The Challenge

Reach Health-Seekers, Strategically

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. They needed to discover: What did KP care about that consumers also care about? What could KP say or do that prompts a “me too” reaction?

With shared purpose KP could delight, inspire, and give value to customers as a first step in growing an engaged community that not only consumes and informs, but shares and acts.

Our Solution

A Consumer Campaign and Video Series with Heart

We knew that the most effective way to pull consumers into KP’s orbit was to create great, authentic, powerful content that could fulfill this shared purpose – and to do so with a social presence where KP could understand, connect, and fulfill consumer needs. Our team developed authentic content around KP’s shared purpose to help their audience “Thrive” – wellness tips, health inspiration, fitness ideas, and eating right.

We conceived and launched the Random Acts of Health video series, shared across all their digital channels. Random Acts of Health hooked consumers into an end-to-end, broad and deep campaign – an umbrella concept connected to calendar-driven calls-to-action, real-life challenges, and celebrations of health.

The Results

Within 60 days, engagement with the Thrive Facebook page increased by 311% and the Random Acts of Health videos received the most views and engagement of anything KP had ever tried on Facebook. As promoted posts, they outperformed any other type of Facebook Ad KP had posted. They exceeded benchmarks by 22%, with an engagement rate of 3.73%, and cost per click came in 20% lower than expected.

Throughout the Random Acts of Health campaign, conducted in Spanish and English, and customized to multiple regions throughout the United States, we sourced content from the community, listened to the community, and refined the messages based on their needs. We analyzed the data, measured the response and continually interacted to improve the content.

Services Provided