Kaiser Permanente's goal to excel in quality and personalized service became increasingly challenging across their digital footprint as it had to provide localized support to members who used their product through government exchanges, brokers and employers. With the requirements of the Affordable Care Act (ACA) the member experience became more fragmented, complex and difficult to navigate. To address this, KP and AMP began their four-year partnership with the goal of transforming their ecosystem into cohesive digital experiences that effortlessly service the needs of shoppers, members, and employees at every step, in any channel.

The power of Kaiser Permanente flows from its core belief that all humans deserve the right to thrive - not just receive healthcare. When KP launched their now-ubiquitous “Thrive” campaign, it changed the healthcare industry forever, radically elevating all healthcare shoppers’ expectations for digital care. However, the healthcare and insurance shopping, enrollment, and usage process was notoriously complex and opaque - and anxiety of change drove most shoppers to just settle with sub-optimal care just to avoid the new, the unknown, or change in any other form.

KP knew that its corporate and regional marketing efforts could benefit by further implementing the successful Shopper Care-driven content strategy across their marketing and advertising channels. AMP created this vision and developed a new approach to highly-targeted media and content, bringing medical offices and centers into the process, targeting local consumers, and using the calendars of actual locations to invite would-be members to experience the KP difference firsthand.