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Kaiser Permanente campaign focuses on mobile to support theme of convenience

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Integrated health care provider Kaiser Permanente is leveraging geo-location capabilities for its mobile and digital ads to showcase local landmarks and nearby Kaiser Permanente facilities. 

Kaiser Permanente’s Thrive campaign targets consumers of all ages interested in comprehensive medical care and information that are convenient to locate. Thrive’s Web site provides nutritional advice, health-related articles, and personal stories aimed to help guests maintain a thriving health life. 

“The digital focus makes them relevant in today’s age,” said Jonny Egan, digital manager of No Limit Agency, Chicago. “The use of smart phones and web cams highlights that they are on board with today’s digital trends which may appeal to new users.” 

Global Message
The company is seeking to combine a global message about its health care and digital capability with local representations of what its services include. The push for digital marketing encompasses a strong message of convenience that will allow users to access important information directly from their mobile devices. 

The Thrive campaign was created in conjunction with advertising agency Lowe Campbell Ewald, which has worked with the company since the first Thrive ads were displayed in 2004. 

The 2014 Thrive campaign features three 30-second video ads and commemorates the 11th year of the campaign. It has shifted into a digital focus due to the company’s desire to reach target consumers where they spend vast amounts of time. 

“Younger generations have a very high tendency to self-diagnose using the Internet and then seek professional help,” said Derrick Lin, senior brand strategist at Resource digital marketing agency, Columbus, Ohio. “The ads will likely resonate with this group and pique their interest.” 

“Cameras” shows members emailing their doctors photos of bruises, bumps, and other ailments to highlight the importance of accessing reputable heath care in a convenient way. Following the success of health Web sites such as WebMD, Kaiser Permanente is providing a direct manner of contacting physicians rather than relying on self-diagnosis. 

The second ad, “Three Boys”, displays snippets of a mother of three’s hectic life and the convenience of having a team of care providers all under one roof. The ad is available in English and Spanish. 

“Juntos” is available only in Spanish, and features three generations acquiring Kaiser Permanente’s medical services and visiting only one building, all at the same time. This bolsters the company’s stance on maintaining an all-inclusive healthcare experience that may not be as readily available in a private office. 

“I predict more healthcare services will be made available via digital including communication, billing, scheduling, notifications, diagnosis, etc.,” said Mr. Lin. “Ultimately, success will heavily depend on healthcare provider’s holistic knowledge of how modern day patients, on both macro and micro level, access, utilize, and engage with healthcare.” 

Multilingual approach 
The Thrive campaign’s new ads are specifically designed to show Kaiser Permanente’s dedication to reach members of many cultures and communities. With half of the ads available in Spanish-only versions, the company understands the importance of pursuing a more global image. 

Kaiser Permanente aims to create ads that will not become outdated, and a key way of maintaining that direction is to evolve strategies with culture and style. 

“As America diversifies, it will become more critical for marketers to tailor messaging to various ethnic groups. However, instead of focusing on being multilingual, brands should focus on tailoring content and messaging to multi-cultural audiences,” said Mr. Lin. “Brands should also consider the product and product category when deciding if multilingual aspects should be incorporated into a campaign.” 

In the healthcare field, campaigning to multilingual audiences will likely lead to new business opportunities. Providing important information through several accessible channels and in an option of languages will become more common as digital campaigns continue to grow. 

“There is and always will be a demand for information in the digital sphere,” No Limit’s Mr. Egan said. “This applies to healthcare too, whether it is using an online doctor or getting a quote on health insurance, there is an abundance of information. In today’s age, we look online before picking up the telephone.”

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York

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Alexandra Samuely is editorial assistant on Mobile Marketer, New York. Reach her at alex@mobilemarketer.com.

 
Related content: Associations, mobile, mobile marketing, Kaiser Permanente

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