UnitedHealth Group, Inc.: It Just Makes Sense campaign

To raise brand awareness, brand equity and brand definition among consumers, UnitedHealth Group launched the “It Just Makes Sense” campaign in 2003.

UnitedHealth Group, Inc.: It Just Makes Sense campaign

Rayna Bailey

OVERVIEW

UnitedHealth Group, Inc., founded in 1974 as Charter Med Inc., was at the top of the health-insurance business in 2003, providing to 40 million consumers services that included a health maintenance organization (HMO), administrative support for companies providing their own insurance, and specialized services for Medicare beneficiaries. Financially the company was also at a high point, with revenues increasing from $11.8 billion in 1997 to an estimated $29 billion in 2003. But UnitedHealthcare, the company's business segment that served as an HMO, was suffering an identity crisis. Although UnitedHealthcare...

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