Ways to Improve Community Health: Analysis of the Kaiser Permanente

Today, Kaiser Permanente’s (KP) health care providers and not-for-profit health plan is known as one of the best in the nation. Serving in 8 states and in the District of Columbia, KP is “dedicated to care innovations, clinical research, health education, and improving community health”. Similar to their mission statement to exist “to provide high quality, affordable health care services and to improve the health of our members and the communities we serve”. KP’s vision and what they strive to be and work towards states they “are trusted partners in total health, collaborating with people to help them thrive and creating communities that are among the healthiest in the nation”. This is ways to improve community health essay in which will be analysed KP's organization market toward community health. 

Earlier this year, the Permanente Medical Group physician group, decided to rebrand themselves as Permanente Medicine. This rebranding is anticipated by KP’s healthcare executives to clarify what the overall organization represents and their philosophy of providing quality of care to patients and community. KP is a fast growing organization and is now one of our nation’s largest not-for-profit health plans. They currently have 39 hospitals and 706 medical offices, serving 12.2 million members. They also have 22,914 physicians, 59,127 nurses, and 218,297 employees.

Organization’s Market and Related Market Segments

Kaiser Permanente is located throughout 8 states of the United States, providing care in the largest well-known cities. This gives them the ability to provide care to a large population of potential patients. With the growth of their branding and reputation of care, their target market recognizes Kaiser Permanente as a superior health care provider. With the growth of KP’s brand and care, they should plan on expanding their market into other states. As well as the rebranding of their physician group, Permanente Medicine is hoping to represent as a more unified brand. An expansion of Permanente Medicine will find and utilize providers to meet patients and community needs by providing services needed in these new locations. By providing education on current health disparities this will improve community health and represent Kaiser Permanente’s healthcare and new branding.

Core Services and Channels of Distribution

Due to the large number of Kaiser Permanente Hospitals and medical offices, the services they provide vary on the location of their facility. Depending on the hospital and medical office, they provide outpatient services that promote wellness and prevention, Diagnosis services, treatment, and rehabilitative services. These are services used every day by patients ranging from check-ups, lab results, chemotherapy, or physical therapy. KP’s Hospitals also provide a wide range of inpatient services for those who stay overnight in the facility. Kaiser Permanente is known as “one of the largest multispecialty medical groups,” providing over 60 specialties throughout their locations. Aside from their hospital services, Kaisers health plan provides a variety of services to their members. KP health plan also offer affordable benefits and services to their members such as “preventive care, well-baby and prenatal care, immunizations, emergency care, screening diagnostics, hospital and medical services, and pharmacy services”. These services are offered to those insured and uninsured for a fee-for-service, and are easily accessible to the public to provide care.

Market Strategies

Kaiser Permanente has both digital and non-digital marketing for their organization and is recognized by the public. Some of their non-digital marketing includes posting their logo and name on billboards, public transportation, posters, and in sport stadiums. These are effective strategies because their locations catch the public’s eye. These advertisements include different photos and statements related to their philosophy. Stating their mission and vision of the organization to the public emphasizes who KP is and how they provide quality, affordable care. Promoting in sport stadiums is also an effective way in capturing the public’s attention through in-game features and logos throughout the stadium.

Digitally KP promotes their health care through social media sites such as Twitter, Facebook, YouTube, Pinterest, and Instagram this provides access for patients to share their experiences and future patients to see. On social media KP has the ability to share news articles, promote programs, and current health disparities to the public. Kaiser Permanente’s website is the main source of marketing patients look at. Here, patients look to see what services they provide, insurance they accept, history, etc. We also hear them on the radio, see commercials on TV, and advertisements for their mobile app which is effective for current generations. Kaiser Permanente has developed a large amount sponsors and partnerships which promote health, and recognize their brand. One major partnership, is their partnership with the NBA, share the goal of improving and promoting a healthy lifestyle. “The two parties will promote the health and wellness message through events, community programming and the inaugural NBA Health and Wellness Forum, a meeting that will address health care issues affecting NBA fans and local Communities”. KP have multiple effective marketing strategies which not just market their brand but support the organization’s mission and vision and give KP a competitive advantage to other healthcare organizations and their marketing strategies.

Effectiveness of Current Market Strategies

Kaiser Permanente utilizes a large amount of marketing strategies to promote their organization and overall health in the community. These methods of marketing proves their passion in promoting health and how they will continue to succeed. Most of their strategies such as their numbers of partnerships and sponsors give them an advantage over other healthcare organizations. Their large number of locations in the U.S. is another factor that gives them an advantage and recognition by patients in the community. One improvement I would make is Kaiser Permanente’s main website, it is difficult to navigate and find information a patient typically look for when finding a hospital that provides the services they need. An organization’s website should be easy to navigate and provide straightforward information on the hospital and their background. Other than the website, I think they have well planned out market strategies.

Improvements and Implementation

In addition to improving their website and as I mentioned previously, I believe Kaiser Permanente should expand into more locations. Although they are located in 8 states throughout the nation, by expanding into more states they will continue to promote their organization and continue to grow as a successful health care organization. This will take a lot of time and will be expensive to implement but I believe KP is a powerful organization now and can continue to grow. In regards to their current marketing strategies, I think that more interactive activities could be implemented. It could be costly but KP could use volunteer instructors or donations of equipment. This will promote good health and get communities to be more active.

Conclusion

In conclusion to community health essay, Kaiser Permanente is a large successful health care organization that strives to deliver quality and affordable health to the community and promotes to improve health through their many marketing strategies. They are a large competitive organization who are continuously evolving and rebranding to emphasize their philosophy. They have already come so far in the healthcare market and will continue to succeed.

References

• EHealth. (n.d.). Kaiser Permanente Health Insurance. Retrieved December 12, 2019
• Healthcare. (2015, January 26). Kaiser Permanente Partners With The NBA To Promote Health Message. 
• Kaiser Permanente. (n.d.). Fast facts. 
• Kaiser Permanente. (n.d.). How it all started. 
• Kaiser Permanente. (n.d.). Outpatient Services. 
• Kaiser Permanente. (n.d.). Specialists and Specialty Care. 
• Kaiser Permanente. (n.d.). Who We Are. 
• Kanski, A. (2019, January 16). Kaiser Permanente launches united Permanente Medicine brand - News.