Kaiser Permanente - Marketing Forces Case Study

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[. . .] Consequently, while exact numbers cannot be tied to Kaiser's marketing techniques, Kaiser is certainly impressive and enjoys considerable customer loyalty.

Relationship of Marketing Plan to Level of Performance Regarding Quality of Care and Financial Viability

The relationship between Kaiser's marketing plan and its level of performance regarding quality of care is clear, particularly since its Kaiser ties many of its marketing activities to activities focused on improving quality of care and since its News Center regularly issues press releases regarding every achievement, including but not limited to its quality of care. The relationship between the marketing plan and its financial viability is more difficult to discern, as Kaiser was and is huge, with enormous financial resources; however, its #1 ranking in customer loyalty would certainly mean that it continues to enjoy financial viability through continued member premiums. Certainly, Kaiser Permanente's marketing activities also hone its quality of care in the community and garner attention/accolades that logically contribute to an organization's financial viability.


Kaiser Permanente has the considerable geographical expanse, huge membership, a large employee force and financial wherewithal to mount an aggressive and widespread marketing plan. Marketing both nationally and regionally, Kaiser has: distinguished itself from other health care providers; embraced diversity in both its membership and employment force; established a national learning center in Washington, D.C.; started and maintained programs targeting obesity, walking for health and environmental concerns; offered free services in many communities; awarded grants and scholarships; and widely publicized all those activities through its News Center. Many of Kaiser's marketing activities are naturally connected with improving quality of care and financial viability. While it is difficult to assess the effectiveness of Kaiser's marketing plan in membership numbers or dollars and cents, its activities have certainly gained widespread recognition and awards for excellence, as well as considerable customer loyalty.

Works Cited

Baxter, R. (2012, April). Impact Newsletter | April 2012. Retrieved on May 29, 2012 from info.kp.org Web site: http://info.kp.org/communitybenefit/html/about_us/global/impact/cbnewsletter.html

Dunlop, D. (2011, April 15). Healthcare marketing done right | The Kaiser Permanente Center for Total Health. Retrieved on May 29, 2012 from dandunlop.blogspot.com Web site: http://dandunlop.blogspot.com/2011/04/kaiser-permanente-center-for-total.html#!/2011/04/kaiser-permanente-center-for-total.html

Kaiser Permanente. (2012). About Kaiser Permanente. Retrieved on May 29, 2012 from xnet.kp.org Web site: http://xnet.kp.org/newscenter/aboutkp/fastfacts.html

Kaiser Permanente. (2012). Employee diversity. Retrieved on May 29, 2012 from www.kaiserpermanentejobs.org Web site: http://www.kaiserpermanentejobs.org/employee-diversity.aspx

Kaiser Permanente. (2012). Green Resource Center. Retrieved on May 29, 2012 from xnet.kp.org Web site: http://xnet.kp.org/newscenter/aboutkp/green/index.html

Kaiser Permanente. (2012, March 21). Kaiser Permanente again ranks no. 1 in customer loyalty in the 2012 Satmetrix Net Promoter benchmark study. Retrieved on May 29, 2012 from xnet.kp.org Web site: http://xnet.kp.org/newscenter/pressreleases/nat/2012/032112netpromoter.html

Kaiser Permanente. (2012). Kaiser Permanente News Center. Retrieved on May 29, 2012 from xnet.kp.org Web site: http://xnet.kp.org/newscenter/rss/rssfeeds.html

Kaiser Permanente. (2012, April 25). Kaiser Permanente ranked top health care organization on DiversityInc's "Top 50 Companies for Diversity." Retrieved on May 29, 2012 from xnet.kp.org Web site: http://xnet.kp.org/newscenter/awards/2012/042512diversityinc.html

Kaiser Permanente. (2012, April 30). Kaiser Permanente receives inaugural honor from "Diversity MBA Magazine." Retrieved on May 29, 2012 from xnet.kp.org Web site: http://xnet.kp.org/newscenter/pressreleases/nat/2012/043012diversitymba.html

Kaiser Permanente. (2012, May). News Center | In the community. Retrieved on May 29, 2012 from xnet.kp.org Web site: http://xnet.kp.org/newscenter/inthecommunity/index.html

Kaiser Permanente. (2012). Our business structure. Retrieved on May 29, 2012 from www.kaiserpermanentejobs.org Web site: http://www.kaiserpermanentejobs.org/our-business-structure.aspx

Kaiser Permanente. (2012). Sales and Marketing Careers. Retrieved on May 29, 2012 from www.kaiserpermanentejobs.org Web site: http://www.kaiserpermanentejobs.org/career-area/Sales-and-Marketing

Noonan, M.D., & Savolaine, R. (2001). A neighborhood of nations. Retrieved on May 29, 2012 from Proquest.umi.com Web site: http://proquest.umi.com/pqdweb?index=5&sid=2&srchmode=2&vinst=PROD&fmt=6&startpage=-1&clientid=14844&vname=PQD&RQT=309&did=93247294&scaling=FULL&ts=1338218230&vtype=PQD&rqt=309&TS=1338218258&clientId=14844 [END OF PREVIEW]

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