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Come learn about Kaiser Permanente’s Thrive campaign from the HMO's local brand manager, Lori Call. The campaign is one of the most innovative health care marketing efforts to ever reach our televisions, newspapers, radios, and computers. The campaign was born out of an effort to combat negative attitudes towards Kaiser Permante and other HMOs that proliferated in the 90's (remember cheering for HMO-bashing Helen Hunt in "As Good as it Gets?").
Call will reveal data indicating that not only do consumers feel much better about Kaiser and its mission, Kaiser employees are also feeling good about their employer (they don¹t take their ID badges off before going to the store, like the used to).
Of course, it hasn’t been all accolades and awards for the marketing program. By raising the visibility of Kaiser, the Thrive campaign also gave Kaiser’s critics a new theme (and search term) to use in their fight. In addition, the campaign also raised the bar, and expectations for Kaiser, very high. Now the HMO can’t afford to be merely good, it¹s expected to be great.
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