Marketing Mix for United Health Group: Product, Price, Place, Promotion

Running Head: MARKETING MIX
Marketing Mix
Research Project
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MARKETING MIX 1
United Health Group
In January, UHG has used “Built for better health” campaign in Washington D.C to position
itself. Through this campaign the company communicated that UGG is the unique company that
supports the modernization of the health care to meet the country health related challenges
(Wells et al, 2017).
Target Audience for UHG
As per study around 324 million populations of US is being covered in health care insurance.
Every person living in U.S does not have the same income level, so having healthcare insurance
sometime feels challenging job for some portion of the population. Hence, these percentages of
population who are struggling for healthcare insurance are target of this campaign because it
promises cheap healthcare insurance (Luo et al, 2016).
4 P`s of this campaign
Product: United health group under this campaign offers large variety of offers in shape of
health benefit product for single, families, workforces and others. This campaign covers dental,
vision, Medicaid plan and also global health solutions. UHG has introduced Optum as a technical
platform to provide information related to population health management with the help of
software.
Price: The main purpose of this campaign is to offer affordable healthcare insurances to the
populations which are really in need of medical health insurance. UHG has set up a level of price
according to the applicant. Price of healthcare insurance for individual price will be different,
for family price will be different and for employees of the company it will be different.
Place: Under this campaign the company will increase its presence in Washington, D.C which
was low in earlier time and also UHG has thought that they can keep Washington, D.C as center
and can make themself easily available to the need population.
Promotion: For this campaign the company has used offline presence in the form of event,
which was organized in Washington D.C (Akgun et al, 2017).
Evaluation of Plan
United health group could have used this campaign in better form. No doubt the campaign was
focused well but there we few things related to marketing section which seems little bit low
because of which company was not able to cover as much population as they were expecting.
Additional marketing actions
One of the marketing actions which company could have used is that they could have combined
their offline marketing campaign with online platform with the help of social media. As per