Optum styleguide july 2016 lores v1

Logo Print Guidelines Promotional items Copywriting Naming Building signage

Real estate branding Co-branding relationships OptumRx Optum Bank OptumLabs Optum360 OptumCare Sub-brands

Sponsorships Trade shows and events

Inside our brand | Style guide

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1 Core elements

Chapter 2 Sub-brands

Chapter 3 Environmental

Chapter 4 References

2

57 OptumRx®

88

7 Fonts

66 Optum360®

137 Branding principles for

product marketing

9 Colors

68 OptumCare™

98 Interior real estate branding

12 Using support

elements in print

75 OptumLabs™

108 Sponsorships

153 Endorser brand strategy

77 Optum Bank®

119 Exhibits and

trade shows

156 Co-branding

The logo

13 Photography

Real estate signage

143 Naming Optum products

162 Selling with UnitedHealthcare

14 Iconography

170 Writers’ resource

15 How we communicate

189

45 Templates and

ordering resources 46 Copywriting voice

and tone 52 Promotional/premium items 55 Contact us

Active Links Questions about our Optum brand Back to contents page Optum employees brand assets web page

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Legal: Review process, disclaimers and copyrights, trademarks and legal entities

Contents

Chapter 1: Core elements 2

The logo

7 Fonts 9 Colors 12 Using support

elements in print 13 Photography 14 Iconography 15 How we communicate 45 Templates and

ordering resources 46 Copywriting voice

and tone 52 Promotional/premium items 55 Contact us

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

1

The logo Optum logo

Optum symbol

Print and digital The Optum logo is used for all Optum communications. We are all one Optum and support a single brand.

The logo includes the Optum symbol and the Optum logotype, which are equally important. The Optum symbol or logotype should never be used alone. The relationship between the symbol and logotype must never be altered or modified in any way.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Optum logotype

Registration symbols In text, Optum requires that the registration symbol be used with the first mention modifying something, such as a product or service. The Optum logo should include a registration symbol every time it appears. However, it is not necessary to place the legal symbol in headlines and titles.

Logo modifiers and amendments Unless required by law or approved by the brand team for business reasons, our Optum logo should never be modified.

Any requests for special exemptions must be directed to the Brand Team at optum.brand@optum.com and accompanied with business and legal justifications.

Chapter 1

|

2

The logo: What not to do

Don’t use the kite by itself. Optum is still a young brand and as a result not enough equity has been built in the kite to use it as a stand alone element.

Don’t break the kite apart into fragmented pieces.

In order to build equity in the logo we need to keep all elements of the mark intact.

Important note: The only instance where it is allowable to use the kite as a stand-alone element is in digital as a favicon.

Don’t create your own logo or mark. Designing your own mark or logo is never an approved option.

Don’t turn the kite into other shapes or elements.

Never overprint our logo with text or other graphics.

The clear space rule (page 5) always applies to the Optum logo usage. Keeping the integrity of our logo means no interference of design and color.

Do not make the logo 3D.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

3

Sizing Minimum size: 1.25˝ (93 px)

Preferred sizes Whenever possible, our logo should be used at 1.5˝, 1.75˝, 2˝ or 2.25˝ on printed materials. The logo is measured from the left edge of the symbol to the right edge of the letter “M” in the logotype.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Preferred larger size: 2.25˝ (162 px)

Minimum size 1.25˝ is the minimum size for the logo.

Large format When a large-format logo is required for display use (e.g., banners), the master artwork may be enlarged to the required size. Remember that the relationship between the logo elements should not be altered or modified.

Chapter 1

|

4

Clear space X

X

X = preferred clear space

X

Clear space To ensure maximum impact of the Optum logo, a “clear space” has been defined. This space should be kept clear of all type and other graphic elements.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Minimum clear space In rare cases it may not be possible to use the preferred clear space (e.g., in digital applications). In these instances, maintain a minimum area of clear space. The minimum clear space is equal to half of “X.”

Preferred clear space The preferred clear space is equal to “X,” as illustrated on this page. “X” is equal to the width of the capital letter “T” in the Optum logotype.

Chapter 1

|

5

Logo versions

Full-color logo (preferred)

One-color halftone logo (black)

One-color solid logo (restricted use)

Reversed white logo (restricted use)

Spot color coated stock Spot color uncoated stock CMYK coated stock CMYK uncoated stock Electronic (RGB)

One-color halftone (black)

One-color solid (black)

Reversed white logo (white)

OPTUM_Coated.eps OPTUM_Uncoated.eps OPTUM_CoatedProcess.eps OPTUM_UncoatedProcess.eps OPTUM_RGB.eps

Full-color logo (preferred) The preferred reproduction version; it should be used whenever possible. Consistent use is essential to brand recognition.

One-color halftone logo (black) When it is not practical to use the full-color Optum logo, due to reproduction methods or cost constraints, use the one-color halftone logo, reproduced only in black. Use the one-color halftone logo for laser-printed documents and reproduction in newsprint.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

OPTUM_Black.eps

OPTUM_SolidBlack.eps

One-color solid and reversed white logos (restricted use) The one-color solid and reversed white logos are intended for use when reproduction methods prohibit the use of the full-color or one-color halftone Optum logo. The one-color solid and reversed white logos are also used for special finishes such as etching and embossing.

OPTUM_White.eps

File naming Our logo files use a simple naming system, demonstrated here.

File format The Optum Logo is in vector format (Adobe Illustrator EPS), which may be scaled up or down to a desired size without compromising image quality.

Chapter 1

|

6

Fonts Primary typeface

Secondary typeface

Frutiger LT Std

Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!?&

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrsuvwxyz1234567890!?&

Frutiger LT Std 45 Light Frutiger LT Std 46 Light Italic

Frutiger LT Std 65 Bold Frutiger LT Std 66 Bold Italic

Frutiger LT Std 55 Roman Frutiger LT Std 56 Italic

Frutiger LT Std 75 Black Frutiger LT Std 76 Black Italic

Primary Optum typeface Frutiger LT Std is a contemporary sans serif font and has been chosen for its flexibility, elegance and clean appearance, which makes it legible across all media. Frutiger LT Std is an essential element of our visual brand identity and should be used for published materials. Use the different weights illustrated here to create different distinctions in text where necessary.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Arial Regular

Arial Bold

Arial Regular Italic

Arial Bold Italic

General style guidelines For titles and body copy, always use initial capitals to start a phrase or sentence. Do not modify default word spacing, letter spacing or tracking in design and publishing software.

Word processing fonts Arial is the preferred system font for word processing. This includes all word processing documents (e.g., Microsoft Word), spreadsheets (e.g., Microsoft Excel) and on-screen presentations (e.g., Microsoft PowerPoint and web publications).

Web fonts Both the Frutiger and Arial font families are used in Optum interactive sites and applications.

Chapter 1

|

7

Fonts: What not to do

Optum has only two fonts; Frutiger and Arial, both are san serif fonts.

Don’t use serif fonts and don’t add new fonts.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

8

Colors for print and PowerPoint

Primary colors

Secondary colors

PANTONE® 158

PANTONE® 124

PANTONE® Cool Gray 11

PANTONE® Cool Gray 8

PANTONE® Cool Gray 5

PANTONE® Cool Gray 2

C:0 M:62 Y:95 K:0

C:0 M:28 Y:100 K:4

C:65 M:57 Y:52 K:29

C:48 M:40 Y:38 K:3

C:31 M:25 Y:26 K:0

C:17 M:14 Y:15 K:0

PANTONE® 377

PANTONE® 327

PANTONE® 2945

PANTONE® 2685

PANTONE® 704

C:58 M:22 Y:100 K:4

C:100 M:21 Y:64 K:7

C:100 M:53 Y:2 K:16

C:90 M:99 Y:0 K:8

C:24 M:95 Y:86 K:19

There are six primary Optum brand colors. White is our most important primary color. A white background enhances the vibrancy of our colors.

Color consistency It is vital that our brand colors look consistent regardless of medium. To help achieve this, color references are listed for printing offset spot colors (PANTONE®) and process colors (CMYK).

Important note: For materials that are professionally printed, always strive to match colors to the special (or spot) colors listed here. Never use colors as they appear on screen/monitor or color printouts as a guide to the true PMS colors.

When working on digital projects use the RGB and Hex values indicated in our Digital Toolkit http://inside.optum.com/resource/ Pages/ResourcesDesigners.aspx.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

9

Color proportion

white

White is our most important primary color, and should encompass at least 50% of each project. Use this grid as a guide to how much of each color will deliver a balanced print, video or interactive communication. cool gray 11

5

124

2 377

327

Primary palette

white

158

8

2945

2685

704

Secondary palette The Optum secondary color palette should be used sparingly, in charts, graphs or as way to highlight attention-grabbing elements.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

10

Color proportion: What not to do

Careful consideration has been given to the selection of the Optum primary and secondary colors.

Optum is a light, bright, fresh brand. Don’t apply color washes over images.

Optum is primarily a white brand. Over use of supporting colors such as gray change the overall look and feel to one that is serious and dark.

Don’t add colors that are outside of the approved palette.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

11

Using support elements in print Our Solutions (Continued) • Health Plans: We help health plans improve member health, streamline administrative processes, and adapt to evolving business dynamics.

Helping Health Helping healthPlans plansImprove improve performance Performance Today, health plans do much more than simply paying for care — your organizations are key contributors to making the health ecosystem work more efficiently and effectively for everyone. As regulatory dynamics shift and new business challenges arise, the most successful health plans will be those best prepared to adapt and improve their systems, operations, and engagement with members and networks.

Optum can help you position your organization for lasting success by leveraging our resources, technology, and expertise to design and implement strategies that address your health plan’s challenges. We help you increase efficiency, lower costs and improve health outcomes. To support your organization in achieving these objectives, we partner with you to address five key challenges:

– Risk optimization and growth – Operational and administrative efficiency – Clinical performance and compliance – Clinical communities and networks • Physicians: We help physicians run effective, profitable practices so they can focus on improving the health of their patients.

– – – – – –

Coding, billing and reimbursement Cost, clinical and quality management Electronic Data Interchange (EDI) Electronic health record and practice management Revenue cycle management Strategic planning and financial management

• Hospitals: We help hospitals advance care and operate more efficiently, improving clinical and financial and clinical performance while retaining patients.

– – – – – –

Clinical performance Compliance Cost and operational improvement Financial performance Population health Provider communities and connectivity

Building Membership Through health reform, roughly 32 million Americans will enter the health insurance risk pool. Expanded Medicaid eligibility, the introduction of health benefit exchanges, and a growing population also create opportunities and risks in an increasingly competitive, consumer-driven market. As a health plan, it’s critical to plan for future market dynamics and position yourself to attract and retain members.

• Life Sciences: We help life sciences companies bring new treatments to market faster, safer and more efficiently.

Optum can help your organization embrace new opportunities, manage risks and improve membership through: • Pricing, rating and underwriting • Benefit design • Modeling shifts in membership • Network design evaluation • Product and channel strategy

• Government Agencies: We help government agencies make a positive difference in people’s lives through better information and more effective health programs.

Increasing Efficiency Simplifying administrative processes to create effective, efficient operations is essential for health plans. This need is intensifed by new regulatory requirements such as ARRA, ACA and ICD-10 which may require an overhaul of up to 90 percent of health plans’ existing IT systems. While modernizing your operational infrastructure, health plans are also challenged to minimize administrative expenses in compliance with minimum medical loss ratios. Health plans must seek new strategies to modernize and simplify processes while ensuring compliance.

6 Health Plan Solutions

Sell sheet with headline and body copy in color block

– Market access and product positioning – Patient-reported outcomes – Regulatory development and compliance – Risk management

To be sustainable, we believe these communities must be:

We specialize in population health management, serving the physical, mental and financial needs of both individuals and organizations.

• Connected – Giving people the insights they need at the right times so they can make decisions that improve the quality of care and facilitate fair and efficient transactions.

• Intelligent – Applying informatics and analytics to improve clinical, financial and administrative decisions and workflow at critical points in the health system.

• Aligned – Supporting the delivery of high-quality, efficient, patient-centered care by guiding the development of integrated, accountable health systems.

For more information about Optum, contact your Optum sales executive or visit optum.com.

– Medical quality, access and cost – Payment accuracy and efficiency – Policy operations and compliance – Health information infrastructure

At Optum, our unique perspective, experience and wealth of resources can help the health system be more efficient, more effective and more engaging. Our integrated, data-driven approach, enabled networks and direct clinical care delivery help reduce costs while helping people better navigate the health system and improve their physical, mental and financial health.

By partnering with Optum, you can leverage the scale of one of the world’s leading health services businesses. We help nearly one in five Americans get or stay healthy, and nearly one in seven manage complex or chronic conditions.

We are the nation’s largest provider of emotional wellness services. Our financial services offer a variety of advantages, including helping approximately 2 million people finance their care. And we help our clients deliver these services through the industry’s largest performance-rated clinical network.

We believe in the potential of innovative models to drive quality, efficient and patient-centered care and are a leading operator of direct patient care and delivery models, including risk-bearing entities. In addition to providing alternative ways for payers to manage populations, Optum works with its clients to assess and build solutions that address local market needs and dynamics.

Our solutions focus on the bigger picture. We can help you design and implement strategies that address your unique challenges and lead to meaningful, enduring change. We have the capabilities, resources and expertise to help you navigate the risks and opportunities that health care reform, changing regulatory requirements, and new measurement programs and payment models are presenting — today and as the market continues to evolve.

www.optum.com 6300 Olson Memorial Hwy, Golden Valley, MN 55427

We provide products, services and solutions that engage members and improve total population health for over 60 million consumers.

• Onsite and telephonic wellness, condition management, employee assistance, and behavioral health management • Over 2,000 private health and wellness portals • HRA, FSA and COBRA administration • HSA custodial services through Optum Bank , Member FDIC, accounting for more than $1 billion in assets.

• Telehealth and mobility solutions

Enabling Sustainable Health Communities

Specialty Health Solutions

• Connected – Giving people the insights they need at the right times so they can make decisions that improve the quality of care and facilitate fair and efficient transactions.

SM

Optum has designed a set of specialized fee and premium-based programs targeting complex conditions that represent over 20 percent of the total medical spend in the United States. We deliver results through industry-leading contractual discounts, case management expertise and access to Centers of Excellence (COE) facilities.

• Fee-based programs that address highly complex conditions and treatments, outpatient chiropractic and physical therapy services, and behavioral health conditions • Premium-based programs that leverage our network and clinical capabilities to manage risk, costs, and patient outcomes associated with transplants, behavioral health and physical health services • New programs will expand our premium-based offerings to include infertility and orthopedic conditions • Electronic payment solutions that help facilitate nearly $50 billion annually in payments to over 625,000 physicians

Collaborative Care Services Our accountable care efforts are united by a patient-centered approach and care model that includes both owned clinics and contracted IPA network strategies, chronic care management services, transition care services, and lifestyle and self-management assistance with a focus on prevention, resource management and patient access to appropriate care.

• Direct patient care and delivery models, including risk-bearing entities, in 10 delivery system markets and 23 post-acute markets • The ability to support the rapid building and management of a variety of accountable care models based on local market needs • Hospice and palliative care services supporting an average daily census of 1,300 patients in 17 sites nationwide • Programs that deliver care to medically complex, chronically ill, and frail and elderly patients in a variety of settings through physicians and/or nurse practitioners

OA100-6335 © 2012 Optum, Inc. All rights reserved.

OA100-6335 © 2012 Optum, Inc. All rights reserved.

Do not use rounded corners

Tips for using supporting elements • Less is more. Don’t create visual clutter by overusing supporting elements.

• Don’t compete. Our Optum logo and the message should always be the core focus.

• Stay on brand. Follow the guidelines. Supporting elements must align with the look and feel of our Optum brand.

To be sustainable, we believe these communities must be:

• Intelligent – Applying informatics and analytics to improve clinical, financial and administrative decisions and workflow at critical points in the health system.

• Aligned – Supporting the delivery of high-quality, efficient, patient-centered care by guiding the development of integrated, accountable health systems.

For more information about Optum, contact your Optum sales executive or visit optum.com.

www.optum.com

Optum and the Optum logo are registered trademarks of Optum. All other brand or product names are trademarks or registered marks of their respective owner. Because we are continuously improving our products and services, Optum reserves the right to change specifications without prior notice. Optum is an equal opportunity employer.

Back of sell sheet with copy in color block

At Optum, we work to enable Sustainable Health Communities – communities capable of producing enduring health for people.

6300 Olson Memorial Hwy, Golden Valley, MN 55427

Optum and the Optum logo are registered trademarks of Optum. All other brand or product names are trademarks or registered marks of their respective owner. Because we are continuously improving our products and services, Optum reserves the right to change specifications without prior notice. Optum is an equal opportunity employer.

Supporting elements for print Also suggested is to include supporting elements in branded materials. These elements can help visually highlight important information and create more visual interest. Supporting elements are meant to enhance all communications.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Consumer and Population Health

Enabling Sustainable Health Communities At Optum, we work to enable Sustainable Health Communities – communities capable of producing enduring health for people.

Avoid overusing color blocks, one block per page

Color blocks Be sure the color blocks use Optum colors and provide adequate clear space around text.

When incorporating color blocks: • Do not use rounded corners.

• Do not overuse Optum orange (one orange box per page).

• Use them to highlight important information; avoid overuse or filling the page.

Chapter 1

|

12

Photography

Getty Stock photography

Optum photo library Our photography style features: real people, living real lives, it captures a moment, it doesn’t appear staged, it’s fresh and light, and uses beautiful lighting.

Optum employees can preview the library by going to http://inside.optum.com/resources/brand-resources/. Here you’ll also find information on how to access the files needed for creative projects.

Our Optum proprietary photo library was created to establish a consistent visual identity for our brand.

The Optum photo library can only be used for Optum-branded projects. If you aren’t using the Optum brand you’ll need to use stock photography for creative projects.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Stock photography Optum has established a library of stock images that can be used at no charge for any creative project. Guidelines for stock photography are the same as our proprietary library: fresh, light, real people living real lives. The stock library can be accessed through the AEM DAM. To gain access to the DAM, contact Matt Wrobel matt.wrobel@optum.com. If stock images need to be purchased, contact the brand team at optum.brand@optum.

Chapter 1

|

13

Icons and story infographics A new icon and story infographic style has been developed. The new icons can be found on brand resource page of Inside Optum. Here you will also find a supporting toolkit with more information about our new icons and story infographics.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

14

How we communicate It’s at the heart of the Optum brand, it is how we build relationships with our clients, create brand awareness and build our reputation. A unique visual style has been developed to help build and refine our brand image. The core elements of our visual style are our logo, the use of white space, imagery, our brand colors, graphic elements and typography. The combination of these elements, seen throughout this section of the guidelines, is designed to create a strong, elegant and unified visual system that reflects our professional approach and the experience our clients have with us.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

15

Business communications 11000 Optum Circle Eden Prairie, MN 55344

11000 Optum Circle Eden Prairie, MN 55344

T 000-000-0000 F 000-000-0000

T 000-000-0000 F 000-000-0000

www.optum.com

www.optum.com

11000 Optum Circle Eden Prairie, MN 55344 T 000-000-0000 F 000-000-0000 www.optum.com

11000 Optum Circle Eden Prairie, MN 55344

Fax

Memo

Date To

To

Fax

Cc

John Doe Company Title

From

From

11000 Optum Circle Eden Prairie, MN 55344 T 952.555.5555 F 952.555.5050

Phone Regarding

Date

John.Doe@optum.com

Pages

Subject

Urgent

For Review

Please Comment

Please Reply

Business card Comments

11000 Optum Circle Eden Prairie, MN 55344

9” x 12” Envelope This fascimile transmission contains confidential information intended for the parties identified above.

If you have received this transmission in error, please immediately notify me by telephone or return the original message at the address listed above. Distribution, reproduction or any other use of this transmission by any party other than the recipient is strictly prohibited.

Letterhead

Memo

For business communications, Optum offers a comprehensive set of stationery that includes letterhead, envelopes, business cards and various templates (e.g., memo and fax).

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Fax

#10 Envelope

Please visit Ariba to order business stationery. https://signon.uhc.com/siteminderagent/forms/loginesso.fcc?TYPE=33554433&REALMOID=06-d2b5c869-f9e8-43cc-9418-c42175d9f8b1&GUID=&SMAUTHR EASON=0&METHOD=GET&SMAGENTNAME=-SM-%2f2fOXsNChOc%2f6JK%2fbEHD27eLA6V8%2b%2bvpsquv2%2fv8WccUUHvT9%2b1tVHgstV4EVZw1&T ARGET=-SM-https%3a%2f%2fsignon%2euhc%2ecom%2fping%2fAribaSSORouter%2easp

Chapter 1

|

16

Promotional collateral (pre-printed) Optum at-a-glance “Ommolor rem rendunt, et ut is sequi nulpa que laceatation eaturendiam voluptia volupta sperum idus eatem quistem.

Ut hilis etur mosam sit, volorae pudaepuda porerchitio conetur susel et eius aut aut electur.”

Making the health system work better for everyone

Quis adit la serem faceatemquo quiam sit rem quis qui optatur.

www.optum.com 13625 Technology Drive, Eden Prairie, MN 55344 Optum and its respective logos are registered trademarks of Optum. All other brand or product names are trademarks or registered marks of their respective owner. Because we are continuously improving our products and services, Optum reserves the right to change specifi cations without prior notice.

Optum is an equal opportunity employer.

00-00000 00/00 © 2012 Optum, Inc. All rights reserved.

Brochure

Sell sheet

Optum marketing collateral can be ordered for use with business communication, public relations efforts and other corporate communication needs.

To place your order, enter your username and password.

If you are a new user, please contact Amy Cornelius at amy.cornelius@optum.com.

How to produce print-on-demand materials Please visit the fulfillment ordering print-on-demand site at https://fulfillmentservices.optum.com/LogOn. aspx?ReturnUrl=%2f%0A to order professionally pre-printed materials.

How to download PDF files Brochure and sell sheet

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Pocket folder

Notecards

Optum notecards https://signon.uhc.com/siteminderagent/forms/loginesso. fcc?TYPE=33554433&REALMOID=06-d2b5c869-f9e8-43cc-9418-c42175d9f 8b1&GUID=&SMAUTHREASON=0&METHOD=GET&SMAGENTNA ME=-SM-%2f2fOXsNChOc%2f6JK%2fbEHD27eLA6V8%2b%2bvpsquv2%2f v8WccUUHvT9%2b1tVHgstV4EVZw1&TARGET=-SM-https%3a%2f%2fsigno n%2euhc%2ecom%2fping%2fAribaSSORouter%2easp

http://inside.optum.com/resource/Pages/ResourcesEmployees.aspx

Optum pocket folder 9” x 12” https://fulfillmentservices.optum.com/LogOn.aspx?ReturnUrl=%2f

Chapter 1

|

17

Brochure: Cover and back 1˝

2˝

1.6˝

0.5˝ 2.25˝

Call-out quote

“Ommolor rem rendunt, et ut is sequi nulpa que laceatation eaturendiam voluptia volupta sperum idus eatem quistem.

Ut hilis etur mosam sit, volorae pudaepuda porerchitio conetur susel et eius aut aut electur.”

Text

Optum logo

1.75˝

Title panel: Optum brand color should vary

Enabling sustainable health communities

Brochure title

Quis adit la serem faceatemquo quiam sit rem quis qui optatur.

Brochure subtitle

Important note: The title color panel on each cover will vary and should be selected to contrast or complement the colors within the chosen cover image.

PMS Cool Gray 2

Horizontal bar: PMS Cool Gray 11

Color is selected from a part of the front cover image and will vary with every selected image

Cover image: Lifestyle, business or clinical image

www.optum.com

Back cover sign-off

1100 Optum Circle, Eden Prairie, MN 55344 Optum and its respective logos are registered trademarks of Optum. All other brand or product names are trademarks or registered marks of their respective owner. Because we are continuously improving our products and services, Optum reserves the right to change specifi cations without prior notice.

Optum is an equal opportunity employer.

1.82˝

1.82˝

00-00000 00/00 © 2012 Optum, Inc. All rights reserved.

0.5˝

1.25˝

Brochure format 8.5˝ x 11˝ To help reinforce our brand, all marketing collateral for Optum and our businesses should use the same boilerplate including: the Optum masterbrand logo, general website, corporate headquarters address and standard legal content.

1˝

Cover The full-color logo, sized as shown, is positioned on the top left of the front cover.

Back The full-color logo, sized as shown, is positioned on the bottom left above the sign-off on the back cover.

Typography Frutiger LT Std (45 Light), on brochure covers, styled as shown.

Typography Frutiger LT Std (45 Light and 65 Bold), on a brochure back cover, styled as shown.

The photography shown displays human interaction, uses fresh color and has an uncluttered composition. © 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

18

Brochure covers

Making Health health care Care work Workbetter Better

Take control Control Helping You you take

Solutions and services overview nis que ad quid molut arum non raest officidusam atior autectatus et eum et destium dit.

Solutions and services overview dolorerum et imus est, arum rerfero videst, quia porion et ipide pa sita voloriam.

Being Improving Health health and Well well-being Solutions and product overview ccum arum faccae alis non pro berum isque labo ipiet, velene ratatur qui aut quist omnima possimus.

Important note: The title color panel on each cover will vary and should be selected to contrast or complement the colors within the chosen cover image.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

19

Brochure spread 0.5˝ 0.5˝

Page title

Optum brand color

0.5˝

0.5˝

Somares and prasato ocainame Prasato Ocainame Sintame cabariultane ultanecamareisameis camareiamei Sintame cabari

Umaramesi in Comeri Cultarameri

Namus eiunt ut atatis am fugit atectem ditaspel id aperati diti officimo molores suntur utectota incto et dellestet optibus ipi endio et vellatem laboreptatem hil magnati vent.

Care Solutions Apellanis ut unti ipit volorpo ribus, mod quae voloren. Isquam ullaborumqui quae quae pero blaborepta doluptius dolupta temo lenia sim quuntem nos eum qui quaspietur, cor apiet optiore iciam, ane consequunt a quam lam voloratemquo temnus ut necte voluptatia.

Nos dolla atibeaq uaeroratis velitatenem unt que nonseque volorem ipiendaeped quirenti inctur am evenimp oruntema.

Ol sam ipis accu ptatus nos aut dentiae sequid exero modit voluptatia voami orem porestectur secabo. Eque conse pliquunt aut harum nihil molores imus pelenda vent latibus ne peditat iisque rest, sum nistem nam is archil es aut prorpos amareit.

Raerit omni cum doluptiis ex eatur, odi sapi sciam, solorum ipienita dolorum facepuditate enia volorpor si volore non experrum autasima suntio. Namus eiunt ut atatis am fugitatectem ditaspel id maiosaperati diti officimo molores suntur sed utectota incto et dellestet optibus ipi endio et vellatem laboreptatem hil.

Odis serum iumquia musamenducil is mi, consequ atemporunt eaqui offic temped quasimet laut ea nullatur.

Behavioral Solutions Qui num, quatur. Bus evel excerumumi quostrum niendaerovit aut amareto an ommodipienis asite sitatque dia doluptur.

Omnis nusam essuntur, quaspelitet pratquam et laborae secatur. Qui alitio ipit hit moles que nam aut ulpario ritiam, con eic te int vel et posam explam, et odia nam expel ipsuntia dolut et, imus et utem dolupta veles sam utem rese perio quia delendeliquo to bero ommolupta quiaere sseque vere omnis et qui qui as ipide por sa dolupta peliandi nim int arum faci vollesedia voluptatia plic to con qui corum rem que cuptur aut adi cuptiatem et ulparum vendes erro quossitio earum doluptam, od et elicid qui volesequam, conseque maximus temporiorunt amabile.

Itin consequis aut fuga. Occulpa quodis modiam, nullute volum sam sam et ut accum niae restion sequaeped quatibus et optatium inu llaborpor suntibeatem licipsus ea alia dit veliqui omnitat doluptatum illore nobiscim apellant.

Page footers

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Secondary imagery

Lead-in copy

Omnimpor as es est quam ad molo tem denem rehendis ea dolorenis consequibus, int et aut officiti untur molor audi omniet aceres et ipicil ipsunt eat delenda ntiur.

Financial Services Pudandite eume alibusa corem adipitibus quamus dolo corerfe runtur aut offic te quas di vel ipidebit prorrum incti tempe et officiis et atur as dolorecto cus nat.

Sam, et, abor mincit ex et, consequamus aceraerum restist quiaect emquam, videbist dem et rehene nobitibus amet lantinimaio cus, odis serum iumquia musamenducil is mi, consequ atemporunt eaqui offic temped quasimet laut ea nullatur. Eque

3

Solutions and Services Overview

0.5˝

conse pliquunt aut harum nihil molores imusapelenda vent latibus ne peditat iisque rest, sum nistem re nam is archil es aut prorpos raerit omni cum doluptiis ex eatur, odi sapi sciam, solorum ipienita dolorum facepuditate enia volorpor si volore non experrum autasima suntio. conserit velit que etame verfer umendi ipiciet aut quostis voluptas enistianist explit aut mo tem illa susa volore, iunt quamusc ipsunt dolendam optae cum quibusa perios se vendicit, con corist rempos re, nonsequiae eossimus ut vendem nimet hit lic torro exeribearit eossunt abari dame corum rem que cuptur aut adi cuptiat

First-level heading

Body copy

Secondary imagery

Chapter 1

|

20

Information sheet 1.5˝

0.825˝

0.5˝

0.5˝

0.5˝ Title Optum logo

A Focus on High-Value Conditions

Title panel: Optum brand color should vary

Empowering smart treatment decisions Utilizing a powerful predictive model that analyzes claims, Optum’s Treatment Decision Support program identifies individuals who may be facing a surgical decision within the next six months.

ev Pr

First-level heading

ria

n

Obesity Bariatric aurger y

tio

Pra

n

ct

ic

e

Delivering Claims-Validated Results Treatment Decision Support delivers value in two important ways:

• 6 percent of individuals shifted to an in-network, quality-designated provider

1. Treatment shift Individuals choose a more appropriate treatment option than was initially planned. Their choice is based on their individual preferences and the clinical situation.

• Provider shift savings totaled $358,133

For more information about Care Solutions from Optum contact your Optum sales executive or find out more at www.optum.com

Call to action

2. Provider shift Individuals move to an in-network, quality-designated physician for care or for a second opinion option if indicated.

Body copy

Experienced nurses engage individuals by phone in a shared decision-making dialogue.

Based on these value drivers and using a claims-validated evaluation design, Treatment Decision Support has demonstrated a 3:1 ROI*. Find out how both you and your consumers can benefit from the Optum Treatment Decision Support program.

The nurses will:

Bullet-point copy

Heart Disease Coronary disease/CABG and angioplasty

Va

e

When we provide individuals access to evidence-based, objective information along with proactive guidance, we can reduce unnecessary care and empower consumers to make wise treatment decisions.

• 28 percent of enrolled individuals shifted to a more conservative treatment option than was initially planned • Shifts to a more conservative treatment option resulted in a net savings of over $14 million dollars

Co

Women’s Health Breast cancer, benign uterine conditions/hysterectomy

m

Body copy First-level heading

Horizontal bar: PMS Cool Gray 11 Cover image: Lifestyle, business or clinical image

Results*

t

Men’s Health Benign prostate disease, prostate cancer

tco

Up to 30% of care delivered in the U.S. may be unnecessary, and the impact on health outcomes and medical costs is dramatic. Consumers can play a critical role in eliminating unnecessary care. However, they often lack the knowledge, experience, and resources they need to make informed medical decisions.

en

Musculos keletal Back pain, knee and hip replacement

Ou

Lead-in copy

al

ly

Category or solution set

st

Important note: The title color panel on each cover will vary and should be selected to contrast or complement the colors within the chosen cover image.

To maximize health outcomes and cost savings, we focus our efforts on nine conditions that share four common characteristics. These conditions are highly prevalent within an employer’s population and are major drivers of health care costs. They can also be treated in a variety of equally effective ways, which results in widespread practice and outcome variation.

tio

Care Solutions

ia

Decision support Support Treatment decision

ar

Title

Treatment Decision Support

0.85˝

V

0.85˝

• Explore consumers’ specific diagnoses and needs • Provide evidence-based, objective information on a range of treatment options

*Source: NA Book of Business study period: July 2007–June 2008 (6-month post period, 3-month claims run-out)

• Connect consumers with quality-designated providers • Prepare individuals for their treatment and follow-up care (when surgery is appropriate) This coaching-based dialogue is designed to empower individuals to make informed health care decisions—giving weight to their personal care preferences and creating transparency in the treatment options available for their condition. www.optum.com

Sign-off

1100 Optum Circle, Eden Prairie, MN 55344 Optum and its respective logos are registered trademarks of Optum. All other brand or product names are trademarks or registered marks of their respective owner. Because we are continuously improving our products and services, Optum reserves the right to change specifi cations without prior notice.

Optum is an equal opportunity employer.

00-00000 00/00 © 2012 Optum, Inc. All rights reserved.

0.5˝

0.5˝

0.825˝

Information sheet 8.5˝ x 11˝ To help reinforce our brand, all marketing collateral for Optum and our businesses should use the same boilerplate including: the Optum masterbrand logo, general website, corporate headquarters address and standard legal content.

0.5˝

1.25˝

Front The full-color logo, sized as shown, is positioned on the top left of the front cover.

Back The full-color logo, sized as shown, is positioned on the bottom left above the sign-off on the back cover, as illustrated here.

Typography Frutiger LT Std (45 Light and 65 Bold), on brochure covers, styled as shown.

Typography Frutiger LT Std (45 Light and 65 Bold), on a brochure back cover, styled as shown.

This page uses imagery that displays human interaction, uses fresh color and has an uncluttered composition. © 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

21

Information sheet Credentials Verifi cation Credentials verification End-to-end credentialing solutions

Getting Support support Getting Provider Network Optimization

decision support Treatment Decision Support Care Solutions Optum credentialing solutions enable health plans to satisfy credentialing requirements while delivering on defined business results and lowering costs.

Individually, our solutions can help address specific credentialing objectives. Collectively, they form a comprehensive, end-to-end credentialing strategy that drives better efficiency along the entire continuum: • Application gathering

As budgets tighten, health plans are looking for ways to be more efficient —particularly in responsibilities that fall outside their core mission.

Enter credentialing. It’s a peripheral piece of health plans’ operations that consumes significant resources to keep up with certifications, regulations, and customer expectations.

• Primary source verification • Committee review • Sanctions monitoring and notification of expired elements

Collect provider data and supporting documents Contact providers. Collect data elements. Gather supporting documents. Optum can tackle all the time-consuming tasks that go into processing applications. We offer an online data collection portal that can be configured to support any state, industry, or health plan application. Or, if preferred, we can distribute and collect paper-based applications. Both approaches support industry standards and are pre-populated with known provider data.

Optum’s end-to-end credentialing solutions can increase a health plan’s operational efficiency by automating and streamlining the labor-intensive legwork needed to gather, verify, review, and archive provider credentials.

When we provide individuals access to evidence-based, objective information along with proactive guidance, we can reduce unnecessary care and empower consumers to make wise treatment decisions.

Empowering smart treatment treatment decisions decisions Utilizing a powerful predictive model that analyzes claims, Optum’s Treatment Decision Support program identifies individuals who may be facing a surgical decision within the next six months.

Experienced nurses engage individuals by phone in a shared decision-making dialogue.

Results

*

• 28 percent of enrolled individuals shifted to a more conservative treatment option than was initially planned

For example, you would go to a dentist if you had a toothache, or a skin doctor if you broke out in a rash. Sometimes, however, we have problems where the solution isn’t quite so clear. This is especially true when it deals with emotions or behaviors that affect a chronic condition, such as diabetes.

Lestion coritem erepudi officimus dellabo.

Obit quis quatur alique laboreh entio. Ro tempore libus dolupicto quatur? Aquam fuga. Et aut adiscitat. Intinvendit laudi natempo rempedi nos arum.

For people who have difficulty taking the right actions to manage their health, meeting with a health psychologist or a behavior specialist can provide valuable support, as well as hope. These professionals work along side other members of your diabetes care team, including doctors and diabetes educators.

A health psychologist can help you understand how your actions and behaviors may be affecting your health. For example, negative emotions can cause blood sugar levels to increase. Therefore, learning to handle negative emotions can help you better manage your diabetes. A health psychologist may also be able to help you make changes in your personal habits that could work to improve your health and your quality of life. You could find important solutions to barriers that interfere with your ability to follow through with your diabetes care plan.

A behavior therapist can help people unlearn behaviors that contribute to unwanted problems. They can also help change negative styles of thinking that interfere with good diabetes control.

Verify credentials

Up to 30% of care delivered in the U.S. may be unnecessary, and the impact on health outcomes and medical costs is dramatic. Consumers can play a critical role in eliminating unnecessary care. However, they often lack the knowledge, experience, and resources they need to make informed medical decisions.

Getting support can help you manage your health with a positive outlook. When you have trouble with your health, it’s important to see the right care providers.

Optum delivers fully certifi ed and accredited primary source verification quickly, affordably, and with performance guarantees. We’ll do the work for you—as a stop-gap solution or a long-term strategy—so that you’ll devote less staff time to taking calls, contacting providers, handling documents, and tracking state regulations and accreditation requirements.

Keep in mind that diabetes does not define who you are as a person. Getting help to manage your diabetes with effective self-care behaviors can help you define who you are. It’s about living the life you want—and taking charge of your condition with a positive outlook. Meeting with the right care providers can help you stay healthy and productive.

