Build an internal culture to adapt to change

The Last Word

Dustin Hinton
CEO, United Healthcare of Wisconsin
10701 Research Drive, Wauwatosa
Industry: Health insurance
Employees: 1,742 commercial employees in Wisconsin

The health care industry is facing tremendous change from the federal Affordable Care Act. Dustin Hinton, chief executive officer of UnitedHealthcare of Wisconsin, says his company’s culture is helping it adapt.

LW_Dustin_Hinton_002_ESchroder“The changes facing the health care industry today are driving companies to evaluate their core principles on how to conduct business and stimulate growth, among both their employees and the company as a whole.

“At UnitedHealthcare of Wisconsin, we’ve experienced firsthand these rapid changes, including entry into the individual exchange and moving away from a fee-for-service compensation model toward a value-based approach. Health insurance is being reinvented, and as a company, we are well-positioned to meet the change taking place.

“We’ve been able to adapt in large part by developing a strong internal culture based on five core values: integrity, compassion, relationships, innovation and performance. Fostering these values enables us to meet the changing needs of the marketplace.

“If there’s one value at the center from which the others develop, it is compassion. We’re making a special effort to genuinely understand, feel and identify with the needs of the people we serve. This means being committed to actively listening, fully understanding and genuinely empathizing with the realities people face. Doing this empowers our company to effectively respond with assistance and advocacy for the individual, group or community being served.

“It is through a dedicated, compassionate approach to meeting the needs of our customers that we’ve been able to build on the values of relationships, integrity, innovation and performance.

“Change is often unavoidable. However, building a strong culture of core values – compassion, in particular – can result in change being met with success.”

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