OAKLAND, CA: Kaiser Permanente last week undertook its most expensive advertising campaign to date - and the health maintenance organization is also working with Edelman to craft the messages behind it.
The PR component is largely in-house media relations, but Edelman, which does project work for Kaiser, also will help with positioning, strategy, and upcoming campaigns, said Bernard Tyson, Kaiser SVP of brand strategy and management.
"We have a great story to tell," Tyson said. "We've spent a lot of time thinking through our PR strategy that goes along with the advertising campaign."
Kaiser hopes to close the "night and day gap" that exists between how non-members perceive the health insurer and the high ratings members give it. The HMO is also proactively promoting disease prevention, Tyson noted.
The Wall Street Journal reported that Kaiser's last campaign prompted lawsuits from consumer advocates, who said that the HMO misrepresented its business practices.