HERO Marketing and Kaiser Permanente have collaborated on a new campaign that aims to appeal to the modern Boomer generation and educate them about Medicare options. The campaign, titled 'Keep Thriving with Medicare Made Easy,' features a range of marketing tactics, including CTV, pre-roll, Nextdoor video ads, gamified print ads, smart speaker interactive-audio experiences, and streaming audio ads. The campaign also directs prospects to an educational landing page hub that offers pro-aging content, member testimonials, and tailored content based on their interests.
The campaign is a part of Kaiser Permanente’s long-running 'Thrive' campaign, which aims to differentiate the organization as a provider of health rather than healthcare. The Thrive campaign has been known for its stunning visuals and topical content that address issues such as electronic medical record technology and the economic crisis. The new campaign builds on this legacy by tapping into the mindset of today’s older adults who are breaking down stereotypes and living their best lives. The campaign aims to boost consideration and build affinity for Kaiser Permanente as a Medicare provider that understands and supports their needs.
Transparent Healthcare Campaigns
Kaiser Permanente Aims to Support the Modern Aging Consumer
Trend Themes
1. Pro-aging Content - Opportunities for developing marketing campaigns that promote the benefits of aging and focus on addressing the needs of the modern aging consumer.
2. Multichannel Marketing - Opportunities for using a variety of marketing channels, including CTV, smart speakers, and streaming audio, to engage with consumers and educate them about Medicare options.
3. Personalized Content - Opportunities for developing tailored content based on the interests and needs of individual consumers to improve engagement and boost consideration for healthcare providers.
Industry Implications
1. Healthcare - Opportunities for healthcare providers to differentiate themselves by focusing on providing health rather than healthcare and addressing the needs of the modern aging consumer.
2. Marketing and Advertising - Opportunities for marketing and advertising agencies to develop innovative campaigns that use a variety of channels to engage with consumers and promote personalized content.
3. Technology - Opportunities for companies to develop new technologies that can be used to create interactive-audio experiences and gamified print ads to educate and engage with consumers.