Launching a brand, creating a new category
Brand & Experience
Culture, Capability and Engagement, Design, Healthcare
UnitedHealth Group offered a portfolio of business services unmatched in breadth and depth in the healthcare industry. However, its businesses had traditionally acted independently of one another and employees were focused on their business units, limiting the group’s ability to engage clients more comprehensively. To address this, Prophet aided in the creation of a unifying brand that translated the new vision into a new to the world business and brand.
Prophet brought together three distinct businesses under a new logo, visual system and employee engagement strategy to guide the customer experience and communicate what the new company could deliver to the market. To deliver on this new promise, the company needed to make sure that the employees understood the new brand strategy and could begin delivering on this promise and experience. A strategic launch process brought the new brand to life and captured the hearts of necessary stakeholders in order to establish the brand from the inside out.
The new brand, known as Optum, organized 500+ products, solutions and services under a single brand with the promise to make the health system work better for everyone. With Prophet’s help, UnitedHealth Group launched a dynamic $30-billion dollar brand in less than 6 months.
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