Case Study: UnitedHealth Group achieves greater reach, engagement and thought leadership with LinkedIn Marketing Solutions

UnitedHealth Group breaks through noise on social media using LinkedIn Articles

UnitedHealth Group, a global health care company with 330,000 employees, faced the challenge of cutting through social media noise to reach a diverse set of stakeholders—clinicians, technologists, employees, consumers and providers—especially during COVID-related burnout. The organization needed an innovative communications approach to strengthen its employer brand, share compelling employee stories, and drive thought leadership across the industry.

UnitedHealth Group adopted LinkedIn Articles to publish longer-form, human-centered stories and expert-led thought pieces, including campaigns on health equity, AAPI Heritage Month and Pride. The strategy boosted engagement and executive participation: the first seven articles earned 187k impressions, 5.5k+ engagements and 3.2k article views, a top article recorded 800 views and 1.5k engagements, and leaders became more active in producing long-form content.

UnitedHealth Group

Jennifer Smoter

Senior Vice President and Chief Communications Officer