UnitedHealth Undergoes Major Rebranding Effort

UnitedHealth Group’s services businesses will unify its market presence under the master brand “Optum.”

UnitedHealth says the brand unification will help the broad health services marketplace to understand and access the company’s full range of capabilities offered throughout the health care system.

The change, UnitedHealth says, reflects increased coordination and collaboration among three leading health services companies: OptumHealth, which will retain its name; OptumInsight, which will replace the Ingenix name; and OptumRx, which will replace the Prescription Solutions name. OptumHealth will retain its name but adjust its brand positioning to fit the new Optum brand, while Ingenix will become OptumInsight, and Prescription Solutions will become OptumRx.

The three companies will continue to operate under the leadership, respectively, of Dawn Owens, CEO of OptumHealth; Andy Slavitt, CEO of OptumInsight; and Jacqueline Kosecoff, CEO of OptumRx, says UnitedHealth.