UnitedHealthcare Messaging on Shooting

The CEO of UnitedHealthcare’s insurance unit was shot outside a New York Hilton, targeted by someone who is still not found. The company’s messaging offers a minimal example of crisis communication during a tragedy.

The news is so highly covered that UnitedHealthcare must respond. The company has similar text with a link on its homepage, but the statement is minimal at this point, the day after the shooting:

We are deeply saddened and shocked at the passing of our dear friend and colleague Brian Thompson, the CEO of UnitedHealthcare. Brian was a highly respected colleague and friend to all who worked with him. We are working closely with the New York Police Department and ask for your patience and understanding during this difficult time. Our hearts go out to Brian’s family and all who were close to him.

In part, the incident is alarming because the attack was clearly premeditated and so public—in Midtown Manhattan. The words “delay” and “deny,” likely related to insurance claims, were among those found on bullet casings. The shooting raises safety concerns for other corporate executives. In addition, the shooter is still not found, despite cameras throughout the city, which is a particular issue for law enforcement, whose objective is for people to feel safe. Thompson’s wife told reporters that he and others on the management team had received threats, and news sources are reporting a lawsuit against Thompson and another executive for fraud and insider trading.

Students might discuss what else, if anything, the company should have said at this point. The Times has a long obituary-type article about Thompson, and UnitedHealth might consider the same soon. The Times also has a post about the Hilton, calling it “somehow both drab and sleek,” titled, “A storied New York Hilton adds a grim chapter to its history.” I don’t see anything posted by the Hilton, and that is probably a good choice.

Update: Later that day (December 5), UnitedHealth Group posted a longer statement:

While our hearts are broken, we have been touched by the huge outpouring of kindness and support in the hours since this horrific crime took place.

So many patients, consumers, health care professionals, associations, government officials and other caring people have taken time out of their day to reach out. We are thankful, even as we grieve.

Our priorities are, first and foremost, supporting Brian’s family; ensuring the safety of our employees; and working with law enforcement to bring the perpetrator to justice. 

We, at UnitedHealth Group, will continue to be there for those who depend upon us for their health care.

We ask that everyone respect the family’s privacy as they mourn the loss of their husband, father, brother and friend.

The statement is what we might expect of the company. As is appropriate at this point, they ignore a large outpouring from people who are disgruntled with insurance companies like UnitedHeathcare. Comments bubbled up in the days following the announcement, although we might see defensive hints of acknowledgement at this point: “So many patients, customers” and “those who depend on us.” We’ll see whether UnitedHealth responds further to the public outcry.