliest years through their working lives and through retirement. 

UnitedHealthcare is an American multinational managed healthcare and insurance company based in Minnetonka, Minnesota. It offers health care products and insurance services. UnitedHealthcare Group is the world’s eighth-largest company by revenue and second-largest healthcare company behind CVS Health by revenue, and the largest insurance company by net premiums.

The United Health Foundation has committed more than $170 million to improve health and health care. With serving about 6.2 million people with medical benefits, UnitedHealthcare is the nation’s largest health insurance company based in the U.S. UnitedHealthcare primarily generates revenue through its premiums, consulting services, and sales of medical products. Of those services it also includes “Optum”, an aggressive secondary business of UnitedHealthcare Group focused majorly on participants in the healthcare industry, providing expertise, technology, and other services.

Quick Stats on UnitedHealthCare
CEO Andrew Witty
CMO Jennifer Colvin
Area Served The United States
Industry Health Care & Insurance
Market Share/ Revenue 29.09%
Vision We will be accountable and responsible for consistently delivering high-quality and superior results that make a difference in the lives of the people we touch.
Tagline Helping people live healthier lives®


Marketing Strategy of UnitedHealthcare 

Let’s learn about the marketing strategy of UnitedHealthcare! And how does UnitedHealthcare carry the marketing campaign etc.

Segmentation, Targeting, and Positioning 

Millennials between the ages of 21 and 50 make up the majority of the target audience. This is the age when the majority of people feel compelled to obtain insurance and healthcare services, which is where UnitedHealthcare comes in, offering a wide range of services in this field.

UnitedHealthcare began as a healthcare management company, but as its services grew, it expanded into the fields of health care, pharmacy benefits management, and, most notably, insurance, which helped the company reach new heights of profitability. 

Through its health care services brand, UnitedHealthcare established a market position in the United States, as well as other countries such as Brazil, Chile, Columbia, and over 130 others around the world. 

When customers use UnitedHealthcare’s services and benefits, the company goes to great lengths to ensure that they have a positive experience. 

Marketing Campaigns 

In late March 2022, UnitedHealthcare launched a direct marketing campaign to prospects, focusing on business decision-makers with 7–250 employees in select markets. The campaign aims to better educate prospects, which could help you grow your UnitedHealthcare business. Messaging to potential employers suggests that UnitedHealthcare may have a health insurance plan that fits their company’s needs and includes a link to more information.

This campaign includes the following calls to action:

  • Contacting their broker
  • Visiting a website
  • Calling a toll-free number
  • Mailing a business reply card

According to iSpot TV, UnitedHealthCare spent $4.1 million on television ads in April, running 7 ads 347 times across the country.

Junior high angst set to the tune of Aerosmith’s “Walk this Way” is one of the Minnetonka, Minnesota-based player’s spots. The commercial promotes United’s rewards for healthy activities like walking — even if it embarrasses your daughter. 

The ad is also part of a long-running national branding campaign that mocks ICD-10 codes, which began in 2015. W17.89XS appears in this one: “Others fall from one level to another.” It is, in fact, a genuine code.

Marketing Strategy of UnitedHealthCare - Stats

One child and her mother attended one of the best marketing events put on by UnitedHealthcare Groups. The mother attempted to demonstrate some stunts but failed, and the pair then turned their attention to insurance, which was displayed as the best insurance in the nation. Here is the Youtube link for UnitedHealthcare | Low Jump:30

Social Media Marketing

UnitedHealthcare is on Instagram, LinkedIn, and Facebook, among other social media platforms.  It has more Facebook fans than LinkedIn and, most recently, Instagram. The Facebook handle has followers in the range of around 219,257 and LinkedIn is a social media platform that connects professionals. 

It’s more of a professional social media platform, with around 179,921 followers. With only 14.4-15 thousand followers, UnitedHealthCare’s Instagram account isn’t very active. All of the social media posts are about lanches, awareness, and home care for various health issues, among other things.

SEO Strategies

Marketing Strategy of UnitedHealthCare - SEO

According to SEO rankings, a low number of keywords (under 500) is considered bad, a high number of keywords (over 1000) is considered good, and a high number of keywords (10,000+) is considered exceptional. As can be seen, has 490,265 organic keywords, which is considered to be excellent. As a result, UnitedHealthcare’s digital marketing is gaining a significant amount of data. 

Furthermore, the monthly traffic is approximately 27,72,705+, which is considered super awesome.  As a result, UnitedHealthcare’s SEO strategies must be improved while also working hard enough to keep the brand soaring in Google’s organic SERP results.

Influencer Marketing

UnitedHealthcare has never worked with YouTubers, bloggers, or anyone else for marketing purposes from the beginning. They have over 2,00,000 followers and a presence in 130+ countries, so they collaborate with brands and organizations for social causes such as the World Health Organization and others.

Ecommerce Strategies

Marketing Strategy of UnitedHealthCare - ecom

When it comes to e-commerce techniques, UnitedHealthcare has a website where they sell their products with discounts. Apart from that, it has partnered with other websites to offer its items, whether they are for offices or not. They also offer their goods at their healthcare facilities.

Mobile Apps

Marketing Strategy of UnitedHealthCare - Mobile App

UnitedHealthcare is a very highly recognized company, so they are also available on the Play Store as well as the App Store. The benefits of using the mobile application of UnitedHealthCare are 

  • Early access to your health information
  • and Searching for urgent care anytime and anywhere.
  • Find a healthcare provider that fits your needs.
  • Save money by using an in-network provider.
  • Access your ID on the go. 
  • View payment claims and breakdowns
  • Get on-demand help with your account or coverage.  

Content Marketing Strategies

Marketing Strategy of UnitedHealthCare - Content Marketing

UnitedHealthcare is a social media powerhouse. The substance of the post is connected to their new goods, health concerns, awareness messages, social causes, and so on. Facebook, Instagram, and LinkedIn are the platforms for sharing material. They also distribute press releases about their products through various outlets such as the New York Times, Investopedia, and others.

This ends with an elaborative marketing strategy of UnitedHealthCare. Let us conclude our learning below from the marketing strategy of UnitedHealthCare.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in UnitedHealthcare Marketing?

In the marketing strategy of UHC, we saw that UHC is gaining love and support from all corners of the world. The popularity of their healthcare services is increasing among millennials. The uniqueness of being the second most-admired healthcare service and the only brand to start health care services and insurance simultaneously. Though UHC is good at its digital marketing methods, it is still trying to evolve and grow in the digital sector.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of UnitedHealthCare has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of UnitedHealthCare check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of UnitedHealthCare, and do share your thoughts on this case study marketing strategy of UnitedHealthCare in the comments section below.

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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]

1 Comment

  1. Aleisa Saunders

    This content is very useful. Thank you


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