Kaiser Ads Help Boost Membership
Kaiser Permanente is attributing membership increases in California and other markets to its "Thrive" promotional campaign, the Fresno Bee reports. Kaiser officials launched the campaign two years ago and say it has increased awareness of the insurance provider more than any past campaign.
The "Thrive" campaign includes television advertisements as well as farmers markets that offer fresh produce for sale in hospital parking lots. The markets attract both patients and nonpatients.
The television ads include messages that encourage healthy lifestyles through fitness and nutrition.
The HMO has 3.3 million members in California (Anderson, Fresno Bee, 10/21).