MKT 5125 - Kaiser Permanente Thrive Marketing Programs Case Study

This case study analyzes Kaiser Permanente's "Thrive" marketing program, examining its effectiveness in promoting a "Total Health" brand positioning within the healthcare industry. The assignment explores the program's success in enhancing Kaiser's brand perception and the challenges posed by the evolving healthcare landscape, particularly with the advent of the Affordable Care Act and increased competition. It delves into the strategic questions faced by Kaiser Permanente, including how to capitalize on the Thrive campaign's success, improve marketing accountability, and adapt to competitors mimicking its wellness approach. The analysis considers the need for adjustments in Kaiser's marketing strategy to navigate the changing healthcare environment, address negative perceptions, and generate tangible membership gains. The study references relevant academic literature to support its findings and recommendations for Kaiser Permanente's future marketing efforts.

Running Head: MKT 0
Marketing

MKT 1
Thrive or Revive? The Kaiser Permanente “Thrive” Marketing Programs
Q3. Should Kaiser continues to concentrate on a Total Health brand positioning or does the
advent of the Affordable Care Act environment needs another strategic approach?
Ans3. Kaiser Permanente overall marketing strategy was to encourage potential members to
know more about their health plans and choose it over competitive plans delivered through
their employer’s healthcare programs. Their main goal is to improve awareness in the minds
of purchasers and consumers in order to consider Kaiser as their healthcare provider. It is
stated that total health policy permitted Kaiser to incorporate health care delivery framework
and commitment to maximize their total health i.e. body, mind, and spirit. Despite Kaiser
great success and profitability with the Thrive campaign and Total Health positioning, the
enterprise still had several barriers involving the negative perceptions of the health
maintenance organization. “Thrive" program has effectively boosted positive perceptions of
Kaiser but the lack of hard data concerning subscriber enhance was deliberating on Christine
Paige’s mind as she pondered what to recommend to administration. The health care
employers and consumers will probably be very confused by the new environment and make
health care quality more affordable (Chesluk, Tollen, Lewis, DuPont & Klau, 2017).
Competitive health care insurers were circling at a very fast pace and many were
embracing a “wellness” approach, which is generating “white noise” impact in the industry.
Additionally, the proportion of enrolees in traditional HMO policies like Kaiser Permanente
continued to decrease excluding California. It is stated that amongst the selected audiences
and the public, there sustained to be a distressing gap among the actual care delivered by
Kaiser and non-member perceptions of that health care. Yes, it is evident that the brand
perception of Kaiser enhanced immensely since the campaign initiated (Selevan,
Kindermann, Pines & Fields, 2015).

MKT 2
References
Chesluk, B., Tollen, L., Lewis, J., DuPont, S., & Klau, M. H. (2017). Physicians’ voices:
What skills and supports are needed for effective practice in an integrated delivery
system? A case study of kaiser permanente. INQUIRY: The Journal of Health Care
Organization, Provision, and Financing, 54, 45-89
Selevan, J., Kindermann, D., Pines, J. M., & Fields, W. W. (2015). What accountable care
organizations can learn from Kaiser Permanente California's acute care
strategy. Population health management, 18(4), 233-236