You’ll realize the benefits of outsourcing the verification work while maintaining your autonomy to decide which providers fit best in your network. Health plans that use Optum Credentials Verification services typically: • Reduce credentialing costs by 20%–40% • Drop non-responder rates to under 10% • Accelerate verifications by 30%–60%

• Shifts to a more conservative treatment option resulted in a net savings of over $14 million dollars • 6 percent of individuals shifted to an in-network, quality-designated provider • Provider shift savings totaled $358,133

Important note: The title color panel on each cover will vary and should be selected to contrast or complement the colors within the chosen cover image.

The nurses will: • Explore consumers’ specific diagnoses and needs • Provide evidence-based, objective information on a range of treatment options • Connect consumers with quality-designated providers • Prepare individuals for their treatment and follow-up care (when surgery is appropriate) This coaching-based dialogue is designed to empower individuals to make informed health care decisions—giving weight to their personal care preferences and creating transparency in the treatment options available for their condition.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

22

Case study covers 1.5˝

1.5˝ 0.5˝

0.5˝ Document type Optum logo

1.75˝ Title

Credentials Verifi cation Credentials verification End-to-end credentialing solutions

Title panel: Optum brand color should vary

Provider Network Optimization

Horizontal bar: PMS Cool Gray 11

Important note: The title color panel on each cover will vary and should be selected to contrast or complement the colors within the chosen cover image.

Optum credentialing solutions enable health plans to satisfy credentialing requirements while delivering on defined business results and lowering costs.

Individually, our solutions can help address specific credentialing objectives. Collectively, they form a comprehensive, end-to-end credentialing strategy that drives better efficiency along the entire continuum:

Lead-in copy

• Application gathering

Bullet-point copy

Title panel: Optum brand color should vary

Title

Tibeatio modipsam

Subtitle

Igendebitatur suntia simposs inciisi tatibeat. Fugia nonsed maionest, te pore tem ea volor ratur. Quis idebis doloresto que non remquos tiuntiam consequias dem

Cover image: Lifestyle, business or clinical image

First-level heading

Document type Optum logo

Case Study

1.75˝

Important note: The title color panel on each cover will vary and should be selected to contrast or complement the colors within the chosen cover image.

As budgets tighten, health plans are looking for ways to be more efficient —particularly in responsibilities that fall outside their core mission.

Enter credentialing. It’s a peripheral piece of health plans’ operations that consumes significant resources to keep up with certifications, regulations, and customer expectations.

Horizontal bar: PMS Cool Gray 11 Cover image: Lifestyle, business or clinical image

• Primary source verification • Committee review • Sanctions monitoring and notification of expired elements

Collect provider data and supporting documents Contact providers. Collect data elements. Gather supporting documents. Optum can tackle all the time-consuming tasks that go into processing applications. We offer an online data collection portal that can be configured to support any state, industry, or health plan application. Or, if preferred, we can distribute and collect paper-based applications. Both approaches support industry standards and are pre-populated with known provider data.

Body copy

First-level heading

Optum’s end-to-end credentialing solutions can increase a health plan’s operational efficiency by automating and streamlining the labor-intensive legwork needed to gather, verify, review, and archive provider credentials.

Highlights • Nequam ipitam quaspel essimet la dolorum qui to miliquae nimilluptas quas dipitatet magnatectate nonseque cor aut as re voluptatia.

Bullet-point copy

• Cab iunt dolum idit exerem faccumquaes a nis sitat volupta tibusdae net, expero voluptas natum fugiaspe ad ma veriatus.

• Exceritas maximus duntibu scidellantio est, unt lab is arum volenderum quam optaquam laborem evento destium sit.

Verify credentials

• Exernatiores dessitatur aliam restiantiate nosamet re iniandition culparuptur aut volo bea consedicit.

Optum delivers fully certifi ed and accredited primary source verification quickly, affordably, and with performance guarantees. We’ll do the work for you—as a stop-gap solution or a long-term strategy—so that you’ll devote less staff time to taking calls, contacting providers, handling documents, and tracking state regulations and accreditation requirements.

You’ll realize the benefits of outsourcing the verification work while maintaining your autonomy to decide which providers fit best in your network. Health plans that use Optum Credentials Verification services typically:

1.82˝

• Reduce credentialing costs by 20%–40% • Drop non-responder rates to under 10% • Accelerate verifications by 30%–60%

OptumInsight

www.optum.com

Page 1

Page footers

0.5˝

0.5˝

0.825˝

Case study cover

Case study covers 8.5˝ x 11˝

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

0.5˝

0.825˝

0.5˝

Case study cover with long subtitle

Optum logo The full-color logo, sized as shown, is positioned on the top left of the cover page.

Case study imagery Displays human interaction, uses fresh color and has an uncluttered composition.

Typography Frutiger LT Std (45 Light and 65 Bold), on a case study cover, styled as shown.

Case study long subtitle imagery Displays human interaction, uses fresh color and has an uncluttered composition.

Chapter 1

|

23

Case study inside and back 0.825˝

0.825˝

0.5˝ 0.5˝

0.5˝ Title

Case Study

Women’s Care

Document type

Title

Case Study

Women’s Care

Document type

0.85˝

0.85˝

First-level heading

Women’s Care was able to save $40,000 a year by eliminating paper-based charts.

It has also been able to reduce the number of filing clerks by 50 percent. In addition, by using the Web-based Optum CareTracker EMR, rather than a server-based solution, Women’s Care does not need to hire IT staff to build and maintain networks, servers, and infrastructure, or pay to maintain hardware and software.

Body copy

0.5˝

Turnaround time for lab results has been dramatically reduced, from weeks to days.

Previously, it took Women’s Care three weeks to obtain results of certain tests. Now, lab results are received electronically in two to three days, and in most instances the same day.

Optum CareTracker EMR also saves clinicians substantial amounts of time when performing tasks such as requesting follow-ups, recording that lab results have been reviewed, and prescribing medications. Notes are recorded electronically and are a permanent part of a patient’s electronic records, so accurate, comprehensive information is properly communicated between clinicians. Patient data is available to all physicians, regardless of the clinic where they are located; physicians always have a comprehensive picture of a patient’s entire health history at their fingertips, anywhere, anytime.

When new patients enter the practice, information about them can be transferred from other EMR systems. If information from other systems is not available, patients are interviewed about their medical issues, allergies, medications being used, previous surgeries, and similar data. That data is then scanned into Optum CareTracker, and becomes part of their permanent medical record.

About Women’s Care Women’s Care, based in Providence, Rhode Island, provides a full continuum of the highest quality health care to women in southeastern New England. Women’s Care is responsible for meeting and exceeding the health care needs of women throughout their life span by integrating into one practice all the primary care services necessary.

Women’s Care has 18 providers, 5 locations, 13,000 patients, and 67,000 visits per year.

Body copy

Learn more about how Optum can help your organization reduce credentialing costs, cut non-responder rates, and accelerate verification.

Call to action

Contact us at 1-800-765-6073 or email to engage@optum.com.

About Optum “Optum CareTracker is helping us increase reimbursements in a pay-for-performance program by capturing and reporting on quality measures across our five clinics.”

Optum delivers Intelligence for Health Care, uniting the brightest minds to improve health care through information and technology. Optum serves more than 250,000 diverse health care clients including insurance companies, federal/state agencies, pharmaceutical and biotech firms, Fortune 500 enterprises, hospitals and physicians within the health care community. For more information about Optum and its products and services, please visit www.optum.com.

Call-out quote

— Dr. Pablo Rodriguez, president and CEO of Women’s Care

Optum CareTracker EMR generates proprietary, hospital-based pre-natal clinical reports, tracks mammography results, monitors gynecology annual visits, and manages diabetic follow-up care. Through increased functionality in reporting on quality measures, Women’s Care has implemented workflow enhancements around these reports, including preventative care. Using these benefits, Women’s Care has improved its quality of care, and increased its reimbursements in a pay-per-performance program by Blue Cross & Blue Shield of Rhode Island. In addition, because Optum CareTracker EMR can accurately reconcile the results of tests, Women’s Care receives credits in its malpractice premiums.

Overall, Women’s Care will gain financially from the use of Optum CareTracker EMR, and will realize an estimated, cumulative five-year net benefit of $214,176, with a return on investment of 66 percent.

The bottom line for Women’s Care, though, goes far beyond financial payback—it is in improved patient care, says Dr. Pablo Rodriguez, president and CEO of Women’s Care.

“CareTracker helps us improve care by making all patient data available to clinicians regardless of location and reducing turnaround time for lab results from days to hours,” he concludes.

Diagram

Project Summary RO I

66%

Cumulative Net Value

$214,176

Net Present Value Benefits

$157,438 2006

2007

2008

$28,000

$36,000

$38,000

$38,000

$38,000

$178,000

Administrative Savings

$37,500

$77,250

$79,568

$81,955

$84,413

$360,685

Tota otal Benefits

$65,500 $113,250 $117,568 $119,955 $122,413

$538,685

Cost Avoidance

Optum

2004

2005

Total

optum.com

optum.com

Sign-off

Optum and its respective logos are registered trademarks of Optum. All other brand or product names are trademarks or registered marks of their respective owner. Because we are continuously improving our products and services, Optum reserves the right to change specifi cations without prior notice. Optum is an equal opportunity employer.

Page 3

00-00000 00/00 © 2011 Optum. All Rights Reserved.

Page footers

0.5˝

1100 Optum Circle, Eden Prairie, MN 55344

Page 4

Page footers

0.5˝

1.25˝

Case study inside page

Case study inside and back 8.5˝ x 11˝ To help reinforce our brand, all marketing collateral for Optum and our businesses should use the same boilerplate including: the Optum logo, general website, corporate headquarters address and standard legal content.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Case study back

Optum logo The full-color logo, sized as shown, is positioned on the bottom left above the sign-off on the last page, as illustrated here.

Case study imagery Displays human interaction, uses fresh color and has an uncluttered composition.

Typography Frutiger LT Std (45 Light and 65 Bold), on a case study inside or back page, styled as shown.

Case study long subtitle imagery Displays human interaction, uses fresh color and has an uncluttered composition.

Chapter 1

|

24

White papers 1.5˝

1.5˝ 0.5˝

0.5˝ Document type

White Paper

White Paper

Optum logo

1.75˝

Ucit facerum Facerum daccaes Daccaes tibusci Tibusci

Title Subtitle

Title panel: Optum brand color should vary

Quidentiscid eteius Quidentiscid Eteiusut utmaximodiorio Maximodiorio sedivoluptat volupt Sedivoluptat Voluptdoluptasenis Doluptasenis

Title

Title panel: Optum brand color should vary

Ent coneconsed con con remdolupta remdolpta Ent explibus explibus as as madellicae madellicae coneconsed

Author First-level heading

By Natus Assum

Important note: The title color panel on each cover will vary from publication to publication.

Sa comni is et omnis audiam inis quatur aut Assum vero offici int aut voluptatur, od ma veni ducipsam quideru ptatur, toribus, ium fugia aut lignimus eaquo que nestrum quam estius comnimilit moloris quatur sit voluptaspero blatemp erumet eleneces dia nos ditis inissit la volenet dolore el inusdae nihilique et re sequidenim sam fuga. Us consecus.

Body copy

Important note: The title color panel on each cover will vary and should be selected to contrast or complement the colors within the chosen cover image.

Document type Optum logo

0.85˝

Aque prerum endebis idundus untistrum veniet as rest, quia saniatur si doloratiam assit, offic totat harciur accus isquis eaquamenis dolupitatur min rendam conecat voluptae con consecus doluptasped ulla dist, volut quas estiis simoluptis as auda con rempe veni rectem quibus. Natus, non cus reruptia volupta pos ent et doloribea volupta debis sam, ipsa cus sitem dunt et voluptint occum iur modipit aspelit volor si cus ut fuga.

Horizontal bar: PMS Cool Gray 11

Horizontal bar: PMS Cool Gray 11

Ficte conseque nobis auta sinum quatibus

Cover image: Lifestyle, business or clinical image

In nonsedic te con corum idel iunt autatur solorum aut ut aut modis aut molecat uren dis eum fugit, te di cum vit lautendaecea si comniatem arum remqui abo. Xersperovid quam re, si bearuptat untus pos doluptium earion porrum dolum, quat.

Nihictatet rest adit accust et accullu ptasim fugitatibus diorestem liberciunt la conet lam aboremp oriatios quidelis dis nonse venim rectem. Aque placea quibus ditatet plateceaquas moloriscient aut es debis dipis nobitiae volum explaut parciustota sequo optaqui doluptatem rernatum etustem. Solor acerrum re, none a dunt, utatem quatia quis doloritat et quas quas rehentur? Boritati quatiunti sunt qui quibus.

Henet pro molupta tisinveniam Officta temquam, nim ut ea vellabo rpostemque modit:

Bullet-point copy

• doloreped quid exerrum • aborendio quiasperero • remquam reribust • solupietures inctota doloreritium To te vendis etum que sed utas quae aut et quistempe commolo rrorem quaturiae es volor ra venihil inci sitatempos ma apellabo. Et hicit ea alitibus, tet velene velicaest, alia nosant, od unt officiatia quasit eos repuda dionect otatem commo experore, ut vernati onsediciam quatiam, od ut modignat quidis es sit quiat quae voluptat mo ipita doluptas dolupta dolorpo remporeic to eatus debis explam que nessuntur am ipid quas remquam reribust, solupietures inctota doloreritium harum volessim volori doluptat dolupti ori busa perion cuscia aria de voluptibus dio mint ex et anditatam, simagnis sunt aute venes debiti il idit latur am restium.

Me perumqui re con re molore simodit volenihic te et alisqui quo mo volupti atectium volupta consequi ulparum volutaspiet arcit venimin ullaccum, tem elluptia sant modi gendem cusaerchil et pra simolore cum aut poreperrum, sus, sa voluptibus audamus siminci psandebit eribusam eatur sum es et ulluptate delenda ndigeni mperisq uatem

1.82˝ OptumInsight

www.optum.com

OptumInsight

Page 1

Page footers

0.5˝

0.825˝

Cover

White paper covers 8.5˝ x 11˝ To help reinforce our brand, all marketing collateral for Optum and our businesses should use the same boilerplate including: the Optum logo, general website, corporate headquarters address and standard legal content.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

0.5˝

www.optum.com

Page 1

Page footers

0.5˝

0.825˝

0.5˝

First page no cover

Optum logo The full-color logo, sized as shown, is positioned on the bottom left above the sign-off on the last page, as illustrated here.

Case study imagery Displays human interaction, uses fresh color and has an uncluttered composition.

Typography Frutiger LT Std (45 Light and 65 Bold), on a case study inside or back page, styled as shown.

Case study long subtitle imagery Displays human interaction, uses fresh color and has an uncluttered composition.

Chapter 1

|

25

White papers 0.825˝

0.825˝ 1.5˝

0.5˝ 0.5˝

0.5˝ Title

White Paper

Ehendition Nameaveless

Document type

Title

Second-level heading

Cide pla qui dolor magnihi cillect atibus soluptatem Isque nus inciae poribusae simus rem volesequid ut parum venemperem re vit proAs aboreri quost, earum qui ullaut ent excepe exces sam et volorporibus aligni occullauda dolupic tem hillita tionsed iciendi to id quae quibusdae. Hiliqui to volorendam, ipiducia volupta voluptias del molorpo repudi re exerae qui derum.

Bitaspedi ditiam ut explicia at excerio quam Fugit prae eratiae diorercienis que nusapiciae sum non et quamet quostem vendunt et ipsunt quid mod ut que ernam quam quiae. Unt.

Qui odipid mil et untempo quibus eossuntorum

Eheniam re arcipsa ndisquis natiumque eturehe nimpore lis ullupta sa nonsequ atibus et eos excearc iderfer istiae. Har ibusam vendenditi repudiscias ad quo of ficip sumquis molupta tusdaec aectatem porab int volo veribea cust fugitatur aut voloratiam, ad que illorio.

Labores remos soluptam et aut perum sit poribus ea sendi odionsectam quiaerernam fuga. Et porehenimus dolora nonsere, ad et odiciet as aligeni milibus. Pore eos autent. Con pelent ommolorumet volorum es soluptiam et derunt int et, se lab ipsum dolupta consed magnimo luptibus aut demporeste pliam harum rerum volupti orumquate nonsedi tatemqu ideria in porporem invelen dundaep taestiatium dus into mint explia seditis conet earciis es est es a everatur aboribus.

Occum aligendebit et rempellesti Beriamus et laboreperum et harum alicab ium venihil min nus porerchit ipsusda dolest id quoditi istissum qui del mollesc ipsunt volorem volorero tem ne pro totam velecea dipit odi delestem ut doluptur.

Body copy

o magniet est autatem necabor emperenti ut asinim nonsequam enissin tiaspis a susapic idunduc iaspiet pa conem arit, cus, sa pore arum fugiatis et quae ne estrupta et poribusae soluptur alique vel eatur sinctibus acere voluptae vid ex et omnisci enduntisi rero diciam et ipsant aut volorro ribus, aspit, ut maxima ditius quunt et faccumquodit doluptatiasi dolest es se dolla derspis et fugitii ssecabore escient et excestibus, quam quias doluptatem et eum non corem volori consecabor adi dolupis sit reperem rae pratemped maiore pro ium, apicia volecum inctur, sit reria volores aut ma siment a velis a iuntem doluptio et, omnihil essitis quatur soluptatur alitio. Non re, torum conse latur as dolorionecta quam a iuscienit essitiis consed quiae voluptatem ulla simi, ut qui tem quidusd aectionetus nis excersperum, quatemp oresed que volumqui res doles idisci remquis doluptata conse nusamusdae.

• Aut ium et voloreptatur moditatem ea nestin • Uatiam rate quid maximintio inctorerum anis volorit • Voluptiae volore volorem atem dolendi picias Lictenet qui verent ulparib usantia vit lab ius sunt labore omnient elest, conserumquam doluptatium vel illuptaecae.

Charts

Lorem Ipsum

Ehendition Nameaveless

Document type

0.85˝

0.85˝ First-level heading

0.5˝

Ur magnist non eum dollite mporatios 100

Entiae paribus

90

Laborei

Cipicipident

Aperferum

80

Ur magnist, non eum dollite mporatios aut venihil ipsus moluptur, neturis ventibe rnatia velende bissitatur?

70 60

First-level heading

50 40

20 10 0 1st Qtr 2010

2nd Qtr 2010

3rd Qtr 2010

4th Qtr 2010

Second-level heading

Fero blab inreoffic temperc hiliaeped Consedere

Estum

Eatintum

Rescide Ario

Voluptus

7171

CFG

3.40

Cumetum sumet

8055

Reptaqui ut

0.40

Cumetum sumet

8007

Temperc

1.80

9890

Consequi

9578

MGUJ

0.00

M4554

Dolupta poresti

0.40

Hilaepedmod Hilaeped Ilibus cumeo l a t o

T

Body copy

0.00

0

Cide pla qui dolor magnihi cillect atibus Accuptae ne nam delit et aut landitaqui ullese voluptates errum ernate porenih illam, ut andusan dipsam quodic tem eatem.

Et facest, non et accaborem fugiae doluptius, ut apedi rehenis quid unducia vendam quiam eliquidebis molumqui dolorestium quamust inimagnis am quid etur aut eiunt assimpo reictae por sequide.

30

Bitaspedi ditiam ut explicia at excerio quam Fugit prae eratiae diorercienis que nusapiciae sum non et quamet quostem vendunt et faciati ut hit a sequi sunt, omnimus ipsam ut expedit ium ilit aut digent eossed enimpos ipsaesequi tem iuntisi minullanto tectorrorrum re, sero illabo. Upit volupta tusdaerum ipsunt quid mod ut que ernam quam quiae. Unt. Occum aligendebit et rempellesti Beriamus et laboreperum et harum alicab ium venihil min nus porerchit ipsusda dolest id quoditi istissum qui del mollesc ipsunt volorem volorero tem ne pro totam velecea dipit odi delestem ut doluptur.

8 . 6

imus rem volesequid ut parum venemperem

• Aut ium et voloreptatur moditatem ea nestin

As aboreri quost, earum qui ullaut ent excepe exces sam et volorporibus aligni occu magnis periore peribusciis acerum qui quis nimint que pro verferae.

• Uatiam rate quid maximintio inctorerum anis volorit

Optum

optum.com

• Voluptiae volore volorem atem dolendi picias

Optum

Page 0

Page footers

0.5˝

Inside page

White paper inside 8.5˝ x 11˝

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Eheniam re arcipsa ndisquis natiumque eturehe nimpore lis ullupta sa nonsequ atibus et eos excearc iderfer istiae. Haribusam vendenditi repudiscias ad quo officip sumquis molupta tusdaec aectatempor ab int volo veribea cust fugitatur aut voloratiam, ad que illorio.

Lictenet qui verent ulparib usantia vit lab ius sunt labore omnient elest, conserumquam doluptatium vel illuptaecae.

Ebit aceatiaerita nemquas sequi omnis doluptas mint offictu rectore del expeliation nonsed eum es et ommolo quat laut occatem inveniet velloru. Saecerum ra coribusciis dolor ma nullabore nonseque non cum volum seque mos endit pa necum restrunti rehenist et aut ut omnis magnatis commo ipidescipsam quis debis aut expe pe non es que voluptatem acessunt, saperitatur. Ra elictatiat excea qui rest ma am senimust, unt hicitate nem. Es es sapellandant est, conseque nonsed molorecae. Hilis volore non cone necatem volores equaspe volupic ienihillent ium ratiat aut re natiuntibus poristio. Et a quam quam eumque solupta nectates nullorp orionsectas ipsam quideli quossed ut duciducius non Soluptat quam ea di imus et aut peliatem as earibuscid entio etur aliciis et fugit, quatiam quis pelestempor arum ut quiant plaboreperi num quaturecusam quamusciis im sed ut lab ipsapis delestrum ut voluptisci to omni ad molorerum in conet vendit facea iusapic imodite.

Cuptas suntibus solorest vento quame nusam velenis eati aut optam volores modissi officil ero exerum reniet asperi tem que aut faccusam nobitae pudistrum que nis a quatum nis solupti cum, sam voles earcia delecep eruptatiorio mossequas magnimi, sum harchil magnam lignat quae estempore reped quodit occus, omnim a que eatur autature vendero mi, optus delenienem quunt et ipsa sam event alit, omnia et rem repudis nosa volum aborepta vitatem volo que nimendi dolute quati atesseq uatatia quatemp orporatur, nossitam ad quide voloreiunt.

Ehendi as estrumet, quodicid quatem nusapicaesto quiae qui reperio. Umquiatur, temolorest que dit, qui tesequi voluptaMinctass imporitem ra volorporpos et volupta volupient ute none praerupta si alignis totatqui aut eos minciur? Otas aligeni maxPellest, quid ea nis sequass itissum audae. Sin rendige nisinctecto ipsuntia quibus moluptis alique am, illam ut libus, sitae eum am ut quis rem everovit ut remque con consequunt.

Soluptatem quo explabo riatescium et ea volupta testium et quam voloreriam, officiis et exerem. La di si aute nonsequ iandia simaio que ea duciatum isiment etus evendel esseque nita estia quiaspid magnis eictect otatiur, quodit porerum assedictia delluptas sunt, volorep editas et quamus susanto exces ra dolupti cum eosto entus, simporum in pratatia nimi, omnisci res derita accatem quatur aut adi re dignihit ius aspelicti ne esed ut harup-

optum.com

Page 0

Page footers

0.5˝

Inside page (option) 2 column grid

Typography Frutiger LT Std (45 Light and 65 Bold), on a white paper inside page, styled as shown.

Chapter 1

|

26

Proposal cover: Vertical image 1.5˝

Basic type styles within proposal template:

0.5˝ Optum logo 1.75˝

1˝

0.4˝

Client Company Name

0.03˝ 0.2˝ 0.03˝

Title panel: PMS Cool Gray 2

Proposal for 4

Arial Regular, black, 20pt, 24pt leading

1 First-level heading: Arial Regular, black, 16pt, 20pt leading, 6pt space before, 12pt space after 2 Second-level heading: Arial Bold, PMS 158, 13.5pt, 17.5pt leading, 6pt space before, 4pt space after 3 Third-level heading: Arial Bold, black, 11.5pt, 15.5pt leading, 6pt space before, 4pt space after 4 Fourth-level heading: Arial Bold, PMS 158 or black, 10pt, 13.5pt leading

Horizontal bar: PMS Cool Gray 11

2.25˝

0.3˝

Cover image: Lifestyle, business or clinical image

Project 4

Project Name/DescriptionArial Regular, black, 14pt, Date June 30, 20125

3.44˝

5 Body copy: Arial Regular (use Arial Bold to highlight as necessary), black, 10pt, 13.5pt leading, 6pt space after

Bullet points: Use PMS 158 for bullets, indent as necessary

6 Sign-off/footer/footnote copy: Arial Regular (use Arial Bold to highlight as necessary), black, 7pt, 9.5pt leading, 3pt space after

18pt leading, 6pt space after

Exceptions are noted on diagrams.

Contact First Name, Last Name Title T 111-111-1111

0.55˝ Position for prospective client logo (Optional)

1.25˝

1.2˝

1.45˝

Proposal cover

Proposal cover 8.5˝ x 11˝ Optum logo The full-color logo, sized as shown, is positioned on the top left of the cover page.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Typography Secondary typeface, Arial, on a proposal, styled as shown.

When Frutiger LT Std is not available, Arial is acceptable.

Exceptions are noted on diagrams.

Approach to imagery This page uses imagery that displays human interaction, uses fresh color and has an uncluttered composition.

Chapter 1

|

27

Proposal cover: Vertical no image 1.5˝

Basic type styles within proposal template:

0.5˝ Optum logo 1.75˝

1˝

0.03˝ 0.2˝ 0.03˝

0.4˝

Title panel: PMS 124 or PMS 158

4 Proposal for

Client Company NameArial Regular, black, 20pt, 24pt leading 0.25˝ Project

3 Third-level heading: Arial Bold, black, 11.5pt, 15.5pt leading, 6pt space before, 4pt space after

Arial Regular, black, 14pt, 18pt leading, 6pt space after

Date June 30, 2011 5

Horizontal bar: PMS Cool Gray 11

Optum Project Number 1748898

5 B ody copy: Arial Regular (use Arial Bold to highlight as necessary), black, 10pt, 13.5pt leading, 6pt space after

Client Contact First Name, Last Name Title Company Name T 111-111-1111 emailaddress@company.com

5.69”

2 Second-level heading: Arial Bold, PMS 158, 13.5pt, 17.5pt leading, 6pt space before, 4pt space after

4 Fourth-level heading: Arial Bold, PMS 158 or black, 10pt, 13.5pt leading

4

Project Name/Description

1 First-level heading: Arial Regular, black, 16pt, 20pt leading, 6pt space before, 12pt space after

Bullet points: Use PMS 158 for bullets, indent as necessary

6 S ign-off/footer/footnote copy: Arial Regular (use Arial Bold to highlight as necessary), black, 7pt, 9.5pt leading, 3pt space after

Optum Contact First Name, Last Name Title Company Name T 111-111-1111 emailaddress@company.com

Panel: PMS Cool Gray 2

Exceptions are noted on diagrams.

1.8˝

1.2˝

1.45˝

Back page

Proposal cover 8.5˝ x 11˝

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Optum logo The full-color logo, sized as shown, is positioned on the top left of the cover page. Always use master artwork.

Typography Secondary typeface, Arial, on a proposal, styled as shown.

When Frutiger LT Std is not available, Arial is acceptable.

Exceptions are noted on diagrams.

Chapter 1

|

28

Proposal vertical formats 2.75˝

Basic type styles within proposal template:

0.75˝

0.75˝

1 First-level heading: Arial Regular, black, 16pt, 20pt leading, 6pt space before, 12pt space after

1

Autatatio Corest Dolorio Roporum as Eumutaqui

1

Ape Molor Sum Aut et Plaboriam Non

2

Consequi 2

2 Second-level heading: Arial Bold, PMS 158, 13.5pt, 17.5pt leading, 6pt space before, 4pt space after

Beriore ntibust amus dolut et rest 3

3

5

5

3 Third-level heading: Arial Bold, black, 11.5pt, 15.5pt leading, 6pt space before, 4pt space after

4

Line weight 0.75pt in Optum orange

4 Fourth-level heading: Arial Bold, PMS 158 or black, 10pt, 13.5pt leading

4 5

5 Body copy: Arial Regular (use Arial Bold to highlight as necessary), black, 10pt, 13.5pt leading, 6pt space after

Bullet points: Use PMS 158 for bullets, indent as necessary

6 Sign-off/footer/footnote copy: Arial Regular (use Arial Bold to highlight as necessary), black, 7pt, 9.5pt leading, 3pt space after

5

Et Aut Adi Nati Optas ex Eum Quisita Spient

Exceptions are noted on diagrams.

6

Line weight 0.75pt in PMS 158

Line weight 0.75pt in PMS 158 The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.6

1.25˝

Optum

optum.com | Client name, title of Proposal

1.2˝

Text layout

6

June 30, 2012

Page 0

Align disclaimer copy on baseline as shown. If disclaimer copy is more than one line, adjust the orange line and bottom margin of main text block accordingly.

Proposal vertical formats 8.5˝ x 11˝

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

0.235˝ 0.5˝

6

1˝

The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.

1.25˝

Optum

1.2˝

optum.com | Client name, title of Proposal

June 30, 2012

0.235˝ 0.5˝

Page 0

0.1875˝

1˝

Text layout wide left margin

Typography The secondary typeface, Arial, can be used on a proposal, styled as shown when Frutiger LT Std is not available.

Chapter 1

|

29

Proposal vertical graphic strip Basic type styles within proposal template:

0.75˝

1 First-level heading: Arial Regular, black, 16pt, 20pt leading, 6pt space before, 12pt space after 2 Second-level heading: Arial Bold, PMS 158, 13.5pt, 17.5pt leading, 6pt space before, 4pt space after 3 Third-level heading: Arial Bold, black, 11.5pt, 15.5pt leading, 6pt space before, 4pt space after 4 Fourth-level heading: Arial Bold, PMS 158 or black, 10pt, 13.5pt leading 5 Body copy: Arial Regular (use Arial Bold to highlight as necessary), black, 10pt, 13.5pt leading, 6pt space after

Bullet points: Use PMS 158 for bullets, indent as necessary

6 Sign-off/footer/footnote copy: Arial Regular (use Arial Bold to highlight as necessary), black, 7pt, 9.5pt leading, 3pt space after

Exceptions are noted on diagrams.

The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.

1.25˝

Optum optum.com | Client name, title of Proposal

1.2˝

June 30, 2012

0.235˝ 0.5˝

Page 0

1˝

Graphic strip header options

Proposal vertical optional graphic strip header 8.5˝ x 11˝

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Typography The secondary typeface, Arial, can be used on a proposal, styled as shown when Frutiger LT Std is not available.

Chapter 1

|

30

Proposal vertical table of contents 0.75˝

Basic type styles within proposal template:

0.75˝ 2

1 First-level heading: Arial Regular, black, 16pt, 20pt leading, 6pt space before, 12pt space after

2 Arial Regular, black, 10pt, 13.5pt leading, 3pt space after

Arial Bold, black, 10pt, 13.5pt leading, 6pt space before, 3pt space after Arial Regular, black, 10pt, 13.5pt leading, 3pt space after

2 Second-level heading: Arial Bold, PMS 158, 13.5pt, 17.5pt leading, 6pt space before, 4pt space after 3 Third-level heading: Arial Bold, black, 11.5pt, 15.5pt leading, 6pt space before, 4pt space after 4 Fourth-level heading: Arial Bold, PMS 158 or black, 10pt, 13.5pt leading 5 Body copy: Arial Regular (use Arial Bold to highlight as necessary), black, 10pt, 13.5pt leading, 6pt space after 3

Arial Regular, black, 10pt, 13.5pt leading, 3pt space after

Bullet points: Use PMS 158 for bullets, indent as necessary

6 Sign-off/footer/footnote copy: Arial Regular (use Arial Bold to highlight as necessary), black, 7pt, 9.5pt leading, 3pt space after

Exceptions are noted on diagrams.

6

6

The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.

1.25˝

Optum www.optum.com | Client name, title of Proposal

June 30, 2012

The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.

1.25˝

Page 0

Optum

www.optum.com | Client name, title of Proposal

June 30, 2012

Page 0

0.5˝ 1.2˝

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

1˝

0.5˝ 1.2˝

1˝

Chapter 1

|

31

Vertical proposal Q&A, tables and back Basic type styles within proposal template:

0.75˝

1 First-level heading: Arial Regular, black, 16pt, 20pt leading, 6pt space before, 12pt space after

3 4

2 Second-level heading: Arial Bold, PMS 158, 13.5pt, 17.5pt leading, 6pt space before, 4pt space after

4 5

3 Third-level heading: Arial Bold, black, 11.5pt, 15.5pt leading, 6pt space before, 4pt space after 4 Fourth-level heading: Arial Bold, PMS 158 or black, 10pt, 13.5pt leading 1

Arial Bold, white on PMS 158, 8.5pt, 12.5pt leading, 6pt space after

5 Body copy: Arial Regular (use Arial Bold to highlight as necessary), black, 10pt, 13.5pt leading, 6pt space after

Arial Regular, black, 9pt, 12.5pt leading, 6pt space after

6

Bullet points: Use PMS 158 for bullets, indent as necessary

6 Sign-off/footer/footnote copy: Arial Regular (use Arial Bold to highlight as necessary), black, 7pt, 9.5pt leading, 3pt space after

5

Arial Bold, black on PMS Cool Gray 2, 8.5pt, 12.5pt leading, 6pt space after

Exceptions are noted on diagrams.

1.25˝ www.optum.com

0.2˝

The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.

1.25˝

Optum

optum.com | Client name, title of Proposal

June 30, 2012

The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.

1.25˝

Page 0

6

Optum optum.com | Client name, title of Proposal

June 30, 2012

Page 0

0.5˝ 1.2˝

1˝

Q&A and tables

Vertical proposal Q&A, tables and back 8.5˝ x 11˝ To help reinforce our brand, all marketing collateral for Optum and our businesses should use the same boilerplate including: the Optum logo, general website, corporate headquarters address and standard legal content.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

0.5˝ 1.2˝

1˝

Back cover

Optum logo The full-color logo, sized as shown, is positioned on the bottom left of the back cover page. Always use master artwork.

Typography The secondary typeface, Arial, can be used on a proposal pages and back cover, styled as shown when Frutiger LT Std is not available.

Chapter 1

|

32

Proposal cover: Horizontal image 1.5˝

Optum logo

Basic type styles within proposal template:

0.85˝

1 First-level heading: Arial Regular, black, 16pt, 20pt leading, 6pt space before, 12pt space after

0.9˝

2 Second-level heading: Arial Bold, PMS 158, 13.5pt, 17.5pt leading, 6pt space before, 4pt space after

0.4˝ 4 Proposal for

1˝

Company Name

0.03˝ 0.2˝ 0.03˝

Arial Regular, black, 20pt, 24pt leading

Title panel: PMS Cool Gray 2

2.25˝

Horizontal bar: PMS Cool Gray 11

0.3˝

Project 4

Project Name/Description Date June 30, 2012 5

2.04˝

Arial Regular, black, 14pt, 18pt leading, 6pt space after

Cover image: Lifestyle, business or clinical image

Contact First Name, Last Name Title T 111-111-1111

3 Third-level heading: Arial Bold, black, 11.5pt, 15.5pt leading, 6pt space before, 4pt space after 4 Fourth-level heading: Arial Bold, PMS 158 or black, 10pt, 13.5pt leading 5 Body copy: Arial Regular (use Arial Bold to highlight as necessary), black, 10pt, 13.5pt leading, 6pt space after

Bullet points: Use PMS 158 for bullets, indent as necessary

6 Sign-off/footer/footnote copy: Arial Regular (use Arial Bold to highlight as necessary), black, 7pt, 9.5pt leading, 3pt space after

0.2˝ Position for prospective client logo (Optional)

1˝

1˝

4.6˝

Proposal cover 8.5˝ x 11˝

© 2016 Optum, Inc. Brand Guidelines | January July 2016: 2016: Version Version 1.0 1.0

Exceptions are noted on diagrams.

1.65˝

Typography Secondary typeface, Arial, on a proposal, styled as shown.

When Frutiger LT Std is not available, Arial is acceptable.

Exceptions are noted on diagrams.

Optum logo The full-color logo, sized as shown, is positioned on the top left of the cover page.

Chapter 1

|

33

Proposal cover: Horizontal no image 1.5˝ Optum logo

Basic type styles within proposal template:

0.85˝

1 First-level heading: Arial Regular, black, 16pt, 20pt leading, 6pt space before, 12pt space after

0.9˝

2 Second-level heading: Arial Bold, PMS 158, 13.5pt, 17.5pt leading, 6pt space before, 4pt space after

0.4˝ Proposal for

1˝ 0.03˝

4

Company Name

Arial Regular, black, 20pt, 24pt leading

Title panel: PMS 124 or PMS 158

0.2˝ 0.25˝ Project

4

Project Name/Description Date June 30, 2012 5

Arial Regular, black, 14pt, 18pt leading, 6pt space after

Optum Project Number 1748898

Horizontal bar: PMS Cool Gray 11

Client Contact First Name, Last Name Title Company Name T 111-111-1111 emailaddress@company.com

2.25˝

Panel: PMS Cool Gray 2

Optum Contact First Name, Last Name Title Company Name T 111-111-1111 emailaddress@company.com

3 Third-level heading: Arial Bold, black, 11.5pt, 15.5pt leading, 6pt space before, 4pt space after 4 Fourth-level heading: Arial Bold, PMS 158 or black, 10pt, 13.5pt leading 5 Body copy: Arial Regular (use Arial Bold to highlight as necessary), black, 10pt, 13.5pt leading, 6pt space after

1.2˝

1˝

Proposal cover no image 8.5˝ x 11˝

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Bullet points: Use PMS 158 for bullets, indent as necessary

6 Sign-off/footer/footnote copy: Arial Regular (use Arial Bold to highlight as necessary), black, 7pt, 9.5pt leading, 3pt space after Exceptions are noted on diagrams.

