Lofgren, Diane Gage; Cantu, Debbie
July 2010
Marketing Health Services;Summer2010, Vol. 30 Issue 3, p8
Academic Journal
The article offers information on the Thrive Campaign of the U.S. largest not-for-profit integrated health care delivery system Kaiser Permanente. It states that the campaign is about a brand strategy supported by a commitment to a model of care and a well-entrenched mission that is focused on members and patients. It relates that Kaiser was founded in 1945 which has more that 164,000 employees and 15,100 physicians who serve over 8.6 million members. Moreover, it delivers high-quality, affordable, safe, and prevention-focused care in 431 medical offices and 35 hospitals from Mid-Atlantic states to Hawaii. It discusses the lessons behind the campaign which include using research to learn and connect with the audience, inspiring people, as well as creating excitement and enthusiasm.


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