Care Delivery and Physician Choice Focus of the 10th Season of Thrive

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Aug 06, 2013, 01:36 ET

OAKLAND, Calif., Aug. 6, 2013 /PRNewswire/ -- With health-exchange and employer-based enrollment beginning on October 1, consumers are seeking information on health care choices and Kaiser Permanente is here to help navigate the new marketplace. New ads highlight the expertise of Kaiser Permanente physicians, emphasize the choice consumers have when selecting a personal physician and demonstrate the ease of accessing care.

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The 2013 execution marks the 10th season of the Thrive campaign.

"One of the advantages of being a Kaiser Permanente member is the relationship our members have with their personal physician," said Jack Cochran, MD, FACS, executive director of The Permanente Federation. "As illustrated in our new 'What I Want' ad, members can choose the doctor that they feel best fits their needs. We want members to have a healing relationship with their physician that is founded in trust and mutual respect."

The campaign, which includes a wide spectrum of ads in various media, debuts three new television spots, two of which debuted this week:

"Hands" focuses on something that's simple and ordinary: Hands. Unless, of course, they're the hands of highly skilled Kaiser Permanente doctors. Then these hands become extraordinary tools that can heal, discover new ways to fight disease and save lives.
"What I Want" highlights the diversity of Kaiser Permanente's membership and explores the different options people want in a doctor. Through a series of vignettes, the spot demonstrates that at Kaiser Permanente, members are free to choose the doctor that's right for them, for any reason: age, language preference, demeanor — anything. Every Kaiser Permanente member has a choice.
"Perfectly Ordinary" depicts an elderly heart attack survivor enjoying a simple, ordinary day with his granddaughter. Thanks to the cardiac expertise of Kaiser Permanente doctors, members cannot only survive heart disease, but can thrive. (Debuts in September.)

Receiving excellent care at Kaiser Permanente is easy when you have a team of top doctors, nurses, and specialists focused on you and your health. Whether it's a broken bone or treating a serious disease such as cancer, we have highly qualified physicians to serve our members. Members have a choice of physicians who are caring and supportive, many from some of the top medical schools in the country. Detailed doctor profiles are available and include education, credentials and languages spoken.

"A key focus of this year's campaign is to direct consumers to our digital properties where they can more deeply engage with Kaiser Permanente to learn about our care excellence, vast physician and facility network, and array of resources that empower people to play a role in managing their health," said Christine Paige, PhD, senior vice president of Marketing and Internet Services.

The new campaign uses multiple channels — print, radio, out-of-home displays and online banners — to drive consumers to kp.org, where they will find information about their coverage options and discover how Kaiser Permanente provides the best value.

Thrive advertising will run in select media markets in California, Hawaii, Oregon, Colorado, Georgia and Maryland.

The multiyear Thrive campaign was created in partnership with advertising agency Campbell-Ewald.

The ads, plus additional Kaiser Permanente content, can be accessed at kp.org/thrive and kp.org. The ads can also be viewed at www.youtube.com/kaiserpermanenteorg.

About Kaiser Permanente
Kaiser Permanente is committed to helping shape the future of health care. We are recognized as one of America's leading health care providers and not-for-profit health plans. Founded in 1945, our mission is to provide high-quality, affordable health care services and to improve the health of our members and the communities we serve. We currently serve more than 9.1 million members in nine states and the District of Columbia. Care for members and patients is focused on their total health and guided by their personal physicians, specialists and team of caregivers. Our expert and caring medical teams are empowered and supported by industry-leading technology advances and tools for health promotion, disease prevention, state-of-the-art care delivery and world-class chronic disease management. Kaiser Permanente is dedicated to care innovations, clinical research, health education and the support of community health. For more information, go to kp.org/newscenter.

For more information, contact:
Patrice Smith, 510-271-6813, [email protected]

SOURCE Kaiser Permanente