United Health Group - Essay Example

United Health Group The united health Group is a leader in offering medical services and helping people make the right medical choices. The group has a chain of businesses that seek to provide Americans with an opportunity to access quality services and health solutions. The group is a leader in the provision of favorable medical insurance. According to the statistics of the group, its staff manages to affect the lives of many Americans. Currently, there is a persistent call for companies to contribute to events that target to increase the utility of life in society. Corporate social responsibility projects present companies with an opportunity to impact society building a reputation that can prove to be of advantage in terms of sales. It is worth noting that the group commits its time and resources on social responsibility and volunteerism events. The group collaborates with other organizations in projects and events that target to affect the society. One of these events was the launching of a campaign titled ‘back to school back to health’. This paper will analyze the reasons why the united health group to become a partner and how the event has affected the society and the community. With the emerging promotion of corporate social responsibility, companies face a challenge and an opportunity in fulfilling their responsibility in the social front. It is a requirement and an expectation for each company to contribute towards sustainability and social agenda. Each company must exhibit its commitment to contribute positively. This necessitates companies to respond to collaborations that call for the pursuit of worthy causes. Companies may not plan for these events to their happening. At times, they have to respond when need arises forcing the company to make adjustments in order to exhibit its commitment to worthy causes. On October 14, the united health care, which is a unit of the united health group, launched an event in partnership with 4-H Youth in Texas. The Eat-4-Health partnership targeted to educate people in the importance of healthy eating habits and adequate exercise in combating the prevalence of non-communicable diseases. The 4-H Youth, interested families, and leaders from the community would share a day of fun, health exercises, and tips on healthy living. The united health care had the responsibility of conducting health exercise that can promote calorie breakdown in the body (United Health Group, 2012). Being a leader in the medical insurance industry, promoting healthy-living awareness is one of the group’s social responsibilities. With increasing figures of childhood and obesity in the globe and the United States specifically, providing health tips was an innovative strategy of the corporate social responsibility department of the group. The event brought together more than 2.5 million youths from ten different states. The group was one of the main organizers of the event costing it time and funds (United Health Group, 2012). This eat-4-Health campaign has had a great impact in the society. With the involvement of more that 2.5 million youth ambassadors and their parents, it is possible that there is wider awareness of the importance of healthy living as the most crucial aspect in prevention of non-communicable diseases in society. The event targeted youth in school. It is likely to prompt a change in lifestyle that has the potential to reduce the obesity levels in the nation. The event received its justification from studies that have revealed the detrimental effects of unhealthy habits. The event sought to provide demonstrations of real life healthy habits. The event had potential benefits for the company. Since the company is a dominant player in the health care insurance, its participation in such an event projects its level of commitment in social responsibility projects. With the emerging increase of non-communicable diseases, each company has a responsibility to contribute positively in practices and projects in order to curb the prevalence of these health conditions. The level of corporate social responsibility affects the business of companies globally and more so in the American competitive markets (Urip, 2010). Participation in social responsibility events enhances a company’s reputation. An enhanced reputation provides a favorable pre-condition for marketing. United health group strives to provide the society with health care services that can enhance their lives. Participation of health care united in this event presented the group with an opportunity to demonstrate the group’s commitment to contribute positively to the society (Keinert, 2008). The group leads in the market and only needs to maintain the loyalty of its clients. However, participation in such an event has the potential of increasing the group’s client base (Bueble, 2009). In addition, the event presents the group with an opportunity to network with other community leaders and community leaders. This presented the company with an opportunity to collaborate with other organizations in order in pursuing a shared goal. Social responsibility is a shared goal between the united health care and the 4-H Youth. Working with youth ambassadors presented the organization with an opportunity to secure clients for the future. Working with the current youth builds a loyalty in them. In addition, collaboration with other organizations presents an opportunity for the company to create new market links. The organization reaped these benefits from this event. On a different note, the event provided an opportunity for the group to enhance staff relationship and team building. The staff representing the organization got an opportunity to interact a large front in a community-oriented goal (Mullerat, 2010). For the company to achieve success in such an event, effective management prior to the event was essential. It is important for a group to analyze its budget efficiently and realize the level of philanthropy it can afford. Although the greatest of organizing corporate social responsibility events is to create a positive impact to the society, the company targets to gain in some way. These projects cost the company part of their total sales. Alongside impact creation in society, the company can reap benefits in terms of creating awareness about its services. Planning for such an event would require proactive thinking for managers in the corporate social responsibility department. The event would also involve efficient strategy creation by the marketing executives. The team could have come with creative ways of persuading or prompting the large audience involved to inquire about the services of the united healthcare. The marketing team had a task to formulate strategies that would not surpass the objective of the day, but with potential to increase future sales (Coombs, & Holladay, 2012). However, just like nay other corporate today, it would prove difficult to allocate the level of philanthropy. Since the company has a build a brand in society by taking the leading position for a long time, the society expects a remarkable contribution from united health care. This issue is critical because it can affect the reputation of the group negatively, leading to reduction of its sales and popularity. When faced with the execution of such an event in the real business setting, I would strategize on corporate social responsibility effectively. Prior decisions of the funds a company can contribute towards social responsibility goals as a percentage of the total sales annually would provide an estimate of how the company would spend on these types of events. In addition, it would be necessary to encourage and train staff on the value of these projects making it easier for the group to have willing volunteers. Moreover, the event would present an opportunity for creating awareness concerning the services of the group. With an effective marketing team, I would identify ways of building the reputation and public image in such an event. In addition, it would be necessary to think proactively about the potential networks with other organizations and how they would benefit the group’s business. After the analysis of the contribution of united health care in the health promotion campaign targeted at reducing obesity among American children and teenagers. However, a critic would want to understand the recommended percentage of sale that a company should commit to social responsibility. In addition, should the public appreciate the motive without expecting too much from the business? Currently, some businesses contribute a great percentage of their sales to charity projects and in enhancing sustainability. United health group is contributing positively to social responsibility programs. Many companies face a dilemma of how much they should contribute to such projects. Managers and company leaders need to make informed choices concerning such event. References Bueble, E. (2009). Corporate Social Responsibility: CSR Communication as an Instrument to Consumer-Relationship Marketing. München: GRIN Verlag GmbH. Coombs, W. T., & Holladay, S. J. (2012). Managing corporate social responsibility: A communication approach. Malden, MA: Wiley-Blackwell. Keinert, C. (2008). Corporate social responsibility as an international strategy. Heidelberg: Physica-Verlag. Mullerat, R. (2010). International corporate social responsibility: The role of corporations in the economic order of the 21st century. Austin: Wolters Kluwer Law & Business. United Health Group. (2012). UnitedHealthcare Launches Partnership with Nebraska 4-H to Promote Healthy Living. Retrieved on October 25, 2012 from http://www.unitedhealthgroup.com/newsroom/news.aspx?id=993a4318-b558-4bc0-b12f-efab22284652 Urip, S. (2010). CSR strategies: Corporate social responsibility for a competitive edge in emerging markets. Hoboken, N.J: Wiley. Read More