Kaiser Permanente - “Stay Longer”
|Campaign Name||Thrive 2005-2007|
|Country of Production||United States|
Reposition the brand and change negative perceptions and declining enrollment of Kaiser Permanente non-members
Reposition the brand
Unify messaging among internal departments of company to align to brand essence
Insight from research indicated that consumers are suspicious and cynical about their health and managed care. By connecting with consumers on an emotional level we needed to reinvent the language, champion a cause and redefine the system.
We positioned Kaiser as a health advocate, putting the patient first empowering them to live a happier, healthier life in other words To Thrive.
The integrated campaign, from broccoli tags in grocery stores to TV spots, all embraced the health advocate strategic platform and talked to people in a completely new way about their health.
Consideration to join has increased significantly since the campaign was launched. Image attributes increased dramatically. The Thrive positioning galvanized the entire organization.