Winner: Kaiser Permanente Northern California – Talking Health Care and the Bottom Line With Business Decision Makers
In response to dire unemployment levels in California, which had a negative impact on Kaiser Permanente’s health care membership, the corporate communications team pitched op-eds to targeted businesses and chamber-of-commerce publications to support the need for health care and reinforce KP’s reputation as credible authority in the business community. The first op-ed was targeted at business owners and was distributed during the open enrollment season, providing tips for controlling health care costs. Another editorial targeted consumers, providing health care advice for the employee side. The employer-targeted op-ed found placement in the Sacramento Business Journal and North Bay Business Journal, among others.
The employee-focused piece ran in seven chamber-of-commerce publications. All told, these articles reached a potential audience of 100,000 readers and 7,500 business employers that represent more than 600,000 jobs throughout Northern California.
Honorable Mention:
Blue Cross & Blue Shield of Rhode Island - Aquidneck PCMH Op-Ed 2010: Blue Cross & Blue Shield's op-ed aimed to highlight multiple elements of health care delivery improvements, establishing credibility with internal and external expert insight and focusing on direct benefits to patients and providers. The op-ed achieved placement in The Providence Journal, a newspaper which reaches 79% of the target Rhode Island audience.