In anticipation of the new market of potential health care buyers due to the passing of the Affordable Care Act, Kaiser Permanente opened a pilot of five retail stores in their major market of Northern California. For this unprecedented sales channel initiative, the leading non-profit health provider trusted Parero to help drive awareness to this new way to learn, shop and buy health care. All during the busy holiday months of November and December.
Kaiser Permanente called on Parero to develop a direct marketing strategy and campaign complimenting media and out-of-house advertising. Parero obtained the geo-targeted list, and developed and executed a six-touch localized campaign, reaching English- and Spanish-speaking households. For each of the five retail stores, an average of 25% of the foot traffic attributed to the campaign.