Creative Direction + Art Direction
Cardiac Care campaign
the brief
Increase awareness and consideration of Kaiser Permanente’s cardiac care services by highlighting expert care, advanced treatment options, and comprehensive support across the entire heart health journey.
the solution
Developed an integrated awareness campaign spanning digital advertising, print communications, and web experiences to position Kaiser Permanente as the region’s leader in cardiac care and connect patients with expert support across every stage of their heart health journey.
impact
- Elevated awareness of Kaiser Permanente’s comprehensive cardiac care services across the Mid-Atlantic region
- Reinforced Kaiser Permanente’s position as a leader in coordinated, expert-led heart care
- Educated prospective patients on prevention, diagnosis, treatment, and recovery resources
- Increased visibility of Kaiser Permanente’s integrated approach to cardiac health and patient support
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Summary
An integrated awareness campaign designed to elevate Kaiser Permanente’s cardiac care program and connect patients with expert, personalized support across every stage of heart health—from prevention and diagnosis to treatment and recovery.
Background
As cardiovascular disease continues to impact millions of Americans, patients are increasingly seeking healthcare providers that offer both clinical expertise and coordinated support. Kaiser Permanente’s cardiac care program combines advanced treatment, leading specialists, and an integrated care model designed to improve patient outcomes. This campaign was created to elevate awareness of these services and position Kaiser Permanente as a trusted leader in heart health across the Mid-Atlantic region.
Target Audience
Adults at risk for heart disease, individuals seeking cardiac care, current Kaiser Permanente members, prospective patients, and family caregivers involved in healthcare decision-making throughout the Mid-Atlantic region.
Campaign Objective
Drive awareness, consideration, and patient acquisition by positioning Kaiser Permanente as the preferred provider for comprehensive cardiac care across the Mid-Atlantic region.
Strategic Approach
We positioned Kaiser Permanente as a leader in cardiac care by showcasing the expertise, innovation, and coordinated support patients receive throughout their heart health journey. The campaign emphasized proactive care, personalized treatment, and seamless access to specialists, helping audiences feel confident they could receive comprehensive care at every stage.
Key Message Themes
- Expert cardiac specialists delivering advanced, personalized care
- Comprehensive support across every stage of the heart health journey—from prevention and diagnosis to treatment and recovery
- Coordinated care teams working together to provide seamless patient experiences and better outcomes
- Access to innovative treatments, leading-edge technology, and nationally recognized expertise
- A proactive approach to heart health that empowers patients to take control of their well-being
- Compassionate care designed to support both patients and their families throughout treatment and recovery
Media Channels
- Programmatic digital display with retargeting based on site visits and high-value actions
- Social media platforms (Facebook, Instagram, Reddit)
- Prospect email campaigns
- National microsite
Performance 2021
- Social video CTR: 2.1%
- Social static CTR: .84%
- Purchase consideration increase: 5.6%
- Digital disp. CTR: .47%
- Purchase consideration increase: 5.6%
Bonus
The campaign established a scalable creative framework for future service-line marketing initiatives, helping strengthen Kaiser Permanente’s positioning as a trusted destination for specialized cardiac care.
