Ten years ago, health care was in critical condition. Chat with anyone about managed care, and you’d hear words like “stress,” “bureaucracy,” and “greed.” Kaiser Permanente was one of the largest managed care organizations, so folks considered it the poster child for all of those words and then some. Enrollment was declining, and their brand image was overwhelmingly negative. Focus groups let us know exactly what they thought of typical health-care language. Not good.
Was there any cure for Kaiser Permanente? We started with some research.
We uncovered one powerful insight: While people didn’t care much for health care, they cared a whole lot about health.
Wait a second. Isn’t health, after all, the reason Kaiser Permanente is in business? What if we stopped talking about what they do, and instead, start talking about what they stand for?