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Kaiser Permanente Case

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Christine Paige is the Senior Vice President of Marketing at Kaiser Permanente (KP) and she has to make a difficult decision regarding KP’s marketing plans for the future. Although the “Thrive” campaign has been successful, improvements need to be made to extend Kaiser Permanente’s (KP) place in the healthcare market.
Options
With the management team seeking her marketing expertise, Paige has three options to decide from:
1. Maintain the “Thrive” marketing campaign and introduce no changes.
2. Sustain the majority of the “Thrive” campaign and update.
3. Retire the “Thrive” program and initiate a new campaign.
Criteria
In order to select the best option, Paige needs to consider these criteria:
1. Must align with the rules from the Affordable …show more content…
- Due to the impending Affordable Care Act (ACA), health insurance coverage will be required for Americans. As a result, there will be a substantial increase in people looking for health insurance. Many changes from the ACA are already things Kaiser has done. For example, the ACA will limit the amount of out-of-pocket payments in addition to focusing on preventative care. These two changes have already taken place in KP therefore; following the new ACA will not be a problem for them. - The Campaign results between 2004 and 2012 clearly show a significant increase in attitudes among current members. For example, 47% of members felt that Kaiser Permanente were changing for the better in 2004 and in 2012, 60% of members thought so. In 2004, overall opinion was at 79% but in 2013 it increased to 90% (Raube, 2014). Although many members felt Kaiser Permanente was improving, nonmembers were still not considering joining KP since 2004 had 38% considering joining KP and in 2012 39% considered KP. Since the ACA will expand coverage, KP has to capitalize on this market in order to increase membership. They will be able to capitalize on this market by participating in the market exchanges because this will increase awareness and demonstrate what KP can

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