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.
Performance
• Regional digital CTR: XX% above benchmark
• Social engagement: XX% above benchmark
• Increased consideration among target audience
• Strong awareness lift across campaign markets
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Summary
Kaiser Permanente of the Mid-Atlantic States (KPMAS) created messaging promoting a new veteran-centric specialized care to veteran populations within existing employer groups.
Background
The Mid-Atlantic region has one of the highest veteran concentrations in the country. One of every eight people within the Kaiser Permanente Mid-Atlantic’s (KPMAS) footprint is a veteran. The Federal government is one of the largest employers of veterans. Given the Pentagon’s presence, the region is home to many private companies with large veteran workforces that support military and government programs.
Target Audience
Military veterans within existing Kaiser Permanente employer groups, prospective members, and individuals/families.
Campaign Objective
Create awareness for KP’s new veteran-centric care, willingness to consider KP’s coverage, and ultimately lead to switching to KP.
Strategic Approach
Our strategy was to convince the veterans that KP is the best choice for care because we are veterans too. We understand veterans’ unique care needs due to exposures they may have experienced during active duty, and recognize the special cultural component of the veteran community and their families.
Our care model is similar to the care they, and their families, received during their service. To top it off, KP is demonstrating its commitment veteran care by being one of the first, and the largest, health systems to join the Veterans Administration Interoperability Pledge (VAIP). This pledge helps create the framework to securely connect KP’s integrated electronic health records with the VA.
Key Message Themes
- KP’s health care understands and respects your service
- KP delivers personalized, compassionate care for you and your family
- KP provides a familiar model of care
- KP believes mental wellness is as essential as physical wellness
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 as a retargeted channel.
National microsite.
Performance 2025
- 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 audience-centric work for this program resulted in the creation of a Military and Veteran enterprise brand style guide. This guide serves an addendum to the overarching brand style guide.
