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.

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.

Deliverables

• Logo Designs
• Promotional Material
• Advertising
• Collateral Material
• Environmental Material

Objective

Shifting from a company centric brand, towards an identity that strongly emphasizes patient partnerships and prioritizes collaborative relationships with individuals seeking healthcare services. This strategic shift allows for the establishment of a more patient-centered approach, where the needs and preferences of patients are actively considered and integrated into the decision-making process. By fostering these partnerships, the organization aims to enhance patient satisfaction, improve health outcomes, and ultimately build a stronger and more sustainable healthcare ecosystem.

The current climate of healthcare is undergoing a significant transformation, transitioning from a longstanding focus on physicians to a new model that prioritizes the patient. This shift is primarily driven by Medicare/Medicaid reimbursements, compelling health providers and insurers to adopt the patient-centric approach as their own.

One of the key principles of the patient-centric model is the emphasis on preventive health and personal wellness. Business models are no longer solely driven by the quantity of medical procedures; instead, the value of health coverage is now determined by the effectiveness of the patients’ overall health plan. This means that a greater financial gain can be achieved by limiting the number of procedures for chronic patients and focusing on their health beyond the hospital.

By incorporating a new branding strategy, including a fresh logo, Kaiser Permanente can establish itself as a patient-centric organization. Embracing a design strategy that revolves around patient wellness and partnership is crucial for positioning Kaiser as a 21st-century healthcare provider.

The use of a simple, clean and updated typeface, a shift in color, and simplified logo elements are the key elements that will unlock the door to the future of healthcare branding. A new relationship with members starts with the brand itself.