UnitedHealth Group × AYMI

UnitedHealth Group spans payer (UnitedHealthcare) and provider/health-services (Optum) lines whose audiences barely overlap — the HCP signing off on a clinical program, the patient enrolling in care, and the payer-side decision-maker all see different surfaces and respond to different signal. A single performance framework averaged across them and misallocated spend the moment it crossed a stakeholder boundary.

AYMI was brought in to build a multi-stakeholder growth system that runs the cadence against the stakeholder each conversion actually depends on, across both lines, inside the regulated frame.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Modeled HCP, patient, and payer cohorts as distinct motions with their own surfaces, decision windows, and qualification signals. Mapped long-cycle attribution from first touch to qualified action across both the payer and Optum lines.

2. Step 02Strategy

   Separated the single funnel into stakeholder-specific flights, each with its own channel mix, goal, and compliant creative track — HCP-credentialed networks, patient-condition cohorts, and payer/enterprise decision surfaces — coordinated under one measurement frame.

3. Step 03Creative

   Built a modular system that shipped HCP-facing, patient-facing, and payer-facing variants from one visual identity without the regulated copy slipping register. Editorial-grade clinical content for HCPs, trust-led benefit clarity for patients, enterprise proof for payers.

4. Step 04Launch

   Activated programmatic across HCP-credentialed networks, patient-condition cohorts, and enterprise/payer surfaces, plus a KOL and peer-reviewed syndication organic layer, with qualified-action events instrumented per stakeholder.

5. Step 05Optimize

   Monthly reviews against sales-accepted and clinically-qualified actions per stakeholder; concentrated spend on the surfaces generating the highest-quality downstream pipeline rather than the cheapest top-of-funnel signal.

Qualified pipeline grew across the payer and Optum lines while blended acquisition got more efficient — because spend finally mapped to the stakeholder each conversion depended on. HCPs engaged with programs once the content was credentialed and editorial-grade.

Patients stayed in their programs longer, and the multi-stakeholder system now operates as the shared growth model across both lines.