Consumers, who can urge their employers to purchase Optum services after seeing our documentary film.

Health care companies like our client Optum cannot disclose information about patients without their written permission.

Rather than focus on data, Bloomberg chose to tell a very human story about a man facing death. Patrick Waddle of San Francisco needed a new liver, but the wait in California was more than three years. By the time he got to the top of the transplant list, he would likely be too sick. Audrey Doshi, his nurse coordinator at Optum in Chicago, suggested he consider a hospital in Indianapolis, and helped him get on their waiting list. He credits her with saving his life, because within two months, he was back in San Francisco recuperating from his transplant. We arranged for Patrick and Audrey to meet for the first time, providing the film's emotional climax.

The film was shot and edited over the course of two months. A 30-second trailer for the film aired on Bloomberg Television and an audio trailer aired on Bloomberg Radio. The trailers -- along with social media posts by Bloomberg, Optum and our charity partner Donate Life America -- all directed viewers to the online film. The promotion for the film ran over the course of three months.

The film was viewed more than 500,000 times, making it the most-viewed project in the six-year history of Bloomberg Media Studios. It also changed minds. A survey of viewers found that 72 percent thought of Optum as a compassionate company, and 86 percent wanted to know more about the services Optum provides. More than half of viewers said they would recommend the company to others, up from just 24 percent before seeing the film.

Day Zero is an emotional short documentary that stands on its own as a piece of storytelling. It also connects the Optum brand to viewers in a natural and unforgettable way. It became the most-viewed project in the six-year history of Bloomberg Media Studios, and redefined Optum with its core audience of business decision-makers.

We wanted to tell Patrick's emotional story, but we also wanted to provide detailed information about Optum's services in an unobtrusive manner. So we used a unique video player that allowed viewers to pause the main film at designated points to view five shorter films about Optum's Centers of Excellence, its partnership with Patrick's employer Delta Airlines and the complexity of the current transplant situation in America. The related material equaled the length of the nine-minute main film.

The mission of health care services company Optum is to use data to drive a personalized approach to health care, putting patients at the center of care. It turned to business media company Bloomberg to devise a way to talk to business decision-makers about its Transplant Centers of Excellence, which help transplant patients manage their care.