UnitedHealth Group is a leader in the health and well-being industry, serving approximately 55 million Americans.
UnitedHealth contracts with AARP to provide Pharmacy Discount Services as part of AARP Health Care Options. However, brands offered by UnitedHealth had low brand recognition, created consumer confusion, and did not leverage the strength of the AARP brand. This confusion would be potentially increased with the coming Federal Drug Card that would have an AARP endorsement.
We were engaged to guide UnitedHealth in creating clear and distinct Brand Positionings for the AARP Member Choice and AARP Medicare Prescription Drug Programs. This was completed successfully after identifying the target consumer for each brand, collecting relevant information about them, understanding their needs and motivations, and their emotional connection to AARP.
- Darla O’Donnell, Vice President