Kaiser Permanente is the nation's largest nonprofit health plan, serving 9 million members across 9 states and Washington D.C. with over $49 billion in annual revenue. It has 16,658 physicians across 37 hospitals and 611 medical offices. Kaiser Permanente aims to elevate the voices of patients and physicians through first-person care stories on its website and other communications channels to demonstrate the value of its integrated care delivery model. It plans to launch a weekly podcast in 2013 called Total Health Radio hosted by an OB/GYN physician to further engage members and the public.

1. Elevating the Voice of Patients and Physicians
Holly Potter (@htpotter)
Vice President, Brand Communication

2. About Kaiser Permanente
Integrated care delivery
•16,658 physicians
•172,997 employees
•37 hospitals and 611 medical offices
Nation’s largest nonprofit health plan
•Serving 9 states and the District of Columbia
•9 million members
•$49 billion revenue
Improving health
•$1.8 billion in community benefit
•900 peer-reviewed studies per year

3. Care Stories (kp.org/carestories)
 Strategy:
Demonstrate the
value of KP care
through the voice of
the member
 First-person stories
from patients,
physicians and staff
 Updated monthly

4. Care Stories: Get To Know Us

5. Integrated Communications
Care
Story
Marketing
Advertising
Presentations
Waiting
Room Video
Media
Outreach
Speaking
Engagements
Meetings
Employee
Newsletter
Social Media

6. Employee Communications

7. Facebook Engagement

8. Media Coverage

9. Member Newsletter Drives Engagement
50+ requests for colon cancer
screening kits
4,500 views in four days
15,000 blog views
267,000 “opens” of emailed article

10. From Care Story to National Ad (kp.org/mary)

11. Extending Engagement through TweetChats

12. Building Partnerships and Relationships

13. Coming in 2013: Total Health Radio
 Weekly 30-minute podcast
on topics of interest to
female health seekers
 Hosted by Dr. Joyce
Gottesfeld, OB/GYN
 Shows will include
interviews from care
providers from across the
program and members
when appropriate
 Launching: April 2013

14. For More Information
Holly Potter
Vice President, Brand Communication
Kaiser Permanente
kp.org/newscenter
Holly.Potter@kp.org
510-435-2129
@htpotter
14 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.June 13, 2013