Overview
With the goal of increasing awareness and preference for Kaiser Permanente among young “health-seeking” federal employees, we set out to quickly build a fresh database of interested Feds for future, highly-targeted re-marketing efforts.

Insight
For this group, we knew that we could combine their desire to improve their health & wellbeing and the Kaiser Permanente mission to help its members “Thrive” with a healthier mind, body and spirit, with a tool that they use everyday—their mobile phone. Through direct engagement and the promise of something truly useful we could garner the right response.

Approach
Federal employees were offered the “Mobile Wellness Coach”—daily health and wellness tips, recipes, jokes and inspiration sent right to their cell phones—an opt-in program of branded content with a link to more info. And all focused on helping them “thrive.”

The offer was delivered through a fully integrated campaign of outdoor, transit, print, radio, emails, e-newsletters, mobile web pages and online banners.

Results
The Mobile Wellness Coach has generated nearly 1,000 new and interested Kaiser Permanente prospects. A fully automated system now allows us to reach out to these prospects through their cell phones to gain more insight into demographics, attitudes and preference, awareness of programs, healthcare needs, and more.