Kaiser Permanente

Strategic Planning

Challenge

Kaiser Permanente Charitable Health Care Coverage Operations required a strategic planning extension to their current team to oversee the new Community Partner Initiative and a team of seven to prioritize “high potential” target markets, revamp marketing/community outreach strategies and create internal/external communication plans to boost awareness of the Child Health Program after experiencing a significant drop in membership due to market changes.

Tactics

Through a 10-month process, we collaborated with Kaiser Permanente Northern California Community Benefit to review current market position, market research, individual surveys and interviews, external best practices, industry trends, and disruptive influences to develop a place-based strategy, implement direct consumer marketing and increase the digital communication experience particularly for the Latino market.

Results

Within 10 months, expanded Child Health Program’s community pipeline from 236 to 835 community partners.
Identified seven school districts for outreach development and collaboration in 2015/2016, based on extensive market and data analysis of 1,000+ unified school districts and 8,000+ schools.
Developed Consumer Market Profile based on demographics, psychographics and geography.
Created outreach strategies and community partner recommendations
Initialized and socialized external communication plan to educate and establish trust with new community partners and school districts.
Provided internal communication roadmap with a focus on repositioning CHP emphasizing its affordability, eligibility, organizational social mission and new available resources.

Client

Kaiser Permanente CA Charitable Health Program

Project

Community Partner Initiative

Industry

Health Care/Health Plan

Location

Northern & Southern California

Project Year

2014-2015

Kaiser Permanente

Strategic Planning

Challenge

Tactics

Results

FILES

“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign.”

Howard Schultz, Starbucks Former CEO

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