Cannes Lions

HEALTHCARE PROVIDER

CAMPBELL-EWALD, Warren / KAISER PERMANENTE / 2006

Presentation Image

Overview

Entries

Credits

Overview

Execution

The message in outdoor is key - it must be compelling enough for people to stop, take notice and comprehend within seconds.

Typical healthcare advertising is predicable – a doctor, in a white coat consulting with a smiling, sick patient. Kaiser has changed the way people view healthcare. They have reinvented the language by demonstrating through powerful messaging they are not a healthcare provider but a health advocate, believing proactively in keeping people healthy.

Outcome

Image scores increased 11% following this program - 33% of non-members believe Kaiser is “serious about proactively keeping people healthy.” There was nearly a 10% increase in the number of consumers reporting “likely to consider joining.” Previously, the number of consumers likely to join stayed the same (36%) or decreased.

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