Kaiser Permanente
—
Colorado Health Plan
Selection Campaign
The path to better health
Agency: 90octane
Storytelling: Caity O'leary
Illustrations: Matt Carlson
Design: Phillip Monette
Creative Lead: Ben Marshall
Challenge
Selecting healthcare plan options for your employees can be confusing, misguided, and come with a lot of pressure. Kaiser Permanente was looking to create a campaign targeting companies within the Colorado market who were selecting new healthcare plans. The main goal of the campaign was to create awareness of KP's unique healthcare model (payer and provider) and the benefits that the model provides. There was also an opportunity to discuss general healthcare misconceptions about doctor-patient relationships, evolving healthcare technology trends, and the complexity of changing plans for employees.
Approach
By leveraging KP's unique business model, this campaign highlighted major differentiators such as low-cost plans, high levels of personal care, wellness programs, and industry-leading technologies that improved the overall healthcare experience. The execution came to life in an approachable, friendly, and whimsical style that differentiated itself from competitors.
Target Audience
Group decision-makers at targeted accounts within education, municipalities and professional services sectors across Colorado.
Titles Included: HR, CEO, COO, CFO, Health Benefits Officer, VP, Board of Directors, and Benefits Management
