Kaiser Permanente needed to rapidly scale their digital health platform to compete with WebMD but lacked medical professionals who could execute sophisticated digital marketing strategies while meeting healthcare industry accuracy standards.
After an intensive 8-month vetting process, Prose deployed practicing physicians and nurses with digital marketing expertise from major medical institutions, plus senior medical editors including a WebMD chief editor.
KP successfully launched their digital health platform with competitive positioning against established players. The medical marketing team delivered sophisticated digital infrastructure while maintaining zero-tolerance accuracy standards, freeing internal teams for core clinical operations.
Kaiser Permanente (KP) is the largest not-for-profit health maintenance organization (HMO) in the United States. In operation for more than 75 years, KP runs 39 hospitals and more than 700 medical offices, with over 300,000 personnel, including more than 87,000 physicians and nurses.
Kaiser Permanente needed to rapidly scale their digital health platform to compete with established players like WebMD, but lacked the specialized medical marketing talent to execute this strategic initiative. While their internal team excelled at clinical operations, they needed physicians and medical professionals who could also execute sophisticated digital marketing strategies across mobile experiences, SEO optimization, and member engagement platforms. The challenge required building comprehensive digital marketing operations around complex medical topics including Diabetes, Maternity, Mental Health, Cancer Care, and Cardiac Health—all while meeting the zero-tolerance accuracy standards required in healthcare marketing.
After an intensive 8-month vetting process that one KP employee described as "Byzantine, Kafkaesque," Prose deployed a world-class team of medical marketing specialists who understood both healthcare regulations and digital marketing execution. Our strategic talent deployment included:
The embedded team operated with the medical credibility and digital marketing expertise needed to help KP compete directly against established digital health platforms. The team developed comprehensive marketing campaigns and educational content across multiple health verticals while ensuring all materials met healthcare regulatory standards.
Our strategically-deployed medical marketing team enabled Kaiser Permanente to successfully launch their digital health platform and establish competitive positioning against WebMD. The partnership transformed KP's digital marketing capabilities while maintaining their zero-tolerance accuracy standards.
The team's impact extended beyond traditional marketing execution. By deploying medical professionals who understood digital marketing, KP could build comprehensive member education platforms that both served patients and drove SEO authority across multiple health conditions. The sophisticated digital marketing infrastructure also enhanced KP's mobile app experiences, creating new member engagement opportunities.
KP's confidence in our team was demonstrated through unprecedented access—providing dedicated email addresses and personal logins normally reserved for full-time employees. This integration allowed the medical marketing team to operate as a seamless extension of KP's internal operations while maintaining the specialized expertise needed for healthcare marketing.
The partnership freed KP's internal team to focus on core clinical operations and strategic planning while expert medical marketing professionals drove digital platform development and member engagement initiatives across their 300,000+ personnel organization.