First-time Purchaser Campaign

Creative Direction / Design

The brief

Educate and engage prospects (young adults, 26 and over, aging out of parent’s plans) unfamiliar with healthcare—particularly those who don’t believe they need it—by demonstrating Kaiser Permanente’s ability to meet their emotional and functional health motivators.

The solution

Choosing a health care provider is one of your first truly adult decisions. Make it a good one with Kaiser Permanente. From our preventive medicine designed to keep you healthy and build good health care habits, mental wellness that is connected to your physical health providers, to convenient urgent care options when something sudden pops up.

Performance

Willingness to consider KP for coverage: +9%
Ad Recall: +37%
Positive Perception: +33%

See detailed case study

Summary

Kaiser Permanente of the Mid-Atlantic States (KPMAS) implemented a successful messaging strategy to attract high-value, new to the health care market prospects and promote KP as their preferred healthcare provider. The campaign resulted in a more positive perception of KP among the target audience, increased willingness to consider KP for insurance coverage, and better understanding of KP’s unique care model. This targeted approach aimed to establish lasting connections with potential entrants into the health insurance market, ensuring a sustainable revenue stream for Kaiser Permanente.

Background

‍An external consultancy review identified a growth opportunity in life-stage marketing, specifically targeting potential entrants into the health insurance market. The aim was to develop strong ties with this demographic before they establish any long-term habits or relationships elsewhere, thereby securing a sustainable revenue stream for Kaiser Permanente.

Our research indicated that while this audience had clear expectations from their healthcare providers, they lacked the confidence in navigating the health insurance landscape.

Target Audience

23–30-year-olds within the KPMAS footprint.

Campaign Objective

Lift comprehension of the KP care model, affinity for KP, and willingness to consider KP as a option for health care coverage.

Strategic Approach

Kaiser PermanenteMid-Atlantic States (KPMAS) positioned itself as a knowledgeable ally to this target group. The strategy involved educating potential customers about health care essentials, enabling them to make informed decisions, and subsequently positioning KP as the superior, convenient choice.

‍Key Message Themes

Community: Joining KP means becoming part of a care community.
Expertise: Our physicians are top-notch industry professionals.
Convenience: Seamless, technology-backed patient experience.
Holistic Care: Equal emphasis on mental and physical wellness.
Flexibility: Accessible healthcare tailored to your needs.
Equality: We believe healthcare is a right, not a privilege.

Media Channels

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

Performance (2025)

Based on website conversion events, the campaign produced leads that amounted to $2.2MM in potential gross income for the region.

‍KPMAS regularly surveyed the prospect market for their recall of messages, and their perceptions of KP as a result of exposure. Listed below are related messages and their positive perception among those who recalled an ad from KP.

KPI performance, May 2023 vs Oct 2023
KPI	May, 2023	Oct, 2023	% Change
Ad Recall	49%	67%	+37%
Willingness to consider KP for coverage	53%	58%	+9%
Comprehension of KP Model of Care	42%	64%	+52%
Positive Perception	45%	60%	+33%
Access to Excellent Physicians	56%	84%	+50%