Best Health Care Online Campaign

To raise awareness and consideration of Kaiser Permanente among a target audience of “health seekers”, we created the online portion of Kaiser Permanente’s 2007 Thrive campaign. The Thrive message empowers people to maximize their total health – mind, body and spirit. To reinforce this message and complement existing Thrive work, our branding campaign emphasized the powerful and interesting research findings Kaiser Permanente has gleaned from its unique network, ultimately reaffirming Kaiser Permanente’s commitment to total health and helping every member “thrive.” In a Dynamic Logic study, a single exposure to our branding campaign ads increased purchase consideration 24% among non-members in the “health seeker” demographic. Additionally, the perception that Kaiser Permanente is “serious about proactively keeping people healthy” – a major brand attribute - was stronger amongst non-members, indicating that exposure to our campaign made members of rival healthcare networks believe Kaiser Permanente’s branding message.

Contributors:

Copywriter:	Kimberly Brizzolara
Art Director, Flash Developer:	Mark French
Executive Creative Director:	Alex Hendler
Sr. Account Manager:	Jennifer Trinkner
Account Director:	Ed Mott
Sr. Media Planner:	Lisa Kearney
Sr. Manager of Media Operations:	Matt Smith
Media Strategist:	Bryon Chew

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Location: USA