Healthcare Marketing Analysis: UNH, CVS, Cigna Presentation

This presentation analyzes the marketing strategies of three major healthcare organizations: UnitedHealth Group (UNH), CVS Health Corp, and Cigna Corporation. The presentation begins with an overview of each company, including their market presence and services. It then delves into the 5 Ps of marketing (Product, Price, Place, Promotion, and People) for each organization, providing specific examples of their strategies. A SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) is conducted for each company to assess their marketing potential and competitive landscape. The presentation highlights the strengths of each organization, such as UNH's strong presence and CVS's pricing strategies, while also identifying weaknesses and potential threats like competition. The presentation concludes with a summary of the findings and a list of the references used in the analysis. This presentation is designed for a board of directors and provides a clear and concise overview of healthcare marketing principles and their application in the selected organizations.

Running head: HEALTHCARE MARKETING 1
Healthcare Marketing
Name
Institutional Affiliation

HEALTHCARE MARKETING 2
VOICE SCRIPTS AND NOTES
NB: Please not that each subheading (NUMBERED 1-10 BELOW) is a slide. You should aim
at spending 1 minute each in each slide
“Good afternoon everyone…. I would like to welcome you to our presentation entitled
“Healthcare Marketing”
Welcome!
1. Selected Healthcare Organizations
The selected Healthcare Organizations include:
• UnitedHealth Group Inc. (Unh):
• CVS Health Corp:
• Cigna Corporation
UnitedHealth Group Inc. (Unh):
2. Overview
• It is the biggest health care services organization in the globe, and serves more than 50M
people in the US as of late 2018 and 5M people in Brazil.
• UNH provides a broad range of products and services on healthcare like HMOs; PPO;
POS; and managed free-for-service programs.
3. UnitedHealth Group Inc. (Unh) 5ps

HEALTHCARE MARKETING 3
• Product: It offers products via 2 business podiums serving 70M persons in the US.
UnitedHealthcare is a Health Benefits platform serving an array of markets in distinct
geographic areas/regions.
• Price: The Group provides an array of service with varying prices for health care
products or coverage provided by the group. Price schemes stay independent upon
coverage type approved by clients.
• Place: The Group is present in US and is serving key market segments and in various
locations.
• Promotion: The Group’s has its digital presence in social media accounts via Twitter,
YouTube, Facebook, RSS, and LinkedIn.
• People: The Group offers healthcare solutions to nearly 70M individuals in the US.
4. UnitedHealth Group Inc. (Unh) SWOT Analysis:
Strengths
• Strong presence in US
• Quality sales persons
• Best philanthropic CSR efforts
Weaknesses
• Inability to charge high prices
Threats
• Competition from rivals firms including CVs and Cigna Corporation

HEALTHCARE MARKETING 4
• Opportunities
• Opportunities to enter new overseas markets
CVS HEALTH CORP:
5. Overview:
• CVS joined the ranks of the global largest health care concerns with its 2018 merger with
the Aetna, Inc., health insurer.
• This deal allows the newly merged organization to provide a wide array of traditional,
voluntary, and consumer-oriented health insurance products and associated services.
• The healthcare segment of Aetna offers POS, HMOs, PPOs alongside indemnity benefits
products to about 40M members as of late 2018.
6. CVS Health Corp: 5ps
• Product: It is a medical and pharmacy services organization. Its product range is all-
daily use consumer items primarily comprising of pharmacy products. Its pharmacy
exponential growth is premised on the US booming healthcare sector.
• Price: It utilizes a range of management pricing tools to reduce pricing in its marketing
mix and hence pose a big challenge to rivals.

HEALTHCARE MARKETING 5
• Place: It has more than 9600 store locations with a large network of 2700 retail
pharmacists alongside 73,000 pharmacy technicians on the toes to offer services to clients
in need.
• Promotion: CVS has a huge brand image in United States hence marketing alongside
branding the image is a big responsibility. CVS is known for its affordable pricing and
costing.
• People: It has many salespersons, staff, and managers, alongside pharmaceuticals that
forms a large organization.
7. CVS Health Corp: Swot Analysis
• Strengths
• Uses a range of prices
• Serves many locations
• Large number of employees
• Huge brand image
• Affordable pricing
• Best pricing management tools
• Weaknesses
• More money spent on promotion
• Charging less price

HEALTHCARE MARKETING 6
• Threats
• Fierce competition from rivals
• Increasing costs of ads
• Opportunities
• Use of online marketing
• Use of social media
• Enter new global markets
CIGNA CORPORATION:
8. Overview
• The Cigna Corp is amongst the biggest investor-owned worker benefits organization in
the United States.
• It provides POS, PPOs, and HMOs to millions of clients across the sixteen states.
• It is amongst the market leaders in commercial independently funded fee market that is
where much growth shall arise for the big-group insurance segment.
9. Cigna Corporation: 5ps
• Product: It sells products using five wide categories with each serving unique product
lines.
• All products get sold under “Cigna Corporation” as brand name.

HEALTHCARE MARKETING 7
• It sells products with varieties allowing customers to choose product of their own
choosing.
• Price: Pricing strategy is a competitive-based because data on rivals is available easily as
a result of a big number of rivals existing in this industry (Kemp, Bui, Krishen, Homer &
LaTour, 2017).
• Place: It sells products via two marketing channels. It sells straight to clients via online
website and indirectly to wholesalers who sells to retailers located in the United States
• Promotion: It utilizes multiple media channels to promote products. It utilizes traditional
media including advertisement on radio and TVs.
• People: It has people who work under its sales team and playing a key role in marketing
efforts. They are trained in persuasive technique and show respect to business clients
considering their preferences.
10. Cigna Corporation: SWOT Analysis
Strengths
• Ability to charge high prices
• Presence across the US
Weaknesses
• Weak online marketing
• Lack of retail stores
Threats

HEALTHCARE MARKETING 8
• Fierce competition from rivals as CVS and UNH
Opportunities
• Open retails stores
• Train its sales persons
That’s the end of our presentation. Thank for listening to me. I have attached the list of
sources we relied on to make this presentation below.

HEALTHCARE MARKETING 9
References
Fortenberry Jr, J. L., & McGoldrick, P. J. (2016). Internal marketing: A pathway for healthcare
facilities to improve the patient experience. International Journal of Healthcare
Management, 9(1), 28-33.
Hahn, C., Slager, D., & Harris, K. (2014). U.S. Patent No. 8,874,460. Washington, DC: U.S.
Patent and Trademark Office.
Hyder, A. S., & Fregidou-Malama, M. (2018). Is context important in healthcare marketing?: A
comparison between developed and emerging markets. In Networks in Context, The 8th
meeting of the IMP Group in Asia and 34th meeting of IMP Group, Jetwing Blue,
Negombo Beach, Sri Lanka, 2nd-5th December 2018. (pp. 17-17). Industrial Marketing
and Purchasing Group.
Kemp, E., Bui, M., Krishen, A., Homer, P. M., & LaTour, M. S. (2017). Understanding the
power of hope and empathy in healthcare marketing. Journal of Consumer
Marketing, 34(2), 85-95.
Merz, M. Y. (2015). Message Framing in Healthcare Marketing. In Ideas in Marketing: Finding
the New and Polishing the Old (pp. 691-691). Springer, Cham.