1.65˝

Typography Secondary typeface, Arial, on a proposal, styled as shown.

When Frutiger LT Std is not available, Arial is acceptable.

Exceptions are noted on diagrams.

Optum logo The full-color logo, sized as shown, is positioned on the top left of the cover page.

Chapter 1

|

34

Proposal text pages 1.5˝

1.5˝

Optum logo

0.85˝

0.85˝

0.9˝

0.9˝

Optum logo

Basic type styles within proposal template: 1 First-level heading: Arial Regular, black, 16pt, 20pt leading, 6pt space before, 12pt space after 1

1

2 Second-level heading: Arial Bold, PMS 158, 13.5pt, 17.5pt leading, 6pt space before, 4pt space after

2

2 3

3

5

5

4

3 Third-level heading: Arial Bold, black, 11.5pt, 15.5pt leading, 6pt space before, 4pt space after

4

Line weight 0.75pt in Optum orange

4 Fourth-level heading: Arial Bold, PMS 158 or black, 10pt, 13.5pt leading

5

5 Body copy: Arial Regular (use Arial Bold to highlight as necessary), black, 10pt, 13.5pt leading, 6pt space after 5

1.2˝

Line weight 0.75pt in PMS 158

6

0.235˝

Line weight 0.75pt in PMS 158 The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.

1.2˝

Optum

optum.com | Client name, title of Proposal

0.5˝ 1˝

1˝

June 30, 2012

Please see page 3 for footer specifications.

1˝

0.2˝

Align disclaimer copy on baseline as shown. If disclaimer copy is more than one line, adjust the orange line and bottom margin of main text block accordingly.

Align disclaimer copy on baseline as shown. If disclaimer copy is more than one line, adjust the orange line and bottom margin of main text block accordingly.

Text layout

Text layout wide left margin

Proposal pages 8.5˝ x 11˝

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

0.235˝ 0.5˝

Page 0

1˝

Bullet points: Use PMS 158 for bullets, indent as necessary

6 Sign-off/footer/footnote copy: Arial Regular (use Arial Bold to highlight as necessary), black, 7pt, 9.5pt leading, 3pt space after

Exceptions are noted on diagrams.

Typography Secondary typeface, Arial, on a proposal, styled as shown. When Frutiger LT Std is not available, Arial is acceptable.

Optum logo The full-color logo, sized as shown, is positioned on the top left of the page.

Chapter 1

|

35

Proposal table of contents 5.6˝

5.6˝

Basic type styles within proposal template: 1.125˝

1.125˝ 2 Arial Regular, black, 10pt, 13.5pt leading, 3pt space after

Align

1 First-level heading: Arial Regular, black, 16pt, 20pt leading, 6pt space before, 12pt space after

2 3

Arial Bold, black, 10pt, 13.5pt leading, 6pt space before, 3pt space after

Align

Arial Regular, black, 10pt, 13.5pt leading, 3pt space after

Arial Regular, black, 10pt, 13.5pt leading, 3pt space after

2 Second-level heading: Arial Bold, PMS 158, 13.5pt, 17.5pt leading, 6pt space before, 4pt space after 3 Third-level heading: Arial Bold, black, 11.5pt, 15.5pt leading, 6pt space before, 4pt space after 4 Fourth-level heading: Arial Bold, PMS 158 or black, 10pt, 13.5pt leading

6

5 Body copy: Arial Regular (use Arial Bold to highlight as necessary), black, 10pt, 13.5pt leading, 6pt space after

6

The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.

1.2˝

Optum optum.com | Client name, title of Proposal

1˝

June 30, 2012

0.2˝

Page 0

0.5˝ 1˝

The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.

1.2˝

Optum

1˝

optum.com | Client name, title of Proposal

June 30, 2012

0.2˝

Page 0

0.5˝ 1˝

6 Sign-off/footer/footnote copy: Arial Regular (use Arial Bold to highlight as necessary), black, 7pt, 9.5pt leading, 3pt space after

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Bullet points: Use PMS 158 for bullets, indent as necessary

Exceptions are noted on diagrams.

Chapter 1

|

36

Horizontal proposal Q&A, tables and back Basic type styles within proposal template: 1.125˝

1 First-level heading: Arial Regular, black, 16pt, 20pt leading, 6pt space before, 12pt space after

3 4 4

1

2 Second-level heading: Arial Bold, PMS 158, 13.5pt, 17.5pt leading, 6pt space before, 4pt space after

5

3 Third-level heading: Arial Bold, black, 11.5pt, 15.5pt leading, 6pt space before, 4pt space after

Arial Bold, white on Optum Orange, 8.5pt, 12.5pt leading, 6pt space after

Arial Regular, black, 9pt, 12.5pt leading, 6pt space after

4 Fourth-level heading: Arial Bold, PMS 158 or black, 10pt, 13.5pt leading

6 5

5 Body copy: Arial Regular (use Arial Bold to highlight as necessary), black, 10pt, 13.5pt leading, 6pt space after

Arial Bold, black on Optum Light Gray, 8.5pt, 12.5pt leading, 6pt space after

1.25˝

www.optum.com

0.2˝

1100 Optum Circle, Eden Prairie, MN 55344

6

Line weight 0.75pt in PMS 158

All Optum trademarks and logos are registered trademarks of Optum. All other brand or product names are trademarks or registered marks of their respective owners. Because we are continuously improving our products and services, Optum reserves the right to change specifications without prior notice. Optum is an equal opportunity employer.

00-00000 00/00 © 2011 Optum. All rights reserved.

The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.

The information contained on this page is restricted to the disclosure noted on the Table of Contents of this proposal.

1.2˝

Optum

optum.com | Client name, title of Proposal

June 30, 2012

Page 0

0.5˝ 1˝

Q&A and tables

Horizontal proposal Q&A, tables and back pages 8.5˝ x 11˝

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

1˝

1.2˝

Optum www.optum.com | Client name, title of Proposal

June 30, 2012

0.235˝

Page 0

0.5˝ 1˝

1˝

Bullet points: Use PMS 158 for bullets, indent as necessary

6 Sign-off/footer/footnote copy: Arial Regular (use Arial Bold to highlight as necessary), black, 7pt, 9.5pt leading, 3pt space after

Exceptions are noted on diagrams.

Back cover

Typography Secondary typeface, Arial, on a proposal, styled as shown.

When Frutiger LT Std is not available, Arial is acceptable.

Optum logo The full-color logo, sized as shown, is positioned on the bottom left of the back cover.

Chapter 1

|

37

CD label and insert 1.5˝

2˝

Optum logo

0.3˝ 0.75˝

2˝ 0.8˝ Optum logo

0.15˝

1.15˝

Proposal for

0.55˝ 3.15˝ Panel: PMS 124 or PMS 158

0.5˝ 0.03˝ 0.03˝

0.15˝

Horizontal bar: PMS Cool Gray 11

Proposal for

Company Name

0.03˝ 0.03˝

Company Name

Horizontal bar: PMS Cool Gray 11

1˝

Cover image: Lifestyle, business or clinical image

0.15˝

Project

Project Name/Description Arial Regular, black, 11pt, 14pt leading,

Project Date

June 30, 2012

Title panel: PMS Cool Gray 2

0.15˝

Arial Bold, black, 8pt, 11pt leading Arial Regular, black, 13pt, 16pt leading, point 4 space after

Project Name/Description Arial Regular, black, 11pt, 14pt leading, point 4 space after

Arial Bold, black, 8pt, 11pt leading Arial Regular, black, 13pt, 16pt leading

p4 space after

Date

Arial Regular, black, 8pt, 11pt leading, p4 space after

June 30, 2012

1.89˝

Contact

Arial Regular, black, 8pt, 11pt leading, point 4 space after

Panel: PMS Cool Gray 2

First Name, Last Name Title T 111-111-1111 Email address

Panel: PMS Cool Gray 2

0.75˝

CD label

CD label and insert 4.56” circle NOTE: This template is compatible with standard Avery CD labels.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

CD insert

Optum logo Label: The full-color logo, sized as shown, is positioned on the top center of the CD label.

Typography This CD label illustrates the use of the secondary typeface, Arial, when Frutiger LT Std is not available, Arial is acceptable.

Insert: The full-color logo, sized as shown, is positioned on the top left of the CD insert.

Imagery This CD insert uses imagery that displays human interaction, uses fresh color and has an uncluttered composition.

Chapter 1

|

38

Reports Breadth and depth to deliver

How Optum can uniquely help

Spreadsheet report example

Confidential property of Optum. Do not distribute or reproduce without express permission from Optum.

6

5

PowerPoint report examples

Many Optum business groups produce special reports to communicate program results, research findings and other valuable information to clients. Whether system-generated or published using standard desktop software, these reports should reflect our Optum brand.

Keep these tips in mind when designing or revising reports: • Follow Optum brand guidelines, and format content to fit into Optum templates.

• Use color logos whenever possible. Logos are available at http://inside.optum.com/resource/Pages/Resources Designers.aspx • Be sure to include the appropriate footnote when presenting reports to external audiences (e.g., use the confidentiality disclaimer if confidential information is included). To learn more about disclaimers, please see the writers reference in style guide addendum.

When reports are Excel-based or system-generated: • Place logo in upper-left corner whenever possible.

• Use adequate clear space for logo. For more information on logo sizing and clear space, see Chapter 1.

Use your resources Please work with your department’s creative or marketing team, whenever possible, to help rebrand and design materials.

To access PowerPoint templates for Optum and the Optum businesses, visit the Brand Resource Center at: http://inside.optum.com/resources/brand-resources/

When reports are published in PowerPoint applications: • Create charts and graphs using the Optum brand color palette.

• Ensure headline and subhead text colors and typefaces meet Optum brand guidelines. © 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

39

PowerPoint covers

Use your resources Please work with your department’s creative or marketing team, whenever possible, to help design materials.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

40

Reports: What not to do

PowerPoint presentations are a widely used communications tool. It’s important that all presentations use the Optum-branded template.

Not using the template Keeping the Optum look consistent is essential to building our brand.

Adding colors outside the approved palette Careful consideration has been given to the selection of the Optum primary and secondary colors.

Too much gray Optum is a light, bright, fresh brand. Do not use excessive amounts of dark colors, refer to page 10 for color proportion.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

41

Forms 1100 Optum Circle Eden Prairie, MN 55344

Optum SDS 12-2547, PO Box 86 Kim Ainsell Minneapolis, MN 55486-2458 Telephone: 802.846.2550 Federal Tax ID Number: 55-555555 TM

Invoice 555666777 Customer

88990011

Bill to: Rochester General Health ATTN: Benjamin Albertson 333 Humbolt Avenue Rochester, NY 14611-1456 UNITED STATES

Date 11/11/11

Billing Consultant Peterson, Mary VSS PO Number

Project Name

Terms

Contract Number 636653 Amount $9,600.00

Description Consulting Winnary, Debbie 10/29/11-11/10/11 Winnary, Debbie Total

$9,600.00 $9,600.00

Consulting Total

Nontaxable Subtotal Taxable Subtotal Tax

$9,600.00 $0.00 $0.00

Total Invoice Payment/Credit

$9,600.00 $0.00

Balance Due

$9,600.00

Invoices and billing statements

Optum form letter

Optum form

To access current stationery templates, visit http://inside.optum.com/resources/brand-resources/

Keep these tips in mind when designing or revising reports: • Follow Optum brand guidelines including brand colors, typefaces, etc.

• Some area sizes may be fixed, so try to maintain proper spatial relations, clear space, etc., when branding invoices.

• Use color logos whenever possible. Logos are available at http://inside.optum.com/resource/Pages/ResourcesDesigners.aspx

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

• There should not be any other marketing messages, copy or data in-line horizontally with the logo.

• Shorten or shift content when necessary to accommodate logo design.

• Many forms have customization restrictions. Try to follow Optum brand guidelines as closely as possible, especially in regard to logo size and clear space. For more information on logo sizing and clear space, see page 5.

Use your resources Please work with your department’s creative or marketing team, whenever possible, to help design materials. To access PowerPoint templates for Optum and the Optum businesses, visit the Brand Resource Center at: http://inside.optum.com/resource/Pages/ResourcesEmployees.aspx

Chapter 1

|

42

Mailing and shipping 1100 Optum Circle Eden Prairie, MN 55344

1100 Optum Circle Eden Prairie, MN 55344

1100 Optum Circle Eden Prairie, MN 55344

Optum envelopes To access current stationery templates, visit http://inside.optum.com/resources/brand-resources/

Use your resources Please work with your department’s creative or marketing team, whenever possible, to design materials.

Use color logos whenever possible. Logos are available at http://inside.optum.com/resource/Pages/ResourcesDesigners.aspx Tips to keep in mind when designing or revising envelopes: • Follow Optum brand guidelines. Envelopes should be aligned with our standard stationery templates as much as possible.

Shipping labels To access current stationery templates, visit http://inside.optum.com/resources/brand-resources/

Boxes and packaging

Tips to keep in mind when designing or revising shipping labels: • Follow Optum brand guidelines. Colors, logos and decorative elements should align with the Optum guidelines presented in Chapter 1.

• When possible and within budget, use full-color logos on a white background. When cost or other reasons prohibit the use of full-color logos, use one-color logos. Logos are available at http://inside.optum.com/resource/Pages/ResourcesDesigners.aspx

Tips to keep in mind when designing or revising boxes and packaging: • Follow Optum brand guidelines as closely as possible.

• Use full-color logos whenever possible.

•

At a minimum, the logo should be centered on the largest existing side panel. When possible, the logo should be printed on two opposing side panels of the box to increase visibility when shelved or palletized.

• High-quality production techniques should be used to ensure that logos are reproduced accurately on boxes.

• When providing box dielines to a graphic designer, be sure to include notations for folds, scores and manufacturing notes.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

43

Paper selection for print Collateral

Primary paper type

Primary paper weight

Business cards

McCoy Silk

120# Cover

Letterhead

Cougar - White, Smooth, Opaque

60# Text

Envelopes

Cougar - White, Smooth, Opaque

60# Text

Notecards

Classic Crest Avon - Brilliant White Smooth

80# Cover

Memo pads

Cougar - White, Smooth, Opaque

60# Text

Pocket folders (9” x 12” standard size)

McCoy Silk

120# Cover

Brochures (trifolds, 4-panels, 8-panels)

McCoy Silk

80# Text

Cougar - White, Smooth, Opaque; 60-80# Text

Sell sheets (Information, product, etc.)

McCoy Silk

80# Text

Cougar - White, Smooth, Opaque; 60-80# Text

Posters

McCoy Silk

80# Text

Cougar - White, Smooth, Opaque; 80# Text

Postcards

McCoy Silk

#80 Cover

Cougar - White, Smooth, Opaque; 80# Cover

This section provides direction on selecting paper stock for various printed collateral items. Please note that the overall impression of a printed piece is affected not only by its design, but also by the quality of paper on which it is printed. To help maximize impact, specific paper types and weights have been chosen for consistency across Optum print collateral.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Substitute (if primary is not available)

The top two paper type selections are: McCoy Silk and Cougar.

provided on substitute paper if the primary paper is not available. Please note: This grid is not all-inclusive.

Paper selection grid The grid shows examples of most standard collateral items, along with the primary paper type and weight recommendations. In addition, some information has been

Important note: For collateral item formats not shown or for additional paper substitutes if primary paper is unavailable, please contact the brand team.

Chapter 1

|

44

Templates and ordering resources Once you have reviewed this chapter, use this guide to easily access templates, order standard pre-printed communications and browse the existing selection of Optum-branded merchandise.

Templates The following templates are available at http://inside.optum.com/resources/brand-resources Business cards, stationery and pre-printed envelopes Order Optum business system materials: https://signon.uhc.com/siteminderagent/forms/loginesso.fcc?TYPE=33554433&REALMOID=06-d2b5c869-f9e8-43cc-9418-c42175d9f8b1&GU ID=&SMAUTHREASON=0&METHOD=GET&SMAGENTNAME=-SM-%2f2fOXsNChOc%2f6JK%2fbEHD27eLA6V8%2b%2bvpsquv2%2fv8WccU UHvT9%2b1tVHgstV4EVZw1&TARGET=-SM-https%3a%2f%2fsignon%2euhc%2ecom%2fping%2fAribaSSORouter%2easp Pocket folder Order Optum pocket folders: https://fulfillmentservices.optum.com/LogOn.aspx?ReturnUrl=%2f%0A Optum-branded merchandise Browse our selection, and order standard Optum merchandise: http://uhg.corpmerchandise.com/staticpage.aspx?spid=5610

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

45

Copywriting voice and tone This section includes guidelines on the Optum voice, the Optum style checklist, “About Optum” language, and health literacy principles. For guidelines on capitalization, punctuation and formatting, sources and footnotes and an A–Z terminology guide, see Chapter 4, “Editorial style guidelines.”

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

46

Optum voice Optum content should avoid grandiose, verbose or arrogant language. Our conversational tone engages readers by communicating what’s in it for them, and what we can do for them. n It’s important to keep things fresh and interesting, so people remain engaged and compelled to complete a request or action.

Whether that’s by being witty or clever, it’s always smart and caring — we want to meet people where they are in a language and personality that resonates with them. n Empathy and brevity are key. Content that is compassionate and respectful expresses a message they need to hear — not just what they want to hear. Empathic copy always strives to keep the reader’s perspective and personal experience in mind. n

We can speak clearly to people without talking down to them.

Use active voice, avoid passive phrasing. (“Optum solutions improve the coding process for specialists…” instead of “Coding processes are improved for specialists ….”) n

Inspires change

Demonstrates knowledge

Simplifies

n innovative

n disciplined

n intelligent

n optimistic

n confident

n clear

n collaborative

n expert

n practical

Optum-specific style don’ts – The Optum logo should not be used as part of a sentence.

– The Optum name and Optum business names should not be written in all caps or in bold.

– Avoid redundancy and plays on words (for example, “Optum optimizes”).

– Think conversational, not cheeky.

– Think confident, not arrogant.

– Think clear, not complex.

– Think informative, not pedantic.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

47

Optum voice The importance of “you” Optum content is written, as much as possible, in the first and second person. (An exception to this is the “About” page on optum.com, which necessarily states who Optum is and where Optum excels.)

In the first mention of Optum always use “Optum ….” For all subsequent instances, simply say “we” or “our” as appropriate. Never use Optum as a possessive (Optum’s); instead, use “At Optum, …” or “Optum solutions can ….“ Note: In some cases, protected health information (PHI) issues may arise with the use of “you” in written materials. Consult your legal contact to verify whether this is of concern.

Voice examples Do: Looking for help measuring patient satisfaction? As part of our accountable care solutions, we have several tools to help you with consumer engagement.

Don’t: Optum offers Accountable Care Solutions that assist hospital executives with new reimbursement and care models.

Do: When you’re expecting a baby, it can be an exciting yet overwhelming time. New questions seem to arise with each trimester.

Our Maternity Support Program nurses are here to help, even after your baby arrives.

Don’t: Optum offers the Maternity Support Program to help reduce costs associated with preterm birth and provides members with the tools, resources and support they need to make healthy pregnancy choices.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

48

Optum style checklist This is intended as a general overview. For complete style guidelines, see “Editorial style guide” in Chapter 4.

About Optum, our voice and health literacy n Our mission statement: To help make the health system work better for everyone.

(Do not use “health care system” and always use “help” for humility.)

The Optum voice should: - Be free of corporate jargon - Explain any health care terms as necessary with health literacy in mind - Be empathic, optimistic, confident and conversational - Inspire change, build excitement, demonstrate knowledge and simplify complexity

n

Use active voice and avoid passive phrasing.

n

Write in the first and second person as much as possible.

n

Never use Optum or its brands as a possessive (Optum’s); instead, use “At Optum, …” or “Optum solutions can .…“ n

Capitalization, punctuation and formatting n Only one space between sentences. n

Do not use a serial comma, except in the case of complex lists.

Use sentence-case capitalization in all headings, both print and online. (“Optum solutions for providers,” not “Optum Solutions for Providers”). n

Do not capitalize Optum capabilities, constituent groups, internal departments or generic offering descriptions. Only actual product or service names should be capitalized. n

n Lowercase optum.com (never Optum.com). Never use as the first word in a sentence.

Rework text accordingly. n

Do not use www. in URLs.

n

For time, use “a.m.” or “p.m.” (lowercase, with periods).

n

Avoid ampersands and exclamation points.

n

No periods in acronyms or initialisms, including academic degrees.

n Bulleted lists = If bullets are complete sentences, include a period at the end of each. If bullets are not complete sentences, do not include periods. For mixed lists, include periods on all. Make sure that the bullets use parallel language (e.g., all start with the same part of speech) and that they make sense when read following the introductory statement.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

n

Em dashes = Follow AP style: space before and after.

n

En dashes = Follow Chicago rule: use in a range of numbers, with no space on either side.

Phone numbers (US/Canada) = Format with dashes. Include “1” whenever listing a phone number. When including letters, make sure to include numerals as well. n

Examples: - 1-123-456-7890 - 1-800-123-4567 - 1-800-123-HELP (1-800-123-4357) n

Phone numbers (international) = Format with dashes. Include “+1.” Example: +1-123-456-7890

Terminology tips Advisor (not adviser, as in AP) Childcare, daycare (one word) Data = Takes a plural verb. (“Data are,” not “data is”) Dietitian (not dietician) Health care = Always two words, not one On-site (adj.); on site (adv.)

Preventive (not preventative) Web = Lowercase in all instances (except WebEx and World Wide Web).

Legal n In body copy, the first mention of Optum should always be accompanied by a registered symbol (®).

Use the registration mark for Optum U.S., U.K., Canada, Hong Kong, Mexico and Philippines.

All other international locations use the trademark symbol (™). n

Standard Optum disclaimer and copyright (for use on all Optum and business collateral): Optum® is a registered trademark of Optum, Inc. in the U.S. and other jurisdictions. All other brand or product names are trademarks or registered marks the property of their respective owners. Because we are continuously improving our products and services, Optum reserves the right to change specifications without prior notice. Optum is an equal opportunity employer.

© 2016 Optum, Inc. All rights reserved. OPTPRJXXXX 00/16 n

Our corporate address: 11000 Optum Circle, Eden Prairie, MN 55344

Chapter 1

|

49

About Optum (One sentence)

Optum is a leading health services and innovation company dedicated to helping make the health system work better for everyone.

(Two sentence)

Optum is a leading health services and innovation company dedicated to helping make the health system work better for everyone.

With more than 100,000 people collaborating worldwide, Optum combines technology, data and expertise to improve the delivery, quality and efficiency of health care.

(100 words)

Optum is a leading health services and innovation company dedicated to helping make the health system work better for everyone.

With more than 100,000 people worldwide, Optum combines technology, data and expertise to improve the delivery, quality and efficiency of health care. Optum uniquely collaborates with all participants in health care, connecting them with a shared focus on creating a healthier world. Hospitals, doctors, pharmacies, employers, health plans, government agencies and life sciences companies rely on Optum services and solutions to solve their most complex challenges and meet the growing needs of the people and communities they serve.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

50

Health literacy principles Health literacy is the degree to which a person can obtain, process and understand basic health information in order to make good health decisions. Most people — 88% of Americans — are not considered “proficient” when it comes to health literacy. More than one-third fall into the “basic” or “below basic” level. That means many of us are unable to make good decisions about our health. Older people, the poor, minorities and those living in rural areas are more likely to have low health literacy.1 Limited health literacy is connected to poor health: n Being unable to manage chronic diseases like asthma, diabetes and HIV/AIDS n Not knowing how to take medications correctly n Not following treatment plans because you don’t understand them n Ending up in the hospital more often Limited health literacy is also expensive, costing $106 to $230 billion every year in the U.S.2 Tools for health literacy n http://uhcdocscrub.com — A tool for calculating a document’s reading grade level User name: scrubs Password: literacy Log-on info same for everyone (share username and password among proofreaders) n http://glossary.justplainclear.com — A resource providing more understandable words for complex terms The Just Plain Clear Glossary also includes the Uniform Glossary, which is a list of health care terms established by the federal government. The Uniform Glossary is also available at cms.gov/CCIIO/Resources/Files/Downloads/uniform-glossary-final.pdf n The Bluebook — A guide for creating clearer docs Internal link: http://frontier.uhg.com/Corporate/HealthLiteracy/Documents/Bluebook.pdf n

health.gov/healthliteracyonline — Writing content for the web with health literacy in mind

n

cdc.gov/healthliteracy — Includes many resources for incorporating health literacy principles while developing online content

1. Cameron KA, Wolf MS, Baker DW. Integrating health literacy in health communication. In: Thompson TL, Parrott R, Nussbaum JF, eds. Routledge handbook of health communication. 2nd ed. New York, NY: Routledge; 2011:310.

2. Cameron KA, Wolf MS, Baker DW. Integrating health literacy in health communication. In: Thompson TL, Parrott R, Nussbaum JF, eds. Routledge handbook of health communication. 2nd ed. New York, NY: Routledge; 2011:312.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

51

Promotional/premium items: Strategy and guidelines Offering branded merchandise (also known as promotional or premium items) such as shirts, caps, jackets, pens and mugs is a great way to promote the Optum brand. When people wear Optum-branded gear or display Optum-branded items, they become promoters of our brand.

Promotional/premium visual guidelines The full-color Optum logo should appear on a white or neutral color background, if possible. Be sure to always use master artwork and choose accent colors that are Optum brand colors.

Choosing promotional/premium items In addition to aligning with the visual identity of our Optum brand, merchandise should also match the Optum spirit. Items should feel high quality and professional, and they should align with our missions of driving health and wellness and/or making the health system work better for everyone.

Ordering Optum-branded merchandise To select and place an order from our current assortment of Optum-branded merchandise, visit the Optum Merchandise Store: http://uhg.corpmerchandise.com/DepartmentList.aspx?did=14847

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

52

Promotional items: Examples

This page illustrates some best-practice applications of the Optum brand on a selection of promotional items.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Optum logo The full-color logo should appear on a white or neutral color background with appropriate clear space. Always use master artwork.

Approach to color Accent colors on promotional items should reflect Optum brand colors.

Chapter 1

|

53

Promotional items: What not to do

This page illustrates some incorrect applications of the Optum logo, symbol and logotype on a selection of promotional items.

• The Optum symbol, logotype or any elements of the logo should not be used to create a repeat/ background pattern.

• The Optum brand continues to be a white brand.

We recognize, however, that it isn’t always possible to select promotional items that are white. For that reason, we have introduced carefully selected items in gray and black with logo treatments that work with the merchandise chosen. Questions about promotional items can be directed to optum.brand@optum.com.

• The Optum symbol should not appear on its own without the logotype.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

• The Optum logo should not be taken apart to create another version of the logo.

• The Optum symbol should not be redrawn in any way.

• The Optum logo should not appear with a white keyline.

• The Optum logotype should not appear on its own to represent the brand.

Chapter 1

|

54

Questions Basedour on theOptum nature of your question, contact an expert one of the following departments:a As brand continues tofrom grow, our marketing Brand management: optum.brand@optum.com IP legal: Susan Perera, susan.perera@uhg.com Marketing legal: Jackie Darrah, jacqueline.m.darrah@optum.com Events: Lauren Snover, lauren.snover@optum.com

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

55

Chapter 2: Sub-brands 57 OptumRx® 66 Optum360® 68 OptumCare™ 75 OptumLabs™ 77 Optum Bank®

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

56

Chapter 2: Sub-brands OptumRx

®

OptumRx® is mandated by legal, regulatory and marketplace conditions that require retaining the OptumRx name for the pharmacy business for the immediate future.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

57

Retaining the OptumRx name License commitment

The pharmacy benefit management (PBM) industry is highly regulated, much like the financial industry of Optum Bank. Our pharmacy license has been filed with the Department of Pharmacy in all 50 states under the name “OptumRx.” Home delivery documentation and pill bottle labeling is legally required to align with the name of the distributing pharmacy.

Regulations dictate that all products, services, operations and networks need to be in compliance with the licensed entity name to support the pharmacy line of business. In addition, OptumRx is required to file with the Centers for Medicare & Medicaid Services (CMS) on an annual basis to be represented as “OptumRx” when marketing to UHC Medicare & Retirement members.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

58

OptumRx sign-on X

X

8.5” x 11” page, logotype: 1.5˝ wide

Grayscale logo

X

8.5” x 11” page, logotype: 1.8765˝ wide X = Clear space

Solid logo

Minimum logotype: 1.25˝ wide

8.5” x 11” page, logotype: 1.56˝ wide

OptumRx logo The OptumRx logo is used for the sign-on of all OptumRx business segment communications (except advertisements).

Sign-on should be displayed in the upper left corner of the first page.

Size On a 8.5” x 11” page, the OptumRx logo must display the logo symbol and logotype at 1.5” width.

Minimum size for the Optum logotype (in print) is 1.25”.

Clear space The preferred clear space is equal to “X” as illustrated on this page. “X” is equal to the width of the capital letter “T” in the Optum logotype. In some cases it may not be practical to use the preferred clear space (e.g., in digital applications). In these instances, maintain a minimum area of clear space equal to half of “X.” Full-color and grayscale logos The preferred use is the full-color logo on white background.

The one-color, halftone logo may be used on black and white collateral.

One-color, solid logo A one-color, solid logo is available for use on program items that can’t support four-color printing. This logo may not be used on promotional/premium items — use Optum instead.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Optum or OptumRx? n PBM and pharmacy collateral OptumRx n Syncronization collateral Optum or OptumRx n Advertising Optum (refer to OptumRx in copy) n Business cards OptumRx n External-facing PowerPoint decks Optum n Internal-facing PowerPoint decks Optum or OptumRx n Premium and promotional items Optum n Items that tie to pharmacy license OptumRx Chapter 2

|

59

OptumRx sign-off Minimum size: 1.25˝

Sign-off

optumrxsales@optum.com | optum.com/optumrx

2300 Main Street, Irvine, CA 92614 OptumRx specializes in the delivery, clinical management and affordability of prescription medications and consumer health products. We are an Optum® company — a leading provider of integrated health services.

Learn more at optum.com.

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners. © 20YY Optum, Inc. All rights reserved. ORX0000_YYMMDD CONTACT ADDRESSES Phone number, email, website, and street address may be included in the sign off of B2B communications. Do not include on member (B2C) communications.

Optum logo The sign-off should be displayed at the bottom of the last page (print collateral) or at the bottom of an email (electronic).

To tie the OptumRx business segment back to the Optum masterbrand, the Optum logo must be used for the sign-off of all OptumRx communications.

Minimum size for the Optum logotype (in print) is 1.25”.

Text Select language/disclaimers and copyright information should ©20YY OptumRx, Inc. appear under the sign-off logo. In print, left align this copy to hang from the “O” in the Optum logo. Email sign-off may be left aligned (preferred) or centered.

Omitting the sign-off The full sign-off may be omitted from promotional items, small tools, posters and miscellaneous items. If you are unsure if a sign-off is necessary, please contact Mike McKinnon (mike.mckinnon@optum.com).

At a minimum, the sign-off must include: Trademark language All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

Copyright should always tie back to Optum, not OptumRx. A part code may follow the copyright.

OptumRx specializes in the delivery, clinical management and affordability of prescription medications and

consumer health products.

We are an Optum® company — a leading provider of integrated health services. © 20YY Optum, Inc. All rights reserved.

ORX0000_YYMMDD Learn more at optum.com.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks

or registered marks of their respective owners.

This message was sent by OptumRx

Chapter 2

|

60

Additional disclaimers Additional sign-off language and disclaimers Additional language, limited to approved marketing language and legal disclaimers, may be added to the sign-off, below the logo and above the trademark language and copyright.

This page lists several of the more common disclaimers as approved at the time of this chapter’s publication. Additional disclaimers may be included if required by legal (based on content), but are not required by brand.

• Marketing language/company description may be omitted if an “About OptumRx” section is featured (see page 65), if additional space is needed, or if requested: OptumRx specializes in the delivery, clinical management and affordability of prescription medications and consumer health products. We are an Optum® company — a leading provider of integrated health services. Learn more at optum.com.

• HIPPA confidentiality statement (HCS) should be used on all outbound correspondence that includes member-protected health information (PHI).

For print:

• A clinical information disclaimer should be added to member/patient education collateral that includes health and/or treatment advice (e.g., Clinical Management program (CMP) and Medication Therapy Management (MTM) program materials): The information in this educational tool does not substitute for the medical advice, diagnosis or treatment of your physician. Always seek the help of your physician or qualified health provider for any questions you may have regarding your medical condition.

• A UHC affiliate disclaimer is necessary on acquisition communications that go to UnitedHealthcare Medicare and Retirement (UHC M&R) audiences. It should appear as a separate paragraph in the sign-off and omit all trade and registration marks: OptumRx is an affiliate of UnitedHealthcare Insurance Company.

• Anti-spam language should be included after the copyright on emails. Format as white so it is not visible: This email was intended for: %%emailaddr%% This email was sent by: %%Member_Busname%% %%Member_Addr%% %%Member_City%% -%%Member_State%% - %%Member_PostalCode%% %%Member_Country%%

This document and others if attached contain information from OptumRx that is privileged, confidential and/or may contain protected health information (PHI). We are required to safeguard PHI by applicable law. The information in this document is for the sole use of the person(s) or company named above. Proper consent to disclose PHI between these parties has been obtained. If you received this document by mistake, please know that sharing, copying, distributing or using information in this document is against the law. If you are not the intended recipient, please notify the sender immediately and return the document(s) by mail to OptumRx Privacy Office, 17900 Von Karman, M/S CA016-0203, Irvine, CA 92614.

For email: This email, including attachments, may include confidential and/or proprietary information, and

may be used only by the person or entity to which it is addressed. If the reader of this email is not the intended recipient or his or her authorized agent, the reader is hereby notified that any dissemination, distribution or copying of this email, including its contents and attachments, is prohibited. If you have received this email in error, please notify the sender by calling the number on the back of your member ID card, delete this email immediately and destroy all electronic and hard copies of the communication, including attachments.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

61

Co-branding and white-label branding Managing Rheumatoid Arthritis with Disease-modifying Drugs

We are part of Optum™, a leading health services company comprised of three market-leading businesses — OptumRx™, OptumHealth™ and OptumInsight™. The strong synergies between our companies enable us to deliver smarter, more cost-effective pharmacy, medical and health and wellness solutions.

Me

Prior Authorization

The Right Team Delivering the Right Solutions

Today, more than ever, managing your pharmacy plan is a delicate balancing act between preserving member benefits and controlling costs. Union Labor Life and OptumRx are a strong alliance, dedicated to designing pharmacy solutions specifically for Union and Trust groups. Our solutions are flexible, comprehensive and deliver high-dollar results with low-member impact.

LOGO

Where can I get more information about rheumatoid arthritis?

Some medications must be authorized for coverage because they’re only approved or effective in treating specific illnesses, they cost more or they may be prescribed for conditions for which safety and effectiveness have not been well-established.

National Institute of Arthritis and Musculoskeletal and Skin Diseases Phone: 1-877-226-4267 (TTY 1-302-565-2966) Website: www.niams.nih.gov

Reviewing Medications

Comprehensive Pharmacy Benefit Services Union Expertise For more than 80 years, UnionSince Labor1991 Life has served the needs of Labor.

Our strong alliance with the Union specialists at OptumRx enables us to take As a leading Labor financial a customized approach to designing and managing your pharmacy benefits. and risk solutions provider,

Union Life receive works closely Our goal is to makeLabor sure you flexible solutions, optimal clinical with OptumRx experienced outcomes and outstanding service at theunion lowest cost. To help achieve these team.

Theyacurrently manage more objectives, we provide sophisticated array of high quality, integrated than one million active employee Emphasizing Generics to Maximize Savings pharmacy benefit solutions. lives and over one million retiree Increasing usage of generic drugs can save your organization millions of • Innovativelives.

Claims processing benefit designwe‘re dedicated• to Together, dollars each year. That’s why we focus on generics, versus more costly providing superior pharmacy benefits • Fully transparent, pass-through • Promotion of generic medications brand-name medications. Our goal is to reduce medication costs by to Union and Trust groups. pricing designs proactively promoting generics and other cost-effective therapies. For • Real-time claims audit example, we conduct special member mailings to maximize awareness • Broad and custom network • Drug Utilization Review materials contracting and management of generics and the savings they offer. By educating members about the benefits of generics and over-the-counter (OTC) medications, we can • Formulary management • Rebate management and reduce their annual costs and improve their health. manufacturer incentives • Prior authorization • Clinical consulting and disease Our Rebate Philosophy: Lowest Net Cost • 24/7/365 customer service therapy management Because our top priority is keeping your members healthy, our product and • Online analytical reporting pharmacy generic utilization rate is among formulary decisions are based on getting members the right medication • Mail serviceOur the highest of all leading PBMs.• Physician communication tools in the right amount for the most effective price — not which medications • Specialty pharmacy offer the highest rebates. If rebates are earned, OptumRx shares them with • Member education materials you, lowering your overall costs even further.

Services may vary depending on your plan customization.

Learn more about how our pharmacy benefit solutions deliver the perfect balance of savings and satisfaction. Call a Union specialist at 1-877-309-5345 .

