By Ben Thrutchley
It’s a question that everyone asks at some point in their lives: Will I get the health care I need if I become seriously ill or injured? Two of the four television ads developed for the 2017 Thrive Campaign tackle that question, providing a powerful illustration of medical excellence at Kaiser Permanente.
This year’s ads showcase our dedicated physicians, who are the driving force behind Kaiser Permanente’s industry-leading quality — and whose compassion and expertise are the hallmarks of Permanente Medicine. For Kaiser Permanente of the Mid-Atlantic States (KPMAS), the campaign is particularly exciting because it features two recognizable faces from our region: Dr. Michael Stone, a vascular and interventional radiologist based out of Tysons Medical Center, and Dr. Dana Sloane, Chief of Gastroenterology and Assistant Physician in Chief for Access, based out of South Baltimore Medical Center. Dr. Stone’s awards and recognitions include: Top Doctor, Northern Virginia Magazine, 2013 – 2017; Top Doctor; Washingtonian Magazine, 2015 – 2016; and chief resident at Massachusetts General Hospital. And Dr. Sloane’s awards and recognitions include: Top Doctor, Baltimore Magazine, 2013 – 2014, and Rising Star Doctor, Washington Post, 2013.
The campaign encompasses a total of four television spots – in addition to a wide range of radio, online and out-of-home ads. The first television spot is one we’ve seen before: “Roomies.” This ad illustrates the value of our integrated, team-based model of care. It started running in April and will continue throughout our open enrollment campaign season.
The Mid-Atlantic’s local celebrities went on the air this week, when “Tireless” launched across the country. This ad – featuring Drs. Stone and Sloane – shines a light on the tireless dedication of Kaiser Permanente specialists, not just for the sake of quality medical care, but for the benefit of those whose lives we touch every day. Watch “Tireless” by clicking here.
The third ad – “The Doctors Know What to Do” – launches September 25. In this spot, a husband and wife talk with his oncologist after learning that the man has cancer. It highlights the impact of a calming, knowledgeable physician as a patient faces a frightening diagnosis.
On October 2, we’ll mark the start of Mental Illness Awareness Week with the launch of “Rooftops.” This powerful video encourages viewers to reach out when they think someone they care about is depressed. The digital video will air online and in theaters, and ends by directing viewers to our updated FindYourWords.org website, which includes information, resources, and tips on talking about depression.
We will publish links to both upcoming ads – “The Doctors Know What to Do” and “Rooftops”—as soon as they become available.
Both English and Spanish versions of the television ads will run continuously through January 2018. As each TV spot or video launches, we will feature it on insideKP as well as kp.org, the KP YouTube channel, and social media sites including KP Thrive and KP Viva Bien on Facebook, and @kpthrive, @kpshare, and @kpvivabien on Twitter.
We hope you support the campaign – and our amazing local talent! – by sharing these ads with your friends, families, and neighbors. As a reminder, please take the BeKP Champion training to learn the most effective ways to spread the word about Kaiser Permanente.
