New Member Guides

When new members joined Kaiser Permanente (KP), they were presented with one of 12 versions of a new member guide, depending on their health plan and carrier. The guides presented challenges for the creative team: there were too many individual versions being updated by different teams creating disjointed and inconsistent messaging. Additionally, they needed a design update.

My creative partner and I set specific goals:

• Reduce the number of individual versions.

• Eliminate redundancy in the copy.

• Take a digital-first approach. Move as much information online as possible (knowing that some would need to stay in print to satisfy the requirements for a specific quality accreditation.)

• Make interactive UX.

• Align the guides with KP's national brand updates and visual style.

Results:

• We consolidated 12 versions to two (one for each of KP's two carriers).

• Within the files, where there are network or plan differences, pages were duplicated with variable copy.

• Content was written as evergreen as possible, for minimal updates YOY.

• Guides were offered online, with print versions available on demand, resulting in significant savings on printing and mailing.

• The following year, these new versions saw fewer than 30 updates, saving valuable marketing resources.