Music is good medicine: Kaiser Pemanente’s audio-branding initiative

Brand Timbre helps America’s largest health care provider harness the evocative, inspirational power of music to amplify its total-health message and inspire members to thrive.

 

A Call to Thrive

Soon after launching its award-winning branding campaign, Thrive, Kaiser Permanente’s Brand Strategy team recognized that music had great potential as an emotionally engaging complement to their total-health message. But they didn’t know how to put music to work in a strategic, systematic way within an organization of over 150,000 employees. What should the Kaiser Permanente (KP) brand sound like? And how can music or sound be used to help tell the KP story, project its identity, and enhance the member experience? To answer these questions and craft a comprehensive audio-branding strategy, KP turned to Brand Timbre.

“We all understand on an intuitive level that music is good for us. It consoles us when we’re down, it lifts us up, 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.” –

– Deborah Cantu, former Senior VP, Brand Marketing

Assessing KP’s Audio Ecosystem

Brand Timbre began with an audit of KP’s “audio ecosystem” — all of the member touch points that involve (or could involve) sound as a valuable part of the experience. From on-hold music and the messages that play in reception areas, to live performances, the “soundtracks” for online videos, and the music and voice-over talent used in broadcast advertising, Brand Timbre analyzed each touch point to determine how sound and music should be used to achieve KP’s branding and member-experience goals.

“We all understand on an intuitive level that music is good for us. It consoles us when we’re down, it lifts us up, 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.”

Deborah Cantu,

former Senior VP, Brand Marketing, Kaiser Permanente