Experience Mapping · Strategic Sales · Provider Market
Visualizing the Deal: Provider Solutions Alignment
Using experience mapping to define Optum’s value to provider clients — and helping close a strategic deal in the process.
The Challenge
This project played a pivotal role in closing one of Optum’s first expanded provider contracts beyond revenue cycle management. As Optum looked to grow its presence in the provider space, leadership needed a tool that could clearly articulate the full scope of value Optum could deliver to provider organizations — not just the services they already knew about.
The challenge was making that case compellingly to C-suite executives who were used to seeing Optum as a narrow, transactional vendor — not a strategic partner in patient experience and operational transformation.
The Approach
I led the creation of a strategic experience map that helped define and communicate the full suite of value Optum could deliver to provider organizations. The map started with a high-level provider journey and worked outward from there.
Through targeted workshops with business units across the enterprise, we identified existing capabilities — some of which had been built for payers or employers but could be repurposed for providers. As the map came into focus, we also identified capability gaps and proposed new, low-lift solutions to fill them.
Each capability was tied to a specific value driver — such as revenue generation, cost reduction, patient satisfaction, improved quality or efficiency, or physician experience — helping make the business case clear and compelling. We also layered in macro trends, supporting data, and innovation callouts to highlight how Optum’s solutions were not only relevant but forward-thinking.
The final maps were used by senior leadership in board-level presentations with prospective provider clients to align on the scope of work, visualize the offering, and secure executive approval for the deal.
Related Press Release
July 17, 2019 — John Muir Health: John Muir Health and Optum Launch New, Comprehensive Relationship to Advance Quality Care and Experiences for Patients in Bay Area
The Deliverable
The Patient Experience Map below illustrates the framework — spanning the full patient journey from “Live Life” through “Live a Healthier Life” — with Optum capabilities, supporting data, and value drivers mapped at each stage.
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