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 the Silver Pick award from the Public Relations Society of America (PRSA).
The B2C Health Care Marketing Brand Activation Campaign won in the Public Relations/Communications Agencies category. It marks the third award for the ID + Kaiser Permanente team—following a Marketo Revvie and a BMA Gold Key—but the first to recognize the B2C program.
ID and Kaiser Permanente designed, implemented, and optimized a new approach to engage health care consumers new to shopping for health care insurance, which they dubbed the B2C Health Care Marketing Brand Activation Campaign.
ID and Kaiser Permente 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, took pictures in a photo booth, and were encouraged to share images of themselves at the event on their social networks.
After participating in Brand Activation Events, leads entered a nurture campaign and received relevant information about health care. The multi-touch, multi-channel, customer-focused campaign delivered information about the value of health insurance, how to shop for it, and Kaiser Permanente’s unique value proposition—all through the lens of first-time health care shoppers in Colorado.
“We pulled demand generation best practices out of the Internet and plopped them down at heavy-trafficked events around Colorado,” said ID’s Creative Director, Theo Romeo. “We traded lead generation content for bean bags and photo booths. We engaged prospects and educated them with games and prizes, not whitepapers. And it was all in line with Kaiser Permanente’s ethos about health, wellness, and community. When the program transitioned from experiential to digital, we had the right routing and scoring in place to connect the dots for both internal stakeholders and the leads within the program.”
In all, Kaiser Permanente’s travelling 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 participants 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
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 intelligentdemand.com.