Addressing perceptions to drive enrollment

BACKGROUND

Kaiser Permanente serves its members using a unique business model that combines health coverage and care delivery into one coordinated experience. Unlike a traditional insurance company, KP is a membership-based, prepaid, direct health care system. 

 

CHALLENGE

The integrated care model is unique and not everyone understands the mechanics. The perception is that the system chooses your doctor, how you get care, there are no options, etc. In an effort to decrease these perceptions and increase local membership, The Kaiser Permanente Los Angeles Medical Center (LAMC) requested an outdoor campaign to promote doctor choice, technology options, and the Thrive brand.

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SOLUTION

The resulting campaign made it clear that choice is the center of the KP philosophy. Using imagery reflective of neighborhood demographics, this campaign captures the spirit of thriving on your own terms, on your schedule, and based on your preferences. The focus on nature provided some excellent contrast with the urban surroundings of cement and asphalt. ​

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CREDITS

Design: Cathy Huang

Copywriting: Mike Martens

Creative Direction: Maggie Soldano