Kaiser Permanente

BUILT AND MANAGE REGIONAL SOCIAL MEDIA OPERATIONS

”Working with the What Works team was a pleasure, from start to finish. I found their expertise invaluable." -Denise Russo, Senior Director, Regional Marketing Communications, Kaiser Permanente 

Kaiser Permanente of the Mid-Atlantic States region saw an opportunity to assist the Public Relations Director by bringing on What Works Studio to organize and manage their organic and paid social media efforts. By establishing social media processes and a framework for their regional social media operations, we were able to streamline their social media initiatives and grow the client’s social media engagement rate by 136%.

THE PROBLEM

Kaiser Permanente of the Mid-Atlantic States needed an experienced vendor to audit internal social media operations in order to provide analysis and recommendations for improving performance, producing in-depth reporting with actionable insights, and developing processes and procedures to help better leverage social media channels and advertising budgets.

THE SOLUTION

What Works Studio was hired by Kaiser Permanente of the Mid-Atlantic States to develop and institute formalized social media processes and reporting, and manage regional ad spend for social media marketing. Activities included but are not limited to lead generation campaigns, awareness and consideration campaigns, product marketing, public relations support, organic social media management, advertising budget management, content conceptualization and development, reporting, copywriting, and creative.

During the COVID-19 pandemic, What Works Studio played a critical role in adapting Kaiser Permanente’s social media operations to meet the urgent communication needs of the community. We developed rapid-response workflows to disseminate accurate, timely health information across platforms, including updates on safety protocols, vaccination availability, and telehealth options. Our team created engaging, reassuring content that balanced public health messaging with community support, while also monitoring social sentiment to address misinformation and concerns in real time. We scaled up social listening and reporting to provide Kaiser Permanente leadership with actionable insights into shifting patient needs, enabling quick pivots in messaging and campaign strategy. Additionally, we optimized paid campaigns to highlight virtual care options and mental health resources, ensuring reach and impact during a time when digital channels were the primary touchpoint with members.

Today, What Works Studio continues to execute social media marketing and promotions for Kaiser Permanente of the Mid-Atlantic States. Activities include developing and launching and managing integrated campaigns, tracking and measuring results, creating and implementing processes, and optimizing activities for performance and conversions.

Outcomes

• Increased net follower growth by 6,290%

• Increased social media engagement rate by 136%

• Increased total engagements by 48%

• Increased total social media followers by 15.4%

• Increased published posts on Twitter by 18.6%

”Justin Allen and his team have really gone the extra mile to ensure our social media campaigns consistently exceeded engagement benchmarks for our campaigns for the past five years. I whole-heartedly recommend What Works Studio as your social media agency.” -Program Manager, Consumer Marketing