01. STATEMENT OF PROJECT
The Healthcare industry is currently in a state of transition, toward a model focused around the patient’s wellbeing. This transition requires a new brand initiative from the healthcare providers. Branding must now convey a personable experience, reducing a large organization to a patient-member relationship.
The new Kaiser re-banding will be small shift into the new paradigm. The current brand has incredible equity, in both brand recognition, and customer satisfaction. All new changes will be intended to enhance and ease Kaiser into the new patient-centric paradigm.
The commitment to the members is expressed in a new logo and marketing strategy. The subtle redesign and color shift are intended to usher Kaiser into a new area of healthcare: one of personal relationships and collaborative environments. Future success relies on the individual member’s perception of the organization, especially compared to the competition.
02. CREATIVE BRIEF
Background
The current climate of healthcare is a shifting paradigm, from the long standing physician focus to a new patient centric model. Because Medicare/Medicaid reimbursements are driving this paradigm shift, health providers and insurers have no alternative but to adopt the patient centric model as their own.
A primary tenant of the patient centric model is the emphasis on preventative health and personal wellness. No longer are business models driven by the quantity of medical procedures; the effectiveness of the patients overall health plan will now determine the value of health coverage. Meaning a chronic patient will produce greater financial gain by limiting the number of procedures and focuses on health beyond the hospital.
Incorporating a new branding strategy, with a new logo, will help to establish Kaiser Permenente as a patient centric organization. Embracing a design strategy centred around patient wellness and partnership is vital to establishing Kaiser as a 21st Century healthcare provider.
Materials
Logo Designs
Promotional Material
Advertising
Collateral Material
Environmental Material
Overview
Client Services
Kaiser is a nonprofit medical insurance provider, focusing on procedural, preventative and pharmaceutical services. They also operate a foundation, and a for-profit physician group.
Kaiser is a nonprofit medical insurance provider, focusing on procedural, preventative and pharmaceutical services. They also operate a foundation, and a for-profit physician group.
Primary Market
The entire population, especially private paying citizens (non-medicare/medicaid)
The entire population, especially private paying citizens (non-medicare/medicaid)
The Problem
Shifting from a company centric brand, towards an identity emphasizing patient partnerships.
Shifting from a company centric brand, towards an identity emphasizing patient partnerships.
Competition
Aetna - $38,003,000,000 Annual Revenue
United Healthgroup - $130,474,000,000 Annual Revenue
Anthem - $73,874,000,000 Annual Revenue
CIGNA - $34,914,000,000 Annual Revenue
Humana - $48,500,000,000 Annual Revenue
03. Summary
The current climate of healthcare is a shifting paradigm, from the long standing physician focus to a new patient centric model. Because Medicare/Medicaid reimbursements are driving this paradigm shift, health providers and insurers have no alternative but to adopt the patient centric model as their own.
A primary tenant of the patient centric model is the emphasis on preventative health and personal wellness. No longer are business models driven by the quantity of medical procedures; the effectiveness of the patients overall health plan will now determine the value of health coverage. Meaning a chronic patient will produce greater financial gain by limiting the number of procedures and focuses on health beyond the hospital.
Incorporating a new branding strategy, with a new logo, will help to establish Kaiser Permenente as a patient centric organization. Embracing a design strategy centered around patient wellness and partnership is vital to establishing Kaiser as a 21st Century healthcare provider.
The simple clean updated typeface, shift in color, and simplified logo elements are the key to unlocking the door to the future of healthcare branding. A new relationship with members begins with the brand itself.
