Marketing Mix Research Project: United Health Group Campaign Analysis

This report analyzes the marketing mix of a United Health Group (UHG) campaign, focusing on its "Built for better health" initiative in Washington D.C. The report identifies UHG's target audience as individuals struggling with healthcare insurance costs. It then examines the 4Ps of the campaign: product (healthcare benefit offerings), price (affordable insurance options), place (increased presence in Washington, D.C.), and promotion (offline events). The evaluation highlights areas for improvement, particularly the integration of social media and mobile marketing to broaden the campaign's reach. The report emphasizes the potential of these channels to engage a larger audience and personalize messaging, ultimately enhancing the campaign's effectiveness. References to academic sources are provided to support the analysis.

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

MARKETING MIX 2
study around 51% of the population is present on social media platform which includes
Facebook, twitter, Instagram and you tube. If any company wants that their campaign should
reach to large population with in short span of time, social media seems one of the most
important option for the company.
Other marketing action which company could have used is that they could have used mobile
marketing as a source of promoting their campaign (Lamberton & Stephen, 2016). After social
media, mobile media seems to be the second best option because it covers around 40 % of the
world. Mobile media provides one additional feature as compared to social media that is message
personalization which can have deep impact on minds of targeted population.

MARKETING MIX 3
References:
Akgun, A. E., Keskin, H., Ayar, H., & Etlioglu, T. (2017). why companies go positive marketing
innovations: a new theoretical prototype for 4ps of innovation. Journal of Business
Economics and Finance, 6(2), 70-77.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing, 80(6), 146-172.
Luo, J., Seeger, J. D., Donneyong, M., Gagne, J. J., Avorn, J., & Kesselheim, A. S. (2016).
Effect of generic competition on atorvastatin prescribing and patients’ out-of-pocket
spending. JAMA internal medicine, 176(9), 1317-1323.
Wells, T. S., Ozminkowski, R. J., McGinn, M. P., Hawkins, K., Bhattarai, G. R., Serxner, S. A.,
& Greame, C. (2017). Incorporating Reporting Efforts to Manage and Improve Health
and Wellness Programs. Population health management, 20(3), 181-188.