Kaiser Permanente

For Kaiser Permanente, the right answer was to put “health” back into healthcare in an authentic way that only they could do. By changing the conversation and the industry language around healthcare from “sickcare” to a message of wellness and prevention, Kaiser Permanente started emphasizing its equities and strengths, rather than just playing in an overcrowded, noisy marketplace.

The resulting communication effort was the “Thrive” campaign. This award-winning effort showcased Kaiser Permanente’s “Total Health” offerings, while at the same time declaring their intentions around prevention, wellness and health. Strategy focused on preventative care, wellness programs and an overall new way of looking at healthcare.

With this campaign, Kaiser Permanente’s long history of innovation provided the credibility necessary for them to be the company to put health back into healthcare.

Services provided: consumer research, marketplace research/analysis, strategy development, partner identification and development, strategic marketing consulting