When the Affordable Care Act was first enacted, Kaiser Permanente needed to communicate the benefits of its health plans to a large pool of new prospective clients. Print played a big part in their marketing efforts. “Healthcare in general is very daunting,” explains Amber Podratz, Senior Creative Strategist for Kaiser Permanente. “In these complex information spaces, print allows us to lay things out in a way that consumers can easily follow and understand, so they get the information they need to make an informed choice.” Watch the video to learn more, and read on below to see how personalized direct mail played a part in their successful campaign.

The Affordable Care Act created a great deal of confusion for many Americans. Suddenly consumers, many of them are new to the health insurance market, needed to research understand and consider their options. When Kaiser Permanente wanted to communicate with this pool of prospective new customers, they turned to print.

Kaiser started by creating pop-up retail stores were consumers can learn about Kaiser Permanente as well as ACA in general. When people came into the stores they were given a packet of helpful information to take home with them. “This was important because healthcare in general is very daunting”, explained Amber Podratz, Kaiser Permanente senior creative strategist. “It’s an overwhelming subject that tends to be very dense and complex information. You cannot absorb it at a quick glance or just by hearing about it. You need to sit down and go through it read it -over and over again if necessary”. “Much of the material deals with figures and charts”, Amber said, “when this is online you can’t go line by line and compare things. You have to see it in person and be able to point to it and direct your eye along the page.” Amber goes on to add “In these complex information situations, print allows us to lay things out and communicate in a way that consumers can easily follow and understand so they get what they need to make an informed choice”.

Amber and her team also used direct mail to drive local residents to these pop-up shops. Everything from the list, to the images, to the copy was targeted specifically for the demographics and identity of each stores neighborhood. “Knowing the demographics of each community also let us to produce a lot of materials and other languages”, Amber adds. “This was important especially for a complex subject like healthcare. Our direct mail program was very successful and I think that alone prospect see something in their native language so that they knew they were surely communicating with them made a big difference.”