Award-winning Service and Excellence

Our review committee of independent doctors and pharmacists meets regularly to review medications and consider how they should be covered by pharmacy benefit plans. They also recommend prior authorization guidelines.

OptumRx has been widely recognized for its innovative benefit solutions, clinical excellence and outstanding service.

Safe and Effective

References:

When making recommendations, the review committee focuses on proven medication safety, effectiveness and cost. The committee considers:

• 2011 American Business Awards (aka Stevie Award) for Best Customer Service Department of the Year across all industry groups

• U.S. Food and Drug Administration (FDA) approved indications

1. Saag KG, Teng GG, Patkar NM, et al. American College of Rheumatology 2008 recommendations for the use of nonbiologic and biologic disease-modifying antirheumatic drugs in rheumatoid arthritis. Arthritis Rheum. 2008; 59(6):762-784.

2. Clinical Pharmacology Website. http://clinicalpharmacology-ip.com. Accessed October 27, 2011.

• 2011 Chief Learning Officer’s Learning Elite, for exemplary workforce development strategies delivering business results • 2010 Platinum Award for the Multiple Sclerosis Clinical Management Program — URAC Best Practices in Health Care Consumer Empowerment and Protection • Net promoter score consistently above 60 percent, considered best in class for customer loyalty • eHealthcare Leadership Award for Best eBusiness site: Gold (2010), Silver (2009) and Best overall site: Gold (2009) • 2009 American Society for Training and Development’s (ASTD) Best Award for Customer Advocacy — First PBM honored for its successful Customer Advocacy initiative

Managing Rheumatoid Arthritis with Disease-modifying Drugs

Arthritis Foundation Phone: 1-800-283-7800 Website: www.arthritis.org

• Manufacturer’s package labeling instructions • Well -accepted and/or published clinical recommendations

Getting a Short-Term Supply If you must start taking a medication that requires prior authorization right away, two options may be available to you. First, ask your doctor if a sample is available. If not, check with your pharmacy to request a short -term supply of five days or less — keep in mind you will be responsible for the full cost at that time.

If the prior authorization request is approved, then your pharmacist can dispense the rest of your prescription.

Requesting a Prior Authorization You, your pharmacist or your doctor can start the prior authorization review process by contacting our prior authorization department. A pharmacy technician then works with your doctor to get the information needed for the review. Once we receive a completed prior authorization form from your doctor, we conduct a clinical review within three business days. We then send you and your doctor a letter regarding the prior authorization decision.

LOGO The information in this educational tool does not substitute for the medical advice, diagnosis or treatment of your physician. Always seek the help of your physician or qualified health provider for any questions you may have regarding your medical condition.

PRx4897 Copyright ©2012 Optum, Inc. Used with permission.

• 2009 Gold MarCom Award in Writing / Web Copy from AMCP • The first PBM to earn all four URAC Pharmacy Quality Management accreditations — recognized as the gold standard in health care

1-877-309-5345

| optumrx.com

optumrx.com

2300 Main Street, Irvine, CA 92614

2300 Main Street, Irvine, CA 92614

OptumRx specializes in the delivery, clinical management and affordability of prescription medications and consumer health products. We are an OptumTM company — a leading provider of integrated health services.

Learn more at optum.com.

OptumRx specializes in the delivery, clinical management and affordability of prescription medications and consumer health products. We are an Optum TM company — a leading provider of integrated health services. Learn more at optum.com.

All Optum TM trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

All Optum TM trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

ORX3517_120330 ©2012 OptumRx, Inc.

ORX0800 -MS_120910 ©2012 OptumRx, Inc.

General PBM and operational-type collateral Co-branding on general PBM and operational-type collateral is allowed and may be utilized on the top of the first page.

Co-branding should not appear in the sign-off.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

When designed in the Optum brand, the OptumRx logo should be on the left, co-brand logo on the right. The co-brand logo should never be larger or more prominent than the OptumRx logo.

Chapter 2

|

62

Positioning OptumRx and UnitedHealthcare Step 1. Cal l today: 1-888-739-5820 A fter getting a new prescription for a specialty medication, call OptumRx at 1-888-739-5820 .

W elcome to your OptumRx Pharmacy OptumRx Specialty Pharmacy is a safe and easy way to get your specialty drugs.

W e will deliver your medicine to you — B enefit Services with no shippingfee. You’ll also get: Home delivery is safe and easy

• Medications sent in safe and private packages • Free supplies, such as tubing or syringes • •

The right medications for you

Ask your OptumRx representative if any other

Making informed decisions

If you have questions about OptumRx Specialty Pharmacy, call 1-888-739-5820 .

W hen selecting a medication, you and your doctor should UnitedHealthcare SignatureValue Representati ves areconsult available the 8 a.m.–10 p.m., E T,

no charge to you. Ref rigerated drugs are delivered overnight.

 W e provide access to a wide variety of U.S. Food on who administers your medicine. and D rug A dministration (F Ddepending A) approved prescription medications. prescriptions. O ur skilled and caring nurses, pharmacists Y our personal support team

Clinical Management

P rograms

M onday–Friday. T o talk with a pharmacist, call that same number 24 hours a d ay, 7 days a week.

generic medications approved by the FD A , and consists

 O ur programs andOptumRx tools are designedInformation to helpyou when you need help you get the most from your treatment plan. If you are make informed decisi ons about your choice of Specialty Pharmacy

and patientcare coordinators serve as your personal

®

• Help you take your medicine as prescribed by your doctor

Try the OptumRx® Mail Service  O ur programs and tools are designed to helpyou make informed decisions aboutyour choice of Pharmacy — you may save prescription medications and pharmacy products.

Q ues tions ? money, and it’s convenient

Step 3. Take advantage of the many resources about aweek before each shipment. She or he will also check in to see if you need supplies and ans wer questions.

it

eligible, specially trained nurses andpharmacists will call you

O ptumR x is a network specialty pharmacy for UnitedH ealthcare members. Specialty medications purchased at a non-network pharmacy may cost you

and pharmacy s tion• Ca s ?ll to schedule deliveries so prescription Log on to more. Please the toll-f reeayment, Member Services you don’t run outmedications Enjoy the ease of homeproducts. thecall lowest cop while you’ll pay the most for uhcwest.com provides information that can help you better understand your number at1-800-657-8205 • Make sure you have the medicine and suppliesyou need delivery with the personal uhcwest.com to N on-Formulary T ier 3 medications.

Call the Customer • Understand your condition and treatment  • support you•need look for potential Care number on your availabl e, the betteryou can decide what is best to • Recommend treatmentadjustments , if needed prescription medications.  Formulary Generic or T ier 1 – L ow Copayment • lower-cost alternatives health plan ID card. meet your needs.

• F ind additional resources relating to your condition and helpful resources. Find expertanswers and information Represen Improving tatives your medication adherence Formulary B randonline or T ier 2 – Medium Cop ayment • T ake a more active part in managing your condition Your support team will teach you the impo rtance of takingthat Choose a pharmacy To get started: ’s in are available from your medicine as prescribed, and help you follow your doctor’s W e have programs for: Non on-Formulary or T ierand 3 go – High Cop ayment medications,log to www.goldenrule.com your network 1. L og in to uhcwest.com 7 a.m. to 9 p.m. and complete Cancer (oral cancer drugs only)aone-time Hepatitis Cregistration. to the pharmacy area. O r call the toll-f ree Member : Some plans have a two-tier or a four-tier ntral S tandard Time, H IV/A I DS Multiple Sclerosis  You have access toover 64,000 retail pharmacies in Services Please number atnote 1-800-657-8205 .

2. Select theo “Tnools and Services” tab, the Pharmacy” 1 and “Visit Rheumatoid Arthritis T ransplants prescription plan. Re fer to your enrollment materials day through Fri day. our network. Select the opti that is best for you.

on left side bar.

 12 United HealthCare Services, Inc.

Save Money

Access the tools and information you need, any time:

Optum is an affiliate of UnitedHealthcare Insurance Compan 914

Filling prescriptions through the OptumRx Mail Service Pharmacy you’ll get: The opportunity to save money and time

you may save money by having your doctor prescribe a 3-month supply of medication. Your medications are mailed to you with standard shipping at no cost to you.

Advanced quality checks  Your prescription claim history

 Manage mail service account  O r call the toll-f ree memberyour phone number on the back of your planprescription I D card andhistory a  Vhealth iew your representative can help you.  C ompare medication prices and options

What you pay

 V iew information about possible ower-cost l medication alternatives  Simply show your health planI D card to the  R eview your plan’s preferred drug list pharmacist. Your pharmacist will tell you how much  A ccess drug information you owe for the prescription.

to look for drug combinations that may not be appropriate to be taken together. uhcwest.com 24/7 access to pharmacists

Look for potential lower-cost alternatives

ocate participating retail pharmacies by Z I P code y. our websiteatLuhcwest.com.

V isit

Call the Customer Care number on your health plan ID card.

Represen tatives are available from 7 a.m. to 9 p.m.

Central S tandard Time, Monday through Friday.



or call the Customer Care numberon your health plan

network of pharmacies increase your cost and and follow the prompts.

3. Selectmay “Shop the Online Pha rmacy” always be covered.

Insurance coverage provided by or through UnitedHealthcare your prescriptions may not or its affiliates. Administrative services provided

by United HealthCare Services, Inc. or their affiliates. Health Plan coverage provided by or through a UnitedHealthcare compan y.

Find a participating pharmacy

T o price out a medication, visit uhcwest.com and click on “Visit the Pharmacy,” login and then select “D rug Pricing.”

 Licensed pharmacists check that your order is entered and

Generic options



A pproximately 75% of brand medications have generic equivalents availabl e. Generics contain the sameactive ingredients (thechemicals that make a medication work) as the brand medications. Generic medications must meet the same FD A b rand medication standards.

1



available, the betteryou can decide what is best to meet your needs.

Choose a pharmacy that your network

 You have access toover 64,000 retail pharmacies in our network. Select the option that is best for you.1

1. Call 1- 8 00- 5 62-6223,

a week and we’llatuhcwest.com. days V isit our website work directly with

 O r call the toll-f ree memberphone number your doctor to set up on the back of your health planI D card and a mail service. Just have representative can help you. your prescription label

available when you call.

What you pay

 Simply show your health planI D card to the

2. Or download an ® you how much pharmacist. Your pharmacist will tell order form from you owe for the prescription. uhcwest.com . Cli ck the Pharmacy” . onIn“Visit addition, by presenting your health planI D

Your OptumRx Pharmacy Benefit Services

card, you can take advantage of low cost generic

chain and independent stores located across the United S

chain and independent stores located across the United S

Free Meter Program OptumRx™ Pharmacy Benefit Services

The impac t of thes e complications could be lon g-ter m, but regular blood sug ar

generic medications approved by the FD A , and testing consistscan help . Testing not only helps you a void s uch health ris ks, but c an als o prevent life -threatening c onditions caused by very high or very low blood su gar.

Log on to uhcwest.com to look for potential lower-cost alternatives and helpful resources.

You

Available Meters

the lowest copayment, while you’ll pay the most for N on-Formulary T ier 3 medications.

AC CU-C H E K ® Aviva Meter receive a blood sugar meter at no charge you.

• AC CU-Cto H E K Multi clix lancing

 Formulary Generic or T ier 1 – L ow Copayment

device-proven least painful1

 Formulary B rand or T ier 2 – Medium Cop Mo ayment re information on each meter• is included on the next page. For additional details, makes sampling easier

 N on-Formulary or T ier 3 – High Cop ayment

Find participating pharmacy 24ahours a da y, seven

Our network of re tail pharmacies includes both

uhcwest.com

you directly should you have a question or concern about any prescribed medication.

’s in

To start using mail servicefollow these network of pharmacies may increaseyour cost and simple steps: your prescriptions may not always be covered.

tates.

UnitedHealthcare Signature Value™

0.6-mL ze means I D card or call the manufacturer•atSmall, the numbe rs sample providedsibelow.

Please note: Some plans have a two-tier or a four-tier less blood prescription plan. Re fer to your enrollment mate rials To Get Your Free Meter • Fast, accurate results in 5 seconds How or call the Customer Care numberon your health plan • 2 the USA care team. If you are interested inmanufactured getting a new in blood sugar mete r, share this • Disc overy tools included so that Save Money which no-charge meter is right for you. you can discover how to best use Look for potential lower-cost alternatives your numbers A fter choosing the covered meter you’ll use to regularly test blood sugar levels, T o price out a medication, visit it’s easy to place your order. Just contact the manufacturer’s service center any time: One T ouch U ltra 2 Meter click on “Visit the Pharmacy,” • AC CU-C H E K ® meters: • Easy to read results day or night “D rug Pricing.”

1-877-411-9833 or to online at • 7,14, and 30-day averages http://meters.accu-chek.com (group code RXAC10) Generic options see your trends • L arge memory and download port A pproximately 75% of brand medications have •generic One T ouch meters: test results with your equivalents availabl e. Generics contain the sameactive OneT ouch at 1-866-355-9962 - share O rderyour Code: 595UHC100 healthcare professional ingredients (thechemicals that make a medication www.OneT ouch.orderpoints.com work) as the brand medications. Generic medications • G L UC O C A R D ® meters: G L UC O C A R D V ital must meet the same FD A b rand medication standards.

G L UC O C A R D at 1-855-646-3232 online at • A uto or coding www.glucocardusa.com/prescriptionsolutions/ • 0.5 µL sample si ze • 7 second test time • 14 or 30-d ay average • 250-test memory

AC CU-C H E K ® C ompact P lus Meter • L oad-and-go drum of 17 preloaded test strips • D etachable, least painful lancing device • N o coding • B right, easy-to-read display • Disc overy tools included so thatyou can discover how to best useyour numbers One T ouch U ltraMini Meter • Small, convenient size for transport • 2-way scrolling button for simple navigation • 500-test memory to share your results with your healthcare professional • G L UC O C A R D 01 • A uto coding • 0.3 µL sample si ze • 7 second test time • 14 or 30-d ay average • 360-test memory

1 2

 In addition, by presentingyour health planI D card, you can take advantage of low cost generic

Our network of re tail pharmacies includes both

Making informed decisions

W hen selecting a medication, you and your doctor should consult the UnitedHealthcare SignatureValue Diabetes can affect the eyes, k idneys, nerves and cardiovas cular syste m.

 W e provide access to a wide variety of U.S. Food and D rug A dministration (F D A) approved prescription medications.

we will contact your doctor toget a new prescription.

Get the most out of your pharmacy Deliveries OptumRx Specialty Pharmacy ships all specialty drugs at benefit services

The right medications for you

Get the most out of your pharmacy benefit services

Step 2. Move your prescription to OptumRx Specialty Pharmacy W e will help you transfer your specialty prescriptions

Orders and refills

F ree Meter P rogram

Welcome to your OptumRx Pharmacy Benefit Services

Get started with OptumRx Specialty Pharmacy

Man ufactured in USA : U sing US and imported materials

Ins urance co verag e pr ovide d by or thro ugh U nitedHealthc are Insuranc e Co mpany or its affi liates .

Administrat ive s ervice s provided by UnitedHea lthcare Ins urance Company, U nited Hea lthCare S ervice s, Inc. or th eir affiliates. Hea lth P lan cov erage provid ed b y or t hrough a Unit edHealt hcare compa ny OptumR x is an af filiate of Un itedHeal thcar e Ins urance C omp any.

tates.

uhcwest.com

uhcwest.com

uhcwest.com

©2 012 United HealthCare Services, Inc.

102-0 06 4_12 0927

Health plan covera ge provided by or throu gh U nitedHea lthcare of C alifornia, UnitedHea lthcare of Okl ahoma, Inc., Un itedHealth e car of Oregon, In c., Unite dHea lthcare B enefits of Texas, Inc., and U nitedHea lthcare of Wash ington, Inc. Administrat ive servi ces provided by United Hea lthCare S ervices, In c., OptumRx™ or Opt umH ealth Care Solut ions, Inc. B ehavioral hea lth products are provided by U.S. Behav ioral Hea lth Pl an, Californi a ( US B H P C) or United Be havioral Health ( UB H) .

uhcwest.com

In UnitedHealthcare masterbrand UnitedHealthcare + OptumRx (carve-in and M&R) Use OptumRx name in copy, but no OptumRx logo. Regulatory guidelines on positioning (as of May 2012) dictate use of the OptumRx name within UnitedHealthcare pharmacy plan materials as follows: Correct: • OptumRx® Pharmacy Benefit Services • OptumRx® Mail Service Pharmacy or OptumRx® Mail Service Incorrect: • OptumRx Pharmacy Benefit Plan • Pharmacy Benefits with OptumRx • OptumRx Pharmacy Benefit Program • Administered by OptumRx • OptumRx Pharmacy Benefit Management

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

UHEX11HM3336173_001 UHC5929_UHCEIW_120921 Consumer © 2012 United HealthCare Services, Inc.

Company name in text (OptumRx): When using our company name(s) as an adjective describing the services/goods offered in connection with the name, use the registration symbol(®) for all services under PBM and Mail/Specialty pharmacy operations. Because one trademark application for OptumRx is still pending, the trademark symbol (™) should be used with OptumRx when preceding Diabetes ActiveCare (i.e., OptumRx™ Diabetes ActiveCareSM) or in conjunction with Medical Supply Services (i.e., AARP® Medical Supply Services provided by OptumRx™).

In Optum masterbrand OptumRx brand may be used for communications where a UnitedHealthcare member has a direct relationship with OptumRx as a dispensing pharmacy (i.e., pill bottles and lids, mail order shipments, refill reminders, etc.). Follow Optum brand guides for co-branding (both OptumRx logo and UnitedHealthcare logo may be represented.)

UnitedHealthcare masterbrand + customer logo When designed in the UnitedHealthcare masterbrand, follow UnitedHealthcare guidelines for co-branding: UnitedHealthcare logo is on the right side, preferably on the bottom, and the co-branding logo is on the left. The co-brand logo should never be larger or more prominent than the UnitedHealthcare logo.

Chapter 2

|

63

Company names in copy OptumRx When the Optum business segment name is written in text, always write as one word with initial caps: OptumRx.

Intellectual property A ®, TM or SM symbol should be used with the following programs, services, tools and communication vehicles upon first use in text.

BriovaRx A marketing piece’s branding determines how BriovaRx appears in the first reference of body copy:

• Clinical Vantage® • Diabetes ActiveCareSM • Hassel-Free FillSM • Innoviant® • Prescribing Focus™ • ProtectRxTM • Rx News® • Value OptimizerSM

• In BriovaRx-branded pieces, first reference is “BriovaRx®” • In Optum- or OptumRx-branded pieces first reference is “BriovaRx®, the OptumRx® specialty pharmacy” For more details on BriovaRx style and design, see the BriovaRx brand guidelines.

Registered trademarks (®) with company name(s) First mention of OptumRx, Optum and BriovaRx in body copy should include a superscript registered trademark ®. When using our company name(s) as an adjective describing the services and goods offered in connection with the name, use a registered trademark (®) symbol on first reference. On subsequent reference, the company name may be dropped.

• Optum® • OptumRx® • BriovaRx® Avoid using symbol(s) in headlines when possible.

Do not use a symbol(s) when referring to employees (for example, OptumRx clinical team).

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

64

Approved messaging About OptumRx Company descriptions are often requested on trade show applications, for articles, etc. The company descriptions listed on this page have been approved for use.

If using approved “About OptumRx” messaging on the last page of a collateral piece, add ”Learn more at optum.com” after the last sentence and omit company description messaging from the sign-off (see below).

Description (for sign-off) OptumRx specializes in the delivery, clinical management and affordability of prescription medications and consumer health products. We are an Optum® company — a leading health services and innovation company dedicated to helping make the health system work better for everyone. Learn more at optum.com.

Description (16 words) OptumRx specializes in the delivery, clinical management and affordability of prescription medications and consumer health products.

Description (54 words) OptumRx specializes in the delivery, clinical management and affordability of prescription medications and consumer health products. Our high-quality, integrated services help deliver optimal member outcomes, smart savings and outstanding customer service. We are an Optum® company — a leading health services and innovation company dedicated to helping make the health system work better for everyone.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Description (80 words) OptumRx specializes in the delivery, clinical management and affordability of prescription medications and consumer health products. We offer high-quality, integrated services, including claims processing, medication home delivery, specialty drug management and award-winning clinical programs. Our expertise serving large companies, unions/trusts and managed care organizations enables us to deliver optimal member outcomes, smart savings and outstanding customer service. OptumRx is part of Optum, a leading health services and innovation company dedicated to helping make the health system work better for everyone.

Description (93 words) OptumRx specializes in the delivery, clinical management and affordability of prescription medications and consumer health products. A leader in pharmacy care services, we offer an array of high-quality, integrated services, including claims processing, medication home delivery, specialty drug management and award-winning clinical programs. Our expertise and experience serving large companies, unions/trusts and managed care organizations enable us to deliver optimal member outcomes, smart savings and outstanding customer service. OptumRx is part of Optum, a health services and innovation company. We power modern health care by combining data and analytics with technology and expertise.

Chapter 2

|

65

Chapter 2: Sub-brands Optum360

®

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

66

Optum360 logo X

X

Minimum print logotype: 1.25˝ wide

Largest print logotype: 2.25˝ wide

X

X = clear space

The Optum360 logo is used on all of our communications, enabling us to build strong brand recognition. With consistent use of our logo, our brand will become an asset that increases in value over time.

Preferred sizes Whenever possible, our logo should be used at 1.5˝, 1.75˝, 2˝ or 2.25˝ on printed materials. The logo is measured from the left edge of the symbol to the right edge of the letter “M” in the logotype.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Preferred clear space The preferred clear space is equal to “X,” as illustrated on this page. “X” is equal to the width of the capital letter “X” in the Optum360 logotype.

Minimum size 1.25˝ is the minimum size for the logotype.

Large format When a large-format logo is required for display use (e.g., banners), the master artwork may be enlarged to the required size.

When referred to in text When the Optum360 name is written in text (as shown here), always use an initial cap: Optum360. The first and prominent mentions using Optum360 as a modifier should include the superscripted “®” symbol to signify the trademark.

Minimum clear space In some cases it may not be practical to use the preferred clear space (e.g., in digital applications). In these instances, maintain a minimum area of clear space. The minimum clear space is equal to half of “X.”

Chapter 2

|

67

Chapter 2: Sub-brands OptumCare

™

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

68

The OptumCare sub-brand OptumCare™ is an Optum sub-brand created to help drive awareness that Optum is a leader in the national care delivery business and is more than the sum of its parts. The creation of the OptumCare sub-brand reinforced our Optum commitment to advancing care delivery to create a healthier world.

License commitment

The OptumCare identity uses the Optum masterbrand guidelines.

These guidelines enable marketers, writers and designers to consistently articulate and apply the OptumCare identity through the logo, endorser tags and communications.

For additional direction, please review the Optum guidelines found on inside.optum.com and brand.optum.com (pw: 1optum).

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

69

OptumCare logo and application X

X

8.5” x 11” page, logotype: 1.5˝ wide

Digital application exception

X

X 50% of X

X = Clearspace

Preferred size On a 8.5” x 11” page, the OptumCare logo must display the logo symbol and logotype at 1.5” width. This equates to a total width of 2.15” for the OptumCare logo.

Proportionate logo size should be used when page size is other than 8.5” x 11”.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Minimum logotype: 1.25˝ wide

Minimum size 1.25˝ is the minimum size for the logotype.

Clear space The preferred clear space is equal to “X” as illustrated on this page. “X” is equal to the width of the capital letter “T” in the

Optum logotype. In some cases it may not be practical to use the preferred clear space (i.e., in digital applications). In these instances maintain a minimum area of clear space equal to half of “X.”

Chapter 2

|

70

OptumCare logo with required business descriptors

Vertical treatment

Due to state medical boards, there are some OptumCare businesses and services that require a business descriptor and an exception was created to allow it to live with the OptumCare logo: Medical Group, Accountable Care and Network IPA.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Horizontal treatment

The primary logo treatment is to the left, showing the business descriptor under the logo. Please note this is a treatment that is only allowed for these three business descriptors associated with OptumCare; there should be no other similar logo treatments used by other businesses or services.

Horizontal treatments are also allowed, shown to the far right, for these specific businesses.

Chapter 2

|

71

Approved brand statements and sign-offs OptumCare company descriptions These are approved company descriptions to help you talk about OptumCare. Please note the 100-word description will be updated quarterly to ensure the numbers used best represent the growing OptumCare business.

OptumCare logo and endorser tag sign-off The OptumCare logo is used for the sign-off of templated communications. Sign-off should be displayed at the bottom of the last page.

One-sentence brand statement for consumers OptumCare is a leading health care delivery organization that is reinventing health care to help keep people healthier and feeling their best.

Two sentences OptumCare is a leading health care delivery organization that is reinventing health care to help keep people healthier and feeling their best. We do this through our select network of providers who have the tools and technology to provide care that meets our patients’ needs.

118 words OptumCare is a leading health care delivery organization that is reinventing health care to help keep people healthier and feeling their best. We do this through our select network of providers who have the tools and technology to provide care that meets our patients’ needs.

OptumCare provides a full range of services, when and where people need it, including individual and family care to urgent care and advanced care for serious illness and chronic conditions. We provide care to more than 7 million patients, delivered by 6,000 advanced practitioners and 16,500 physicians through multiple health plans and hospital partnerships across the country. OptumCare is part of Optum, a leading health services and innovation company. Learn more at optumcare.com.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

optumcare.com

OptumCare is a leading health care delivery organization that is reinventing health care to help keep people healthier and feeling their best.

Optum® and OptumCareTM are trademarks of Optum, Inc. All other trademarks are the property of their respective owners. Because we are continuously improving our products and services, Optum reserves the right to change specifications without prior notice.

Optum is an equal opportunity employer. ©2015 Optum, Inc. All rights reserved.

Sign-off for print media with only OptumCare services

Chapter 2

|

72

The OptumCare endorser tag The OptumCare endorser tag will be used by the OptumCare organization to:

Part of OptumCare™

Part of OptumCare™

n

Frutiger Roman

Arial Regular

n

Help drive awareness that OptumCare is a leader in national care delivery business and is more than the sum of its parts

Illustrate the relationship between organizations, while adding creditability in the eyes of health plans, physicians, consumers, etc.

n

Showcase the breadth and depth of OptumCare services

n

Transfer equity from the primary brand to OptumCare for those care delivery organizations using the endorser tag as a transitional logo

Approved fonts

In order to maximize the strength and scope of the OptumCare sub-brand, the OptumCare endorser tag should be used consistently.

There are four requirements for using the endorser tag: 1: Logo configuration 2: First copy reference 3: Brand statement 4: Trademark copy 1: Logo configuration The business brand logo with the endorser tag should become the primary brand logo for the businesses (exception: high-investment items, such as real estate). The endorser tagged logo should be used in all references unless readability becomes an issue. If readability is an issue, the remaining guidelines for copy references, sign-off and legal line should be followed.

A: In these configurations, the endorser tag, Part of OptumCare™, appears below the business logo.

Example

x

B: The endorser text is set in Frutiger Book with the secondary font option as Arial, both Optum fonts. The endorser text is set in sentence case Frutiger Book or Arial Regular.

C: The endorser tag should be half the size of X, where X is the first letter of the business/primary brand logo. However, the minimum point size for the endorser tag is 7pt.

x

D: The endorser text color should be PMS Cool Gray 11. The exception to this is very small configurations, which may use 100% black.

x © 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Spacing example

Chapter 2

|

73

The OptumCare endorser tag 2. First copy reference The first copy reference of the businesses should include the endorser tag, “part of OptumCare™”. Unlike in the logo configuration, sentence casing should be used. For example:

4. Trademark copy The following trademark line must also be included in the marketing communication, added to your existing trademark information. Fine print will suffice.

Monarch Healthcare, part of OptumCare™, is…

Optum® and OptumCareTM are trademarks of Optum, Inc.

AppleCare Medical Group, part of OptumCare™, helps…

When used on the web, this can live in the footer and should link to the appropriate websites.

This first copy reference of OptumCare should include the trademark, as noted above. This copy reference helps reinforce the relationship shown in the logo.

The exception to this is a website. Only the first reference on the home page and the “About Us” (or similar page), need to include the reference to OptumCare. The “About Us” page should also include the brand statement, which can link to optumcare.com.

For real estate and signage questions, please contact Brand (brand.optum@optum.com).

3. Brand statement Similar to businesses using the OptumCare name, the businesses using the endorser tag should include the brand statement explaining who OptumCare is. This should be near the end of the communication, before any legal or copyright information, in standard type treatment. <Organization> is part of OptumCare, a leading health care delivery organization that is reinventing health care to help keep people healthier and feeling their best.

This sign-off helps establish OptumCare in the minds of your patients, partners, employees and anyone else with whom we interact.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

chapter 2

|

74

Chapter 2: Sub-brands OptumLabs

™

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

75

OptumLabs logo X

X

Minimum print logotype: 1.25˝ wide

Grayscale logo

Preferred print logotype: for 8.5” x 11” page: 1.5˝ wide

Solid logo

X

X = clear space

The logo is used for the sign-on of all OptumLabs business segment communications (except advertisements). Sign-on should be displayed in the upper left corner of the first page.

Preferred size On a 8.5” x 11” page, the OptumLabs logo must display the logo symbol and logotype at 1.5” width. This equates to a total width of 2.15” for the OptumLabs logo.

Proportionate logo size should be used when page size is other than 8.5” x 11”.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Minimum size 1.25˝ is the minimum size for the logotype.

Clear space The preferred clear space is equal to “X” as illustrated on this page. “X” is equal to the height of the capital letter “X” in the Optum logotype. In some cases it may not be practical to use the preferred clear space (i.e., in digital applications). In these instances maintain a minimum area of clear space equal to half of “X.”

Full-color and grayscale logos Use of the full-color logo on white is preferred. The one-color, halftone logo may be used on black and white collateral.

One-color, solid logo A one-color, solid logo is available for use on program items that can’t support four-color printing. This logo may not be used on promotional/premium items — use Optum instead.

Chapter 2

|

76

Chapter 2: Sub-brands Optum Bank

®

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

77

Optum Bank sign-on X

X

8.5” x 11” page, logotype: 1.5˝ wide

Grayscale logo

Minimum logotype: 1.25˝ wide

Solid logo

X

X = clear space

Optum Bank logo The Optum Bank logo is used for the sign-on of all legally binding bank documentation tied to individual accounts or loans. It is not used in pre-sale marketing pieces, on promotional items or as the sign-on for materials such as marketing pieces or reports, that address bank products and other products, such as flexible spending or health reimbursement accounts, offered by Optum.

In these instances, the Optum logo is used for sign-on. Sign-on should be displayed in the upper left corner of the first page.

Size On a 8.5” x 11” page, the Optum Bank logo must display the logo symbol and logotype at 1.5” width.

Minimum size for the Optum logotype (in print) is 1.25”.

Clear space The preferred clear space is equal to “X” as illustrated on this page. “X” is equal to the width of the capital letter “T” in the Optum logotype.

Full-color and grayscale Logos The preferred use is the full-color logo on white background.

The one-color, halftone logo may be used on black and white collateral.

One-color, solid logo A one-color, solid logo is available for use on program items that can’t support four-color printing.

In some cases it may not be practical to use the preferred clear space (e.g., in digital applications). In these instances, maintain a minimum area of clear space equal to half of “X.”

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

78

Optum Bank B2B sign-off Minimum size: 1.25˝

Sign-off

1.866.XXX.XXXX | optumbank.com

P.O. Box 271629, Salt Lake City, UT 84127 Optum Bank, Member FDIC, specializes in providing individuals and providers with health-related banking services that help make the health system work better for everyone. We are an Optum® company — a leading provider of integrated health services. Learn more at optum.com.

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

0000_YYMMDD ©20¥¥ Optum Bank, Inc.

Optum Bank logo The Optum Bank logo is used for the sign-off of all B2B communication for the Optum Bank business segment.

Sign-off should be displayed at the bottom of the last page.

Various sign-off options detailed below.

Minimum size for the Optum logotype (in print) is 1.25”.

Print Business-to-business (B2B) print collateral should use Optum as the sign-off brand. Content within the document needs to be clear and detailed around which products are offered by Optum Bank in order to ensure the consumer understands that the banking products are Optum Bank products.

Optional: Marketing language/company description may be omitted if an “About Optum Bank” section is featured on the ©20YY Optum Bank, Inc. space last page of a collateral piece (see page 84), if additional is needed or if requested by client.

Mandatory: First mention of Optum Bank in B2B materials should state “Optum Bank, Member FDIC.” Mandatory: Contact information for all materials mentioning health savings accounts should be: 1-866-234-8913 and optumbank.com.

Mandatory: Legal language about trademarks and logos is required on all B2B collateral and communications (except ads).

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

Mandatory: Copyright (©20YY Optum Bank, Inc.) is required on all collateral and communications Omitting the sign-off: The full sign-off may be omitted from promotional items, small tools, posters and miscellaneous items.

For all other banking products, please verify telephone number and URL with Optum Bank.

Optum Bank, Member FDIC, specializes in the delivery of health-related banking services that help make the health system work better for everyone. We are an Optum® company — a leading provider of integrated health services. Learn more at optum.com.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

Chapter This message was sent by Optum Bank 1-866-XXX-XXXX | optumbank.com

2

|

79

P.O. Box 271629, Salt Lake City, UT 84127 Optum Bank, Member FDIC, specializes in providing individuals and providers with health-related banking services that help make the health system work better for everyone. We are an Optum® company — a leading provider of integrated health services. Learn more at optum.com.

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

0000_YYMMDD ©20¥¥ Optum Bank, Inc.

Optum Bank B2B sign-off 1.866.XXX.XXXX | optumbank.com

P.O. Box 271629, Salt Lake City, UT 84127

Optum Bank, Member FDIC, specializes in providing individuals and providers with health-related banking services that help make the health system work better for everyone. We are an Optum® company — a leading provider of integrated health services. Learn more at optum.com.

©20YY Optum Bank, Inc.

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

0000_YYMMDD ©20¥¥ Optum Bank, Inc.

B2B Sign-off for advertisements

Sign-off

©20YY Optum Bank, Inc.

Optum Bank, Member FDIC, specializes in the delivery of health-related banking services that help make the health system work better for everyone. We are an Optum® company — a leading provider of integrated health services. Learn more at optum.com.

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

Optum Bank, Member FDIC, specializes in the delivery of health-related banking services that help make the health system work better for everyone. We are an Optum® company — a leading provider of integrated health services. Learn more at optum.com.

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

This message was sent by Optum Bank 1-866-XXX-XXXX | optumbank.com P.O. Box 271629, Salt Lake City, UT 84127 ©20YY Optum Bank, Inc.

This message was sent by Optum Bank 1-866-XXX-XXXX | optumbank.com P.O. Box 271629, Salt Lake City, UT 84127 ©20YY Optum Bank, Inc.

This email was intended for: %%emailaddr%% This email was sent by: %%Member_Busname%% - %%Member_Addr%% %%Member_City%% -%%Member_State%% - %%Member_PostalCode%% - %%Member_Country%%

This email was intended for: %%emailaddr%% This email was sent by: %%Member_Busname%% - %%Member_Addr%% %%Member_City%% -%%Member_State%% - %%Member_PostalCode%% - %%Member_Country%%

Include anti-spam language, but format as white so it is not visible.

Advertisements Trade ads should display a single logo — Optum — in the lower right corner of the page. (Optum Bank may appear in text, but only the Optum logo may be displayed.) Sign-off requires copyright only (©20YY Optum Bank, Inc.). Omit part number from design, but include in the file name. Additional disclaimers may be included if required by legal (based on content), but are not required by brand.

Electronic B2B electronic messages should use Optum as the sign-off brand.

Optional: Marketing language/company description may be used if an “About Optum Bank” section is featured in the body of the message (see page 86).

Mandatory: This email was sent by Optum Bank 1-8XX-XXX-XXXX | optumbank.com P.O. Box 271629, Salt Lake City, UT 84127 Mandatory: Copyright (©20YY Optum Bank, Inc.) is required on all electronic communications.

Mandatory: Legal language about trademarks and logos is required on all B2B electronic communications.

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

80

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

1-866-XXX-XXXX P.O. Box 271629, Salt Lake City, UT 84127

0000_YYMMDD ©20YY Optum Bank, Inc.

Optum Bank B2C sign-off

Optum Bank, member FDIC, specializes in the delivery of health-related banking services that help make the health system work better for everyone. We are an Optum® company — a leading provider of integrated health services.

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners. Learn more at optum.com.

1-866-XXX-XXXX P.O. Box 271629, Salt Lake City, UT 84127 0000_YYMMDD

B2C sign-off for print (with and without optional marketing language)

B2C sign-off for print — Spanish (with optional marketing language)

optumbank.com

All Optum® trademarksoptumbank.com and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

1-866-XXX-XXXX All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are P.O. Box 271629, Salt Lake City, UT 84127

trademarks or registered marks of their respective owners.

0000_YYMMDD ©20YY Optum Bank, Inc. 1-866-XXX-XXXX P.O. Box 271629, Salt Lake City, UT 84127

optumbank.com

Somos una compañía Optum®, proveedor líder de servicios de salud integrados.

Obtenga más información en www.optum.com.

Todas las marcas comerciales y los logotipos de Optum® son propiedad de Optum, Inc. Todas las demás marcas o nombres de productos son marcas comerciales o marcas registradas de sus respectivos titulares.

0000_YYMMDD ©20YY Optum Bank, Inc.

1-866-XXX-XXXX P.O. Box 271629, Salt Lake City, UT 84127 Optum Bank, member FDIC, specializes in the delivery of health-related banking services that help make the health system work better for everyone. We are an Optum® company — a leading provider of integrated health services.

