Kaiser Permanente's Campaign Goes 'G'local'

Over the past 11 years, Kaiser Permanente and advertising agency Lowe Campbell Ewald's Thrive campaign has promoted health and wellness via traditional media. This year, however, the campaign is turning its focus to the accessibility of care online and in the doctor's office, and is utilizing geo-location capabilities.

"In the last few years we've shifted our ‘Thrive’ campaign much more into the digital space," said Christine Paige, Senior Vice President, Marketing and Digital Services, Kaiser Permanente. "Our targeted digital strategy, along with TV, radio, and outdoor advertising, reflects the rapidly changing media landscape and how leading brands are connecting effectively with consumers."

The campaign will target online users with digital and mobile ads tailored to highlight local landmarks, such as the Golden Gate Bridge, the Capitol Mall in Washington, D.C., and, of course, their nearest Kaiser Permanente facilities. "Brands are going 'glocal'," explained Paige. "We're combining a global message about our high-quality health care, super convenience and digital capability with very local representations of what that means. We think that will be powerful." 

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Still, the campaign is relying on tried-and-true tactics. In addition to three new television advertisements, the 2014 campaign features radio, print, online, and out-of-home ads. “Thrive” advertising will run in select media markets in California, Hawaii, Oregon, Colorado, Georgia and Maryland.

At the same time, the campaign is extending its outreach to Hispanic families. Two of the three TV spots are running in Spanish. The "Three Boys" spot captures a day in the life of a busy mother with three young boys by showing how having all of a care team — specialists, pediatricians, and pharmacists — under one roof makes life easier. And "Juntos" features three generations accessing Kaiser Permanente services on the same day and in the same building.

Company executives decline to specify current ad spend. However, Kaiser Permanente has regularly budgeted $50 million annually for the Thrive campaign. 

Founded in 1945, Kaiser Permanente is one of America's leading health care providers and not-for-profit health plans. The organization serves approximately 9.5 million members in eight states and the District of Columbia. 

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