Federal Health Employee Benefits Marketing | Jason Wennet

Kaiser Permanente Federal Employee Health Benefits (FEHB) (highlights)

Creative Direction / Art Direction / Copywriting

Overview

The work below represents creative high-lights and examples of high-performing work spanning my 9+ years as the creative lead for the FEHB line of business.

Performance (2024-2025)

Regional digital CTR: .30% or 275% higher than benchmark
Social video completion rate: 63% or 26% higher than benchmark
1.5% growth vs. forecast

More info

Summary

Kaiser Permanente of the Mid-Atlantic States (KPMAS) partnered with the Federal Employees Health Benefits (FEHB) national sales and account management teams to align creative strategy with frontline insights. Together, the teams developed multi-channel campaigns and thousands of marketing assets tailored to the unique needs of federal employees.

This sustained partnership, now in its ninth year, has consistently driven performance—regularly exceeding industry benchmarks for engagement and response rates.

In many cases, creative produced for KPMAS has been adopted by other Kaiser Permanente regions, further amplifying its enterprise impact.

Background

The federal government is one of the Mid-Atlantic Region’s largest employers and Kaiser Permanente’s largest employer group. With the federal workforce contracting, growth depends on capturing members from competitors. KP faces several challenges in this environment:

A highly competitive market with legacy brand carriers holding the majority of market share and positive brand perception
A passive enrollment process which automatically enrolls employees in current plan if they do not take enrollment action during open enrollment
Misperception about KP’s care model and access to care

Target Audience

Federal employees within the KPMAS footprint

Campaign Objective

Increase comprehension of Kaiser Permanente’s care model and strengthen willingness among federal employees to switch to KP for health care coverage.

Strategic Approach

The strategy was designed to disrupt complacency by encouraging employees to reconsider the value of their existing health plan. Messaging was further tailored to subgroups within the FEHB workforce, aligning plan benefits to life stages and key decision drivers such as cost, expected utilization, and convenience.

‍Key Message Themes

Rethink the value of current health care coverage.
Affordable plans for all life stages.
Convenience: seamless, technology-backed patient experience.
Wellness incentives to encourage and reward healthy habits.
Flexibility: accessible healthcare tailored to your needs.‍

Media Channels

Programmatic digital display with retargeting based on site visits and high-value actions.
Social media platforms (Facebook, Instagram).
Pre- and mid-roll video content.
Prospect email campaigns.
Connected TV (CTV).‍

Performance (2025)

Digital disp. CTR: 1.13%
Social media CTR: 1.01%
Purchase consideration increase: 5.6%

Various samples of things that performed really well

Re-vitalized, region-specific pre-enrollment brochure

Cover introducing new messaging and visual direction

More info

This sustained partnership, now in its ninth year, has consistently driven performance—regularly exceeding industry benchmarks for engagement and response rates.

In many cases, creative produced for KPMAS has been adopted by other Kaiser Permanente regions, further amplifying its enterprise impact.