Optum Bank, member FDIC, specializes in the delivery of health-related banking services ® All Optum trademarks andsystem logos work are owned Inc.We All are other or® product names are that help make the health betterby forOptum, everyone. anbrand Optum trademarks marks of of integrated their respective Learn more at optum.com. company —ora registered leading provider healthowners. services.

0000_YYMMDD ©20YY Optum Bank, Inc.

1-866-XXX-XXXX All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are P.O. Box 271629, Salt Lake City,of UTtheir 84127 trademarks or registered marks respective owners. Learn more at optum.com.

0000_YYMMDD 1-866-XXX-XXXX P.O. Box 271629, Salt Lake City, UT 84127 0000_YYMMDD

Optum logo The Optum logo is used for the sign-off of all business-toconsumer (B2C) communications for the Optum Bank business segment. Sign-off should be optumbank.com displayed at the bottom of the last page. Various sign-off options are detailed above. ® optumbank.com

Optum , proveedor líder de servicios de salud integrados.

MinimumSomos sizeuna forcompañía the Optum logotype (in print) is 1.25”.

Obtenga más información en www.optum.com.

Print B2C collateral and communications sent to bank product customers after the banking account or loan has been opened should display the Optum Bank logo on the cover page and use Optum as the sign-off brand. Banking disclosures and forms should use Optum Bank logo as the sign-off.

Optional: Marketing language/company description may be if additional space is needed, or if requested by client (always omit in letters and direct mail).

Somos una compañía Optum®y, los proveedor líder servicios salud integrados. ® omitted Todas las marcas comerciales logotipos de de Optum sonde propiedad de Optum, Inc. Todas Obtenga información en de www.optum.com. las demásmás marcas o nombres productos son marcas comerciales o marcas registradas de sus

respectivos titulares.

Todas las marcas comerciales y los logotipos de Optum® son propiedad de Optum, Inc. Todas Mandatory: Address and telephone number should be 1-866-XXX-XXXX las demás marcas o nombres de productos son marcas comerciales o marcas registradas de sus included in sign-off of B2C collateral and communications.

P.O. Box 271629, Salt Lake City, UT 84127 respectivos titulares.

1-866-XXX-XXXX©20YY Optum Bank, Inc. 0000_YYMMDD

P.O. Box 271629, Lake City, |UTJuly 84127 © 2016 Optum, Inc. BrandSalt Guidelines 2016: Version 1.0 0000_YYMMDD ©20YY Optum Bank, Inc.

Contact information for all materials mentioning HSA accounts should be: 1-866-234-8913 and optumbank.com. For all other banking products, please verify telephone number and URL with Optum Bank.

Mandatory: Legal language about trademarks and logos is required on all B2C collateral and communications.

Copyright (©20YY Optum Bank, Inc.) is required on all collateral and communications.

Omit: The full sign-off may be omitted from promotional items, small tools, posters and miscellaneous items.

Chapter 2

|

81

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners. ©20YY Optum Bank, Inc.

Optum Bank B2C sign-off Optum Bank, Member FDIC, specializes in the delivery of health-related banking services that help make the health system work better for everyone. We are an Optum® company — a leading provider of integrated health services. Learn more at optum.com.

This message was sent by Optum Bank | optumbank.com This message was sent intended for <email address>

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

This email, including attachments, may include confidential and/or proprietary information, and may be used only by the person or entity to which it is addressed. If the reader of this email is not the intended recipient or his or

her authorized agent, the readercommunications is herby notified that any dissemination, distribution or copying of this email, B2C sign-off for electronic (minimum)

including its contents and attachments, is prohibited. If you have received this email in error, please notify the sender by a “reply to sender only” message and delete this email immediately and destroy all electronic and hard copies of this communication, including attachments.

©20YY Optum Bank, Inc.

B2C sign-off for electronic communications (with all optional language)

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners. ©20YY Optum Bank, Inc.

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are This email was intended for: %%emailaddr%% trademarks or sent registered marks of their respective- owners.

This email was by: %%Member_Busname%% %%Member_Addr%% %%Member_City%%

Optum Bank, Member FDIC, specializes in the delivery of health-related banking services that help make the health system work better for everyone. We are an Optum® company — a leading provider of integrated health services. Learn more at optum.com.

-%%Member_State%% - %%Member_PostalCode%% - %%Member_Country%%

©20YY Optum Bank, Inc.

This message was sent by Optum Bank | optumbank.com This message was sent intended for <email address>

B2C sign-off for electronic communications (with Optum as lead logo in header)

This email, including attachments, may include confidential and/or proprietary information, and may be used only by the person or entity to which it is addressed. If the reader of this email is not the intended recipient or his or her authorized agent, the reader is herby notified that any dissemination, distribution or copying of this email, including its contents and attachments, is prohibited. If you have received this email in error, please notify the sender by a “reply to sender only” message and delete this email immediately and destroy all electronic and hard copies of this communication, including attachments.

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks or registered marks of their respective owners.

Optum Bank, Member FDIC, specializes in the delivery of health-related banking services that help Health®Savings Accounts company — aoffered leadingbyprovider make the health system work better for everyone. We are an Optum of integrated health services. Learn more at optum.com.

©20YY Optum Bank, Inc.

This message was sent by Optum Bank | optumbank.com This message was sent intended for <email address> This email, including attachments, may include confidential and/or proprietary information, and may be used only by the person or entity to which it is addressed. If the reader of this email is not the intended recipient or his or her authorized agent, the reader is herby notified that any dissemination, distribution or copying of this email, including its contents and attachments, is prohibited. If you have received this email in error, please notify the sender by a “reply to sender only” message and delete this email immediately and destroy all electronic and hard copies of this communication, including attachments.

This email was intended for: %%emailaddr%% This email was sent by: %%Member_Busname%% - %%Member_Addr%% %%Member_City%% -%%Member_State%% - %%Member_PostalCode%% - %%Member_Country%%

All Optum trademarks and logos are owned by Optum, Inc. All other brand or product names are trademarks Optional: An electronic-media-specific confidentiality Electronic or registered marks of their respective owners. statement may be included if appropriate.

B2C electronic messages should use Optum as the sign-off brand. ©20YY Optum Bank, Inc. This email, including attachments, may include confidential and/or Omit: Address and telephone number should not be included This email was intended for: %%emailaddr%% proprietary information, and may be used only by the person or entity to This email was sentcollateral by: %%Member_Busname%% - %%Member_Addr%% %%Member_City%% in sign-off of B2C and communications. which it is addressed. If the reader of this email is not the intended recipient -%%Member_State%% - %%Member_PostalCode%% - %%Member_Country%% ®

ptional: Marketing language/company description may be O omitted if additional space is needed, or if requested by client (always omit on letters and direct mail).

Optional: This email was sent by Optum Bank | www.optumbank.com.

Optional: This email was intended for <email address>

Health Savings Accounts offered by

or his or her authorized agent, the reader is hereby notified that any dissemination, distribution or copying of this email, including its contents and attachments, is prohibited. If you have received this email in error, please notify the sender by a “reply to sender only” message and delete this email immediately and destroy all electronic and hard copies of this communication, including attachments.

andatory: Legal language about trademarks and logos is M required on all B2C electronic communications.

All Optum® trademarks and logos are owned by Optum, Inc. All other brand or

product names are trademarks or registered marks of their respective owners.

Mandatory: Copyright (©20YY Optum Bank, Inc.) is required on all collateral and communications. © 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Include anti-spam language, but format as white so it is not visible.

Websites The Optum Bank logo should appear on all web pages on optumbank.com in which there are banking interactions with customers related toby their accounts, such as: Health Savings Accounts offered • Bill pay pages • Member profile pages • Contributions pages • Investment pages • Any link that takes a customer to enroll in a banking product; if the link is copy only, the bank name should be used.

With Optum as the lead logo in a website header, the Optum Bank logo, accompanied by the language, “Health Savings Accounts offered by,” above the logo should be used. A graphic image of this is provided with the logos.

Chapter 2

|

82

Additional disclaimers General HSA disclosure Health savings accounts (HSAs) are individual accounts offered by Optum Bank®, Member FDIC, and are subject to eligibility and restrictions, including but not limited to restrictions on distributions for qualified medical expenses set forth in section 213(d) of the Internal Revenue Code. State taxes may apply. This communication is not intended as legal or tax advice. Please contact a competent legal or tax professional for personal advice on eligibility, tax treatment, and restrictions. Federal and state laws and regulations are subject to change.

Materials with HSA/HRA and FSA Health savings accounts (HSAs) are individual accounts offered by Optum Bank®, Member FDIC, and are subject to eligibility and restrictions, including but not limited to restrictions on distributions for qualified medical expenses set forth in section 213(d) of the Internal Revenue Code. State taxes may apply.

Flexible spending arrangements (FSAs) and health reimbursement arrangements (HRAs) are administered by OptumHealth Financial Services.SM This communication is not intended as legal or tax advice. Please contact a competent legal or tax professional for personal advice on eligibility, tax treatment, and restrictions. Federal and state laws and regulations are subject to change.

FDIC coverage disclosure Deposits are insured by the Federal Deposit Insurance Corporation to at least $250,000 for each depositor.

Member FDIC logo Include the Optum Bank/Member FDIC logo lockup on all non-investment communications, sent directly to bank customers, which contain the Optum Bank return mail address, such as bank stationery, letterhead and envelopes.

MasterCard® When speaking of the debit card used for HSA accounts, use the official name in the first instance: Health Savings Account Debit MasterCard®

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

HSA investment disclosure (limited) When HSA investing is mentioned in passing or in general educational presentations, but no details (such as mutual fund names and/or instructions on how to invest) are provided and no action is required on the part of the account holder, then include the following basic disclosure, which MUST be conspicuous and boxed: Investments are not FDIC insured, are not guaranteed by Optum Bank, and may lose value.

Materials presenting investment options When investments options are presented (e.g., fund lists), include the basic disclosure (which MUST be conspicuous and boxed) and the Detailed-A disclosure, as shown below. For web pages, because they are printable and therefore can be removed from the context of the overall site, include the disclosure on each applicable page.

Basic disclosure Investments are not FDIC insured, are not guaranteed by Optum Bank, and may lose value.

Detailed-A disclosure Optum Bank is not a broker-dealer or registered investment advisor, and does not provide investment advice or research concerning securities, make recommendations concerning securities or otherwise solicit securities transactions. Orders are accepted to effect transactions in securities only as an accommodation to HSA owners. All available mutual funds are offered by prospectus only, in accordance with the Custodial and Deposit Agreement. Prospectuses are available through the investment website [include link to site], or by contacting the fund directly. Investments are self-directed and HSA owners should read the prospectus carefully and consider the fund’s investment objectives, risks, charges, expenses, and fees before investing.

All funds may be purchased at net asset value (NAV). While mutual funds may charge load fees pursuant to the prospectus, such fees may not be charged to HSA owners. Some mutual funds impose surrender or redemption fees for withdrawals made within a certain period of time following an investment. Optum Bank and its affiliates receive compensation for providing various services to the funds, including distribution (12b-1) and sub-transfer agent fees but fees do not vary based on whether the bank accepted the order for the transaction or the quantity or price of the securities. See the Custodial and Deposit Agreement for more information.

Chapter 2

|

83

Joint marketing and co-branding There are two types of joint marketing allowed by Optum Bank: logo promotional and text promotional. “Logo promotional” is defined as use of the Optum Bank logo in conjunction with the logo of another entity. “Text promotional” is defined as use of the Optum Bank name in the body of materials produced by another entity.

Logo promotional usage requirements When permitted, Optum Bank–produced materials may be co-branded with the logo of another entity in accordance with the following guidelines:

Text promotional usage requirements Materials that are authorized to use the Optum Bank name may use the following promotional copy in the body of the document:

n The

Optum Bank®, Member FDIC, is <Company Name>’s health care bank of choice.

overall content and format of the document remains unchanged.

n On

the front of the piece, the Optum Bank logo is moved from the left side to the right side, and the <Company> logo goes on the left. The logos are to be equal in size.

n The

following promotional text is included above the Optum Bank logo (left justified, 8 pt. black in Frutiger LT45, and may be on two lines if needed):

<Company Name>’s health care bank of choice.

Logo promotional co-branding permissions Summary The chart below identifies the times when an associated entity may use “Logo promotional” in marketing or other communications.

Client-produced materials All client-produced materials, including websites, must get permission from Optum Bank to use logo promotional and text promotional.

Optum Bank–produced materials bearing the Optum Bank brand

UnitedHealth Group affiliates

Current/active employers

Resellers/alternative distributors

Brokers

Sales tools (including sell sheets, brochures and PowerPoint presentations)

Yes

Yes

Yes

No

Education tools (including People Like Me stories, HSA materials, employer newsletter, monthly tip sheets, etc.)

Yes

Yes

Yes

No

Service materials (including welcome kits, account holder forms, applications, and other materials that discuss specific bank products)

No

No

No

No

Regulatory documents (including privacy policy, custodial agreement, etc.)

No

No

No

No

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

84

Company names in copy Optum Bank When the Optum business segment name is written in text, always written as two words: Optum Bank.

Service marks with Optum Bank name When using our company name(s) as an adjective describing the services/goods offered in connection with the name, use a service mark (registration symbol) on first mention: Optum BankÂŽ

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

85

Approved messaging About Optum Bank Company descriptions are often requested on trade show applications, for articles, etc.

The company descriptions listed on this page have been approved for use.

If using approved “About Optum Bank” messaging on the last page of a collateral piece, add ”Learn more at optumbank.com” after the last sentence and omit company description messaging from the sign-off.

Description (for sign-off) Optum Bank, Member FDIC, specializes in providing individuals and providers with health-related banking services. We are part of Optum®, a health and services innovation company. We power modern health care by combining data and analytics with technology and expertise. Learn more at optumbank.com.

Description (24 words) Optum Bank, Member FDIC, specializes in providing individuals and providers with health-related banking services that help make the health system work better for everyone.

Description (71 words) Optum Bank, Member FDIC, provides health-related banking services to individuals and providers.

With more than [XXX,XXX] accounts, [$X.X] billion in HSA deposits, and [$X.X] billion in assets, Optum Bank in an integral part of how payments for health care services are transacted nationwide. Optum Bank is part of Optum, a health services and innovation company. We power modern health care by combining data and analytics with technology and expertise.

Description (88 words) Optum Bank is an FDIC-Insured financial institution that provides health-related banking services to more than one million individuals and [XX] providers nationwide. With more than [XXX,XXX] accounts, in excess of [$X.X] billion in health savings account (HSA) deposits and [$X.X] billion in assets, Optum Bank has become an integral part of how payments for health care services are transacted in an efficient and timely fashion. Optum Bank is part of Optum®, a health services and innovation company. We power modern health care by combining data and analytics with technology and expertise.

Description (50 words) Optum Bank, Member FDIC, provides health-related banking services to more than one million individuals and XX providers nationwide. Optum Bank is part of Optum®, a health services and innovation company. We power modern health care by combining data and analytics with technology and expertise.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 2

|

86

Chapter 3: Environmental 88

Real estate signage

98 Interior real estate branding 108 Sponsorships 119 Exhibits and

trade shows

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

87

Real estate: Facility signage overview Branding our Optum office facilities is an important part of building our masterbrand in the communities where we live and work, engaging with clients and other visitors, and strategically aligning the employees of our businesses. Both outdoors and indoors, our facilities reflect the Optum masterbrand. This section contains guidance for:

n Primary

exterior signage (fabricated letters, fascia panels, monument signage and illumination, and pylon signage and illumination)

n Primary

interior signage (pin-mounted signage and panels)

n Secondary

signage (informational and directional, both exterior and interior)

Please contact your site facility manager if you need additional information or answers regarding facility signage. If necessary, your facility site manager may escalate your concern to corporate real estate.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3 |

88

Sign overview Exterior signage

Exterior signage

Interior signage Flag

Flag

Flag

Flag

Flag

Interior directional, directory and informational Glass reception sign

Glass distraction markings

Monument

Pylon A

Pylon B

Exterior directional

Exterior end point

Flag

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

89

Primary exterior signage Fabricated letters

Full color or light background. In cases where building color is dark, logotype is to have white faces. Raceway when required for illuminated letters. Paint building color to maximize visibility.

Size chart: Fabricated letters, color or metal monochrome

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Fabricated letters

Fascia panels

Preferred: Halo lighting solution

Full color on silver panel Length and layout subject to building opportunities

Alternate: Day/night film application

Size chart: Fascia panels

Chapter 3

|

90

Primary exterior signage Monument

Proposed monuments

Monument illumination

Full color on silver panel Length and layout subject to building opportunities Full color on silver panel existing monument centered layout

Full color on silver panel

Size chart: monument

Important note: Large exterior signs have face with a shallow curve.

Night conditions

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

91

Primary exterior signage Pylon — option A

Halo lighting

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Pylon — option B

Pylon illumination

Halo lighting

Halo lighting

Chapter 3

|

92

Primary exterior signage Pin-mounted logo, tier 1

metal monochrome

Panel, tiers 2 and 3

Panel, tiers 2 and 3 Size chart: Pin-mounted letters, color or metal monochrome

metal monochrome metal monochrome

metal monochrome metal monochrome

Full color, light background.

Letters 1/2” thick.

All PMS Cool Gray 11.

Symbol full color digital print on vinyl.

Left-aligned logo applied to face of silver panel

Size chart: Panels

Monochromatic - Painted stainless steel “look.”

Symbol painted with “brushed,” gloss and matte finishes.

Letters painted “brushed” aluminum.

To be used in very limited situations. Only when the full color logo isn’t an option.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

93

Secondary signage informational and directional Interior

Interior

Interior directional, directory and informational 24”, 18” or 12” square with alternate horizontal logo Arrows and line: PMS 158

Standard existing reception glass panel on wood veneer wall

Arrows and line: PMS 158 Underline to be thickness of letter stroke in Optum logo Layout proportions as shown above.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Use alternate logo proportions.

1/8” thick stainless steel logotype, with textured symbol to match graphics

Chapter 3

|

94

Secondary signage informational and directional Exterior

Exterior

Exterior

Exterior directional Type: PMS Cool Gray 11 Arrows and line: PMS 158

Alternate: Twin leg with 30” x 30” panel

Exterior end point

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

95

Secondary signage directional markers and flags Interior

Exterior

Dusted crystal vinyl distraction markings and logo flag with standard logo on white background

Dusted crystal vinyl distraction markings and logo flag with standard logo on white background

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

96

Interior workstation and signage 4” x 4” printed paper universal workstation name holder

Glass- and wall-mounted additional signage

Important note: Please use approved templates for workstation name holders. These templates are available for download at inside.optum.com/resources/brand-resources/ 4”

8”

6”

4 1/8”

8”

4 1/16”

Placement on wall

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

16”

16”

12”

12”

Chapter 3

|

97

Interior real estate branding Objective: Develop a set of assets and guidelines to assist in the creation of a scalable and repeatable process for producing branded work environments for employees, guests and clients of Optum.

Branding our U.S. and global Optum offices are an important part of creating a consistent identity, a welcoming culture, as well as a healthy and productive work environment. When we do it right, every space becomes a reflection, every screen becomes a reminder of who we are, who we serve, how we respond, and the story of our mission and purpose.

This chapter contains guidance and standards that emcompass: n How n The

our brand appears in guest spaces and employee work environments

development of a heirarchical and teired approach

n Identifying n Reception n Paint

and color palette specifications

n Location n The

opportunities for all vinyl wall graphics, monitors and framed images

area signage and branding opportunities

for the application of unique privacy film patterns to glass wall and doors

function of, and content for flat-panel displays and arrays

n Considerating entrance and exit traffic patterns, size and function of staff, cultural diversity, leadership presence, frequency of visits by clients, customers, media and guests, duration of occupancy, shared tenancy, lease and permit restrictions. n A

process to help determine priorities, scope, budget, production and installation

Please contact your site facility manager if you need additional information or answers regarding facility signage, graphics, display content, framed brand images or brand guidelines. Your facility site manager may escalate your concern, request or question to corporate real estate and Optum marketing.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

98

Applying brand elements OPTUM BRANDING FLOOR PLAN Houston, Texas, 9th floor plan and elevations HOUSTON, TX - 9TH FLOOR

This legend helps to identify branding opportunities applied to a sample floor plan Blue: privacy or decorative film on glass Gray: vinyl wall graphics Red: framed images Green: video monitor(s) Orange: limited use accent wall color

LEGEND TYPICAL MEETING ROOM GLASS FRONT (SEE PAGE 2 FOR ELEVATION) Typical glass meeting TYPICAL OFFICE GLASSfront FRONT (SEE PAGE 2 FORroom ELEVATION) STANDARD OFFICEoffice & ELT OFFICE Standard and ELT office

With the help of Optum Real Estate and facility managers, we’ve selected a multi-floor, cross-functional site in Houston, Texas, to use as an example of how to create and scale a brand rejuvenation — while taking advantage of our existing brand assets.

We’ve developed a tiered approach — understanding that each existing, shared or new site will have its own set of expectations, budget, duration of tenancy and time line.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Considerations were made in order to deliver solutions that would reinvigorate existing Optum sites, while setting the stage for branding opportunities in new Optum structures and work spaces.

Tools: n A set of project definitions including budget guidelines addressing common space configurations.

n A catalog of assets that can be ordered as part of a real estate artwork/signing package and provide guidance by project type. n Develop an asset library of Optum mission and platform messages, images and video built to standard specifications and ready for production and installation.

Chapter 3

|

99

before

O-SSBAL-8 - (Qty 1) (Standard Artwork Lockup)

Lobby and reception signage I03

EQ.

Remove existing panel, patch, repair and repaint to match existing color. Install new stainless steel logo and aluminum plate letterset in the approximately same location as-previous O-SSBAL-8 (Qty 1) sign.

I03

after

before

EQ.

after

(Standard Artwork Lockup)

before

O-SSBAL-8 - (Qty 1) (Standard Artwork Lockup)

I03

5'-0" A.F.F.

Dimensional logo in full color applied to reception wall behind counter or desk

EQ.

5'-0" A.F.F.

EQ.

Remove existing panel, patch, repair and repaint to match existing color. Install new stainless steel logo and aluminum plate letterset in the approximately same location as previous sign.

EQ. Existing Sign measures:

Remove existing panel, patch, repair and repaint to match

O-SSBAL-8 -(Qty 1) stainless (Standard Artwork Lockup) existing color.

Install new steel logo and

after

EQ.

2'-7 1/2" x 5'-10 3/4"

Equal

Equal

E

A

B

A

2200 mm

A

D

E O-SSBAL-6

O-SSBAL-6

A

A

5’0”A.F.F.

C

B

B

C

D

F

C

E

D

F

E

G

1'-1 5/8" 1'-2 1/4" 6" 3'-8 1/2"2'-6 7/16" 1'-0 1/4" 1'-1 5/8" 1'-2 1/4" 3'-8 1/2" 1'-0 1/4" 1" 1/8" 1'-7" 8" 1/8" 1'-61'-7" 1'-4 3/8" 1'-6 4'-11 3/8" 1'-44'-11 3/8" 3/8"3'-4 1/2" 1" 1'-10 1'-11 5/8" 13/16" 1'-11 6'-2 3/16" 7/16"3/16"4'-2 5/8" 1" 10" 5/8" 1'-10 13/16" 1'-86'-2 1'-8 7/16"

6"

O-SSBAL-8 8" O-SSBAL-8

18 Gauge Stainless Steel Logo with horizontal brushed finish (Face & returns) Every other triangle has a sandblasted finish

B

stud mounted flush to fascia

B

1/2" H

F

SQ FT

2'-6 7/16" 1" 4.4' 3'-4 1/2" 1" 7.8' 1" 12.2' 4'-2 5/8"

G

H

SQ FT

1" 1" 1"

1" 1" 1"

4.4' 7.8' A 12.2'

ArtDept\CorelColors\UHG

PM: JS FILE LOCATION:

REVISION: X Changed to SSBAL letterset 6.27.12 X

D

Preferred primary wall color A B

REVISION: X Changed to SSBAL letterset 6.27.12 C D X

ArtDept\CorelColors\UHG

O-SSBAL-6 O-SSBAL-8 O-SSBAL-10

Leverage a common set of wall colors anywhere the Optum logo or one of the sub-brand logos appears.

DATE: 6/13/2012 DESIGNER: EPL

A

6" 8" 10"

PM:

1'-1 5/8"

JS

E

F

B

stud mounted flush to fascia

1'-10 5/8"

B

G

H

SQ FT 4.4' 7.8' 12.2'

1'-2 1/4"

3'-8 1/2"

1'-0 1/4"

2'-6 7/16"

1"

1"

1'-11 13/16"

6'-2 3/16"

1'-8 7/16"

4'-2 5/8"

1"

1"

1'-6 1/8" 1'-7" Sherwin-Williams SW1'-46995 4'-11 3/8" 3/8" 3'-4Superwhite 1/2" 1" 1"

Sherwin-Williams SW 6905 Goldfinch Sherwin-Williams SW 6887 Navel

FILE LOCATION: ArtDept\CorelColors\UHG

DATE: 6/13/2012 DESIGNER: EPL

PM:

JS

REVISION: X Changed to SSBAL letterset 6.27.12 X

X X X

A B

18 Gauge Horizontal vertical grain Aluminum letters with returns andSteel withLogo satin clear coat.

18 deep Gauge Stainless A1/2" with horizontal brushed finish (Face & returns) stud mounted flushtriangle to fascia Every other has a sandblasted finish

B

B

OE #

1/2"Site Name

stud mounted flush to fascia

61595-I03 AU507

Cross Section Detail Australia Aluminum Letter CITY/STATE: Melbourne, Vic,Brushed OE # 61595-I03 (Mounting)

ADDRESS: 303 Collins Street

Site Name

A

18 Gauge Horizontal vertical grain Aluminum letters with 1/2" deep returns and with satin clear coat.

B

stud mounted flush to fascia

B

CITY/STATE: Melbourne, Vic, Australia

OE #

61595-I03

ADDRESS: 303 Collins Street

Site Name

AU507

Sherwin-Williams SW 7064 Passive

The primary wall color is always white and it will complement existing accent wall colors.

Clean white walls invigorated with areas of color on a reception

AU507

A

Limited use accent wall color

2'-7 1/2" x 5'-10 3/4"

A

18 Gauge Horizontal vertical grain Aluminum letters with 1/2" deep returns and with satin clear coat.

ADDRESS: 303 Collins Street

X X X

stud mounted flush to fascia

Brushed Aluminum LetterCross CrossSection SectionDetail Detail Stainless Steel Logo

A

CITY/STATE: Melbourne, Vic, Australia

X X X

18 Gauge Stainless Steel Logo with horizontal brushed finish (Face & returns) Every other triangle has a sandblasted finish

B

Brushed Aluminum Letter Cross Section Detail (Mounting) (Mounting) (Mounting)

BA

FILE LOCATION:

A

Existing Sign measures:

1/2" 1"

B

DATE: 6/13/2012 DESIGNER: EPL

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

B

A

D

O-SSBAL-10 O-SSBAL-1010"

Every lobby and reception area has its own unique opportunities and challenges.

Stainless Steel Logo Cross Section Detail A (Mounting)

B

C C

1"

F

5'-0" A.F.F.

in the approximately same Remove aluminum existingplate panel, patch, repair and E letterset F repaint Sherwin-Williams SW 6995 1" Stainless Steel Logo Cross Section Detail location as previous sign.

2'-7 1/2" x 5'-10 3/4"(Mounting) Sign measures: Superwhite. Install new full-color Optum logo and letterset as Existing designated above.

desk top, a modern guest chair or a large bouquet of flowers welcomes guests, brightens the space and frames the Optum full-color logo.

Chapter 3

|

100

Applying privacy and Window decorative Graphics film to glass

Figure 1 ( our primary option)

Figure 2

cy Window Graphics

Ticker Window Graphics

rence Rooms, Offices, Huddle Rooms)

(Reception, Training Rooms)

There are three options for privacy and decorative film for glass. Figure 1 is our primary option for Optum-branded privacy window film. This application can be used for conference rooms, huddle rooms and offices. Figure 2 is a frosted dot pattern that should not be used for offices or conference rooms. Please consult with real estate before applying this option to glass surfaces.

3M #7725SE-324 Frosted Crystal Vinyl circles (dots) to be applied to first surface 6.875 in. diam | 174.6 mm

3M #7725SE-324 Frosted Crystal Vinyl circles (dots) to be applied to first surface 6.875 in. diam | 174.6 mm

3M #7725SE-314 Dusted Crystal Acid-etched look that diffuses evenly (50%).

Vinyl is applied to 2nd surface The circle (dot) pattern should not be used for offices or conference rooms. This pattern can be used for entrance doors and meeting spaces.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

101

Applying privacy and decorative film to glass

OPTUM BRANDING

OPTUM BRANDING

HOUSTON, TX - 9TH FLOOR

ELEVATIONS

Privacy and decorative film on glass: TX of - 9TH FLOOR Three applications are available to createHOUSTON, three levels privacy while adding a decorative element to entrance doors and meeting spaces. The standard Optum logo + jewel strip privacy film is commonly used on offices.

ELEVATIONS

Option 3: Single-sided decorative application This is the same application as (2) without the privacy film applied.

Note: Use dot pattern film on glass sparingly. Reserve for glass entrance doors and meeting spaces in high visibility areas. For offices, please use Option 1: Optum logo + jewel strip privacy film specified above.

Option 1: Optum logo + jewel strip privacy film The Optum logo and jewel strip privacy film is the standard when it comes to adding levels of privacy to offices and meeting spaces. If your space already has this primacy film applied, PLEASE DONâ&#x20AC;&#x2122;T REMOVE IT in favor of the alternative grid of dots, or grid of dots + partial privacy film.

Please reserve options 2 and 3 for glass walls, windows and doors without existing privacy glass.

Option 2: Double-sided decorative application: One side is partially clad in privacy film, a seemingly random grid of dots are applied to the other side of the glass.

3M #7725SE-324 Frosted Crystal Frosted crystal vinyl circles (dots) to be applied to first surface 3M #7725SE-324 Frosted Crystal 6 7/8 diam 174.6 mm 3M #7725SE-314 Dusted Crystal Acid-etched look that diffuses evenly (50%).

Vinyl is applied to 2nd surface

Option 3: Single-sided decorative application: This is the same application as (2) without the privacy film applied.

Option 2: Double-sided decorative application One side is partially clad in privacy film (equal to the height of option 1). The other side is a standard-sized grid of dots that are applied to the length of the glass.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

102

Branded vinyl wall graphics overview We are a company powered by people, data, technology and action. We humanize data and make it relevant. Analytics and insights form a foundation for our products, services and innovations, and these elements are woven throughout our identity as engaging bits and bytes.

We’ve broken down the core elements of the vinyl wall graphics, framed images and video to demonstrate how we bring our brand platform to life through our MISSION, VALUES, and STRATEGY. We’ve designed a modular and flexible toolkit to help express our Optum brand in any location, language, population and medium, driven by our mission, our values and proprietary brand library, including images; these elements can be rearranged to address cultural diversity or the business focus, and the employee population.

Branded vinyl wall graphics: Executional considerations Sufficient wall space and lines-of-sight are required to portray and view our shared values, mission or strategy messages applied to vinyl wall coverings.

Avoid applying vinyl wall graphics in narrow or low-visibility hallways or walls adjacent to high cubicle partitions where visibility would be restricted.

Please consider vinyl installation to walls that are a minimum of three times wider than they are high (1x3 ratio).

Considerations: Existingswitches, wall-mounted sensors, doorways, wall returns and alcoves. Do not install wall covering where images would be obscured behind wall-mounted white boards or framed images.

Branded vinyl wall graphics: UnitedHealthcare shared values The values we share with UnitedHealthcare should be installed in areas only seen by employees.

Living our values

x

Relationships

Compassion Integrity

Innovation

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

103

Branded vinyl wall graphics: Mission/strategy

To align with our global brand platform, weâ&#x20AC;&#x2122;ve chosen to place our mission and strategy messaging in areas that will be seen by customers, guests and employees.

x

Helping to make the health system work better for everyone.

Our mission:

3x Branded vinyl wall graphics | Our mission

x

Powering

to create

modern health care

a healthier world.

skciP rehpargotohP :5102 mutpO

3x

Optum 2015: Photographer Picks

Branded vinyl wall graphics | Brand strategy

Optum 2015: Photographer Picks

Advancing care

Modernizing infrastructure

Empowering consumers

Bedroom_01421.jpg 8

Branded vinyl wall graphics | Brand strategy + icons

gpj.35550_gnikiB

moc.otohpnietsnibur//:ptth

http://rubinsteinphoto.com

51

Command_Center_04466.jpg

41

http://rubinsteinphoto.com

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

104

Framed images overview One of the most cost-effective ways to socialize our brand identity and values in hallways and high-traffic spaces is through an array of large-scale images on bright white walls. Together, images and light will brighten dim and narrow hallways while reminding employees and guests of our guiding principles, our mission and purpose.

Large array: (3 images) 36”x 112” 3-panel array of 36”x 36” images

Select a mix of images that reflect the diversity of your employees as well as the people you serve. We’ve selected a wide range of images that will work across our business segments.

As we grow to locations around the world, we always consider local and regional cultures.

If there is an audience or area of your business that you believe is not represented, Optum Marketing Services and Real Estate would be happy to work with you.

Extra large array: (3 images) 60”x 184”

3-panel array of 60”x 60” images with optional configuration showing an adjacent display Our mission:

Helping to make the health system work better for everyone.

112” | 184”

We’re powering

When wall space is limited, smaller framed images can be mounted horizontally or vertically, in groupings and by themselves. Because framing systems can vary around the world, framed images should be mounted at least 2” apart, which will provide visual “breathing” space.

to create

modern health care

36” | 60”

a healthier world.

x

x

|x| The space between framed images is typically proportional to the scale of the frame size and depth

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Evoking our values, our mission, purpose, strategy and capabilities through a variety of guest and employee messages helps express and support our brand vision and voice.

Mission and strategy (customer, guest and employee visibility): Helping to make the health system work better for everyone. We’re powering modern health care to create a healthier world.

Living our values: (limited to employee visibility) Integrity | Compassion | Relationships | Innovation | Performance

Chapter 3

|

105

Framed image selections 28 images have been selected representing a sample of our diverse population of employees, business segments, clients, guests and those whom we serve. These images can be adapted to fit the demographic needs of your market or country. Also included are verbal expressions of our mission, our shared values and Optum strategy These images can be amended to express your unique population, business and function while expressing a consistent brand and an engaging Optum story.

The UnitedHealthcare shared values should be always be displayed where there is high visibility to employees and should not be placed where customers or guests are likely to see.

1 2 3 4 5 6

7 The Optum strategy statements can be used in areas with visibility to all.

Powering modern health care to create a healthier world.

8 9 10 11 12 13

14 The Optum mission statement can be used in areas with visibility to all.

Weâ&#x20AC;&#x2122;re helping to make the health system work better for everyone.

15 16 17 18 19 20

Please consult with the brand team to access appropriate images or to create new framed wall graphics.

21

22 23 24 25 26 27 28

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

106

Video and motion display Motion graphics have been created to display on a single (1x1) and triple (1x3) display array. Please consult with the brand team if your space requires a different monitor configuration.

Considerations to cultural diversity and local language are important to help integrate our Optum values into welcoming and engaging communications. Below are storyboards representing single- and triplemonitor arrays for domestic and global facilities. U.S. displays would be common while global facilities will use their local language and imagery to reflect the employee and customer population.

Sample screens from our single- and three-screen format expressing our “Living our values” story. Recommended location: Employee areas

We’re helping to make the health system

work better for everyone

We’re helping to make the health system

work better for everyone

Video: We’re helping to make the health system work better for everyone Recommended location: Reception and employee areas Sample screens from our single-screen format expressing our “I am Optum” story, and the first commercial of the brand campaign.

We’re powering

modern health care

a healthier world.

Video: We’re powering modern health care...

Recommended location: Reception and employee areas

I am Optum

Note: Visual elements and copy from the brand campaign will be restricted to video media only.

“I am Optum” (Audio required) Recommended location: Reception and employee areas

:30 | :60 brand campaign commercials Recommended location: Reception and employee areas

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

107

Sponsorships Objective: Create seasonal visibility and awareness of our Optum identity, mission and purpose using relevant language from our brand platform. Invite a deeper understanding of our vision, our strategy, our global presence and our influence on the health system via optum.com.

This section contains guidance and standards around: n Primary n How

use of the Optum logo

our visual and verbal identity appears in partnership with team logos

n Digital

and signage assets for stadiums and arenas

n Digital

advertising on partner sites

n How

Optum is represented at media events

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

108

white

Minimum size: 1.25˝ (93 px)

cool gray 11

white

5

377

Optum logo The logo includes the Optum symbol and the custom-crafted Optum logotype, which are equally important. The Optum symbol or logotype should never be used alone. The relationship between the symbol and logotype has been established and these proportions are fixed as illustrated. They must never be altered or modified in any way.

When referred to in text When the Optum name is written in text (as shown here), always use an initial cap: Optum. The first and prominent

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

124

2

Preferred larger size: 2.25˝ (162 px)

The Optum logo is used on all of our communications, enabling us to build strong brand recognition. With consistent use of our logo, our brand will become an asset that increases in value over time.

158

8

327

Primary palette

Primary logo usage

2945

2685

704

mentions using Optum as a modifier should include the superscripted circle ® symbol to signify the registered mark. ® symbol Our name and logo are registered. The ® symbol is a fixed element of the Optum logo for all print and interactive communications.

