Case Study: Large HealthCare Plan achieves consistent member communications and cost and time savings with Optum

Rescuing a Digital Marketing Solution Implementation

Large HealthCare Plan engaged Optum to rescue a troubled enterprise digital marketing solution implementation that had fallen off track after a single-phase “big bang” approach became too large and complex. Optum consultants met with stakeholders, assessed scope, systems, and culture, and identified fragmented member communications, conflicting data structures, and heavy manual processes as key barriers.

Optum restructured the work into phased deployments, centralized member communications into a single source, implemented a crosswalk to map key data fields, built fact tables for faster preprocessing, and shifted manual tasks to automated workflows. As a result, Optum helped the Large HealthCare Plan deliver consistent, branded member communications, reduce manual bottlenecks, and save time and money while freeing resources for other priorities.