CEO Andrew Witty makes a critical crisis communication error by dismissing online backlash as noise in a leaked internal video.
The first sign of trouble for UnitedHealth Group wasn’t the tragic shooting of its executive Brian Thompson in Midtown Manhattan last week. That was a heartbreaking event. The actual corporate crisis began with the groundswell of anger directed at the health insurance giant on social media.
As thousands of negative comments flooded platforms, the focus quickly shifted from the search for Thompson’s killer to the public’s extreme frustration with insurers like UnitedHealthcare. While UnitedHealth Group CEO Andrew Witty hasn’t spoken publicly since the tragedy, he did address his staff in an internal video.
Reading from what appeared to be prepared notes off to the side of his computer, Witty emphasized resilience and reflected on Thompson’s legacy. But when he referred to public criticism as “mere noise” and “not in tune with reality,” it stood out. Those comments were brief, lasting only a few seconds in the three-minute video, but they left a mark – a significant reputational misstep.
And to make matters worse, the video was leaked to an independent journalist. The leak hints at internal frustration, suggesting that employees may also be unhappy with the CEO’s dismissive tone toward external feedback.
When leaders dismiss public criticism as noise, they fail to recognize the valuable signals hiding in the outrage.
The Cost of Emotional Thinking in Leadership
Strong leadership often means projecting confidence, especially during a crisis. But when emotions take over, it can lead to reactive, short-sighted decisions. UnitedHealth Group’s initial statement after Thompson’s death, titled UnitedHealth Group Statement on Today’s Events, came across as cold and overly corporate. The follow-up statement the next day acknowledged his family’s loss and emphasized employee safety, but failed to address the broader concerns fueling the public’s growing discontent.
This gap became even more glaring with Witty’s internal video remarks, where his dismissive tone came across as deflection rather than accountability.
By lumping all the feedback together as “noise,” Witty framed the backlash as adversarial instead of a potential source of insight. This approach only makes things worse by ignoring what’s really driving public frustration. When leaders let emotional defensiveness take over, they risk losing consumer trust and alienating their own teams.
Why Public Criticism Is More Than Just Noise
Negative feedback isn’t always wrong – in fact, it often points to deeper, underlying issues. Witty’s comments defending Thompson were understandable. The late CEO of subsidiary UnitedHealthcare was highly respected, both as a leader and as a father. However, by overlooking the thousands of comments from people sharing stories of pain and loss they attribute to health insurance denials, Witty missed the chance to shift the narrative and show empathy.
He could have said something like: “While we deeply mourn the loss of a valued colleague, we also hear the pain and frustration shared by many of the consumers who we serve. I am committed to learning from these experiences and improving where we can.”
This kind of acknowledgment – even if only said to employees – could have opened the door to constructive dialogue about improving operations and consumer trust. Instead, the decision to ignore these voices likely amplified the backlash.
Failing to Read the Room
Public backlash often comes from a sense of injustice. Leaders who overlook this pain point risk turning a temporary crisis into a prolonged disaster. UnitedHealth’s decision to leave comments open on a Facebook condolence post led to over 87,000 laughing emojis before they finally limited the comments – a mistake that should have been easily avoid.
Given the scrutiny of the healthcare industry, it’s surprising the company didn’t anticipate this reaction. Reading the room – acknowledging both grief and frustration – is essential to calming the storm and regaining control of the narrative.
Turning Backlash Into Opportunity
To handle backlash effectively, leaders must shift their mindset and turn criticism into actionable insights. Here’s how:
- Track Sentiment in Real Time: Invest in social listening tools to monitor platforms beyond Facebook and X. Don’t overlook forums like Reddit, where anonymous discussions often reveal raw, unfiltered feedback. These conversations can provide valuable insights into what your stakeholders are really feeling.
- Incorporate Empathy Into Messaging: Acknowledge emotions and embrace vulnerability. Admitting that your company could have done better isn’t a sign of weakness – it’s a powerful way to disarm critics and build trust. Don’t forget, employees are also key stakeholders. They need attention just as much as the external criticism.
- Share Clear Next Steps: Be transparent about how your company plans to improve. Publicly committing to actions like improcing claims processes or addressing specific grievances shows accountability. It also signals progress, which can move the needle in your favor.
Had UnitedHealth Group taken these steps, they could have turned the backlash into an opportunity to demonstrate a commitment to meaningful change. Instead, by failing to read the room, they allowed the situation to spiral further out of control.
The Long-Term Impact of Dismissing Criticism
Crises fade from the headlines, but how companies respond lingers in public memory. Defensive, emotionally charged reactions can leave deep and lasting scars on reputations, particularly in an era where social media ensures criticism never truly disappears. While most corporate crises don’t involve the shocking tragedy of an executive’s assassination, they often revolve around aggrieved stakeholders who simply want to be heard.
Confronting valid criticism head-on doesn’t just diffuse immediate tensions – it boosts a company’s credibility and builds long-term resilience. Ignoring the critics, however, can backfire, creating a cycle of mistrust. And without trust, surviving a crisis becomes nearly impossible.
Looking Ahead: Building Trust Through Crisis
The fastest way to lose control of a crisis is to ignore the very criticism that led to it. For UnitedHealth, this was an understandable – yet pivotal – misstep. Letting bruised feelings overshadow valuable feedback isn’t just a missed opportunity; it’s a direct path to reputational self-destruction.
Criticism is never easy to take, especially when it’s buried under snarky memes and hateful trolling. But beneath the noise, there’s often valuable insight waiting to be uncovered. By separating the cruelty from the constructive, a company can turn criticism into a catalyst for meaningful growth. Leaders with the courage to take the heat, don’t just navigate crises – they come out stronger and more trusted on the other side.