Media Strategy & Focus:

• Objective: Increase new member enrollments during the 2021 Open Enrollment Period (Nov 1 - Jan 15).

• Target Audience:

  • Uninsured individuals in need of comprehensive coverage.

  • Young professionals looking for affordable healthcare options.

  • Current Kaiser members eligible for plan upgrades.

• Key Differentiator: Highlighted telehealth expansion and pandemic-related health services to appeal to safety-conscious consumers.

Media Plan & Execution:

• Platforms: Google Search, YouTube, Meta (Facebook/Instagram), Display, Connected TV (CTV), and Programmatic.

• Budget Allocation:

  • 40% Google Search & Display: Targeting intent-based searchers seeking coverage.

  • 25% Meta Ads: Retargeting uninsured and at-risk audiences.

  • 15% YouTube & CTV Ads: Video testimonials on how Kaiser simplifies care.

  • 20% Native Ads & Influencer Collaborations: Targeting diverse audiences (Hispanic, Black, Asian communities).

Creative & Messaging Approach:

• Tagline: "Healthcare that Meets You Where You Are."

• Creative Variations:

  • 30-second TV spots emphasizing seamless telehealth, mental health, and urgent care services.

  • Static & carousel social ads showcasing affordable plan comparisons.

  • Localized content highlighting regional Kaiser Permanente locations.

  • Influencer partnerships (health & wellness bloggers) sharing their Kaiser experiences.

Results:

• 21% increase in new enrollments YoY.

• 50M+ digital impressions, 10M video completions on YouTube/CTV.

• Paid search campaigns drove 35% of total Open Enrollment conversions.

Media Strategy & Focus:

• Objective: Boost Medicare Advantage enrollments among seniors (65+) and encourage switching from competitors.

• Target Audience:

  • Seniors aging into Medicare (turning 65).

  • Current Medicare Advantage subscribers seeking better coverage options.

  • Caregivers researching plans for elderly family members.

• Key Differentiator: Emphasized chronic care management, low premiums, and wellness perks.

Media Plan & Execution:

• Platforms: Facebook, Google Search, Direct Mail, OTT/CTV, and YouTube.

• Budget Allocation:

  • 35% Direct Mail & Local TV: Personalized plan recommendations based on zip codes.

  • 30% Paid Search & Display: Targeting keywords like “best Medicare plan near me.”

  • 20% Meta Ads & YouTube: Engaging video testimonials from happy senior members.

  • 15% CTV/OTT: Placements on HGTV, AARP content, CNN, and health-related programming.

Creative & Messaging Approach:

• Tagline: "Medicare Plans That Keep You Thriving."

• Creative Variations:

  • Senior-focused visuals with real members sharing their success stories.

  • Comparison chart carousels showing Kaiser’s lower co-pays and wider network.

  • Localized landing pages highlighting state-specific Medicare options.

Results:

• 14% increase in Medicare enrollments vs. previous year.

• Retargeting ads improved conversion rates by 30%.

• 80% video completion rate on CTV & YouTube campaigns.

Media Strategy & Focus:

• Objective: Elevate Kaiser Permanente’s brand perception as the leading integrated healthcare provider in the U.S.

• Target Audience:

  • General public + families.

  • Millennials & Gen Z seeking holistic healthcare.

  • Employers looking for corporate health plans.

• Key Differentiator: Promoted integrated care, preventive health, and mental wellness programs.

Media Plan & Execution:

• Platforms: YouTube, Connected TV, Instagram, TikTok, Twitter, Google Display.

• Budget Allocation:

  • 40% YouTube & CTV Ads: Highlighting holistic wellness and doctor integration.

  • 30% Social Media (Meta/TikTok/Twitter): Organic + paid content featuring fitness & mental health influencers.

  • 15% Google Display & Search: Paid media reinforcing key brand differentiators.

  • 15% Podcast Sponsorships & Influencers: Partnering with health & wellness content creators.

Creative & Messaging Approach:

• Tagline: "Care for the Whole You, Anytime, Anywhere."

• Creative Variations:

  • Cinematic video ads showing real Kaiser doctors and patient success stories.

  • Short-form TikTok content focused on mental health, fitness, and self-care.

  • Geo-targeted Instagram Stories & Reels emphasizing local Kaiser locations.

Results:

• Brand recall increased by 25% in key markets.

• Generated 65M+ video impressions across platforms.

• TikTok influencer partnerships resulted in a 70% engagement rate.

Media Strategy & Focus:

• Objective: Educate the public on COVID-19 vaccine safety, availability, and benefits while combating misinformation.

• Target Audience:

  • General public hesitant about vaccination.

  • Minority communities with lower vaccine uptake rates.

  • Employers & frontline workers.

• Key Differentiator: Focused on scientific accuracy + real healthcare professionals advocating for vaccines.

Media Plan & Execution:

• Platforms: Google, Facebook, Twitter, YouTube, CTV, Digital Radio.

• Budget Allocation:

  • 45% YouTube & Meta Ads: Doctors answering top vaccine FAQs.

  • 30% Twitter & Google Search: Combatting misinformation with fact-based search ads.

  • 15% CTV & Digital Radio: Targeted health-conscious audiences on Spotify & Pandora.

  • 10% Direct Mail & Community Outreach: Partnering with local clinics & churches.

Creative & Messaging Approach:

• Tagline: "Your Health. Your Choice. Get the Facts."

• Video Content: Real Kaiser Permanente doctors debunking myths.

• Influencer Partnerships: Trusted community leaders advocating for vaccines.

Results:

• Drove a 35% increase in vaccine appointment bookings.

• Reached 120M+ people through digital and OOH efforts.

• Decreased vaccine hesitancy in target markets by 18%.

Media Strategy & Focus:

• Objective: Improve Kaiser Permanente’s enrollment rates among Hispanic communities, addressing language barriers and healthcare trust issues.

• Target Audience:

  • Spanish-speaking & bilingual households.

  • First-generation Hispanic families in urban areas.

• Key Differentiator: Fully bilingual content tailored to cultural values.

Media Plan & Execution:

• Platforms: Spanish-language TV, Google Display, Meta, TikTok, Radio.

• Budget Allocation:

  • 50% Spanish TV & Radio: Univision, Telemundo, Pandora Latino.

  • 30% Meta & TikTok Ads: In-language content from Hispanic influencers.

  • 20% Google Display: Dynamic remarketing in Spanish.

Creative & Messaging Approach:

• Tagline: "Tu Salud, Tu Futuro con Kaiser Permanente."

• Video Ads: Real Hispanic families sharing their experiences.

• Localized content: Targeting California, Texas, and Florida markets.

Results:

• 25% increase in Hispanic enrollments YoY.

• 60% higher ad engagement than non-bilingual campaigns.

• Boosted retention rate among first-time Kaiser members.