Blueprinting the
name taxonomy
for 1400+ plans
Work: Naming architecture (taxonomy, versioning, partnering & guidelines)
Category: Health insurance
UHC’s portfolio of Medicare plan names had become unmanageable. Names had 7+ levels of information, changed between states, and were not clearly branded UHC. Members and shoppers often didn’t know what plan they had or how to compare plans. Agents and operators also struggled to explain and properly bill plans.
My team designed a cohesive, scalable and national name taxonomy for 1400+ plans across Medicare Advantage and Dual Medicaid/Medicare. The new model optimizes clarity, SEO search and purchase consideration. It also aids internal sales and billing.
How we did it
…
We unburdened the names, making them much simpler and shopper-focused.
New names only support the 3 elements shoppers care for: provider brand; plan name; plan type.
They encode back-end details in versioning skus we custom created for agents/operators.
They shift plan features to marketing materials where they can be explained and easily updated.
They use a single convention: UHC Medicare Advantage SKU (PPO).
Our solution also added value. Plans are simpler for shoppers to find, are clearly linked to UHC, and are simpler for UHC to manage.
Instill equity in the UHC brand.
Make it easy to find and compare plans
Allow for plans or feature additions, without creating new names.
Work nationally (no state, zip code, or year variations)
Build in SEO to aid self-guided research and purchase
