Meet the Marketing Team at Optum

The challenge for Optum’s marketing team was daunting: Introduce a new data/analytics ingredient brand—dubbed OptumIQ—designed to “unlock the hidden value in huge volumes of data” around health care (which accounts for a staggering 30 percent of the world’s stored data). Marketing teams in the organization had to integrate virtually into a single team, including segment marketers (who focus on audiences like payers, providers, government and employers), product marketers, corporate communicators, brand managers and internal operations resources like web developers and social media managers. The kickoff event—which was woven into the organization’s annual Optum Forum—included a livestream that was viewed initially by more than 4,000 people (in addition to the 5,000+ who watched in person). The video of the session drew even more views and, most impressively, the effort attracted 886 new marketing contacts.