MaSSSoftech

Sixth Season of the Thrive Campaign Continues to Spread Health





OAKLAND, Calif., Sept. 1 /PRNewswire/ -- Kaiser Permanente has launched its
sixth season of the Thrive advertising campaign, with television, radio, print
and online ads that reflect the health care organization's commitment to the
total health of its members and the communities it serves.

Two new ads -- "Emerald Cities" and "Connected" -- illustrate Kaiser
Permanente's leadership in leveraging health information technology. As the
nation seeks innovative solutions for reforming health care and reducing
costs, Kaiser Permanente is leading the way in making technology a core tool
for patients and providers with Kaiser Permanente HealthConnect(R), the
world's largest civilian electronic health record.

"These new messages are designed to communicate Kaiser Permanente's
longstanding and unparalleled commitment to preventive care and our members'
total health -- mind, body and spirit," says Debbie Cantu, vice president,
brand marketing and advertising. "They work together to communicate how we
help people to thrive -- that includes our members, the communities we serve,
the environment, and even the overall health of our nation."

The first ad, "Emerald Cities," is a 30-second spot that conveys how Kaiser
Permanente's use of advanced technology benefits Kaiser Permanente's health
care delivery system by saving lives, managing chronic conditions and making
medical breakthroughs. The ad also communicates Kaiser Permanente's focus on
sustainability -- by using electronic health records the amount of paper used
within the organization is drastically decreased -- saving thousands of trees
annually. To date, Kaiser Permanente members have completed 6 million doctor's
visits without using one gallon of gasoline. Simply put in the spot's opening
line, "By putting an end to paper medical records, we have ushered health into
the digital age."

The second ad, "Connected," features a demonstration of My Health Manager on
http://kp.org and shows how Kaiser Permanente members can stay connected to
their health and health care provider using My Health Manager on
http://kp.org. It highlights the convenience of securely e-mailing your
doctor, checking your medical records, reviewing test results and booking
appointments online. The 30-second spot also shows how Kaiser Permanente
clinicians are digitally connected to each other, which ultimately helps them
stay connected to Kaiser Permanente's members. The closing line of the ad
summarizes, "At Kaiser Permanente, we believe that if knowledge is power,
shared knowledge is even more powerful."

Also, in time for the new campaign, http://kp.org/thrive has been refreshed
with a new look, new feel, and new content for Kaiser Permanente members,
employees, physicians, and the general public. The new ads, as well as six new
topical sections, can be found on the Web site. The site is an interactive,
health and wellness destination containing tools, information and frequent
posts to help people live healthier lives.

The $50-million, multi-year Thrive Campaign was created in partnership with
Warren, Michigan-based advertising agency Campbell-Ewald, which has worked
with Kaiser Permanente since the rollout of the first Thrive ads in 2004. The
new television commercials will run in California, Oregon/Washington state,
Colorado, Georgia, parts of Maryland, Virginia and the District of Columbia,
and Hawaii.

About Kaiser Permanente
Kaiser Permanente is committed to helping shape the future of health care. We
are recognized as one of America's leading health care providers and
not-for-profit health plans. Founded in 1945, our mission is to provide
high-quality, affordable health care services to improve the health of our
members and the communities we serve. We currently serve 8.6 million members
in nine states and the District of Columbia. Care for members and patients is
focused on their total health and guided by their personal physicians,
specialists and team of caregivers. Our expert and caring medical teams are
empowered and supported by industry-leading technology advances and tools for
health promotion, disease prevention, state-of-the art care delivery and
world-class chronic disease management. Kaiser Permanente is dedicated to care
innovations, clinical research, health education and the support of community
health. For more information, go to: www.kp.org/newscenter.



SOURCE Kaiser Permanente

Laura Dunn of Kaiser Permanente, +1-510-267-2818, laura.c.dunn@kp.org