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Kaiser Permanente Care Essentials

Care Essentials® by Kaiser Permanente

WE DID:
Branding
Website
Third-party platform integration
Brand guidelines
Art direction
User research
UX
Development

Kaiser Permanente initially asked eROI to create a website for Care Essentials, their new model of non-emergency, simple-to-use health care.

However, spending more time researching their objective revealed an even bigger opportunity:

Redefine how a long-established health care provider could act on a neighborhood-level.

STRATEGY

Don’t do the same thing and expect different results.

Care Essentials’ competitors focus on replicating a single look and feel across each clinic. But our strategy distinguishes Care Essentials by instead highlighting each neighborhood’s unique aspects.

This new approach took us to a much broader space where the website was the centerpiece of the overall story, not just the story itself.

 

PROCESS

1-WP_Green_v2

Establish the digital Care Essentials brand.

 
2-WP_Green-v2

Translate a highly regulated industry—health care—through a more nimble, personable website with natural language, strong design and strategy, and clear UX.

3-WP_Green-v2

Help define how Care Essentials expresses local culture through photography, space design, digital and physical content, events, and partnerships.

 

Difference, not uniformity, gives communities
their personality.

Applying this observation to Care Essentials opened up broader strategic opportunities, more meaningful work, and a different approach to Kaiser Permanente’s new brand.