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.

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.