Healthcare Advertising Awards Honors Intelligent Demand’s Client, Kaiser Permanente

Boardwalk Brand Activation program wins Silver Award

Denver, CO (September 2, 2014) Intelligent Demand (ID), an agency partner who transforms the way companies grow revenue, today announced its client, Kaiser Permanente Colorado (Kaiser Permanente), one of the nation’s leading health care providers and not-for-profit health plans, won a Silver Award in the Employee Communication Program category.

The award honors the Kaiser Permanente Boardwalk program: A multi-channel, consumer-focused marketing program consisting of in-person Brand Activation Events to acquire leads and a nurture email campaign serving up tailored messaging to first-time health insurance buyers—the value of health insurance, how to shop smart shopper, and where Kaiser Permanente’s unique value proposition fits into the mix.

ID and Kaiser Permanente organized Brand Activation Events modeled after the classic American boardwalk with a series of stands featuring health care-related Plinko and Spin-the-Wheel games. Charismatic Kaiser Permanente staff invited event attendees to play the games after they entered some basic information—including their current health care insurance status—on an interactive tablet. Participants won prizes and took photo booth pictures and were encouraged to share them on their social networks.

“This project was incredibly memorable and important for all the talented people who worked on it,” said Theo Romeo, ID’s Creative Director. “First, we pulled demand generation best practices out of the Internet and plopped them down at heavy-trafficked events around Colorado. We traded lead generation content for bean bags and photo booths. We engaged prospects and educated them with games and prizes, not white-papers. And it was all in line with Kaiser Permanente’s ethos about health, wellness, and community.”

In all, Kaiser Permanente’s traveling boardwalk appeared at 13 outdoor events between the summer and fall of 2013, including farmers markets, special happenings at the Denver Zoo, and the Colorado State Fair. The results for the award-winning B2C program included:

  • Approximately 40,000 people participated in all 13 Brand Activation Events
  • More than 10,000 leads captured with more than 9,000 qualifying for nurture campaigns
  • Nearly 2,400 leads qualified as sales ready
  • Cost per lead (CPL) decreased 40% over the life of the program

“There is a contingent within the marketing sphere that are very content with using impressions, clicks, and likes as the indicator of how well marketing is doing,” said Kaiser Permanente’s National Director of Advertising, Lawrence Montgomery. “A separate faction sees the writing on the wall, and they’re saying ‘clicks and impressions are great but only if you can connect them directly to sales.’ Our program with Intelligent Demand is making a clear connection between our marketing efforts and our sales results.”

About Healthcare Advertising Awards
The Healthcare Advertising Awards are sponsored by Healthcare Marketing Report, the leading publication covering all aspects of healthcare marketing, advertising, and strategic business development.

About Kaiser Permanente
Founded in 1945, Kaiser Permanente is recognized as one of America’s leading health care providers and not-for-profit health plans. The organization currently serves 11.8 million members in eight states and the District of Columbia. Kaiser Permanente Colorado has proudly served the residents of Denver and Boulder for more than 40 years, providing high-quality coverage and care together, to help their community thrive.

Intelligent Demand is a full service, integrated revenue agency that specializes in growing companies who have complex marketing and sales use cases. But we don’t just help our clients make a one-time sales impact; we transform the way they grow revenue so that it is strategic, scalable, modern, and measurable. And we do this using an integrated, holistic methodology we call Real Revenue TransformationTM. Learn more at

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