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Thrive or Revive? The Kaiser Permanente 'Thrive' Marketing Programs

by Kristiana Raube, Lynn Upshaw

In the Fall of 2013, Christine Paige, Kaiser Permanente's Senior Vice President of Marketing was preparing for an upcoming executive committee meeting in which she needed to recommend some critical changes to Kaiser's long-running and successful 'Thrive' marketing programs. Since launching the Thrive campaign in 2004, much had changed, particularly in the external environment in terms of the greater healthcare reforms and 'me too' competition from other healthcare companies. Paige faced a series of issues: (1) How should Kaiser Permanente capitalize on the widespread success of its innovative Thrive healthcare marketing programs; (2) How could Kaiser's marketing become even more accountable in terms of generating tangible membership gains; (3) What is Kaiser's best marketing strategy moving forward, given the rise of competition that was mimicking its wellness approach; and (4) How could Kaiser's marketing programs best weather what would likely be a difficult transition period when the controversial Affordable Care Act was fully implemented, beginning in 2014?.


Pub Date: Mar 9, 2014

Discipline: Marketing

Subjects: Health care, Marketing, Market analysis, Market positioning, Brand management

Product #: B5804-PDF-ENG

Industry: Health care services,Health insurance

Geography: United States, California

Length: 11 page(s)

Berkeley Haas Case Series
Berkeley Haas Case Series The Berkeley Haas Case Series is a collection of business case studies written by faculty members at the Haas School of Business. Cases are conceived, developed, written, and published throughout the year, on subjects ranging from entrepreneurship and strategy to finance and marketing. Each case includes a teaching note for use in the classroom.


Berkeley Haas Case Series

A new collection of business case studies from Berkeley Haas

The aim of the Berkeley Haas Case Series is to incite business innovation by clarifying disruptive trends and questioning the status quo.

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