With the introduction of the Affordable Care Act, Kaiser Permanente (KP) found itself marketing more and more directly to consumers, rather than simply being assigned as plans offered through employers. This meant that the healthcare provider needed to pay more attention to how they connected with people across all platforms, including social media.
The incredibly successful and popular Thrive campaign on TV and radio had not yet made it to KP’s digital platforms. KP had launched the Thrive website, but there was no consumer facing content to go on it. As far as social media was concerned, Facebook was used by the Public Affairs department as a tool for public relations messaging and Twitter was used for customer care. Social channels weren’t yetseen as a platform to delight and inspire potential new customers. The company needed to shift.
KP hired Redbird to help the company bring its brand campaign to life. By seeing Thrive as something beyond a buzzword, as something to be taught, lived and shared, we found ways for KP to use Thrive-inspired content to delight, inspire, and give value to customers as a first step in growing an engaged community. We developed cross-platform content around our shared purpose of Thriving.
The audience was so responsive to our audience co-creation strategy that we conceptualized a community-driven program called “Random Acts of Health.” Random Acts of Health hooked consumers in to an end-to-end, broad and deep “pay it forward” program – an umbrella concept connected to calendar-driven calls-toaction, real-life challenges, and celebrations of health.