Kaiser Permanente has launched a multimedia direct marketing campaign to generate leads for its salespeople.
The health insurance firm is using direct mail, DRTV, Web banners and billboard advertising, as well as placing inserts in several million shared mail packages from Advo and Valpak.
All this is part of a $40 million brand repositioning the Oakland, CA company started earlier this year, said Beth Albrecht, director of national marketing for small business and individual plans.
Last month, Kaiser sent out more than 1 million mailing pieces to prospects in California, Georgia, Colorado and certain Midwestern states where it operates. In California alone, Albrecht noted, Kaiser mailed about 300,000 letters. The company sent them to various prospect lists it had developed.
The letter is headed, “Now Living Well Doesn’t Have to Make You Feel Bad,” and presents information on two new, affordable plans.
The letter goes on to promote other coverage, followed by a paragraph entitled “Living well has never been easier,” which advertises aerobics, tai chi and yoga instruction Kaiser offers.
The letter ends with an invitation to call a toll-free 888 number, visit Web site kp.com.org/access, or mail a coupon for free information.
Kaiser’s national network DRTV promotion will air in the same markets it’s mailing to. The 60-second spots, directed by actor James Woods, aim to depict the balance people try to achieve in their lives, one that helps them “thrive.”
“We’re using network TV because we’ve found that cable TV doesn’t work that well for us,” said Albrecht. She added that the insurer will run these spots at least until the end of the year, or until they’re no longer effective.
“With the DRTV commercials and the entire campaign we were trying for a whole different brand approach,” said Janet Barker, senior vice president and group creative director at Draft Chicago.
“In the past, Kaiser advertised like any other insurance company talking about being sick and going to the doctor. Now it wants to talk about health and living a healthy lifestyle.
“It’s the idea that, yes, you go to work, but you also want to come home and play with the kids.”
On top of all these efforts, Kaiser is running Web banners on targeted sites as well as billboard ads in several markets.
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