Exception: The ® is removed for exterior and interior signage, as well as stadium and arena displays.

Chapter 3

|

109

Exception to masterbrand logo

Option A

Option B

® symbol Our name and logo are protected trademarks.

Exceptions The 3:00 corner of the logo aligns to the bottom of the horizontal stroke of the OPTUM text.

The ® symbol is a fixed element of the Optum logo for all print and interactive communications.

The 6:00 corner of the logo rests on the baseline of the OPTUM text.

Exception: The ® is removed for exterior and interior signage, as well as animated and digital displays.

An Optum logo for stadiums and arenas Situations will present themselves where we’re unable to accommodate the masterbrand Optum logo in order to maximize visibility: stadiums, arenas and real estate signage, for example.

For these environments, we’ve created an Optum logo with a smaller kite. Use of this version is on an exception basis only.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Each instance will need to be reviewed and approved by the brand team. To submit, please contact Carmen Uecker. Include the design and context for using the small kite logo lock-up.

Clear area The confined logos on this page are examples of optimal clear space in stadium and arena environments.

Visibility and legibility is increased when the Optum logo is displayed on a black background. The kite remains full color and the OPTUM text should only be displayed in white.

There will be situations where maximum scale within a display space is necessary for visibility. Please make sure the kite and OPTUM text is never cropped.

Chapter 3

|

110

Team partnerships

Proud sponsor of the New England Patriots

© 2016 Optum, Inc. All rights reserved.

A proud community partner

© 2016 Optum, Inc. All rights reserved.

Proud sponsor of the New England Revolution

A proud community partner

Partnering with the New England Patriots, Boston Celtics, New England Revolution and the San Francisco 49ers

Partners + Optum The goal of these partner lock-ups is to equally represent two distinct identities who have joined forces without betraying their respected brand guidelines or devaluing their brand.

Shown in these examples is typical language that would accompany a “sponsoring” partnership.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

© 2016 Optum, Inc. All rights reserved.

© 2016 Optum, Inc. All rights reserved.

This language can vary depending on the obligation of the two partners or the specific sponsorship opportunity.

Clear area The sponsorship lock-ups on this page are examples of optimal clear space for print and electronic communications.

This clear space may have to be adjusted depending on the proportion of the partner logo and the sponsorship content.

Chapter 3

|

111

Digital stadium assets 1920 x 180 px DLP court side signage animation

Use the smaller Optum “kite” logo configuration to maximize visibility in spaces with limited vertical clearance. The smaller “kite” version is an exception and requires brand team approval from Carmen Uecker.

DLP dimensions: 160 px x 48 px Aspect ratio: 1:1 sq. px RGB color mode Static image Delivery specifications: 24 bit .bmp file Millions of colors No alpha channel

alt 1: Healthier is here alt 2: Powering modern health care to create a healthier world

Boston Celtics: Center court digital displays Baseline and arm stanchion digital displays

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

© 2015 Optum, Inc. Brand Guidelines Update | March. 2015: Version 2.2

Questions about our Optum brand? Contact information may be found in chapter 1.

Chapter 3

|

112

Digital stadium assets 640 x 180 px baseline signage animation

Powering modern health care 1

5

Powering modern health care

Use the smaller Optum “kite” logo configuration to maximize visibility in spaces with limited vertical clearance. The smaller “kite” version is an exception and requires brand team approval from Carmen Uecker.

DLP dimensions: 160 px x 48 px Aspect ratio: 1:1 sq. px RGB color mode Static image

Powering modern health care 2

6

1

5

Powering modern health care 3

Delivery specifications: 24 bit .bmp file Millions of colors No alpha channel

Powering modern health care

2

Boston Celtics: Center court digital displays Baseline and arm stanchion digital displays

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

6

Powering modern health care 3

Chapter 3

|

113

Digital stadium assets 640 x 180 px baseline baseline (left | right)

Use the smaller Optum “kite” logo configuration to maximize visibility in spaces with limited vertical clearance.

Use the smaller Optum “kite” DLP dimensions: 160 px x 48to px maximize logo configuration Aspect ratio: 1:1 sq. px Use the smaller Optum “kite” logo configuration visibility in spaces with RGB color mode limited to maximize visibility in spaces Static with image limited verticalThe clearance. vertical clearance. smaller “kite” version is

960 x 180 px center court (left | right)

specifications: an exception and requires Delivery brand team approval 24 bit .bmp file from Carmen Uecker.

DLP dimensions: Millions of colors No alpha channel

DLP dimensions: 160 px x 48 px 160 px x 48 px Aspect 1:1 Aspect ratio: 1:1 sq.ratio: px RGB color RGB mode color mode Static image Static image

Elements need to align to the separation of the left and right side of the digital displays. This is especially critical with static images and end-frame animation.

sq. px

Delivery specifications: 24 bit .bmp file Delivery specifications: Millions of colors 24 bit .bmp file No alpha channel

Millions of colors No alpha channel

Boston Celtics: Center court digital displays Baseline and arm stanchion digital displays © 2015 Optum, Inc. Brand Guidelines Update | March. 2015: Version 2.2

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Questions about our Optum brand? Contact information may be found in chapter 1.

Chapter 3

|

114

Digital stadium assets LED Jumbotron Rings

LED Jumbotron Rings Current Creative

3546 x 64 LED Patriots stadium upper ring

Specs

3456 x 64 Celtics lower jumbotron ring (static)

Current Creative

Specs 2272 x 64 Celtics bottom jumbotron ring (static)

1920 x 180 Celtics center court

Digital media: Static: jpeg Animated: AVI file, 30 fPS File must be uncompressed with square pixels

Boston Celtics: Center court digital displays Baseline and arm stanchion digital displays

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

115

Digital stadium assets Celtics arm stanchion displays

Preferred option Use the smaller Optum “kite” logo configuration to maximize visibility in spaces with limited vertical clearance. The smaller “kite” version is an exception and requires brand team approval from Carmen Uecker.

DLP dimensions: 160 px x 48 px Aspect ratio: 1:1 sq. px RGB color mode Static image Delivery specifications: 24 bit .bmp file Millions of colors No alpha channel

Option B

Boston Celtics: Center court digital displays | baseline and arm stanchion digital displays

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

116

Optum digital assets: banner ads

Digital banner advertising

Optum digital assets: banner ads

Optum digital assets: banner ads

Optum digital assets: banner ads 720 x 90 banners

Digital media: 120 x 240 vertical 720 x 90 horizontal 728 x 90 horizontal 704 x 80 horizontal 160 x 600 vertical 250 x 250 square 300 x 250 horizontal 185 x 106 horizontal 226 x 128 horizontal 350 x 197 horizontal 450 x 375 horizontal 512 x 512 square 600 x 80 horizontal 640 x 100 horizontal 768 x 96 horizontal 1024 x 90 vertical 1536 x 180 horizontal 2048 x180 horizontal

Digital media: 120 x 240 vertical 720 x 90 horizontal 728 x 90 horizontal 704 x 80 horizontal Digital media:160 x 600 vertical Digital 120 x 240 media: vertical 250 x 250 square 720 x x90240 horizontal 300 x 250 horizontal 120 vertical 728 x 90 horizontal 185 x 106 horizontal 720 x 90 horizontal 704 x 80 horizontal 226 x 128 horizontal 160 x x600 350 x 197 horizontal 728 90vertical horizontal 250 x 250 square 450 x 375 horizontal 704 80horizontal horizontal 512 x 512 square 300 xx250 600 x 80 horizontal 185 x x106 horizontal 160 600 vertical 640 x 100 horizontal 226 x 128 horizontal 250 x 250 square 768 x 96 horizontal 350 x 197 horizontal 1024 x 90 vertical 300 250 horizontal 450 x x375 horizontal 1536 x 180 horizontal 512 x 512 square 185 x 106 horizontal 2048 x180 horizontal 600 x 80 horizontal

Digital media: 120 x 240 vertical 720 x 90 horizontal 728 x 90 horizontal 704 x 80 horizontal 160 x 600 vertical 250 x 250 square 300 x 250 horizontal 185 x 106 horizontal 226 x 128 horizontal 350 x 197 horizontal 450 x 375 horizontal 512 x 512 square 600 x 80 horizontal 640 x 100 horizontal 768 x 96 horizontal 1024 x 90 vertical 1536 x 180 horizontal 2048 x180 horizontal

160 x 600 banners

Preferred option

250 x 250

226 128 horizontal 640 xx100 horizontal 768 x x96197 horizontal 350 horizontal 1024 x 90 vertical 450 x 375 horizontal 1536 x 180 horizontal 2048 x 180 horizontal 512 x 512 square 600 x 80 horizontal 640 x 100 horizontal Optum digital banner ads 768assets: x 96 horizontal 1024 x 90 vertical 1536 x 180 horizontal 2048 x180 horizontal

300 x 250

Š 2015 Optum, Inc. Brand Guidelines Update | March. 2015: Version 2.2

Š 2015 Optum, Inc. Brand Guidelines Update | March. 2015: Version 2.2

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0 Š 2015 Optum, Inc. Brand Guidelines Update | March. 2015: Version 2.2

Chapter 3

|

117

Event backdrop

Vinyl backdrop for media events and interviews

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

118

Exhibits and trade shows Trade show/exhibit strategy: Trade shows and exhibits are excellent opportunities for us to inform and educate our various external audiences about the expanded capabilities of Optum as an integrated health services business. They are also excellent occasions to build visibility and awareness for the Optum masterbrand. To support these broad Optum objectives, all trade shows and exhibits should center on the Optum masterbrand. Approved business logos may be used to enable navigation to appropriate collateral, demonstrations and secondary workstations within the exhibit.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

119

Provider risk: Tabletop with cable graphics

Booth in a box

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

120

Provider risk: Triple banner stand backdrop

Booth in a box

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

121

Provider financial: Tabletop with cable graphics

Booth in a box

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

122

Provider hospital IT: Tabletop with cable graphics

Booth in a box

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

123

Optum360: Tabletop with cable graphics

Booth in a box

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

124

Payer general: Tabletop with cable graphics

Booth in a box

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

125

Payer clinical: 10’ backdrop with monitor system

Booth in a box

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

126

Payer clinical: 10’ backdrop with cable graphics

option 1

Booth in a box

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

127

Payer acquisitions and retention: 10’ backdrop with cable graphics

Booth in a box

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

128

Life Sciences general: Tabletop with cable graphics

Booth in a box

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

129

Life Sciences EPI: Tabletop with cable graphics

Booth in a box

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

130

Employer: 10’ backdrop with monitor system

Booth in a box

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

131

Federal government: Tabletop with cable graphics

Booth in a box

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

132

State government: Tabletop with cable graphics

Booth in a box

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

133

OptumRx: Tabletop with cable graphics

Booth in a box

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

134

Hospice: Tabletop with cable graphics

Booth in a box

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 3

|

135

Chapter 4: References 137 Branding principles for

product marketing 143 Naming Optum products 153 Endorser brand strategy 156 Co-branding 162 Selling with UnitedHealthcare 170 Writersâ&#x20AC;&#x2122; resource 189

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Legal: Review process, disclaimers and copyrights, trademarks and legal entities

Chapter 4

|

136

Branding principles for product marketing This chapter can help you understand how to help the brand act as a multiplier, so you can appropriately brand, name and communicate Optum products to other organizations including partners, customers and acquisitions.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

137

Optum B2B go-to-market brand strategy n

n

n

n

n

All Optum products — including product families and product lines — reflect the Optum brand and Optum naming guidelines when they go to market

Optum-branded products

Communications reflect the Optum brand identity, leveraging brand templates and campaigns Optum is the logo used and the Optum name is included in the first reference to the product in both a headline and body copy Optum products do not have a logo, icon or any other special type treatment associated with them; the product name is used only in headlines and body copy (not as a standalone with the logo) If Optum partners with another company to create a product, the partner brand should be secondary in the branding hierarchy (see co-branding examples)

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

138

Optum B2B go-to-market brand strategy Optum post-sale product branding guidelines: There are three scenarios used by customers to brand Optum products Optum branded with Optum product name

Customer branded with Optum name

Customer branded with white-label product name

1

2

3

Awareness

Awareness

Engagement

Engagement

Utilization

Utilization

Retention

Retention

• Optum brand identity and Optum product name are used throughout consumer life cycle: awareness, engagement, utilization and retention • Customer logo can act as endorser in the first phases of lifecycle, taking secondary placement and adding credibility

• Customer brand takes primary role in “awareness” and “engagement” phases • Optum product name and logo often appear in secondary placement to the customer brand during “awareness” and “engagement,” helping introduce Optum • Optum brand identity and Optum product name typically take primary role during “utilization” and potentially “retention,” once relationship is established via the customer brand

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

• In customer-branded, white-label scenario, Optum brand and product name cannot be used, nor should any Optum proprietary assets, such as colors, photography, design elements, etc. Two exceptions include: - OptumRx and Optum Bank cannot be white-labeled due to industry regulations - “Powered by Optum” can be used with approved white-label Optum technology products

Chapter 4

|

139

How Optum products show up in communications (WIP) Aligning with the master brand strategy, the Optum logo and branding should be used, with the product name showing up in the headline or body copy.

B2B sell sheet

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

B2C brochure

B2C clinical utilization examples: clinical form and participant brochure

Chapter 4

|

140

How Optum products show up in communications (continued) Examples of how products and/or departments show up in business templates

Firstname MI Lastname Title line 1 Title line 2

Address line 1 Address line 2 City, ST 00000

optum.com

P 000-000-0000 M 000-000-0000 F 000-000-0000

Business Name Address line 1 Address line 2 City, ST 00000 P 000-000-0000 F 000-000-0000 optum.com

email@optum.com

First Last Name Operations Director Hospice Pharmacy Services

Optum Accountable Care 10000 Optum Circle Eden Prairie, MN 55344 P 888-555-5555 F 888-555-5556 optum.com

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

141

How Optum products show up in communications (continued) For communications that do not have supporting body copy or headlines, such as a video or software, the product treatment shown can be used. This treatment should be the exception and requires Brand team approval.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

142

Naming Optum products Understanding the role of the brand architecture in naming. When developing a naming, it is critical to understand the foundation of Optum brand architecture and the role it plays in our go-to-market strategy.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

143

Naming Optum products The masterbrand, Optum, is the primary face of our identity, coming to life as the umbrella across all businesses, departments, products, events and programs. The masterbrand identity is the symbol of everything Optum stands for, including our mission to help make the health system work better for everyone.

With a masterbrand strategy, the equity lives at the Optum brand level, which allows the brand to be a multiplier in the marketplace. The idea is that people will choose Optum, rather than specific products, as they know the equity Optum delivers.

There are also strategic sub-brands that have been created and are used externally.

There are three main reasons for a sub-brand: 1] Legal or regulatory 2] New business relationships 3] Strategic growth business Similar to the masterbrand, the equity lives in the masterbrand and sub-brand, rather than at the product level.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

144

The Optum product taxonomy The Optum product taxonomy organizes our products into a common structure with common definitions to obtain consistent product representation from internal business practices through to external market representation. It serves as a centralized set of product record data.

The Optum product taxonomy represents the Optum product portfolio mapped into three categories: product family, product line and product.

Product family definition: Where we play Product families are product groupings by distinct functional categories.

Uses: Go-to-market activities and product strategy. Sales introduce capabilities through product families.

Product family

Product line

Product

Component

Product line

Product

Component

Product line

Product

Component

Product line definition: What we sell Product lines are distinct groupings of goods and services with unique characteristics and perceptions generally assigned to an accountable leader. Product line is the level at which profitability reporting will be prepared.

Uses: Help sales and our clients navigate the Optum portfolio. Sales uses the product line as talking points. Measure effectiveness of products. Finance reporting supported to an IOI level.

Product definition: What customers purchase Products are products/service variants available for sale.

They are either sold separately or combined with other products.

Uses: Pricing, sales â&#x20AC;&#x201D; to close the deal, contracting, billing, fulfillment, implementation, administrative.

Finance reporting supported to an IOI level.

Unified product process A new, unified product process has been created, called Optum Accelerate, which rolled out in Q1, 2016. This process helps: n Govern

the product development process

n Govern

the product taxonomy and naming within

n Promote

quality development and timely launches

n Help

product leaders and managers navigate across multiple functions and understand who needs to be at the table and when n Provide a single view of what is being developed, what stage it is in and what the expected value is n Provide reporting and dashboards that will serve as a basis for evaluating Optum level portfolio risk and opportunity

There is a Product Governance Board and a Product Steering Committee that oversees the Accelerate process to ensure alignment with the taxonomy and greater Optum organization.

Please note, if a product is developed outside of the Accelerate process or without consulting the Product Governance Board, the product will not be added to the product taxonomy and ultimately, cannot be added to Sales Force for the growth team.

Definition: How we deliver An element of a product that cannot be sold by itself; the element may have pricing impacts, set-up or delivery specifications.

Uses: Sales, renewals, pricing, contracting, billing, implementation, fulfillment, operations.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

145

Naming within the Optum product taxonomy

The first steps in naming an Optum product: 1] Gaining alignment with the Optum product taxonomy 2] Ensuring participation in the Accelerate product process (beginning in Q1, 2016).

Naming mobile apps Mobile applications (apps) are at the product level and should align with the Optum naming guidelines. Keep in mind these industry best practices for app naming:

Guidelines for product naming The Optum masterbrand strategy creates a hierarchy that allows our brand to work hard with descriptive product names, helping our customers, partners and consumers clearly navigate the breadth and depth of products that are offered across the enterprise. The guidelines below have been developed to aid in this hierarchy development, as all product family, product line and product names should be:

Be authentic and intuitive. Avoid sounding like a trend or other existing app.

Aligned. Product names should be aligned within the product family and work across the product taxonomy.

Simple. Names should be concise — strive for two to five words in length.

Intuitive. Names should be descriptive and suggest the primary benefit.

Familiar. Names should use language and terms that are easily recognizable to the target audience, business segment and category.

Usable. Check for trademark infringement or similar category associations and conflicts via Optum legal counsel.

Be clear and simple. Similar to the standard naming guidelines, clarity and recognizability are critical to the utility of the application. Keeping the name to two to three descriptive words is best, given the limited real estate available on apps.

Ensure names are easy to pronounce. Avoid using names that can result in the user questioning the pronunciation.

Use sentence case. Avoid upper- or lower-casing the name.

If the application will live in an open-source app store, know that strong, functionally driven keywords are critical. More than 80 percent of apps are found through keyword searches based on the function of the app.

Examples of effective product names As discussed throughout this section, effective names follow the guidelines provided to create a hierarchy within the brand, where the master brand Optum has primary equity, while also allowing for simple navigation across our broad portfolio of products.

Example 1 family: Optum® Care Management

Lastly, for a product co-created by Optum and UnitedHealthcare, the product names should be different for Optum commercialization than what is available via UnitedHealthcare. An example of this is UnitedHealthcare Advocate4Me and Optum Health Care Advisor.

n Product

Naming product suites Product suites should align with the Optum naming guidelines.

n Product:

Suite products should also include the name of the suite in which they belong. Examples include Optum Symmetry Episode Risk Groups and Optum Symmetry Procedure Episode Groups.

n Product

line: Optum® Case Management Optum® Diabetes Health Navigator

Each of these are simple, intuitive (using two or more words to describe the “product”), familiar and usable.

Example 2 with product suite naming family: Analytics and Data

n Product n Product

suite: Optum One

n Products:

Optum One Care Coordination, Optum One Population Analytics, Optum One Registry This name does not meet the intuitive (using two or more words to describe the “product”).

However, it does use simple, intuitive and familiar naming for the products within the suite, and additional descriptors to define the product.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

146

Naming within the Optum product taxonomy

What to avoid n Do not use compound names. An example of a compound word is two words pushed together without a space with each word capitalized (e.g., Optum HealthPlan). Per the simple and clear guidelines, this should be kept as two words. n Do not incorporate “Optum” directly into the name. For example, don’t incorporate a play-on-words like OptumEd or IntelliOptum. n Do not use acronyms, abbreviations or initials. n Do not use one-word names. n Do not use nonsensical names. Avoid “made-up” names that are not descriptive of the product offering or benefit. Examples: Thractive, Projib Usage tips n Product families, product lines (including product suites) and products should be used in text treatment only. Logos, iconography and/or visual treatments representing the product cannot be used. n Product families, product lines and products should be in title case. n Upon first use in text, all products and services should begin with “Optum,” using the registered mark as appropriate. n The majority of marketing communications will focus on the product family and product line, rather than the product, to align with the solution-focused sales approach. n Be sure to include any appropriate trademark symbols approved by legal.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Text treatment examples The examples below assume it is the first reference in body copy.

Optum® Complex Medical Conditions are high-quality, cost-effective health care options.

Optum® Symmetry® Network and Population Health Analytics allows you to better manage clinical resources, asses risk, measure quality and conduct predictive modeling.

Post-sale product naming Post-sale, the customer can choose to use the 1] Optum brand and product name 2] Include the Optum brand and product name (i.e., co-brand) 3] White-label For the white-label option, the customer can choose to call the product name something that aligns with their naming conventions. For additional information, please see the co-branding section.

Chapter 4

|

147

Non-product naming Non-product naming, such as events, programs, internal processes, etc., should reflect the Optum naming guidelines. This helps ensure the equity continues to live in the masterbrand, Optum or sub-brands, rather than in the event, program, etc.

Non-product naming guidelines Similar to product naming, the following guidelines should be used for non-product naming:

Usage of the non-product naming For events, programs, internal processes, etc., the following usage guidelines must be followed:

Simple. Names should be concise — strive for two to five words in length.

n Names should be used in text treatment only and should be uppercased. Logos and iconography representing the event, program, service, etc., cannot be used.

Intuitive. Names should be descriptive and suggest the primary benefit.

Familiar. Names should use language and terms that are easily recognizable to the target audience, business segment and category. Names should be easy to pronounce.

Usable. Check for trademark infringement or similar category associations and conflicts with Optum Legal Counsel.

Keep in mind, program naming should be limited to avoid confusion across the enterprise.

For example, if you offer a continuing education program as added value, it should not be named and should be kept lower-case as a capability. Instead, in communications, you can note: “Optum also provides a continuing education program.”

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

n Names should include Optum in the first reference, such as Optum <Non-Product Name>. n The treatment below can be used, if a treatment is needed:

2015 Marketing Summit If you have questions on naming, please consult the Optum brand team.

Chapter 4

|

148

An Optum Company: The primary brand mark used across all touch points The endorser-tagged logo, along with the brand statement and other requirements, should become the primary logo used across all marketing and internal touch points. Depending on the length of the transition, the extent to which the endorser tag is implemented may vary. For example, if a transition is only six months long, the endorser tag might be implemented in soft marketing touch points only, which will be agreed to by brand, marketing and the business. Overall, the goal is to be smart about implementation and avoid unnecessary waste given the business will eventually become Optum. n The brand team has brand transition checklists available for teams to reference as they implement the endorser tag. Please contact brand.optum@optum.com for this tool. n

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

149

An Optum Company: Decision tree

Yes

Acquisition company

Will be Optum branded?

No

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Has strong brand equity with customers?

No

Yes

Option to use endorser tag for 6â&#x20AC;&#x201C;18 months leading up to Optum brand transition

Acquired company maintains existing brand, transitions to Optum at agreed-to timing

Acquired compay maintains existing brand with no reference to Optum

Chapter 4

|

150

Powered by Optum: How it shows up post-sale (two examples) “Powered by Optum” only shows up on the technology interface. Copy references by the customer should include “powered by Optum” in the first technology reference, such as: Francisco’s General Hospital is pleased to offer a new interactive platform powered by Optum, a leading health services and innovation company.

Note: This product is sold initially as an Optum product, following the guidelines set forth earlier in this chapter.

Logo + text Minimum “Powered by” text size is 5pt Frutiger Book

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Text Minimum “Powered by Optum™” text size is 7pt Frutiger Book

Chapter 4

|

151

Powered Optum®: Decision tree

Yes

New or existing product

Is it a technology interface?

No

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Will it carry the customer’s brand?

No

No

Option to use endorser tag for 6–18 months leading up to Optum brand transition

Follows standard Optum product nomenclature with Optum branding for product marketing, and uses the “Powered by Optum” endorser logo on the technology interface / enabler

Follows standard Optum product nomenclature with Optum branding for product marketing

Chapter 4

|

152

Endorser brand strategy The endorser strategy is critical to continuing to grow the Optum brand in a purposeful way, as it allows the brand to maximize our presence and demonstrate our scale in powering modern health care.

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

153

Value of the endorser strategy The endorser strategy is critical to continuing to grow the Optum brand in a purposeful way, as it allows the brand to maximize our presence and demonstrate our scale in powering modern health care. n

Helps drive awareness that Optum is a leading health services and innovation company that is helping make the health system work better for everyone

n

Acts as a stamp of approval, adding creditability in the eyes of health plans, providers, employers, government agencies, individuals and families, etc.

n

Helps showcase the breadth and depth of Optum services

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

154

Endorser branding An Optum Company

Powered by Optum

The “An Optum® Company” endorser tag should be used for two reasons:

n The

1 Transfer brand equity to Optum over a transition period of 6–18 months, after which the acquired company will ultimately be branded Optum.

2 Create familiarity with the parent company, Optum, while allowing the acquired company to be used indefinitely, due to marketplace dynamics or regulatory reasons.

“Powered by Optum®” endorser tag should be used when an Optum product is used as the underlying technology enabler and it will be white-labeled in the B2B2C/B2C experience.. ®

n The “Powered by Optum” endorser brand serves as a validation of the individual technology, symbolizing all that the Optum brand stands for in the marketplace.

The decisions to use an endorser brand should be made during due diligence and include approval from the Marketing Leadership Team; the endorser tag should ideally soft launch on Day 1 post-closing.

®

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

155

Co-branding

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

156

Co-branding overview Once you’ve reviewed this chapter, use this handy checklist to make sure your co-branded materials align with Optum branding guidelines. This list doesn’t include every brand element. For additional guidance, please reference Chapter 1.

Optum as the primary brand: n This is the preferred co-branding relationship n Optum look and feel n Optum logo in most prominent position, such as on cover and in primary navigation n Partner’s logo presented on bottom right of front cover, sidebar, back cover or secondary placement (such as in digital) depending on design requirements n Business relationship between Optum and the partner clearly outlined in the main body copy or sidebar; it may also be decided that the partner brand will only be used in copy, depending on the agreement n This option might include the secondary brand brought in through type treatment: Brought to you by <Company>

Partner primary brand: n Partner’s look and feel; for this instance, brand marketing should ideally be consulted to discuss the relationship n Partner’s logo in most prominent position, on cover or primary navigation n Optum logo presented on bottom right of front cover, sidebar, back cover or secondary placement (such as in digital) depending on design requirements; it may also be decided that the partner brand will only be used in copy, depending on the agreement n Business relationship between Optum and the partner clearly outlined in the main body copy or sidebar n White-labeling also falls into this category, which is a name given to represent those products and services that do not include the Optum brand. The entire experience is instead customer-branded and the Optum brand, product name and brand design elements do not show up in the experience.

Questions?

Please email optum.brand@optum.com or contact your marketing department with questions you have about this chapter or our Optum brand.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

157

Partner co-branding: Optum as the primary brand The Optum logo is the primary logo on the page and is placed in the most prominent position.

Et Aliquunt Estet omnih Omnih aliquunt estet

Te aditius mi, sim aliae ommolorrume in porro occaecestia everunt orporporae nis aut aut volorpo rrovid et laceperiam faccus poremqui ut eos quaeriorat. Ed quunt eaque erci blabore rorectur, verumetur modist, odipienis serum ad etus ex eum ulla dolectem il istios utestet ati solupta cor si atureste desequunt.

Odicilit aquistisquam antiam re optat erum velesti venis parchicipsum ut ut re alia volori od ulligname verrovit audi qui omnim quaspicae porero et aliquia doloratemo el is alist in cumquae sequatur, cus sincil ma nos verum quatqui dolorep erspedia qui blabor rem imporerum essima si solorru ptatur aut ipiducipis serit, nestiandame sam, occusant omnient rererum nimus volupicta volum qui apel maio.

Luptiandi demperem eatet est lamus molupta

Secaeperum • Vella vel inveliquo quiatia dus, qui atur soloreicil int, opti vellaborem fuga. Utre sin pro eatinct iiscimi sequundis.

• Idem ipid quiae sequae aperfero everit, esciaes suntiurio et maiorep elicate mporess enianie ndandebis a alibus.

• Est autemolorum quos esti debis dunt excerro quam fugitatiosae acitam.

• Aritasim escimus sa acia numquostiur.

Optum-branded material (illustrative example)

Edis vel id mo illaccu pturio. Ur, nobit, volorio modi dolupta cullaborat iderum quat offic te ipient vid minimusam solori consequam, sinctisci dolut es explique essum earior rem nos sin comnimusci vidit dolupitatem velecum int.

Luptiandi demperem eatet est lamus molupta spidita quatiis eium nestinum suntendi core prae maximi, sera ipsam sum voloressecus aborum vel ilit re laccupt aerios re mod enimi, conseque sequi net lit quam dollore vento oditibus anit et quam sita poreictasi corumqu atetur. Rovitiatatem nate nem essitia quiatia sitat.

Ovit a volorpore volent, sunt expel magnam aut asi andi aliquas conet volupta andi doluptione quideliquam quiam dolupta iderata si aliam hariatu restrum re sapedipic te moloriorita pore pos pror repudi to berrum aut opta videstorpos siminvel.Haribus modios dipsam alit occus.

Busdam iumet omnimus ad molorro iliquas illabore conet volorae ctaquo doloris dolum aceptat quibus, ut occatur? Ugitaecto moluptiam cum, to volo ma ilitat verum ellore velesedi ant adissitate re que modit rest eriatemquid mintem.

Partner logo

Co-branding with Optum as the primary brand “Optum materials” refers to all product documentation, client operations material, sales tools, collateral, advertising, websites, marketing emails and other marketing material that is created

by Optum, is clearly Optum-branded and follows the Optum Brand Usage Guidelines. Optum-branded materials should only be created by Optum; third parties should not attempt to mimic the Optum look and feel.

The preferred co-branding relationship is where Optum is the primary brand and the Optum identity is used in the communication or marketing tool.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Partner logo is the secondary logo and has equal (or slightly less) visual weight as the primary logo.

In this instance, the primary objective is to communicate an Optum initiative/product/program, in which a partner provides a component or part. The partner is typically not included in the primary message.

Optum logo and branding The Optum brand identity is followed with the logo as the primary logo on the page, in the most prominent position. The full-color logo is positioned on the top left of the front cover or most prominent position in the digital display. Please refer to Chapter 1 to learn more about the Optum identity and logo usage. Logos and branded templates are available for download through the Optum Resource Center at: http://inside.optum.com/resource/Pages/ResourcesDesigners.aspx

Optum materials may present a partner logo to identify the partner’s business relationship with Optum. This page illustrates the dominant relationship of Optum with the partner logo, which will be placed in a secondary position, such as the bottom half, back cover or sidebar of a marketing communication. The logo should have the same (or slightly less) visual weight as the primary logo.

Business relationship explanation The business relationship between Optum and the partner should be clearly outlined in the main body copy.

Chapter 4

|

158

Partner co-branding: Optum as the secondary brand Partner Logo In nonsedic te con corum idel iunt autatur solorum aut ut aut modis

Aut molecat uren dis eum fugit vit lautendaecea

Henet pro molupta tisinveniam

Otam sum inus

To te vendis etum que sed utas quae aut et quistempe commolo rrorem quaturiae es volor ra venihil inci sitatempos ma apellabo.

Et hicit ea alitibus, tet velene velicaest, alia nosant, od unt officiatia quasit eos repuda dionect otatem commo experore, ut vernati onsediciam quatiam, od ut modignat quidis es sit quiat quae voluptat mo ipita doluptas dolupta dolorpo remporeic to eatus debis explam que nessuntur am ipid quas remquam reribust, solupietures inctota doloreritium harum volessim volori doluptat dolupti ori busa perion cuscia aria de voluptibus dio mint ex et anditatam, simagnis sunt aute venes debiti il idit latur am restium.

Hit, od que diossinciis esseque enitatu r, con pra nonsequi int quiaspe rionsedicat. Ihilit delitia pa dipsapit dolupta doluptas nonsedi atumquati re aut aciminu llestia con porernatur?

Me perumqui re con re molore simodit volenihic te et alisqui quo mo volupti atectium volupta consequi ulparum volutaspiet arcit venimin ullaccum, tem elluptia sant modi gendem cusaerchil et pra simolore cum aut poreperrum, sus, sa voluptibus audamus siminci psandebit eribusam eatur sum es et ulluptate delenda ndigeni mperisq uatem quod quibus, odipient harumquatis alibus quis volor se odiciis es auta si tem quatis vid maximus eossit ipsam, voluptas velestiuntia volupta tecat.

Erionsequam iur reptiusanis nam as dolorerum aut abo. Nam accus dolorem sum quiatis aliquae perite prerume nulpa net untemol uptaspere ma none explicient diore etur, volupta eum aruptate sit, alit audam Porio ent eum rem voluptaquis eosametur, quatem.

Nem rehenihil ipist, a ni dercili quident verita dolorum qui doluptate nimus arum quiam rectorem ati cus explacepudae laccull uptatem nonsequatem nest, ut am nimpore rrovid eaquibus versped quaectatis mo magnat lab id quiberum volorib eaquia non reperuptat velecuscilla voluptat magnitae nim eat fuga. Videndandus aut et, comnimp oriatatum volorrum, nusapel itatur.

Cererum consequam volut intur asim voloratemo cusandae eossi num alictat lorem.

“At volore ent del ea con corpor as esequae ipid elis dolorum que dolupta sperepu ditatium, eosa cum voles mintusa velsus officta dusa simolum conse volupturiaes dem quiae arumque et, que et

Qui dolorro inctass invent aceprore volor aut fugias ditetusae sus erchitiureni cullorio. Itae soluptatem voloratur simusan daerunt etus doluptu riorerumquam ne estis dusam quatis et, et id quia deles mossequam a aut ut aliqui nectem latur, consequi consent am init hicia quuntias alitiusti ipitis autatur aliquam fugia nihicabor alitata temquae. Nistionseque volesed evellabore voluptam deliqui dolupiet earcimi llabo. Conseque sinvel inctus eum re si cuptat.

Partner identity is used and the partner logo is the primary logo on the page, placed in the most prominent position.

Partner-branded material (illustrative example)

aut autestiunt modis iuntinustat iorepudae.”

Optum logo is the secondary logo on the page.

Co-branding with the partner as the primary brand “Partner materials” refers to all product documentation, client operations material, sales tools, collateral, advertising, websites, marketing emails and other marketing material that is created by an Optum partner and clearly look like they come from the partner. These materials follow the partner’s look and feel in regard to colors, fonts and layout.

The preferred co-branding relationship is where Optum is the primary brand; however, there may be times where it is a secondary brand in a partner’s communication. In this instance, the primary objective is to communicate a partner initiative/

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

product/program, of which Optum is supporting or providing a component. Optum will not typically be part of the primary message.

Optum logo and branding Partner materials may present the Optum logo to identify the partner’s business relationship with Optum. This page illustrates the dominant relationship of the partner logo and identity with the full-color Optum logo, which will usually be placed in a secondary position, such as on the bottom half, back cover or sidebar of a marketing piece. Please refer to Chapter 1 to learn more about the brand identity and logo usage. Logos are

available for download through the Optum Resource Center at: http://inside.optum.com/resource/Pages/ResourcesDesigners.aspx Business relationship explanation The business relationship between Optum and the partner should be clearly outlined in the main body copy or of the marketing communication.

For this co-branding relationship, the brand marketing team can help you identify how to best represent the relationship.

Chapter 4

|

159

Optum and partner logos equal representation Optum logo is in the primary position, but the two logos have equal visual weight and parallel positioning.

Partner Logo

Partner logo is in the primary position, but the two logos have equal visual weight and parallel positioning.

Partner Logo In nonsedic te con corum idel iunt autatur solorum aut ut aut modis

Ucit Facerum Daccaes Tibusci

Aut molecat urenconeconsed dis eum fugit vit lautendaecea Ent explibus as madellicae con remdolupta

Et aliquunt Aliquuntestet Estetomnih Omnih

Note: On this partner-branded communication, no proprietary Optum assets, such as photography, font and iconography, should be used.

Te aditius mi, sim aliae ommolorrume in porro occaecestia everunt orporporae nis aut aut volorpo rrovid et laceperiam faccus poremqui ut eos quaeriorat. Ed quunt eaque erci blabore rorectur, verumetur modist, odipienis serum ad etus ex eum ulla dolectem il istios utestet ati solupta cor si atureste desequunt.

Odicilit aquistisquam antiam re optat erum velesti venis parchicipsum ut ut re alia volori od ulligname verrovit audi qui omnim quaspicae porero et aliquia doloratemo el is alist in cumquae sequatur, cus sincil ma nos verum quatqui dolorep erspedia qui blabor rem imporerum essima si solorru ptatur aut ipiducipis serit, nestiandame sam, occusant omnient rererum nimus volupicta volum qui apel maio.

Luptiandi demperem eatet est lamus molupta Edis vel id mo illaccu pturio. Ur, nobit, volorio modi dolupta cullaborat iderum quat offic te ipient vid minimusam solori consequam, sinctisci dolut es explique essum earior rem nos sin comnimusci vidit dolupitatem velecum int.

Luptiandi demperem eatet est lamus molupta spidita quatiis eium nestinum suntendi core prae maximi, sera ipsam sum voloressecus aborum vel ilit re laccupt aerios re mod enimi, conseque sequi net lit quam dollore vento oditibus anit et quam sita poreictasi corumqu atetur. Rovitiatatem nate nem essitia quiatia sitat.

