Mktg 561-01
Prof. John Burns
Final paper
UNITED HEALTHCARE GROUP
The UnitedHealth Group is a company that offers diversified health care management
services. It is based in Minnesota in the United States of America, located at
Minnetonka (UnitedHealth Group, 1974). It is ranked the 14th on the “Fortune 500
List” of the best companies and business enterprises in the world. UnitedHealth Group
has two companies that offer services and products to their consumers. The two
business entities are Optum and UnitedHealthcare. It has approximated that it serves
over 70 million people in the United States of America. UnitedHealth Group continues
to enjoy steady progress across its major business units. Over the past few years
United has worked to strengthen and accelerate its investments in its core health
insurance and health services units. This disciplined approach has resulted in both
top-line and bottom-line growth for the organization on a year over year basis, with
primary growth coming from the senior and public sectors, as well as strong results in
Optum.
The UnitedHealth Group Corporation was created and launched in 1977 and was
formed so that it could provide a foundation for the reorganization of the existing
company. As such, it became the parent company of the Charter Med Incorporated.
Its launch came along with several new services that had been lacking (UnitedHealth
Group, 1974). Some of them include drug, pharmacy formularies, pre-certification
processes before admission in hospitals, cost management and control using
physician office software, and the issue of insurance wrap. Other innovations that
were incorporated into health care provision included the use of traditional HMO
products and behavioral health care services such as mental health. The changes
formed an integral part of the heritage of the corporation. Its priority commitment was
to assist the people to live lives that were healthier. The central idea was to use the
best practices in the provision of medical care and the best business management
policies so as to enhance the health of the patients.
The individual customer’s needs are better met, and new ideas are promoted.
Winsome marketing mix strategy is developed. (Baby boomers, Millennials, etc.)
efficient allocation of corporate resources based upon attractiveness of individual
