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Kaiser to launch $40 million Ad Campaign
to Create “Hipper” Image Kaiser Permanente is preparing to launch a $40 million advertising campaign aimed at promoting a “hipper, more contemporary” image and countering stereotypes that it is “huge (and) impersonal,” the Wall Street Journal reports. The campaign-which is the most expensive ever for Kaiser and is its first national media push since the 1990’s-will include radio, billboard, and print ads. The Journal notes that the campaign is well timed to coincide with open enrollment season, when employees are allowed to switch plans and when managed care organizations typically market their programs. Observers say Kaiser’s campaign takes a “daring approach” by conveying where the organization “stands on health” rather than touting “how great Kaiser is”, for example one television sport has a voiceover saying “we stand for broccoli, pilates, and dental floss” and another ad says “be pro-antioxidant.”(Rundle, 7/30).
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