Kaiser Permanente Case Study

Kaiser Permanente is the nation’s largest Health Maintenance Organization with 8.4 million members, roughly 120,000 employees, 12,000 physicians, in 8 regions across the country.

In 2002 Kaiser Permanente began planning for the implementation of a large-scale technology infrastructure deployment throughout all of their eight regions. This deployment would integrate an Electronic Medical Record (EMR) system with business process technology. Given the size of the organization, leadership recognized that this initiative would have tremendous impact throughout Kaiser and for the health care industry overall.

The project sponsors believed that to support the massive amount of change that would take place within the organization, and the amount of external visibility that would be generated, they would benefit from creating a new brand for the initiative.

In January 2003, Kaiser Permanente partnered with Bromberg Consulting to create the brand and launch the initiative. The scope of work included:

• Naming strategy and development
• Testing (22 focus groups across the country)
• Identity development (logo and brand standards)
• Communications plan development to launch initiative to 140,000 employees and 12,000 physicians
• Production of 3 -10 minutes videos demonstrating how the technology supports the patient visit and business processes

This implementation is fundamentally changing the way health care is delivered and is the largest civilian technology deployment in the United States.