Kaiser Permanente has launched its sixth season of the Thrive advertising campaign, with television, radio, print and online ads that reflect the health care organization’s commitment to the total health of its members and the communities it serves.
Two new ads — “Emerald Cities” and “Connected” — illustrate Kaiser Permanente’s leadership in leveraging health information technology. As the nation seeks innovative solutions for reforming health care and reducing costs, Kaiser Permanente is leading the way in making technology a core tool for patients and providers with Kaiser Permanente HealthConnect®, the world’s largest civilian electronic health record.
“These new messages are designed to communicate Kaiser Permanente’s longstanding and unparalleled commitment to preventive care and our members’ total health — mind, body and spirit,” says Debbie Cantu, vice president, brand marketing and advertising. “They work together to communicate how we help people to thrive — that includes our members, the communities we serve, the environment, and even the overall health of our nation.”
The first ad, “Emerald Cities,” is a 30-second spot that conveys how Kaiser Permanente’s use of advanced technology benefits Kaiser Permanente’s health care delivery system by saving lives, managing chronic conditions and making medical breakthroughs. The ad also communicates Kaiser Permanente’s focus on sustainability — by using electronic health records the amount of paper used within the organization is drastically decreased — saving thousands of trees annually. To date, Kaiser Permanente members have completed 6 million doctor’s visits without using one gallon of gasoline. Simply put in the spot’s opening line, “By putting an end to paper medical records, we have ushered health into the digital age.”
The second ad, “Connected,” features a demonstration of My Health Manager on http://kp.org and shows how Kaiser Permanente members can stay connected to their health and health care provider using My Health Manager onhttp://kp.org. It highlights the convenience of securely e-mailing your doctor, checking your medical records, reviewing test results and booking appointments online. The 30-second spot also shows how Kaiser Permanente clinicians are digitally connected to each other, which ultimately helps them stay connected to Kaiser Permanente’s members. The closing line of the ad summarizes, “At Kaiser Permanente, we believe that if knowledge is power, shared knowledge is even more powerful.”
Also, in time for the new campaign,http://kp.org/thrive has been refreshed with a new look, new feel, and new content for Kaiser Permanente members, employees, physicians, and the general public. The new ads, as well as six new topical sections, can be found on the Web site. The site is an interactive, health and wellness destination containing tools, information and frequent posts to help people live healthier lives.
The $50-million, multi-year Thrive Campaign was created in partnership with Warren, Michigan-based advertising agency Campbell-Ewald, which has worked with Kaiser Permanente since the rollout of the first Thrive ads in 2004. The new television commercials will run in California, Oregon/Washington state, Colorado, Georgia, parts of Maryland, Virginia and the District of Columbia, and Hawaii.
About Kaiser Permanente
Kaiser Permanente is committed to helping shape the future of health care. We are recognized as one of America’s leading health care providers and not-for-profit health plans. Founded in 1945, our mission is to provide high-quality, affordable health care services to improve the health of our members and the communities we serve. We currently serve 8.6 million members in nine states and the District of Columbia. Care for members and patients is focused on their total health and guided by their personal physicians, specialists and team of caregivers. Our expert and caring medical teams are empowered and supported by industry-leading technology advances and tools for health promotion, disease prevention, state-of-the art care delivery and world-class chronic disease management. Kaiser Permanente is dedicated to care innovations, clinical research, health education and the support of community health. For more information, go to: www.kp.org/newscenter.
