Chapter 1: The Optum Brand

Transcription

1 Chapter 1: The Optum Brand March 2015: Version Optum, Inc. Brand Guidelines

2 Contents i Contents 1.1 Our Optum brand 1.2 Who we serve Our strategy and what makes us different 1.5 Our personality 1.6 Your role 1.7 The future of our brand

3 Our Optum brand 1.1 Who is Optum? At Optum, we re committed to helping make the health system work better for everyone. As a health services and innovation company, we combine data and analytics with technology and expertise to power modern health care. Our global team of 80,000 serves those who provide care, those who pay for care and most importantly those who need care. And because we are in the unique position of serving the needs of all participants across health care from the center of the system we are able to better connect them, with a shared focus on creating a healthier world. In collaboration with our partners, we focus on three key drivers of transformative change: modernizing the health system infrastructure, advancing care and empowering consumers. It s through these strategies that we ll achieve a healthier future, one that delivers improved health outcomes, better health care experiences and reduced costs for all.

4 Who we serve 1.2 Who we serve Optum serves those who provide care, those who pay for care and most importantly those who need care. The ability to connect and support every part of the health system places Optum at the center of that system. We partner with 300 health plans to ensure positive changes take root in the broader health system and benefit as many people as possible. We support hundreds of life sciences companies as they research and develop new treatments. We work with 67,000 pharmacies to help people get the care and treatments they need. We help half of the Fortune 500 employers meet their employees health and wellness needs. We serve care providers and health systems including four out of five U.S. hospitals to support their focus on quality care, better patient experiences, operational efficiency and cost savings. We partner with government agencies in 40 states and, increasingly, around the world. We help 74 million people find the right care at the best value, understand their options and take charge of their health and wellness.

5 Our personality 1.5 As our Optum brand continues to grow, our marketing and operational materials will also evolve. We re continually refining our brand to communicate shared goals and a unified perspective. When creating or revising any Optum materials or business processes, keep these key attributes in mind: Optum is always... Courageous We ve never been ones to back down from a challenge. The obstacles may be formidable, but the impact of our work is too important not to give it everything we have. Collaborative We are inspired by clients and partners who share our commitment to make the world healthier. We strive to be great partners and simplify complex challenges. Responsible We know that health care is a serious business and we play a critical role in helping to make it better. Our drive and commitment show through in all of the work we do. Approachable We know that health care is a human business and we deeply care about the people we serve. We roll up our sleeves and get immersed in real-world challenges. Progressive We live to re-imagine the possibilities to invent the next generation of health system solutions. We see past the status quo, and uncharted territory is our specialty. Optimistic We believe a healthier world is ours to make. Our hard work, perseverance and love of what we do will pay off for all.

6 Your role 1.6 Your Role As Optum continues to grow and evolve, we have a unique opportunity to build a market-leading brand and truly make a difference in the lives and health of the people we serve. As someone who works with our brand, your role is to elevate our brand at every touchpoint. Whether it s a proposal, a speech to an industry group or a sales brochure promoting our newest innovative solution everything you create and communicate should exemplify the attributes and elements that are the essence of our Optum brand. Working together, we can simplify complexity, create curiosity, build excitement and inspire change. To learn more about how to tell the Optum story, visit optum-brand-resources.

7 The future of our brand 1.7 As our Optum brand continues to expand and evolve, we will continue to change, adapt and grow. But our focus will stay the same helping to make the health system work better for everyone. We are Optum. Each of us is driven by the belief that the health system can work better for everyone. And together, we have the expertise, the perspective and the experience to help create meaningful and enduring change for health communities. Together we re powering modern health care to create a healthier world. Questions? Based on the nature of your question, contact an expert from one of the following departments: Brand Council: optum.brand@optum.com Legal: Susan Perera, susan.perera@uhg.com Events: Brenda Hodge, brenda.hodge@optum.com Marketing: Michelle Oelke, michelle.oelke@optum.com For information about exceptions to the brand, please visit chapter 10.