Ovit a volorpore volent, sunt expel magnam aut asi andi aliquas conet volupta andi doluptione quideliquam quiam dolupta iderata si aliam hariatu restrum re sapedipic te moloriorita pore pos pror repudi to berrum aut opta videstorpos siminvel.Haribus modios dipsam alit occus.

Busdam iumet omnimus ad molorro iliquas illabore conet volorae ctaquo doloris dolum aceptat quibus, ut occatur? Ugitaecto moluptiam cum, to volo ma ilitat verum ellore velesedi ant adissitate re que modit rest eriatemquid mintem.

Co-branding when relationship is co-owned “Co-branded materials” refers to all product documentation, client operations material, sales tools, collateral, advertising, websites, marketing emails and other marketing material that is created jointly by Optum and an Optum partner.

The co-branded marketing communication may be created for a specific temporary function such as a jointly hosted event, a combined presentation or a joint letter. Co-branded material

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Secaeperum • Vella vel inveliquo quiatia dus, qui atur soloreicil int, opti vellaborem fuga. Utre sin pro eatinct iiscimi sequundis.

• Idem ipid quiae sequae aperfero everit, esciaes suntiurio et maiorep elicate mporess enianie ndandebis a alibus.

• Est autemolorum quos esti debis dunt excerro quam fugitatiosae acitam.

• Aritasim escimus sa acia numquostiur.

Henet pro molupta tisinveniam

Otam sum inus

To te vendis etum que sed utas quae aut et quistempe commolo rrorem quaturiae es volor ra venihil inci sitatempos ma apellabo.

Et hicit ea alitibus, tet velene velicaest, alia nosant, od unt officiatia quasit eos repuda dionect otatem commo experore, ut vernati onsediciam quatiam, od ut modignat quidis es sit quiat quae voluptat mo ipita doluptas dolupta dolorpo remporeic to eatus debis explam que nessuntur am ipid quas remquam reribust, solupietures inctota doloreritium harum volessim volori doluptat dolupti ori busa perion cuscia aria de voluptibus dio mint ex et anditatam, simagnis sunt aute venes debiti il idit latur am restium.

Hit, od que diossinciis esseque enitatur, con pra nonsequi int quiaspe rionsedicat. Ihilit delitia pa dipsapit dolupta doluptas nonsedi atumquati re aut aciminu llestia con porernatur?

Me perumqui re con re molore simodit volenihic te et alisqui quo mo volupti atectium volupta consequi ulparum volutaspiet arcit venimin ullaccum, tem elluptia sant modi gendem cusaerchil et pra simolore cum aut poreperrum, sus, sa voluptibus audamus siminci psandebit eribusam eatur sum es et ulluptate delenda ndigeni mperisq uatem quod quibus, odipient harumquatis alibus quis volor se odiciis es auta si tem quatis vid maximus eossit ipsam, voluptas velestiuntia volupta tecat.

Erionsequam iur reptiusanis nam as dolorerum aut abo. Nam accus dolorem sum quiatis aliquae perite prerume nulpa net untemol uptaspere ma none explicient diore etur, volupta eum aruptate sit, alit audam Porio ent eum rem voluptaquis eosametur, quatem.

Nem rehenihil ipist, a ni dercili quident verita dolorum qui doluptate nimus arum quiam rectorem ati cus explacepudae laccull uptatem nonsequatem nest, ut am nimpore rrovid eaquibus versped quaectatis mo magnat lab id quiberum volorib eaquia non reperuptat velecuscilla voluptat magnitae nim eat fuga. Videndandus aut et, comnimp oriatatum volorrum, nusapel itatur.

Cererum consequam volut intur asim voloratemo cusandae eossi num alictat lorem.

Qui dolorro inctass invent aceprore volor aut fugias ditetusae sus erchitiureni cullorio. Itae soluptatem voloratur simusan daerunt etus doluptu riorerumquam ne estis dusam quatis et, et id quia deles mossequam a aut ut aliqui nectem latur, consequi consent am init hicia quuntias alitiusti ipitis autatur aliquam fugia nihicabor alitata temquae. Nistionseque volesed evellabore voluptam deliqui dolupiet earcimi llabo. Conseque sinvel inctus eum re si cuptat.

“At volore ent del ea con corpor as esequae ipid elis dolorum que

Co-branded material (illustrative example)

dolupta sperepu ditatium, eosa cum voles mintusa velsus officta dusa simolum conse volupturiaes dem quiae arumque et, que et aut autestiunt modis iuntinustat iorepudae.”

may have a neutral look and feel; however, the preference is to use the Optum identity whenever possible.

for download through the Optum Resource Center at: http://inside.optum.com/resource/Pages/ResourcesDesigners.aspx

Optum and partner logos Co-branded materials will present both the Optum and partner logos in the primary position and the two logos will have equal visual weight. Always use master artwork. Please refer to Chapter 1 to learn more about logo usage. Logos are available

Business relationship explanation

The business relationship between Optum and the partner should be clearly outlined in the body copy or sidebar of a marketing piece. The first reference to the brands should also reflect both, such as: “Optum and partner bring...”

Chapter 4

|

160

White-labeling of Optum products Partner identity is used and the partner logo is the primary logo on the page, placed in the most prominent position.

Partner Logo In nonsedic te con corum idel iunt autatur solorum aut ut aut modis

Aut molecat uren dis eum fugit vit lautendaecea

Partner-branded material (illustrative example)

Henet pro molupta tisinveniam

Otam sum inus

To te vendis etum que sed utas quae aut et quistempe commolo rrorem quaturiae es volor ra venihil inci sitatempos ma apellabo.

Et hicit ea alitibus, tet velene velicaest, alia nosant, od unt officiatia quasit eos repuda dionect otatem commo experore, ut vernati onsediciam quatiam, od ut modignat quidis es sit quiat quae voluptat mo ipita doluptas dolupta dolorpo remporeic to eatus debis explam que nessuntur am ipid quas remquam reribust, solupietures inctota doloreritium harum volessim volori doluptat dolupti ori busa perion cuscia aria de voluptibus dio mint ex et anditatam, simagnis sunt aute venes debiti il idit latur am restium.

Hit, od que diossinciis esseque enitatu r, con pra nonsequi int quiaspe rionsedicat. Ihilit delitia pa dipsapit dolupta doluptas nonsedi atumquati re aut aciminu llestia con porernatur?

Me perumqui re con re molore simodit volenihic te et alisqui quo mo volupti atectium volupta consequi ulparum volutaspiet arcit venimin ullaccum, tem elluptia sant modi gendem cusaerchil et pra simolore cum aut poreperrum, sus, sa voluptibus audamus siminci psandebit eribusam eatur sum es et ulluptate delenda ndigeni mperisq uatem quod quibus, odipient harumquatis alibus quis volor se odiciis es auta si tem quatis vid maximus eossit ipsam, voluptas velestiuntia volupta tecat.

Erionsequam iur reptiusanis nam as dolorerum aut abo. Nam accus dolorem sum quiatis aliquae perite prerume nulpa net untemol uptaspere ma none explicient diore etur, volupta eum aruptate sit, alit audam Porio ent eum rem voluptaquis eosametur, quatem.

Nem rehenihil ipist, a ni dercili quident verita dolorum qui doluptate nimus arum quiam rectorem ati cus explacepudae laccull uptatem nonsequatem nest, ut am nimpore rrovid eaquibus versped quaectatis mo magnat lab id quiberum volorib eaquia non reperuptat velecuscilla voluptat magnitae nim eat fuga. Videndandus aut et, comnimp oriatatum volorrum, nusapel itatur.

Cererum consequam volut intur asim voloratemo cusandae eossi num alictat lorem.

Qui dolorro inctass invent aceprore volor aut fugias ditetusae sus erchitiureni cullorio. Itae soluptatem voloratur simusan daerunt etus doluptu riorerumquam ne estis dusam quatis et, et id quia deles mossequam a aut ut aliqui nectem latur, consequi consent am init hicia quuntias alitiusti ipitis autatur aliquam fugia nihicabor alitata temquae. Nistionseque volesed evellabore voluptam deliqui dolupiet earcimi llabo. Conseque sinvel inctus eum re si cuptat.

“At volore ent del ea con corpor as esequae ipid elis dolorum que dolupta sperepu ditatium, eosa cum voles mintusa velsus officta dusa simolum conse volupturiaes dem quiae arumque et, que et aut autestiunt modis iuntinustat iorepudae.”

White-labeling (or private-labeling) White-labeling, or private-labeling, refers to the product and experiences where the partner brand and product name replace Optum throughout the product experience. In these cases, Optum is only behind the scenes and does not have a forward-facing role in any touch points.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Instead, post-sale, the partner chooses the brand and product name they would like to use to present the Optum product purchased.

Optum logo and branding Proprietary Optum assets, such as the logo, photography, color palette and iconography, are not allowed to be used

in white-labeled experiences. This helps avoid diluting the Optum brand.

The exception to this is technology where the “powered by Optum” logo might be included in the experience. See the endorser strategy section for additional details.

Chapter 4

|

161

Selling with UnitedHealthcare

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

162

Selling together with UnitedHealthcare

Example of private/white-labeling for UnitedHealthcare: Health & Wellness Tab on myuhc.com®.

Because Optum administers programs, services and health care financial accounts on behalf of our UnitedHealthcare benefits-business sister companies and their brands, many of our Optum program/service fulfillment materials and systems/ operations are affected by the UnitedHealthcare masterbrand when private/white-labeling for them. This section can help you decide which brand to use in various joint selling situations.

Private/white-labeling definition: Private/white-labeling refers to situations where one company (i.e., Optum) supplies products/services to another company (i.e., UnitedHealthcare) to be marketed under the second company’s (i.e., UnitedHealthcare’s) own brand(s). n

In private/white-labeling, there is no usage or reference to the source company (i.e., Optum) or its brands, other than the minimum to meet legal requirements.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Example of private/white-labeling with Optum endorsement signature logo for UnitedHealthcare: White paper authored by Optum.

n

In a private/white-label situation, the company that administers the product/program/service (i.e., Optum) remains invisible to the end-user.

n

n

Some private/white-labeled situations may require an endorsement signature from the source company (i.e., Optum) to help explain the connection between the two companies (examples: white papers/case studies with authorship from source company).

- Easily private-labeled/customized at the employer level

For Optum business sold with UnitedHealthcare benefits: n Utilize a private/white-labeling brand strategy for most situations in which “UnitedHealthcare” is the brand. n

Follow the UnitedHealthcare masterbrand guidelines for UnitedHealthcare logos and other design elements.

Use generic/descriptive product names that are: - Consistent with current branding strategies for Optum and UnitedHealthcare

n

Use Optum endorsement signature logo in pre-approved situations to help explain connection between companies if necessary.

n

Continue using some “United” names, such as United Behavioral Health and UnitedHealth Allies.

n Do not change any legal entity names, unless directed to do so by your department’s legal team.

Chapter 4

|

163

Selling together with UnitedHealthcare

Optum program materials and systems “in scope” for private/white-labeling: Please note these materials and systems are in scope for private/white-labeling per specific intersegment or client agreements. n Certain externally facing systems, applications and tools managed through information technology (IT) departments n

Certain program Internet sites, websites and private portals

Special assumptions for Optum IT systems, applications and tools: n In Optum-administered program systems where we “share” the fulfillment applications among UnitedHealthcare and Optum (“direct”) business (i.e., certain program phone numbers, website portals, etc.), we utilize either “generic” branding or “Optum” branding as historically agreed upon with UnitedHealthcare. n

n Print and electronic collateral - External sales and marketing materials (business-to-business and consumer/member materials)

- External operational output documents (business-to-business and consumer/member materials), such as letters, plan summaries, invoices, reports and so on Telecommunications scripts (business-to-business and consumer/member scripts), used

by Optum-administered call centers for program implementation and fulfillment

n

Optum program materials and systems “out of scope” for private/white-labeling: n Optum-related legal entities, disclaimers and disclosures used on both internal and external UnitedHealthcare materials n

Optum-related intranet sites and internally facing systems, applications and tools

In Optum-administered program systems where we have “dedicated” (private/white-labeled) fulfillment applications for UnitedHealthcare business per intersegment agreements (i.e., certain program phone numbers, website portals), the IT system/application reflects the UnitedHealthcare brand as much as possible within the confines of the IT system, application or tool.

Exceptions for Optum business sold with UnitedHealthcare benefits: The Optum brand and/or design should be used within UnitedHealthcare only on an exceptions basis for the following reasons: n

When absolutely necessary to identify the business segment/division

n

In situations where Optum services have been sold “cross-carrier” (i.e., across insurance carriers) or “carved-out” (i.e., regarding behavioral health) with mutual clients n For legal reasons (such as with Optum Bank, which is a fiduciary institution; and OptumRx, a pharmacy benefit management company)

n Optum-related “UnitedHealth Group internal employee” print collateral or sales and training tools

n When promoting a service at the consumer level that is also available from Optum direct-to-consumer (i.e., NowClinic member materials)

n Some Optum direct communication to UnitedHealthcare customers and/or members for legal or business reasons

n

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

At the discretion of UnitedHealthcare and Optum branding leadership

Chapter 4

|

164

Selling together with UnitedHealthcare

Example of private/white-labeling with promotion of Optum Bank for legal reasons: UnitedHealthcare member brochure promoting health savings account with Optum Bank.

Special co-branding situations: There may be times when Optum and UnitedHealthcare have a special situation for co-branding, whereas the Optum brand(s) may be used along with UnitedHealthcare’s brands with or without minor brand design adjustments. See Appendix that starts on page 169 for more information about terminology defined below.

Ingredient branding — Promoting certain Optum capability brands as part of UnitedHealthcare benefits (i.e., eSync Platform®)

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Example of Optum Bank branding for legal reasons: health savings account transfer request form from Optum Bank to UnitedHealthcare members.

Joint ventures — Clearly expressing brand ownership of Optum business ventures (i.e., Optum Behavioral carve-out with Harvard Pilgrim) Joint marketing — Defining brand hierarchy for joint marketing efforts between Optum and UnitedHealthcare in special situations Sponsorships — Providing both Optum and UnitedHealthcare business brands in certain community and/or mutual client sponsorships

Questions?

If you have questions about brand alliances or partnerships, please contact your marketing department or the Optum brand team at optum.brand@optum.com.

Important note: Current brand agreements between Optum health services businesses and UnitedHealthcare benefits businesses will continue to be used.

Chapter 4

|

165

Quick-reference tables and tools Use these tables as a quick reference for when to use Optum or UnitedHealthcare branding.

Optum selling situation quick reference table

Optum selling situation

Business brand (B2B sales collateral)

Consumer brand (B2C communications)

With UnitedHealthcare Employer & Individual

UnitedHealthcare Employer & Individual/UnitedHealthcare

UnitedHealthcare

With UnitedHealthcare Community & State (legacy AmeriChoice brands) to government client or prospect

UnitedHealthcare Community & State/UnitedHealthcare

UnitedHealthcare Community Plan

With UnitedHealthcare Medicare & Retirement (legacy Ovations brands) to government client or prospect

UnitedHealthcare Medicare & Retirement/UnitedHealthcare

UnitedHealthcare

Cross-carrier or carve-out sale to UnitedHealthcare client or prospect

Optum (or OptumRx)

Optum (or OptumRx)

Special products/programs that require source branding for legal reasons

UnitedHealthcare with Optum endorsement

Optum

Special products/programs that are also sold direct-to-consumer

UnitedHealthcare with Optum endorsement

Optum

Pharmacy benefit and OptumRx communications situation quick reference table

Pharmacy benefit communications situation

Business or consumer brand to use

Details

General UnitedHealthcare health care benefits communications where pharmacy may be a mention with other benefits

UnitedHealthcare

Pharmacy is mentioned as one of many general health care benefits in the communications.

Specific pharmacy benefit communications to UnitedHealthcare audiences

Primary: UnitedHealthcare Secondary: OptumRx

This is considered a co-branding situation in which both brands would be promoted in pharmacy benefit specific communications.

The communications should tie directly to a memberâ&#x20AC;&#x2122;s UnitedHealthcare health care benefits while building awareness of OptumRx pharmacy benefit management (PBM) services.

Communications from OptumRx acting as the dispensing pharmacy

Optum (or OptumRx)

Any communication where a UnitedHealthcare member has a direct relationship with OptumRx as a dispensing pharmacy (i.e., pill bottles and lids, mail order shipments, refill reminders).

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

166

Selling together with UnitedHealthcare

Example of private/white-labeling with promotion of OptumRx for legal reasons: UnitedHealthcare member brochure on OptumRx mail service.

Regulatory guidelines for OptumRx: There may be times when Optum and UnitedHealthcare have a relationship. Here are some regulatory guidelines regarding the use of the OptumRx name within UnitedHealthcare pharmacy plan.

The OptumRx name should not be associated with the following terms:

The OptumRx name should be positioned as providing:

Program (Don’t say, “OptumRx pharmacy benefit program.”)

Pharmacy benefit services: OptumRx pharmacy benefit services

Management (Don’t say, “OptumRx pharmacy benefit management.”)

®

Plan (Don’t say, “OptumRx pharmacy benefit plan.”)

Benefit (Don’t say, “Pharmacy benefits with OptumRx.”)

Questions?

If you have questions about brand alliances or partnerships, please contact your marketing department or the Optum brand team at optum.brand@optum.com.

Mail order service: OptumRxTM mail service pharmacy or only OptumRx® mail service

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

167

Appendix Health care benefits and services terminology for selling situations Cross-carrier n “Cross-carrier” means that a health/wellness program or service is sold to a particular employer client/prospect “across all medical insurance carriers” available to that employer’s employee/membership base.

Carve-in n A program that operates on a health care organization’s existing network and usually focuses on providing coverage for specific care or services.

Carve-in (used with “behavioral health”) n A “carve-in” involves assumption of the core processes involved in a fulfillment of behavioral health care by way of in-sourcing a professional or team of professionals who have the tools and methodologies to manage the special care of consumers and members suffering from mental health (MH) and/or substance use disorder (SUD). n There

may still be some services “carved out”; for instance, it may be easier to keep a hotline vendor contract in full force or to maintain agreements with specialty provider networks.

Essentially, a “carve-in” involves specialized customer service (intake assessment and referral), utilization management (benefit management and approvals), case management, disease management and in some cases, population management. All of these are dispensed within the walls of the health plan, which also processes the claims and manages all of the data.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

n Behavioral

health professionals may be employed by the “carve-in” vendor; but they are located on site and collaborate daily with general health and medical peers.

Carve-in (used with “pharmacy”) n Incorporating pharmacy benefits within a fully insured carrier’s overall health plan management.

Carve-out n A program by a payer/health plan that transfers the responsibility for specialty care and services to a specialty organization (like behavioral health or pharmacy organizations); such programs are designed to reduce costs.

Carve-out (used with “behavioral health” industry) n A behavioral health “carve-out” involves the health plan selecting a vendor MBHO (managed behavioral health organization) to literally assume responsibility for the administration and fulfillment of its mental health (MH) and substance use disorder (SUD) benefits. n The MBHO is another insurer or plan administrator, though it

specializes (like a dental plan in the case of dental care) in MH and SUD benefits. MBHOs grew up around the time of HMOs from origins in the employee assistance program (EAP) field. n Some contracts involve assuming financial risk (in exactly the

same way EAPs are financed), and some involve administrative services only (ASO) wherein the health plan maintains the risk.

Carve-out (used with “pharmacy”) n Carving out pharmacy benefits means the employer contracts directly with a pharmacy benefits manager (PBM) for prescription drug coverage. This is accomplished by providing employers with self-funded benefit plan options or delivering carved-out services with a fully insured plan, with the PBM managing the program rather than the health plan. n Carving

out pharmacy benefits from a fully insured plan makes sense for employer groups of over 100 employees.

Co-branding terminology for marketing situations Ingredient branding n Optum ingredient branding occurs when another company (like UnitedHealthcare) uses an Optum-related capability as an element of its own company’s capabilities. n The

Optum capability being included is called the “ingredient.” The product that incorporates the ingredient is called the “host.” Note: Only strategic brands and trademarks can be used as ingredient brands.

Examples of Optum ingredient brands: eSync Platform brand family ALERT brand family The “host” company’s logo or brand mark must have visual prominence on all product display surfaces. n The

ingredient brand must be used in adherence with its own brand guidelines and with the agreement from the host company.

All host company product artwork must be approved by an Optum marketing representative for ingredient brands.

Chapter 4

|

168

Appendix – continued

Joint ventures n A joint venture is when two or more companies co-develop a product or service and agree to promote it under both brands or create a third, shared brand.

Sponsorships n Sponsorships are an effective way to link a company with events or programs that help make emotional connections in the minds of consumers and the larger community.

n A

n When

joint venture differs from joint marketing in that it deals with equity rather than commercialization dollars.

Prominence of each brand involved generally reflects the level of investment each company brings to the venture.

n Joint

ventures are an effective means of leveraging the brand marks or reputations of other companies in a common effort. A joint venture also can provide economic benefits, such as shared R&D investments and lower marketing costs.

Joint marketing n Joint marketing refers to any situation where a product or service is developed by one company and distributed by another company. Both parties invest in commercialization dollars.

Optum is the sole sponsor of an event, a cause, an organization or a public broadcast program, the Optum logo should be treated according to the general standards of the medium in which it appears. It should have a relationship descriptor in a stacked format, such as “sponsored by.”

n In

a shared sponsorship situation, the level of prominence that the Optum logo gets should match the level of sponsorship. For example, if Optum shares equal sponsorship with another company, the logos should get equal prominence. The logo’s impact should be secondary to the overall message of the piece.

n Joint

marketing differs from a joint venture in that it deals with commercialization and marketing dollars, rather than equity.

n The

prominence of each logo generally is relative to its use as a primary or secondary contributor.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

169

Writers’ resource

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

170

Capitalization See next page for an easy-to-reference capitalization chart.

Titles, headlines and subheadings Follow sentence-case capitalization on all materials, both print and online. This applies to stand-alone handbooks and guides as well. Headlines and subheadings that are complete sentences should include end punctuation as appropriate.

Examples: Optum style guidelines Prepare for a smooth transition to ICD-10.

Or if a title has a colon: Optum style guidelines: A primer Capitalization in product or service names Do not capitalize Optum capabilities, constituent groups, internal departments or generic offering descriptions. Only unique product or service names should be capitalized. Capitalize names of events such as webinars, conference presentations and workshops. When in doubt, ask the project owner whether the name is unique to Optum, and if so, if it has a registered trademark.

Examples: wellness coaching program payment integrity services disease management program Enterprise Computer-Assisted Coding Platform (Enterprise CAC) Optum™ Market for Employees Note: Upon first use in text, all products and services should begin with “Optum.”

(Example: The Optum disease management program helped Jane manage her diabetes.)

Job titles Do not capitalize general job titles such as doctor or wellness coach. Lowercase in prose when the title comes after the name, uppercase when title appears before the name.

Larry Renfro is the chief executive officer of Optum.

Chief Executive Officer Larry Renfro spoke to a crowd of 4,000 health care professionals. “… said Steve Larsen, executive vice president of government solutions, Optum.”

However, if the name and title will be displayed on their own as in a bio caption or “presented by,” job title is in title case.

Presented by: Larry Renfro, Chief Executive Officer, Optum Steve Larsen, Executive Vice President of Government Solutions, Optum Contact a disease management nurse.

Larry Renfro is the chief executive officer of Optum.

Presented by: Larry Renfro, Chief Executive Officer, Optum Capitalization after colons In text, capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence: She promised this: The future will bring rapid change.

There were three considerations: expense, time and feasibility.

See “Titles, headlines and subheads” (above left) for guidelines on capitalization after colons in headers.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

171

Format/doc type

Element

Style

Examples

Article Title Sentence case - (magazine, newspaper or online)

-

-

-

Placebo effects in medicine When referenced in copy: “Placebo effects in medicine” (in quotes) In a source note: Kaptchuk TJ, Miller FG. Placebo effects in medicine. N Engl J Med. July 2, 2015:373(1):8–9.

Note: per AMA guidelines (which Optum style follows), abbreviate journal names in source notes. To find an abbreviation, go to www. ncbi.nlm.nih.gov/nlmcatalog?cmd=historysearch&querykey=5 and enter the journal name in the search box. For consumer-facing documents, titles of journals may be spelled out for clarity, e.g., New England Journal of Medicine rather than N Engl J Med.

Book Title Title case, italic - The American Health Care Paradox

In a source note: Bradley EH, Taylor LA. The American Health Care Paradox.

New York: PublicAffairs; 2013.

Case study Title Sentence case - Colorado Springs Health Partners drives patient-centered medical home with analytics from Optum One Headline, heading, subheading Headlines, headings, Sentence case

subheadings and banner ads (punctuate as appropriate)

Job titles Job title

- Complex condition management - ICD-10: What you need to know - Sign up for our free webinar.

In text, uppercase when the - Chief Executive Officer Larry Renfro spoke to a crowd of title appears before the name; 4,000 health care professionals. lowercase when the title comes Larry Renfro is the chief executive officer at Optum. after the name.

Use title case when the name -

and job title appear outside text,

or instance, in bio sketches, image

captions and emails/posters/drop

cards listing presenters.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

-

Presenter: Steve Larsen, Executive Vice President of Government Solutions, Optum But if Steve Larsen is quoted in text, title should be lowercase: …says Steve Larsen, executive vice president of government solutions at Optum.

Chapter 4

|

172

Optum capitalization chart

Format/doc type

Element

Style

Examples

Magazine/journal

Title

Title case, italic

- Journal of the American Medical Association In a source note: Per AMA guidelines (which Optum style follows), abbreviate journal names in source notes unless the work is consumer facing. To find an abbreviation, go to www.ncbi.nlm.nih.gov/nlmcatalog?cmd=historysearch&querykey=5, and enter the journal name in the search box.

Newspaper

Title

Title case, italic

- New York Times

Presentation Title Title case - Total Population Health Overview (as at a conference) - When referenced in copy: “Total Population Health Overview” (in quotes) Study Title Title case - The 6th Annual Wellness in the Workplace Study

- When referenced in copy: “The 6th Annual Wellness in the Workplace Study” (in quotes) Video

Title

Title case, italic

- Get in the Analytics Game: Know Your Population

Webinar Title Title case - Oncology Issues and Solutions

- When referenced in copy: “Oncology Issues and Solutions” (in quotes) White paper Title Sentence case -

-

Telehealth today: Evolving to meet health care demands in the 21st century When referenced in copy: “Telehealth today: Evolving to meet health care demands in the 21st century” (in quotes)

Workshop Title Title case - Wellness in the Workplace workshop

- When referenced in copy: “Wellness in the Workplace” workshop (in quotes)

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

173

Punctuation and formatting Punctuation and design Punctuation immediately following a word should carry the same style elements as that word.

Do: Rely on our registered nurses for 24/7 support.

Don’t: Rely on our registered nurses for 24/7 support.

Acronyms When a product name or industry term has a commonly used acronym associated with it, spell out the full name or term in its first occurrence in copy, and include the acronym in parentheses afterward. On subsequent uses within the copy, the acronym can be used on its own without parentheses and without using the full name or term.

Example: The Optum® Enterprise Computer-Assisted Coding (CAC) solution can help you increase accuracy in operations. Rely on CAC for all your coding needs.

Note: Whether or not you need to spell out the full name or term depends on the familiarity and needs of your audience. For instance, for Medicaid officials, “CMS” makes perfect sense; no need to spell out “Centers for Medicare & Medicaid Services.”

Ampersands Spell out “and.” Do not use “&” unless it is part of a product or company name such as Medicare & Medicaid Services. Exception: “&” is allowed in charts and infographics, where space is limited.

When the symbol is used, it should appear at the end of the first line of a headline rather than at the beginning of the second (run-over) line.

Apostrophes Do not use a plural apostrophe with “Optum.” Note: This rule also applies to Optum360, OptumLabs and OptumRx. Do: Optum software solves that problem.

Don’t: Optum’s software solves that problem.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Asterisks An asterisk should be placed at the end of a sentence or at the end of a clause. It follows any punctuation mark except for the dash, which it precedes. It follows a closing parenthesis. This may vary depending on the font, but use this format when possible.

Example: If you have any questions or concerns, you also can speak with a personal wellness coach by calling 1-888-555-0321.* Bulleted lists 1. A bullet point can be a phrase or a sentence.

If the bullet is a phrase (not a complete sentence), it should not end in a period.

If the bullet is a sentence, or multiple sentences, each sentence should end with a period.

If the bulleted list includes a mix of phrases and sentences, try to rewrite them so they’re consistent. If that’s not possible, include a period at the end of each bulleted item.

2. The content leading into the bulleted list must end with a colon.

Each bullet should begin with a capital letter.

3. Make sure that the bullets use parallel language and that they make sense when read following the introductory statement. Example: Our coaches have a proven record of guiding members to success. Individuals completing the Optum telephonic wellness coaching program were: • More likely to reduce risk for high blood pressure than those in the control group • Twice as likely to reduce risk for tobacco use than those in the control group Note: No punctuation is used in these bullets because they are phrases — not complete sentences.

Chapter 4

|

174

Punctuation and formatting

Commas 1. We don’t use the serial comma in a simple series: Eat healthy foods, exercise regularly and get a good night’s sleep.

Dates and days 1. When a month is used with a specific date, abbreviate only Jan., Feb., Aug., Sept., Oct., Nov. and Dec.: The event is on Jan. 13, 2015.

2. Use a serial comma when the last item in the series is complex: I had coffee, salad, and a ham and cheese sandwich.

2. Spell out when using alone, or with a year alone: He left in January.

3. Use commas to separate a nonessential clause from the rest of the sentence: Her brother, who lives in New York, ran in the marathon.

4. Use commas to separate an introductory clause: In addition, exercise can boost your energy. Note: Do not use a comma after simple introductory words such as “But” and “And.” Example: But that doesn’t mean we can’t eat sweets in moderation.

Dashes For information on hyphens, see page 177.

Em dashes: Include a space before and after an em dash.

Keyboard shortcut for PC: Ctrl + alt + hyphen/subtract key Keyboard shortcut for Mac: Shift + option + subtract/hyphen key For more information, see “em dash” in Terminology section.

En dashes: Often equivalent to “to” or “versus,” we most commonly use an en dash, specifically and intentionally instead of a hyphen, to indicate: n A span or range, such as in time frames (3:30–4:15 p.m.; 2014–2016; Dec. 11–14, 2014) n Joint authorship (the Taylor–Fults text) n A union (the Acme–XYZ merger) n A dichotomy (the endless AP–Chicago style debate) Note: Don’t include a space on either side of the en dash.

Keyboard shortcut for PC: Ctrl + hyphen/subtract key

3. When a phrase lists only a month and a year, do not separate the year with commas: It’s due in March 2015.

4. When a phrase refers to a month, day and year, set off the year with commas: She’s moving on May 12, 2014, and plans to take her dog with her.

5. Capitalize days of the week, do not abbreviate: Thursday, Dec. 23, 2014 6. Use an en dash with no spaces before or after, for a range of dates: Dec. 11–14, 2014 Note: Day abbreviations accepted when space is limited. Sun., Mon., Tues., Wed., Thurs., Fri., Sat. (This veers from AP Style but is deliberate.)

Ellipses An ellipsis can be used to indicate: n The deletion of one or more words in condensing quotes, texts and documents n A thought that the speaker or writer does not complete In general, treat an ellipsis as a three-letter word, constructed with three periods and two spaces, as shown here: She ate the grapes … after she ran out of bananas.

If the words that precede an ellipsis constitute a grammatically complete sentence, place a period at the end of the last word before the ellipsis. Follow it with a regular space and an ellipsis: The industry is facing its share of challenges.… However, the future looks bright.

Exclamation points Avoid at all costs. Use your words. More than one exclamation point is utterly forbidden.

Keyboard shortcut for Mac: Option + subtract/hyphen key For more information, see “en dash” in Terminology section.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

175

Punctuation and formatting

Hyphens Hyphenate compound adjectives: common-sense approach (but common sense does not require a hyphen if it’s not modifying a noun).

Other examples: A high-deductible plan (vs. a plan with a high deductible) Weight-loss goals (vs. she experienced a healthy weight loss of a pound per week) Evidence-based medicine Heart-healthy foods Optum-sponsored reception Note: Adverbs ending in “ly,” when used in conjunction with another word to modify a noun, do not receive a hyphen.

Examples: Highly regarded researcher Lightly blended smoothies Note: Do NOT use a hyphen to punctuate a span or range such as in a time frame; use an en dash instead (for example, 3:30–4:15 p.m.).

When a hyphenated word appears in title case, capitalize the letter following the hyphen.

Example: Use Real-World Data Numbers and numerals In general, spell out numbers one through nine. Use numerals for 10 and above or when preceding a unit of measure or referring to age, as well as in all tabular matter and in statistical and sequential forms.

For ordinal numbers, spell out first, second, third, fourth, fifth, sixth, seventh, eighth and ninth.

For ordinal numerals such as 75th or 101st, do not superscript the th or st.

Percentages Spell out percent and use the numeral. Always use numerals, even 0–9, which are otherwise spelled out.

Example: 5 percent Note: if number is spelled out (at beginning of a sentence, for instance), spell out percent; for example, say, “Forty-five percent of users reported whiter teeth.”

If possible, recast sentence to clarify for health literacy. For example, say “1 out of 4 people” instead of “25%.”

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Preference for charts, graphs, PowerPoint presentations and infographics (when useful for brevity) is to use the percentage symbol.

Example: 5% Phone numbers 1. U.S./Canadian Format with dashes. Include “1” whenever listing a phone number. When including letters, make sure to include numerals as well.

Examples: 1-123-456-7890 1-800-123-4567 1-800-123-HELP (1-800-123-4357) Note: Some materials require additional information for hearing-impaired callers.

The preferred language is: “TTY 711.” Do not use parentheses, do not use a colon to separate “TTY” and “711,” and put “711” in bold.

2. International materials Format with dashes. Include “+1.”

Example (international phone number, calling from abroad to the U.S.) +1-123-456-7890 Quotation marks 1. Use smart (curly) quotation marks for quotes. Apostrophes and single quotation marks should also be smart (curly).

Example: She said, “This isn’t very helpful information.”

2. Use straight double quotes to designate inches and straight apostrophes to designate feet.

Example: The board is 12".

3. Place commas and periods inside the quote marks. Dashes, semicolons and question marks apply to the whole sentence.

Examples: Everyone was asking, “When will the results be ready?”

Did you send in the “Creative Services Form”?

For quotes within a quote, use single-quote marks ( ‘ ’ ).

Example: “The reviewer said the material is ‘OK as is.’”

Chapter 4

|

176

Punctuation and formatting

Semicolons As a rule, avoid the use of semicolons. They are used to separate two complex independent clauses.

Simplify by creating two sentences instead, which will improve readability. It’s OK to use semicolons to separate a complicated series when writing for a scientific audience.

Consider whether a bulleted list might be the clearest way of presenting complex, related information.

Spacing Use one space between sentences and after a colon, not two.

State abbreviations The names of the 50 U.S. states should be spelled out in copy. For events posted on optum.com, use the USPS abbreviation.

Testimonial Place testimonials in quote marks, with the appropriate punctuation mark inside quote marks.

Provide the person’s name followed by title and company, when appropriate, introduced by an en dash with a space after it.

“We’re ready to change the world. Our solutions will revolutionize operations for thousands of health care professionals, and increase efficiencies on a global level.”

– Dave Smith, CEO, ABC Technologies

Time 1. Use numerals, don’t spell out the hour.

2. When indicating a range of time, separate numerals with an en dash (see body copy exception below). Don’t include a space on either side of the en dash.

Example: 8 a.m.–5 p.m.

3. In body copy, do not use the en dash to indicate a range of time. Instead, spell out what you mean to say, using “from” and “to”: She was in the shower from 8 to 9 p.m.

4. Include periods in “a.m.” and “p.m.” Include a space after the hour and before the “a.m.” or “p.m.” If indicating a range of time, and both hours listed are in the morning, include “a.m.” only once. The same rule applies for any two hours after noon. Example: 2–3 p.m.

5. Remove colon and zeroes from times. Example: 3 p.m., not 3:00 p.m.

6. Instead of “noon” and “midnight” in time ranges, use 12 p.m. and 12 a.m. When not using a time range, follow AP Style and use “noon” or “midnight.”

Lunch served 12–1 p.m.

We’ll plan on lunch at noon.

Exception: For consistency, if expressing a time range and one of the times includes the two numerals after the colon, such as 3:30 p.m., include the two zeroes after the colon in the time’s counterpart.

Example: 3:00–3:30 p.m.

URLs 1. Do not use www. in URLs. 2. Use all lowercase characters in URLs, including vanity URLs. Examples: optum.com optum.com/individuals-families

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

177

Sources and footnotes Approved web and community resources Link: etools.uhc.com/operations/nurse_aws_crd.asp When writing content, use approved sources, available at the site above. Be sure to read the instructions first.

Footnotes Footnotes should appear at the bottom of each page and in the same place throughout the document, when possible. Footnotes should always appear above the legal disclaimer and should use standard numbers (not superscript) for the correlating numbers (1., 2., 3.) and notes at the bottom of the page. When only one footnote is included, use an asterisk (*) instead of a numeral.

Do not use carets and crosses — stick to numerals and asterisks for footnotes.

Follow AMA style for citations. Examples come after the overview section.

