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Enterprise Web Domain Governance Guidelines

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​As Optum continues to expand its brand presence in the marketplace and reach a broader array of constituencies, it’s critical for our digital landscape to accurately represent the enterprise as a company that’s innovative, easy-to-find, easy-to-understand, and easy-to-access.  Furthermore, we must present a consistent experience across all channels through which our stakeholders come into contact with us.  

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Internally, stringent governance processes and standards allow us to monitor digital performance and maintain a singular inventory of all domains within the Optum family of web properties across a multitude of technology platforms.  Adhering to this discipline ultimately helps us improve operational fulfillment of our brand promise and provide the best experience for all.

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Definitions:

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Sanctioned Root Domain

Sanctioned Root Domains are Optum brand-sanctioned, inclusive sub-brands.

These 2nd level domains include:

  • optum.com
  • optumrx.com
  • optumstore.com
  • optumfrontiertherapies.com
  • optumperks.com
  • optumfinancial.com
  • optumserve.com
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Subdomain of Sanctioned Root Domain

Subdomains are 3rd level domains leveraging a sanctioned Optum-branded root. 

Examples: 

  • perks.optum.com
  • lookup.optumcare.com
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Vanity Domain

These are 2nd level domains that use the Optum brand in an unsanctioned fashion for purposes such as print. They can only redirect to a Sanctioned Root or Subdomain of Sanctioned Root. They are NOT indexed by search engines. 

Example:

  • optumperks.com
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Vanity URL of Sanctioned Root Domain

These are mnemonically relevant URLs that redirect to a deeper link within an existing web property’s directory structure. They are NOT indexed by search engines. 

Example:

  • optum.com/perks     
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NOTE: Top Level Domain:  “.com”,  2nd Level Domain:  “optum.com”, and 3rd Level Domain:  “perks.optum.com

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When to use, formatting, provisioning and approval requirements:

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Optum-branded Marketing Sites

Use: Sanctioned Root Domain or Subdomain of Sanctioned Root Domain

Examples:

  • Sanctioned Root Domain: optumname.com
  • Subdomain of Sanctioned Root Domain: nameoptum.com

Provisioning: OptumTech via ServiceCatalog

Approval requirements: 

  • Sanctioned Root Domain: Yes
  • Subdomain of Sanctioned Root Domain: No
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Optum-branded Product Access Sites

Use: Subdomain of Sanctioned Root Domain

Example: nameoptum.com

Provisioning: OptumTech via ServiceCatalog

Approval requirements: No

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Non-Optum-branded Client Sites

Use: Sanctioned Root Domain or Subdomain of Sanctioned Root Domain

Examples:

  • Sanctioned Root Domain: name.com
  • Subdomain of Sanctioned Root Domain: name.com

Provisioning: OptumTech via ServiceCatalog or in concert with client technical team

Approval requirements: No

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White Label Sites

Use: Sanctioned Root Domain or Subdomain of Sanctioned Root Domain

Examples:

  • Sanctioned Root Domain: name.com
  • Subdomain of Sanctioned Root Domain: name.com

Provisioning: OptumTech via ServiceCatalog

Approval requirements: No

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Marketing Campaigns

Use: Vanity Domain or Vanity URL of Sanctioned Root Domain

Vanity Domain: optumname.com

Vanity URL of Sanctioned Root Domain: optum.com/name

Provisioning Vanity Domain: OptumTech via ServiceCatalog

Provisioning Vanity URL of Sanctioned Root Domain: 

Approval requirements: No