Good Morning!

Kaiser Permanente provide health care coverage, serving over 12.6 million members across nine states in the US. It is well recognized in some of the markets it does business – but not all.

The Mid-Atlantic division is one such market where there is a lack of familiarity. The team recognized the role personalization would play in improving preference towards their brand with potential audience members. Indeed, as of June 2022:

• 66% had heard something positive about Kaiser Permanente from someone that they know in the last six months.
• Willingness to consider Kaiser Permanente for health coverage increased from 52% to 62%.

Let’s find out how Kaiser Permanente built their highly personalized campaign!