2. About Kaiser Permanente
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Nonprofit, integrated health care provider
9 million members
Eight states and D.C.
Large, diverse workforce
172,000 employees
16,600 physicians
611 medical offices and other facilities
37 hospitals
3. What We Present
Advertising/Marketing
Facility design and environment
Logo, brochures, materials
What We Influence
Public Relations
Community Involvement
Word of Mouth
Online
The Experience We Provide
Physician and employee engagement
On the phone
In our facilities
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Building Brand Reputation
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As a service industry, our brand is experienced in three ways:
7. The Pew Research Center’s for Excellence in Journalism
The State of the News Media 2012 http://stateofthemedia.org/
Media Consumption is Changing
8. • Factoring in all media sources,
everyone is bombarded with
the equivalent of 174
newspapers of data per day.
• We now receive five times as
much information as we did in
1986.
Source: Dr. Martin Hilbert, University of Southern
California
Resulting in Information Overload
9. • “A picture is worth a
thousand words.”
• 90 percent of information
transmitted to the brain is
visual.
• Infographics are 30 times
more likely to be read
than a text article.
• Infographics increase
search engine
optimization.
To Break Through: Need to Simplify
Information Processing
16. Care Stories (kp.org/carestories)
Strategy:
Demonstrate the
value of KP care
through the voice of
the member
First-person stories
from patients,
physicians and staff
Updated monthly
22. Member Newsletter Drives Engagement
50+ requests for colon cancer
screening kits
4,500 views in four days
15,000 blog views
267,000 “opens” of emailed article
26. Service via Twitter: @kpmemberservice
• Launched in May 2010
• Four-member team, M-F
business hours
• Actively monitor and triage
member concerns on Twitter
• Engage and take conversation
offline
• Share helpful hints with members
• Approved by California regulators
27. Amplifying KP’s Presence at Events
Center for Total Health
Blog: 11 posts highlighting
KP's activities
Twitter: 1,873,006
impressions of #kpcth and
#tedmed
Facebook: Four posts,
totaling 17,000 views and
“talked about” more than
100 times
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28. Media Coverage as a Powerful Starting Point
Print circulation: 731,000
Online subscribers: 1.3 million
#3 “Most Emailed” story
Twitter: The story reached 7.8
million Twitter accounts with a total
of 10.7 million impressions.
Facebook: The FB post garnered
28,352 views of the story on our
Facebook page
(facebook.com/kpthrive), 551 likes,
70 shares, and 46 comments
LinkedIn: 91 likes, four comments
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An example of the importance of combining our existing “old school” communications channels (eNewsletter) with social media tools to create surround sound … and, most importantly, results