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New ads seek to repair damaged Kaiser Permanente reputation
Healthcare Strategist Trend Watch, September 29, 2006
Kaiser Permanente, headquartered in Oakland, CA, launched three new TV spots in September in an attempt to counteract negative perceptions stemming from controversy over its kidney transplant program. The crisis, which came to light in May 2006, became public when it was discovered that hundreds of transplant patients faced long delays and unnecessary red tape at the system's San Francisco kidney program.
Kaiser's new ad targets a primetime audience in California markets on all four major networks and goes national in October. Billboard and other outdoor advertising will be added in November. One TV spot features a young man crowd-surfing through a sea of Kaiser doctors, nurses, and other hospital staff. The tagline is: "Being connected is a wonderful thing."
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