AMA footnote style overview In-text citations n A superscript numeral should appear in the text at the end of the sentence or paragraph being cited. If the text being cited ends in a comma or a period, the superscript numeral goes outside the punctuation. If the text ends in a colon or a semicolon, the numeral goes before the punctuation. n If there is only one citation, use an asterisk (*) instead of a number. n Multiple citations for the same text are presented as a list, separated by commas (e.g., 1,2). Do not list more than one source in a single citation.

Corresponding footnotes n On general, place the corresponding reference at the bottom of the page where the citation appears, rather than at the end of the document. However, for longer pieces such as white papers, place footnotes at the end of the document. n The reference should begin with the numeral, followed by a period and one space.

(Note: MS Word automatically makes the number superscript when you insert a footnote or endnote, so you will need to manually set it back to normal size.)

n As many as six authors or editors may be listed for a citation. The format should be last name followed by initials, with no commas or periods between the elements of any one person’s name. Commas separate multiple authors or editors. When the authors are part of a group, or working with a group, the group’s name is placed last in the list and separated by a semicolon and a space. n AMA calls for journal names to be abbreviated. To find an abbreviation, go to www.ncbi.nlm.nih.gov/nlmcatalog?cmd=historysearch&querykey=5 and enter the journal name in the search box. For consumer-facing documents, titles of journals may be spelled out for clarity, e.g., New England Journal of Medicine rather than N Engl J Med. n In AMA style, sources that are unpublished are cited in parentheses within the text, rather than in an endnote. However, use your own discretion, depending on available space and readability. If it would be more convenient to reference marketing data or other such unpublished communications at the end of a document, then do so. Be sure to describe the unpublished work as succinctly as possible, including the author (this could be a corporation or a group), the title (if it has one) and the date, e.g., UnitedHealthcare 2005 Market Data Analysis — Prevalence of Procedures. n For a more comprehensive discussion of citations, including a wealth of examples, visit docstyles.com/amaguide.htm, or consult the AMA Manual of Style. n Use “Ibid.” for references to sources that were cited in the previous footnote. This is a deviation from AMA. Example: 1. American Academy of Pediatrics. Food and medication interactions. healthychildren.org/ English/safety-prevention/at-home/medication-safety/Pages/ Food-and-Medication- Interactions.aspx. Last updated May 28, 2014.

Accessed June 4, 2014.

2. Ibid.

n Book or volume titles use initial-cap rules for capitalization and are italicized.

For titles of articles (print or online), only the first word is capitalized and no italics are used.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

178

Sources and footnotes

Online resources American Heart Association. Four ways to deal with stress. heart.org/HEARTORG/ GettingHealthy/StressManagement/FourWaystoDealWithStress/Four-Ways-to-Deal-with- Stress_ UCM_307996_Article.jsp. Published Feb. 7, 2014. Accessed May 1, 2014.

Note: Use live links (vs. a long URL) whenever possible — not on printed materials.

Examples of references in AMA style: Book with one author: Jones N. Curing the common cold: The history of medicine throughout time.

Minneapolis, MN: University of Minnesota Press; 2015.

Book with as many as six authors: Dennis RJ, French P, Phillips CN. Chemotherapy: Implications for recovery.

New York, NY; 2017.

Chapter in a book (multiple authors and editors): Cameron KA, Wolf MS, Baker DW. Integrating health literacy in health communication. In: Thompson TL, Parrott R, Nussbaum JF, eds. Routledge handbook of health communication.

2nd ed. New York, NY: Routledge; 2011:306–319.

For works with more than six authors, list the first three authors followed by “et al.” Note: et al. should not be in italics. Don’t forget the period after “al.”

Journal article Author A, Author B, Author C. Title of article. Name of Journal. Year; XX(X):pages.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

179

Terminology A

anti-inflammatory

A1C blood test = (Capitalize the “c,” per clinical team.)

antiplatelet

abbreviations = Unless the abbreviation is a common one, and/or very familiar to the intended audience, always spell out abbreviation on first usage, and have the abbreviation follow immediately in parentheses. The abbreviation can be used in subsequent instances. Do not use a period in most abbreviations. However, use periods in the case of U.S. for United States (exception: in headlines, per AP style, US without periods is preferred). See also “academic credentials,” below.

any day

academic credentials = Do not include periods with academic credentials, contrary to AP. Examples: PhD, MD, RN, MBA.

any time = (Not anytime.)

acronyms = An acronym is a word formed from the first letter or letters of a series of words: LASER (light amplification by stimulated emission of radiation). Do not use periods in most acronyms.

appendix, appendixes

ADHD (instead of ADD) = Attention-deficit hyperactivity disorder

anyone = Any person at all. any one = A specific person or thing in a group. Anyone could do this, so any one of them will do. Similar forms: everyone/every one (Everyone is here. Every one of you should participate.) anywhere at no additional cost = Use instead of free; can sometimes use at no extra cost for health-literacy purposes. For UHC, add as part of your benefit plan.

Affordable Care Act (ACA) = Generally recognized as the official name of health care reform.

attending = Short for attending physician, after first reference. Usually reserved for teaching hospital physicians in charge of a team or service that includes residents, interns, medical students and sometimes fellows. Medicare has its own definition for billing purposes. May be used for any treating physician.

African-American (adj.); African American (n.) = Do not use black, contrary to AP.

audio library

ages = Use this instead of aged; use and older not and over; use and younger not andunder.

audiotape

allopath = Not alleopath. The traditional medical doctor (see entry for Dr.).

auto demo

all-payer contracts

autoadjudication, autoadjudicate = One word. The automatic adjudication of a claim by a payer.

advisor = Always preferred over the equally correct but far less common adviser.

a.m.

autism spectrum disorder (ASD)

anesthesiologist = A physician specialist. Not anesthetist, which is a trained practitioner but non-MD.

automatic routing = (Not auto-routing.)

antibacterial

baby aspirin = Do not use. Use low-dose aspirin instead. See low-dose aspirin.

antifungal

baby boomer

B

anti-infective

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

180

Terminology

backup (n.)/back up (v.)

chickenpox

• Oops … time for our backup plan.

childcare = Preferable to daycare; exception: eldercare or elder daycare.

• Back up your hard drive.

code books = Two words.

benefit plan = Preferr ed over health plan.

codes = It is unnecessary to set off HCPCS Level II codes in quotation marks or separate with a hyphen: E codes, J codes.

benefits consultant best practices (n.) = Optum best practices include maintaining brand standards. best-practices (adj.) = Best-practices adoption is important for success. beta-blockers bili lights biopsychosocial blood sugar levels body mass index = Spell out on first instance, BMI thereafter. book titles = Italicize; use title-case capitalization.

BR/by report = When written out, by report is not hyphenated unless functioning as a compound modifier preceding a nouns, as in: By-report adjudication has taken place. brand-name drug breast-feed bulleted lists business day C care management center care-path carrier = An insurance company that provides health insurance benefit plans. Payer is preferred when talking broadly about the industry as a whole. Health plan is used when speaking about/to an individual payer. Benefit plan and insurance plan are always avoided. case management nurse = When used to refer to the nurse who is part of the case management program.

Centers for Medicare & Medicaid Services = CMS on second reference, depends on familiarity level of audience. checkup (n.) check up (v.)

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

coexist coinsurance comorbid/comorbidity = (No hyphen.) companywide consumer = Avoid if possible, prefer person or individual. Refer to those we serve as customers rather than clients or consumers. Whenever possible, refer to customers as people or individuals.

When speaking about people with UnitedHealthcare insurance coverage and/or Optum benefits, use members; also acceptable: employees or enrollees as appropriate. contractions = Use contractions whenever appropriate for consumer materials. For business materials, use contractions at your discretion considering the audience and purpose. co-occurring copay/copayment (Note: For materials that follow CMS Medicare Marketing Guidelines, use co-pay/co-payment.) copyrights = Format copyrights as follows: © 20XX Optum, Inc. All rights reserved. coronary artery disease (CAD) COSTMAP = Use all caps for COSTMAP; lowercase “s” for plural: COSTMAPs. cosurgery/cosurgeons = Although these terms are one word in standard English usage, CPT (Current Procedural Terminology; see CPT entry below) hyphenates them; therefore, use a hyphen only when quoting CPT. counselor = See specialist. covered-in-full (adj.) co-worker CPR = Acceptable on first use for cardiopulmonary resuscitation.

CPT® = CPT refers to the general concept of the AMA’s coding system book, Physicians’ Current Procedural Terminology. The ® symbol should appear following every use of CPT throughout a marketing piece as follows: CPT®. The following notice must appear at the bottom of the first page as a footnote where CPT is mentioned: CPT is a registered trademark of the American Medical Association.

Chapter 4

|

181

Terminology

cross-carrier (adj.) cross-code cross-country (adj.) cross-index crossover cross-reference cross-training customer = Refer to those we serve as customers rather than clients or consumers.

Whenever possible, refer to customers as people or individuals. When speaking about people with UnitedHealthcare insurance coverage and/or Optum benefits, use members; also acceptable: employees or enrollees as appropriate.

dimensions = Use numeric figure with inches, feet, yards, etc. Metric is preferred in technical text: The wound was 4 cm long. disease = Persons die of, not from, disease. disease management nurse = When used to refer to the nurse who is part of the disease management program. downcode Dr. = Ordinarily, use MD or other title after the name instead of Dr. before it. Don’t use both, as in Dr. Sanjay Gupta, MD. If “Dr.” is part of the style, reserve for health professionals only (medical doctors, allopaths, osteopaths, dentists, chiropractors, and even holistic healers and vets) and not for lawyers, academics and scientists.

Drs. = Omit. List the doctors instead: Nga Diem, MD, and Arcus Anopheles, MD, performed the surgery. Not Drs. Nga Diem and Arcus Anopheles performed the surgery.

D

E

data = Uses plural are.

earlier = Use instead of above in cross-references: earlier in this section. Use instead of lower for product version numbers: Microsoft Word version 3.0 or earlier.

database data mining data set daycare = Use for elder daycare; otherwise use childcare.

eFR® Platform = An exception to the “no abbreviations on first reference” rule. To protect the mark, eFR Platform is the dominant name, and we use electronic Financial Record Platform sparingly, if at all. Note that electronic Financial Record is not trademarked.

days’ supply (e.g., 30 days’ supply). Also acceptable: 30-day supply.

e.g. = Avoid in copy; use for example, instead. It is followed by a comma in most uses, excluding AMA or CPT® code descriptions. See also i.e.

decades = No apostrophe: 1990s.

eHP = eSyncSM health platform

degrees (temperature) = Unlike AP style, use a degree symbol when referring to temperatures; note space after degree symbol: Today, it was 98° F.

exclamation points = Avoid using exclamation points on Optum- and UnitedHealthcarebranded materials.

deliver = Mothers deliver. Babies are born.

eldercare

• The woman delivered vaginally. (Correct)

e-book

• The baby was delivered vaginally. (Incorrect)

email = One word, no hyphen. Also, use all lowercase letters in email addresses (example: john.doe@optum.com).

• A physician or midwife delivers only when active in the extraction, as in a cesarean or forceps delivery. denial of care = UHC never “denies care” — we deny reimbursement for health services that are not covered. The physicians can provide any treatment to which the patient agrees. dependent = Use this spelling rather than “dependant,” which is British usage. diabetes = type 1 and type 2 dietitian

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

e-newsletter em dash = This dash, which is as wide as a capital “M,” is used to mark an interruption in the structure of a sentence or, sometimes, in place of a colon. For usage guidelines, see page 3 “Dashes.” en dash = This dash, which is as wide as a capital “N,” is used to join pairs or groups of words wherever movement or tension, rather than cooperation or unity, is felt. For usage guidelines, see “hyphens.”

Chapter 4

|

182

Terminology

enewsletter = One word, no hyphen, all lowercase.

H

ER = Initials for emergency room acceptable on first use.

hand-carry (v.) = Hand-carry files to your physician.

everyday (adj.); every day (all other uses) = Try to exercise every day.

Your everyday habits should include exercise.

HDHP = High-deductible health plan

evidence-based medicine = Hyphenate when used as compound adjective.

F 401(k) fax/faxed/faxing FDA = No periods.

Federal Register = Italicize and capitalize. fewer/less = Use less for noncountable items; fewer for countable: less fat, fewer calories. first-aid (adj.); first aid (n.) flare-up (n.); to flare up (v.) flier = The English world’s standard spelling for marketing pieces. the flu = (Instead of flu; example: To immunize yourself against the flu, ... Using flu in conjunction with cold — example: cold and flu season — is OK.) follow-through (n.) = He showed real follow-through with that project. follow through (v.) = Be sure to follow through on your promises. follow-up (n., adj.) = This follow-up report explains everything. follow up (v.) = Remember to follow up in the morning. footnotes = See page 6 for specifics on footnotes and sources. Should appear at the bottom of each page and in the same place throughout the document, when possible.

Footnotes should always appear above legal disclaimer and should use standard numbers (not superscript) for the correlating numbers (e.g., 1., 2., 3.) and notes at the bottom of the page. When only one footnote is included, use an asterisk (*) instead of a numeral.

The plan sponsor cannot include a footnote at the bottom of page 2 and then reference this footnote on page 8; the footnote must also appear at the bottom of page 8.

Fortune 500, Fortune 100, etc. fractions = Spell out in body copy. free = Do not use; see at no additional cost.

FSA = flexible spending account

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

headline/subhead/chart title case = Use sentence case. Include punctuation if headline or subhead is a complete sentence. health assessment = Capitalized when referring to Optum product name. Not interchangeable with Health Profile. health care = Always two words for our purposes, except for UnitedHealthcare. Don’t hyphenate as a compound adjective health care reform = See Affordable Care Act (ACA). healthful; healthy = Either term is acceptable. Healthful is the grammatically correct term for things (e.g., healthful foods, healthful weight). But healthy has become accepted as a more literacy-friendly term (e.g., healthy foods, healthy weight). hearing-impaired = Avoid this term. Instead, use TTY users. Standard, approved language for hearing-impaired audience: TTY users, please call 711 and ask for the number above. heartbeat Hewlett-Packard (but abbreviated as HP) higher = For software version numbers, see later. high-risk (adj.) = That kind of surgery is a high-risk procedure. high risk (n.) = People who are overweight are at high risk of health problems.

HMOs/PPOs = Plurals of HMO/PPO. No apostrophes. home page hotline HRA = health reimbursement account HSA = health savings account hyphens = For guidelines, see page 4, Hyphens.

I ICD-9-CM = The International Classification of Diseases, Ninth Edition, Clinical Modification.

The three volumes of diagnostic codes are listed in Arabic numerals: 1, 2 and 3. International usage refers to the listing as “ICD-9,” and American usage adds the CM. We employ a modified version.

Chapter 4

|

183

Terminology

ICD-9-PCS = The International Classification of Diseases, Ninth Edition, Procedure Coding System. A medical classification system to code procedures.

later = Use instead of below in this context: later in this section. Use instead of higher in this context: Windows version 3.0 or later.

ICD-10-CM/PCS = The successor to Volume 3 of ICD-9 and a clinical modification of the original ICD-10, these expanded code sets go into effect Oct. 1, 2015.

Latino = (Instead of Hispanic.)

ID card

life sciences = Plural sciences

i.e. = Avoid; use that is, instead. Not the same as e.g. If you must use it, use commas before and after i.e. in-depth/in depth = Hyphenate only when used as a modifier: You can make an in-depth study of a subject by studying it in depth. indexes = Not indices, except in materials for Medicare. in-network = For member-facing materials, refer to network providers, not in-network providers. inpatient Internet = Always capitalize. intranet = Lowercase in vitro fertilization (IVF) K kick off (v.): Let’s kick off this party right. kickoff (n.): The kickoff went well. knowledge base = Something other than computer applications. For example: The committee lacks a sufficient knowledge base to make an informed decision about ballet. knowledgebase = A common word programmers use to refer to a body of related data.

For example: The application draws on a knowledgebase compiled from three decades of medical trials worldwide.

less/fewer = Use less for noncountable items; fewer for countable: less fat, fewer calories lifecycle login, logon, logoff (n.) = log in, log on, log off (v.) (I log in to my computer. Enter your login name.) low back pain low birthweight (n.) = The baby had a low birthweight. low-birthweight (adj.) = The program is for mothers of low-birthweight babies. low-dose aspirin = Use this term instead of baby aspirin; we don’t want to give the impression it’s OK to give aspirin to babies.

M Master of Fine Arts in Psychology (specific) master’s degree; master’s degree in psychology (generic) master’s-level (adj.)

Medicaid Medi-Cal = California Medicaid. Note the hyphen.

Medicare member = May be used to refer to someone with UnitedHealthcare insurance coverage and/or Optum benefits; also acceptable: employees or enrollees, as appropriate. mg/dL = Unit of measure for cholesterol.

KnowledgeBase = When referring to the Optum product name, CES KnowledgeBase.

mmHg = Unit of measure for blood pressure.

L

more than = Use for quantities. Avoid over, except when more than would sound awkward. Example: Our database contains more than 5 million codes.

LASIK late-phase (adj.) = Hyphenated when used in body copy (e.g., We offer comprehensive late-phase research expertise.)

Late Phase = Two words without a hyphen when part of a proper noun, such as in the formal title of a life sciences solution offering (e.g., Real World/Late Phase Research). See also real-world/Real World. This is a departure from standard rules of grammar, which calls for a hyphen.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

myuhc.com® = Use the registered trademark symbol in title and in first instance in copy.

Per UnitedHealthcare style guidelines, it should never be capitalized. Do not use as the first word in a sentence. Rework text accordingly. Do not use www with myuhc.com.

N 911 = (Not 9-1-1.)

9/11

Chapter 4

|

184

Terminology

narcotic = Generally applies to opioids. Avoid; be more specific when possible.

Natural Health Product Regulations (NHPR) = Spell out, capitalize and italicize full title on first mention. Use initials (not italicized) on subsequent mentions. natural language processing (NLP) = Technology that scans and interprets narrative text. With NLP, information included in dozens of documents can be transformed into discrete, meaningful pieces of data within seconds. Lowercase in first reference; use NLP in subsequent references. network = For member-facing materials, refer to network providers, not in-network providers. noninvasive non-Medicare = Hyphenated because Medicare is a proper noun. nonmedicated nonspecific nonsurgical numbers = Spell out one through nine; use numerals for 10 or higher. Numbers in the thousands have a comma after the first numeral: 1,000. nurse case manager

Optum Market for Employees = In body copy, the first mention of Optum should always be accompanied by a trademark symbol. optum.com = Like myuhc.com, do not capitalize or use www. Do not use as the first word in a sentence. Rework text accordingly. orthopedic = In scenarios requiring British English, use orthopaedic instead. osteopath = DO, doctor of osteopathy. A physician. (See also allopath, Dr., doctor, physician) out-of-network out-of-pocket outpatient over = Avoid using as a synonym for more than, unless more than would sound awkward in context.

Examples: The toxic cloud appeared over more than a dozen counties.

Over the past decade, more than 2 million children have been vaccinated. overbilled/underbilled = Incorrectly billed is the preferred general usage.

O

over-the-counter = Hyphenate before a noun, leave open after a noun.

OTC acceptable on second reference.

OB/GYN

overutilization = One word, but use overuse if possible.

obsessive-compulsive disorder

P

OK = (Not okay or ok.)

Pap smear

onboarding one-half

partners = Do not use to describe the relationship between Optum and another company unless the legal team has defined it as such.

one-on-one (preferred) or one-to-one (acceptable also)

patient = Omit in references to people who are not necessarily ill.

online

payer = Health plan is preferred when referring to a single organization. When referring to the industry, use payer. Example: The payer market is broad.

on-screen references = Use italics when referencing an action to take online, e.g., “Enter your address in the appropriate field and click Continue.”

percentages = See page 4 in the punctuation section.

on site (adv.) = We’ll arrive on site tomorrow.

Phase I, Phase II, Phase III–IV = Capitalize when referring to drug or clinical trials.

on-site (adj.) = The on-site staff should evacuate.

phone numbers = See page 4 in the punctuation section.

open access

pickup (n.) = One good form of exercise is a pickup game of basketball.

op report = In most cases, spell out: operative report.

pick up (v.) = Please pick up the phone when it rings.

Optum = Always capitalize. Never use as a possessive. In body copy, the first mention of Optum should always be accompanied by a trademark symbol.

pill-splitting

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

p.m.

Chapter 4

|

185

Terminology

pmpm = Per member per month (as in cost measurement). Lowercase. If audience isn’t familiar with the term, spell it out and introduce the abbreviation with the first usage.

recur = Not reoccur.

postage-paid

registered nurse case manager = Use for case management nurse.

post-authorization post-marketing

regarding/as regards/in regard to = Any of these is correct. Not correct: in regards to. reimbursement = Make reference to fair or proper reimbursement; avoid optimal or maximum reimbursement.

postoperative/preoperative = Not hyphenated unless used together as: pre- and postoperative.

requestor

preoperative/postoperative = Not hyphenated unless used together as: pre- and postoperative.

road map = two words

preventive = (Do not use preventative.) primary care physician = Use primary care physician in provider or payer materials; primary care doctor in member-facing materials. On subsequent uses on member-facing materials, doctor is acceptable.

risk of = Not risk for.

S SAS programmer = Pronounced as “sass.” Write a SAS programmer rather than an SAS programmer. semimonthly

print out (v.) = Will you please print out a hard copy for me?

senior = Older adult is preferred. Do not use elderly.

printout (n.) = The printout has fallen on the floor.

sensorimotor

proved = Past participle of the verb prove: The theory hasn’t been proved.

serial commas = Do not use serial commas for simple lists. For complex lists, use sparingly at your discretion. Refer to Section 3 for examples.

proven (adj.) = She’s a proven winner. publication names = Italicize exact titles of publications. Exception: On the web, don’t italicize. It can be difficult to read.

Q quantities = For measures, money or any other quantities, when the items form a whole that isn’t meant to be divided, use a singular verb: More than 28 million pounds of scrap is reclaimed every year. When items are meant to be individual and countable, use a plural verb: Five hundred million Twinkies are produced each year.

R reader-friendly readmission

services = When referring to an HCDS product area like myNurseLine services, services should be lowercase. set up (vt.) = I set up the tripod. set-up (adj.) = We bring strong organizational skills to the set-up phase of your project. setup (n.) = The entire setup fell over. side effect sign off (vi.) = It’s late — I’ve got to sign off for the evening. sign-off (n., adj.) = We will require client sign-off. Submit your sign-off sheets by end of day. smartphone

real time (n.) = We watched him complete the project in real time.

social media = For Facebook posts, follow Optum style. For Twitter posts, abbreviations (such as eliminating the spaces around em dashes) are acceptable.

real-time (adj.) = New technology gave him real-time access to the data.

Social Security number

real-world (adj.) = Hyphenated when used in body copy: We are proficient in delivering real-world evidence.

Specialty Benefit Solutions = (Not Benefits; no SM after Solutions.)

Real World (n.) = Two words without a hyphen when part of a proper noun such as the title of a life sciences solution offering: Real World/Late Phase Research. See also latephase and Late Phase. This is a departure from standard rules of grammar, which calls for a hyphen.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

standalone

Chapter 4

|

186

Terminology

star rating = The Five-Star Quality Rating System for rating Medicare Advantage health plans. In subsequent cases, lowercase star rating.

tradeoff

start up (vt.) = Let’s start up the flux capacitor.

U

start-up (adj.) = We bring strong organizational skills to the start-up phase of your project. startup (n.) = Synergy Systems, a Boise-based startup with strong venture-capital funding, looks to have a promising future. (Here, startup describes a newly formed company.) stop loss or stop loss insurance (no hyphen) stroke = Treat this as an event rather than a condition, when possible, to make it sound more conversational and less clinical. n Preferred:

What is a stroke? A stroke occurs when … ; Strokes are more common in men than in women.

trade show upcoding = To deliberately select a more complex code to garner higher reimbursement.

Yes, it’s illegal. “Accidental upcoding” is oxymoronic. up to date = I can verify that the information is complete and up to date. up-to-date = Make sure your computer is running an up-to-date security program.

U.S. = Use periods, except in headlines, per AP Style. users/end-users usual and customary = Omit this construction along with its abbreviation, UCR. One

What is stroke? Stroke occurs when … ; Stroke is more common in men than in women.

substitute is actual charge data.

n Exception:

When it’s referenced in conjunction with another condition: Having diabetes raises your risk of heart disease and stroke.

versus / vs. / v. = Spell out in narrative use. Abbreviate in short expressions. Use v. in court cases, e.g., Brown v. The Board of Education.

systemwide = One word.

vice president

T

vice versa

third-party payer = This is the preferred term used to describe an entity other than the patient that provides payment for medical services and equipment, e.g., government carriers, commercial insurers, HMOs/PPOs, employers, third-party administrators, etc.

W

n Avoid:

time frame = Two words. timeline = One word. times = Use figures except for noon and midnight. Include minutes at your discretion, but always use them consistently. Examples: 11 a.m., 1 p.m., 3:30 p.m., 9–11 a.m., 9 a.m. to 5 p.m., 3:30–5:00 p.m. time zones = Do not use Standard or Daylight. Lowercase all but the region: the Eastern time zone, Eastern time, Mountain time, etc. Spell out time zone in references not accompanied by a clock reading: Chicago is in the Central time zone. OK to use the short form (ET, CT, etc.) when accompanied by a clock time (e.g., when advertising a webinar or other event that occurs at a specific time). Do not need to distinguish between daylight saving or standard time (EST vs. EDT). titles, professional = Lowercase in prose when the title comes after the name: Larry Renfro is the chief executive officer of Optum. Uppercase when title appears before the name: Chief Executive Officer Larry Renfro. touch point = two words

V

web web-based = OK as an adjective, as in web-based application. But online application sometimes reads better. webcast = Like broadcast or telecast, this term suggests one-way, noninteractive, massappeal messaging often used for training purposes. web conference = Akin to teleconference. Suggests a two-way exchange of broad scope and protracted duration. Unless describing a round-table, open-format exchange, default to “webinar.” webinar = Web + seminar. Suggests a two-way, short-duration, informal meeting. Also implies a narrow focus on advanced topics. Information is presented and then discussed.

WebEx™ = A trademarked product of a web meeting services vendor. Use only in reference to the vendor or its online tool, and not generically where one of the above terms applies. webpage website websites = Lowercase all URLs. Do not include “www.” Exceptions may include initials and acronyms. Examples: optum.com; optumbank.com; optum.com/HIMSS2013

toward = (Not towards.)

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

187

Terminology

well-being Wi-Fi workforce = One word, not work force. workers’ compensation/workman’s compensation = Correct usage varies by state, but use “workers’ compensation” as the generic reference without capital letters over the gender-biased workman’s compensation. When referring to a specific state fee schedule, however, use the precise name. workout (n.)/work out (v.) wrap up (vt.) = All right, let’s wrap up this meeting. He has the nomination wrapped up. wrap-up (n.) = We were already in wrap-up when the fire started.

X X-ray = (Always capitalize.)

Y years = 15 years of experience OR 15 years’ experience Z ZIP code = An acronym for (the U.S. Postal Service’s) Zone Improvement Plan.

ZIP is capped.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

188

Legal review process Please note that all external marketing and communications pieces created by Optum employees should be reviewed and approved by clinical, product, compliance and legal teams prior to distribution. As Optum employees, we have a responsibility to help ensure that our communications are consistent with the values and strategies of Optum and our customers, such as client focus, innovation and compassion. The content we create must be factually correct and objectively verifiable, and should not disclose proprietary or confidential information or trade secrets belonging to Optum, UnitedHealth Group or our customers.

Processes for legal reviews of materials To learn more about the legal review process, visit http://inside.optum.com/functions/Pages/Legal-Toolkit-for-Marketing-Materials.aspx

Š 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

189

Disclaimers and copyright Use of the proper legal disclaimers depends on the identity and/or branding of the legal entity, the content of the piece, and any intellectual-property requirements. While these guidelines provide the basic disclaimer guidelines, any project may have different disclaimers depending on the legal impact of the piece.

How to use standard disclaimers Disclaimers are placed at the end of marketing collateral. The content should be consistent and current. Some business units may have additional or specific state requirements (such as OptumHealth Physical Health of California). Please contact your legal department before adding disclaimers to communications pieces.

Optum copyright line Include a space after the copyright symbol and a comma after “Optum.” “All rights reserved” should be sentence case. © 2016 Optum, Inc. All rights reserved.

Standard Optum disclaimer and copyright (for use on all Optum and business collateral) Optum® is a registered trademark of Optum, Inc. in the U.S. and other jurisdictions. All other brand or product names are the property of their respective owners. Because we are continuously improving our products and services, Optum reserves the right to change specifications without prior notice. Optum is an equal opportunity employer. © 2016 Optum, Inc. All rights reserved. XXXX 00/16 Internal communications containing information that could be considered confidential For internal use only. Confidential property of Optum. © 2016 Optum, Inc. All rights reserved.

External client communications containing information that could be considered confidential Confidential property of [Optum or business]. Do not distribute or reproduce without express permission from [Optum or business].

© 2016 Optum, Inc. Brand Guidelines | January July 2016: 2016: Version Version 1.0 1.0

PowerPoint presentations (internal and external) This disclaimer should appear on each page after the title page when confidential information is presented: Confidential property of Optum. Do not distribute or reproduce without express permission from Optum.

Confidential and proprietary disclaimers should be removed from any PowerPoint presentation that will be made publicly available.

Disclaimer example

optum.com 11000 Optum Circle, Eden Prairie, MN 55344 Optum® is a registered trademark of Optum, Inc. in the U.S. and other jurisdictions. All other brand or product names are the property of their respective owners. Because we are continuously improving our products and services, Optum reserves the right to change specifications without prior notice. Optum is an equal opportunity employer. © 2016 Optum, Inc. All rights reserved. XXXX 00/16

Web © 2016 Optum, Inc. All rights reserved.

Chapter 1

|

190

Trademarks and legal entities What is a trademark/service mark? A trademark is a word, name, symbol or design used in connection with the sale of goods or services. Trademarks indicate the source or origin of the goods or services and distinguish them from the goods or services of others.

Unregistered trademarks can be identified by the symbols TM and SM. Technically, TM should be used in connection with the sale/advertisement of a good (a trademark) and SM in connection with the sale/advertisement of a service (a service mark). If a trademark is registered in the U.S. with the U.S. Patent and Trademark Office (USPTO), the ® registration symbol should be used.

Trademark rights may be used to stop a third party from adopting a confusingly similar mark in connection with related goods or services. The trademark symbols (TM, SM and ®) alert consumers and competitors that we claim rights in a particular trademark. Trademarks and service marks, however, do not prevent others from offering goods or services similar to ours under marks that are clearly distinguishable.

Important note: The ® registration symbol may only be used where a mark has been registered with the USPTO. Registration of a mark provides several advantages, including public notice of our claim of ownership, a legal presumption of our nationwide ownership, and the exclusive right to use the mark in connection with the goods or services set forth in the registration.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 1

|

191

Trademark basics How and where are trademarks registered?

Trademarks used in U.S. commerce may be registered with the USPTO. Trademark rights are geographical, so in order to protect trademarks outside of the U.S. we must register our marks in those countries in which they may be used.

When does Optum require the use of trademark symbols?

In text, Optum requires that the appropriate trademark or registration symbol be used with the first mention of a trademark. The Optum logo should include a registration symbol every time it appears. However, it is not necessary to place symbols in headlines and titles. Instead, use the appropriate symbol on the first mention of thetrademark within the body copy.

When should trademarks and service marks be used with Optum products and services?

The trademark symbol ( TM) should be used in connection with the sale/advertisement of goods, and the service mark symbol (SM) is used in connection with services. Once a trademark or service mark is registered with the USPTO, a registration symbol (®) should be used. If an application to register a mark has been submitted and not yet approved for federal registration, or if there is only a state registration for the mark, the TM or SM symbol should continue to be used.

Important note: If a company has not sought or received a registration of any kind, do not use a symbol with the product or service name without the approval of your department’s legal team. If you have a product or service and you’d like to learn more about registering a trademark, or if you are developing a new product name, contact optum.brand@optum.com.

How to use trademark symbols in text Follow these tips to ensure you’re using trademarks appropriately in text: n Use the appropriate symbol in the first and/or most prominent places a mark is featured. n A symbol should only be used in connection with a trademark use. For example, “Optum” is both a trademark and a business name. If “Optum” is being used as our business name no symbol should be used. However, if “Optum” is being used to describe our goods and services (i.e., as a trademark) a symbol should be used. If “Optum” is being used to modify something, such as a product or service, that is usually a trademark use.

Examples: Trademark use: Optum® Risk Reporting and Population Management tools are part of a suite of products designed to support care management.

Business name use: Optum helps to deliver better outcomes for doctors, health plans, and the millions of lives they touch. n It is not necessary to use a symbol each time a mark appears in text. For example, in a newsletter or magazine, the appropriate symbol should be used with the first mention of the trademark in each article. If the mark appears in several sections over a number of pages in a piece, repeat the symbol where it first appears in the text in each section.

Similarly, on a website, the first use on each web page should be marked. It is not necessary to place the symbol in headlines and titles if it greatly disrupts the appearance of an article, as long as the first use in text is appropriately marked. n Always capitalize trademarks and service marks. n Insert the appropriate symbol (®, SM, TM) just above the end of a mark (superscript).

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

192

Legal entities Optum legal entities overview Optum is not a legal entity at this time. It is a company brand name. Therefore, we need to continue using our former legal entity names as required on certain communications (along with the Optum logos and design) until further notice.

Defining and using legal entities within Optum: n A legal entity is “an entity, other than a natural person, who has sufficient existence in legal contemplation that it can function legally, be sued or sue, and make decisions through agents as in the case of corporations.” Black’s Law Dictionary 893 (6th ed., 1990). n Optum must provide the correct legal entity, along with the appropriate Optum logo, for communications involving contracts, legal matters, exchange of money or benefits, regulatory interactions, certain member communications, banking products and services, and similar materials.

Where to display legal entities Where the display of legal entities is required, ensure that the legal entity is displayed prominently enough so that a reasonable person could identify the legal entity from the document.

This may mean the legal entity is displayed as a footnote, directly below the logo, in the first paragraph of the letter or in a subject line. If you already have correspondence or documents that have a field for a legal entity, keep the field the same. Because different regulators may have different views on what a reasonable person should be able to identify, work with your legal department to ensure that you are using legal entities correctly.

Guidelines for legal entities, contracts and legal documents n No contracts or any other legal documents will change as a result of the Optum brand logo change. n Going forward, contracts will include the same legal name(s) previously used, but the new logo name can be a defined term. For example: OptumHealth Care Solutions, Inc., its subsidiaries and affiliates (collectively, “Optum”).

Special considerations for displaying legal entities n Websites, if displaying legal entities, must contain the correct name for the audience. n Display of legal entities in California, risk-bearing entities (e.g., insurers such as Unimerica) and legal entities for banking (e.g., Optum Bank) may follow separate rules. n Private-label arrangements (where we answer inquiries and send correspondence with a special name) can only exist for contracts where final determination is made under the client health plan’s license. These complex agreements must be approved by Optum Legal prior to implementation.

Communications that require reference to a legal entity Please note that the lists on the following page contain examples and are not all inclusive.

If you have questions, be sure to work with your legal department.

General rules for using legal entities n As a rule, use the Optum logo and the legal entity name whenever it is important that the recipient know the legal entity. n If a communication currently includes a legal entity name or a field for the legal name, most likely, the name/field will not change. If the logo usage matrix (see Chapter 1) contradicts placement of the legal name, contact your legal department to determine which name should be used. n With a few exceptions, most regulators provide flexibility as to where the legal name is placed in a document as long as it is prominent and can be recognized by a reasonable person. These are usage guidelines, but may vary, if necessary. Please check with your legal department if you have questions.

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

193

Legal entities Clinician and client communications that require reference to a legal entity

Legal communications that require reference to a legal entity n General — for legal purposes, the precise legal entity name will always be required

Clinician: n Correspondence — request for additional information, overpayment letters

n Regulatory filings

n Credentialing or re-credentialing forms

n Product filings

n Network integrations (term LEI)

n Product names for actual contracts

n Clinician panels

n Vendor and telecom contracts

n Clinician contracts

n Leases

n Clinical on behalf of members — Health Insurance Portability and Accountability Act (HIPAA) notices, letters, referral documents, authorization letters, surveys, clinician searches

n P.O. box permits

n Claims — provider admittance advice (PRAs), claim remarks, correspondence

Communications within UnitedHealth Group that require reference to a legal entity n UNET claims remarks that affect reporting or accounting

Client: n Requests for proposals (RFPs)

n Subcontractor agreements

n Cosmos claim remarks that affect reporting or accounting

n Client contracts

n PARADIGM claim remarks that affect reporting or accounting

n Billing and finance

n Inter-segment agreements

Member communications that require reference to a legal entity n Correspondence to individual members

Communications that do not require reference to a legal entity n General letterhead

n Open-enrollment packets

n Business cards

n Clinical — HIPAA notices, letters, referral documents, authorization letters, surveys, clinician searches, return on investment (ROIs)

n Giveaways/premium items

n Claims n Checks n PRAs, claim remarks, correspondence, explanations of benefits (EOBs) n Adverse determination and appeals correspondence n Appeals or complaint correspondence n Coordination of benefits (COB) or student-status requests

n Pamphlets on general topics (except for regulated marketing materials) n Fax headers n Telephone scripts n Internal communications n Job aids n Intranet references n Marketing materials for individual clients n Internal communications n Websites, as long as the website has a suitable click-through disclaimer that includes the legal entity name

© 2016 Optum, Inc. Brand Guidelines | July 2016: Version 1.0

Chapter 4

|

194