Keiser Permanente Goes Digital
ADVENTURE + HEALTH CARE
Strategy Proposal
Regina Felice Garcia
garcia.f.regina@gmail.com
Potential Consumers - Quantified Data
Age: 25-34
HHI: $20K-$39K
# in household: 2-3
11.35% of 25-35 yr. olds have part tim...
Potential Consumers - Quantified Data
STRONGLY AGREE:
- I try to go somewhere different
for vacation every time.
- I love ...
Digital Trends
WINDOW OF OPPORTUNITY:
Create a closer corralation between Vacation/Adventure and
Health Care/Insurance, co...
Potential Consumer - Brand Interaction
WINDOW OF OPPORTUNITY:
Create something that will entice these always-on individual...
Social Listening Spark
Adventure vs.
Kaiser
Permanente
Conversation Verbatim
Adventure vs.
Kaiser
Permanente
Medical Insurance =
Difficult
A joke
Non existant
Lacking active
onl...
Resulting Insight + Relevant Ideas
ALLOW USERS TO EXPRESS THEMSELVES FREELY AND
BUILD A POSITIVE AND LOYAL RELATIONSHIP WI...
The Big Idea
Create an ecosystem where adventurous individuals can interact with one another and with Kaiser
Permanente. T...
Adventurer Proxy
- Ages 25-34
- HHI: $20K-$39K
- # in household: 2-3
- Currently do not have insurance
- Have considered i...
Meet the Adventurers
Adam, 26
HHI: $28K
Self-employed musician
Free spirit, risk taker
Carol, 26
HHI: $32K
Part-time Marke...
Adam - “The only thing that will
ever love you back is your passion.”
Adam is a songwriter and guitarist in a small L.A. b...
Carol - “The harder you work,
the more things fall into place”
Carol has hopped from one start up organization to another,...
Consumer Decision Journey
Trigger/ Initial Consideration Set
Active Evaluation
Moment of Purchase
Post Purchase Experience...
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Kaiser Permanente - Strategy Proposal

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Some things will just remain forever bland until they’re gamified. Like health care and insurance. When Paris Daniell walked into our Creative Thinking class and inspired us to propose a strategy for Kaiser Permanente’s digital precense, my gut screamed out ‘Adventure.’ I had previously pondered the twisted psychology of pairing these two components to capture the attention of young, active and often financially strapped individuals. The digital space was the perfect place to do this.

After some deep digging into these individuals’ behaviors, I concluded that Kaiser Permanente should challenge them to be more active. Not only that, but they should challenge them to challenge their friends to be more active also. They should go as far as rewarding them with small medical perks for being more active. These individuals respect brands that take their lifestyle into considetaion and provide useful content. Kaiser Permanente should close the gap between Adventure and Health Care.

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Kaiser Permanente - Strategy Proposal

