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America’s largest health care provider harnesses the evocative, inspirational power of music to amplify its preventive health message and help members thrive.
Kaiser Permanente (KP) wants to inspire its members to adopt the kinds of lifestyle changes that lead to “total health”—an overall sense of well being in mind, body and spirit. So, in 2007 KP decided to investigate music’s potential as an engaging communication tool.
KP knew that music had great potential as a vehicle for its total health message. But they weren’t sure how to put music to work in a strategic, systematic way in an organization of over 50,000 employees—employees that ranged from nurses and physicians to marketers and administrators.
So KP turned to Rumblefish to form a comprehensive sonic branding strategy for healthcare: The Music Health Initiative.
The Music Health Initiative does two things. First, it provides KP’s branding and marketing teams with an on-brand music catalog and clear guidance on how to use music purposefully to amplify the total-health message. Second, it promotes the use of music as an accessible, highly effective “wellness tool” that can help people feel better, live healthier, and be happier.
“Music lifts us up when we're down. It energizes and revitalizes us. And that’s exactly what we want to do here at Kaiser Permanente—inspire our members to take charge of their health and make their lives better.”–Debbie Cantu
Senior VP Brand Marketing
Kaiser Permanente