Strategic thinking for Kaiser Permanente Dental

As a regional division within a large healthcare consortium, Kaiser Permanente Dental is responsible for maintaining and growing their own brand.

KP Dental engaged Riley Weiss for the development of its brand strategy. Our initial focus was on discovering KP Dental’s values and differentiators. From these we developed brand messaging and targeted messaging platforms, creating effective ways to communicate to different groups of dental brokers and employers.

To increase the profile of KP Dental, we executed a branding campaign, “Smile,” targeted at sales reps and insurance brokers who represent the brand. Our team developed a messaging book and planned a series of touch points to keep KP Dental top-of-mind with those who carry it to the customer.

Beyond this campaign, Riley Weiss partnered with KP Dental on brand development and support, applying the Smile approach to all brand materials. We built engaging interior displays in clinical environments and created guidelines for communications, events, vehicle wraps and other collateral. We developed a three-year strategic brand plan incorporating design, events and advertising for various audience groups. Through strategy and design, Riley Weiss is helping KP Dental secure the future of its brand.