  1. 1. Keiser Permanente Goes Digital ADVENTURE + HEALTH CARE Strategy Proposal Regina Felice Garcia garcia.f.regina@gmail.com
  2. 2. Potential Consumers - Quantified Data Age: 25-34 HHI: $20K-$39K # in household: 2-3 11.35% of 25-35 yr. olds have part time jobs. *9.5% of full-time students are 25-29 (*Indicates cell count from 31 to 60. Projections may be unstable, use with caution.) Copyright: 2013 Experian Information Solutions, Inc. All rights reserved.
  3. 3. Potential Consumers - Quantified Data STRONGLY AGREE: - I try to go somewhere different for vacation every time. - I love the idea of traveling - I have a keen sense of adventure Copyright: 2013 Experian Information Solutions, Inc. All rights reserved. 32% of 25-29 yr. olds who ‘use the internet to socialize and meet people’ consider themselves ‘Brave, Courageous, Daring, & Adventuresome.’ 67.3% of 25-29 yr. olds and 66.5% of 30-34 yr. olds who ‘use the internet to socialize and meet people’ take part in physical activity regularly.
  4. 4. Digital Trends WINDOW OF OPPORTUNITY: Create a closer corralation between Vacation/Adventure and Health Care/Insurance, considering that an average of 15.8% of potential consumers claim having ‘a keen sense of adventure.’ Copyright © 2013 Topsy Labs, Inc. All rights reserved. Copyright: 2013 Experian Information Solutions, Inc. All rights reserved. HEALTH CARE + ADVENTURE VACATION + HEALTH CARE INSURANCE + ADVENTURE VACATION +INSURANCE
  5. 5. Potential Consumer - Brand Interaction WINDOW OF OPPORTUNITY: Create something that will entice these always-on individuals to interact with the Kaiser Permanente brand. Create a loyal relationship that is rewarding for users who don’t currently have health care. ©2013 Quantcast Corporation, © Copyright 2013 European Travel Commission 25-34 yr. olds with a $0-$50K HHI don’t frequent ‘kaiserpermanente.org’ although a large percentage of them are extremely online and have a strong precense on social netwroks, most of them with mobile device access at their fingertips. +
  6. 6. Social Listening Spark Adventure vs. Kaiser Permanente
  7. 7. Conversation Verbatim Adventure vs. Kaiser Permanente Medical Insurance = Difficult A joke Non existant Lacking active online precense Adventure/ Travel/Activity = Strong precense Sharable Connecting people Positive/Inspirational
  8. 8. Resulting Insight + Relevant Ideas ALLOW USERS TO EXPRESS THEMSELVES FREELY AND BUILD A POSITIVE AND LOYAL RELATIONSHIP WITH THEIR MEDICAL INSURANCE PROVIDER BY PAIRING ADVENTURE + HEALTH CARE
  9. 9. The Big Idea Create an ecosystem where adventurous individuals can interact with one another and with Kaiser Permanente. This platform encourages users to continue to live freely and keeps a point system to create a friendly competative environment where users can challenge one another to physical and daring activities and set up activities that are open to others in their network. Unlike other insurance companies, Kaiser Permanente will encourage adventurous high risk ac- tivities, travel, and exploration. Users will be rewarded with medical benefits such as free body massages and dental clean-ups based on the amount of points they receive. Use newer sharing platforms such as Storify, and existing ones such as Instagram, Twitter, and Facebook to build con- nections and spread the noise amongst Kaiser Permanente potential users and active adventurers.
  10. 10. Adventurer Proxy - Ages 25-34 - HHI: $20K-$39K - # in household: 2-3 - Currently do not have insurance - Have considered insurance (Yes/No) - Consider themselves adventurers/risk takers/explorers - Active on social networks (3+ hours per day) - They are passionate in their interests and beliefs - Take part in physical activity regularly (1-6 times a week) - Part Time Employment, Self Employed, or Full-Time Students
  11. 11. Meet the Adventurers Adam, 26 HHI: $28K Self-employed musician Free spirit, risk taker Carol, 26 HHI: $32K Part-time Marketing Assistant Outdoor explorer, goal oriented
  12. 12. Adam - “The only thing that will ever love you back is your passion.” Adam is a songwriter and guitarist in a small L.A. band. He’s been writing music since he was in high school, and after completing two years of collage he decided to but a hold on school to pursue his career in music. Adam likes thrilling adven- tures and he plays risky pranks on his fellow band members. He believes strongly in doing what you love and loving what you do, at the expense of anything. Social Network Preferences: 1. Twitter 2. Instagram 3. Vine Adventure Digital Socializing Hours per week Other Hobbies/Interests: 1. Indoor Rock Climbing 2. Bicycles 3. Shoes 4. Tattoos 5. Photography 52 48
  13. 13. Carol - “The harder you work, the more things fall into place” Carol has hopped from one start up organization to another, helping them build their marketing departments. She spends her weekdays glued to her screen. She’s aware that she never gets paid as much as her work is worth but she is grateful to live in San Francisco. Carol loves scheduling the weekend with outdoor adventures and she’s always the one in charge or organizing events with her friends. Social Network Preferences: 1. Facebook 2. Active.com 3. Storify Adventure Digital Socializing Hours per week Other Hobbies/Interests: 1. Hiking 2. Blogging 3. Online Shopping 4. Charity/Volunteering 5. Yoga 70 36
  14. 14. Consumer Decision Journey Trigger/ Initial Consideration Set Active Evaluation Moment of Purchase Post Purchase Experience/ Loyalty Loop Introduce the Kaiser Permanente Adventure + Insurance ecosystem to popular Twitter users such as Michele Richinik from MSNBC and Jason Pear- son from the band RETOX. Spread the buzz on social media through check ins, badges, and shares. Kaiser Permanente engages users in a constant fun challenge of adventures, risks, and exploration. Create events for organized adventures that your friends or strangers with common interests can attend and stay connected with other active individuals.Collect points to unlock adventure secrets and locations in your area and redeem rewards based on your high activity levels. Be the only insurance company that encourages high risk behavior and advneture to connect with individuals who have a ‘work hard, play hard’ mentality and either can’t afford insurance or don’t feel it’s necessary. Connect with others who are also following their passion and staying active. Collect points at every adventure spot you visit and for every activity you upload, mention, or share. Rewards for points include fre dental cleanings, free massages, haircuts, and other similar services. Continue challenging friends and discovering new fun.
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