Provided brand communications training to regional offices

1. Community Benefit Brand Voice Matrix
Training – April 24, 2008
KAISER PERMANENTE

2. Agenda
• Brand Voice Matrix Overview
• How to Use the Matrix?
• Exercise: Defining & Creating an Elevator Pitch
• Questions & Answers

3. Brand Voice Matrix Overview
The Brand Voice Matrix is your compass and guide. Use the Matrix to:
• Prioritize brand personality, values and attributes
• Understand the Masterbrand & Community Benefit brand relationship
• Identify voice humility level on a scale from 1 to 10

4. How to Use the Matrix
Community Benefit General Messaging
• Focus on Community Benefit - Not KP Benefit
• Humble Meter: 6

5. Example Copy: General Messaging Employers/Brokers
With our more than 60 years of integrated health care experience,
Kaiser Permanente is uniquely qualified to address the health
issues we face. But more than that, we are dedicated to giving
back to our local communities and making the services and
expertise of our organization available to them—so that the most
vulnerable of the population get the tools they need to lead
healthier lives. We provide care and coverage for low-income
people; support community health centers; encourage community
residents to live healthier through community health programs;
and actively share vital expertise, knowledge, and research
with the community at large. Through these methods, and
by sustaining other worthy community programs, we hope to
improve the conditions in which we live and make total health
a reality for everyone.
How to Use the Matrix
Expert
Prevention
Dedicate
d
Empowerment

6. Care and Coverage for Low-Income Families
• Indistinguishable from KP Member Brand Experience
• Humble Meter: 4
How to Use the Matrix

7. Safety Net Partnerships
• Focus on Partners Brand - Not KP Brand
• Humble Meter: 2
How to Use the Matrix

8. Example Copy: Safety Net Partnerships Government Audience
Latino and African-American groups are two times more likely
to suffer from diabetes and the myriad of associated health
problems like heart disease. Kaiser Permanente works with
community clinics, health departments, and public hospitals
so that they are able to expand treatment and provide their
minority and low-income patients with the best care possible.
In 2006, in an effort to address the impact of diabetes on ethnic
minorities, Kaiser Permanente partnered with the San Diego
Council of Community Clinics. Evidence-based studies had
shown that a treatment program at Kaiser Permanente using
a unique drug protocol called ALL (an acronym of aspirin,
lisinopril, and lovastatin) reduced cardiovascular risk for those
with diabetes. The ALL protocol was given to approximately
350 low-income patients,
Inclusive
Expert,
Knowledge,
Support
How to Use the Matrix

9. Community Health Initiatives
• Community-Focused Strategies Closely Align with KP Brand
• Humble Meter: 6
How to Use the Matrix

10. Developing and Disseminating Knowledge
• Greatest Potential to Positively Impact the KP Brand
• Humble Meter: 9
How to Use the Matrix

11. The typical Elevator Pitch is lasts 30 to 60 seconds. It is succinct,
establishes credibility and is easy to understand.
An effective elevator pitch answers the following questions:
• Who we are
• What are the products and services
• What are the benefits
Exercise: Defining & Creating an Elevator Pitch

12. Exercise: Defining & Creating an Elevator Pitch
Example: Intel’s Elevator Pitch
“Intel, the world’s largest silicon innovator, creates products and
technologies that change the way people live, work and play.
Whether it’s a mobile lifestyle or a new way to enjoy
entertainment at home, Intel is helping people all over the world
accomplish things they never before dreamed possible.”

13. Example: Community Benefit Elevator Pitch
“At Kaiser Permanente, we’ve had a long-standing commitment
to make total health a reality for everyone. This means more
than charitable care and financial support. We’re taking care of
our communities and giving back to them by making the services
and expertise of our organization available to the most vulnerable.
We’re providing care and coverage for people with low incomes;
lending a hand to community health care facilities; making it
easier for community residents to make healthier choices; and
actively sharing our knowledge, research, and expertise with
the community at large. Through Community Benefit, we’re
helping to build healthier lives, stronger communities, and
better conditions in the neighborhoods in which we all live.”
Who
Benefits
Services
Who
Exercise: Defining & Creating an Elevator Pitch

14. Questions & Answers