Kaiser Permanente / Thrive

Reviving an Ailing Website

  • Health care
  • Strategy
  • Web & Mobile
Kaiser Permanente / Thrive
KP’s highly successful “Thrive” campaign has become widely recognized since its launch in 2004. KP needed to breathe new life into this classic campaign by reviving its old website in preparation for a flood of media traffic.


The new site had a tight deadline of 11 weeks with new content and features to encourage repeat visits. It also needed to house a huge number of assets from a variety of different departments. This was a huge undertaking and would be extremely challenging. So we brewed some coffee and got to work!


We simplified the user journey by creating four campaign tracks, each one leading to a different path on the website. Each site path highlighted the most important content and featured a marketing tool such as a calculator, doctor finder or recipe engine. The copy was formatted in a modular way so it could easily be moved and adjusted based on site analytics.


The Thrive website provided a 30% boost in brand consideration, won multiple awards for healthcare design, and provided a new benchmark for KP’s entire digital portfolio.

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