Kaiser Permanente Marketing Plan

Kaiser Permanente has been one of the healthcare insurance providers in the state of California. The company has also been able to expand operations to eight other states in the recent past. However, despite having one of the marketing messages and health programs that resonate with a high number of people in the industry, the company has not been able to turn its image around in the face of the high competition it has been receiving from other companies ( Dickstein, Duggan, Orsini, & Tebaldi, 2015) . Based on the industrial analysis, it is evident that the company still has an untamed potential of expanding to other states in the country and increase its market share. Consequently, the company has not exhausted the market potential in the nine states that it has operations because of the low market share the company has in comparison with the competitors. The company needs to address its marketing strategy based on the notion that despite the change in attitude among potential customers, their willingness to join the company remains very low. 

Gathering Initial Information 

The company has laid down the foundation necessary to succeed in the industry. For instance, Kaiser Permanente has developed innovative programs with better provisions than those of the competitors. The company has been a market leader in the provision of programs such as prepaid health plans that are affordable to members; enhancement of physician group practices to ensure patients are better cared for, a program to enhance preventive care, and the use of electronic records and an integrated delivery system. In particular, the use of technology in the company puts it among the very first companies to embrace better ways of service delivery. However, despite the company coming up with all these programs, it has not been able to meet its expectations of having an increased market share and hence revenue. 

The ‘Thrive’ campaign was voted as one of the most powerful marketing messages in the country as it focused on what the consumer gets by selecting the company. The company has continued to lag behind competitors in regards to the number of premiums paid and some members. Moreover, Kaiser Permanente is viewed as a low value, a low-quality company in the industry despite the company recording a high satisfaction rate among its customers. The company should come up with a better way to conduct its marketing initiatives for it to enjoy some increased market share in the highly competitive health care industry. The competitors have also come up with programs and initiatives similar to those developed by Kaiser Permanente. This means that the company cannot benefit effectively from its programs and needs to rethink it as it enrolls a new marketing program in the market. The fierce competition is mainly in the company’s traditional markets in California where it was originally developed. 

The Affordable Care Act rolled out by President Obama in 2014 has an impact on insurance providers across the country. Although the act reduced the number of people who are uninsured in the country, it also reduced the premiums that people paid calling for companies to look for better ways to survive in the market. The problem may be escalated by President Trump’s plan to repeal Obamacare. This calls for the company to redesign itself again to ensure that it can succeed in the market ( Otte-Trojel, Rundall, de Bont, van de Klundert, & Reed, 2015) . Research shows that the government policies put in place affects insurance providers in a country. The effect comes from the need to change their marketing initiatives, alter their programs to meet the expectations of the government, and realign their positioning strategies. The two changes that happened in 2014 and the next in 2017 have had a damaging to the company. 

Assumptions 

Every marketing plan has its assumptions that act as the strategic drivers of the marketing plan. The assumptions may revolve around the economic, technological, as well as competitive factors. There is a need to ensure the assumptions are based on accurate information and what the company can achieve based on the past performance of the company. In light of this, one of the assumptions is that the company has put in place the right programs to succeed and that the programs meet the needs of the consumers. Research shows that the marketing plan is more effective if the programs meet the expectations of the customers and meet their needs ( Scheffler, Kessell, & Brandt, 2015) . The other assumption is that the company has the right technology to enhance its growth. 

It is also assumed that the employees have the right skills to manipulate the technological investments made by the company. Although the company may develop the marketing plan, it is the employees to continue with the implementation of the program and ensure its success. Moreover, the government policy in regards to health will remain the same in that no other major change will occur. The stability means that the company will not have to alter its programs and will design the marketing plan based on the programs that are already in place. 

Market Audit 

Kaiser Permanente operates in a market that is highly competitive with many established players. The company has a market share of about 2.5% with UnitedHealth Group having a market share of 12.5%. Others above Kaiser Permanente are Anthem Inc. Humana Inc., Aetna Inc., Centene Corp., and Independence Health Group Inc. ( Scheffler, Kessell, & Brandt, 2015) . One difference between the company and the competitors is that it only has operations in nine states whereas the competitors have operations in many more states across the US. All the companies in the industry are competing for the 30 million people who do not have insurance in the USA ( Fung et al., 2018) . The market has begun having a major change with competitors having or developing the same programs as those used by the Kaiser Permanente. Therefore, the company has to rethink its approach and considering the appropriateness of the ‘Thrive’ campaign ( Dickstein, Duggan, Orsini, & Tebaldi, 2015) . 

The market has also changed regarding the types of plans that are common in different parts of the country. Whereas some states have received a decline in the number of people under the HMO plans, California had received an increase by a considerable percentage. Therefore, the health care providers in California can benefit a lot by developing HMO related plans in the state ( Fung et al., 2018) . However, HMO plans are not expected to draw any considerable attention in other states. The other major shift in the market is in related to the cost of premiums. The average cost of premiums in the USA has been on the rise, which means that there are fewer people enrolled in conventional plans. Majority of the subscribers are enrolled in PPO plans or the Preferred Provider Organization ( Scheffler, Kessell, & Brandt, 2015) . The preferred provider organization plans are cheaper as compared to the conventional plans. Moreover, the company demographics are such that around 75% of the members have joined through their employers. 

The company needs to focus on bringing more members through its marketing campaigns. The term health care in the country had faced much criticism especially due to the treatment that most consumers had gone through at the hands of HMOs and other providers ( Dickstein, Duggan, Orsini, & Tebaldi, 2015) . The industry has always been faced with the challenge of having consumers think that insurers companies are based on lies and that they would not benefit from them. As evidenced by the company research, there was a change in focus from the traditional focus on health and illness to issues related to lifestyle and balancing the wellbeing of individuals regarding the physical, emotional, and spiritual ( La Forgia, Maeda, & Banthin, 2018) . 

Marketing Strategies and Communication Standards 

The company needs to be aware of the market is the first step towards having a competitive advantage over the competitors. The company should then proceed to put much emphasis on service and support ( Kim & Mauborgne, 2014) . Ideally, it is on the traditional challenge that the industry has been facing with customers thinking that insurance companies are based on lies. The emphasis should be placed on employees providing the customers with the best service and ensuring that care is delivered on time ( Scheffler, Kessell, & Brandt, 2015) . It is also ideal to ensure enough focus is given to the company’s commitment to providing prevention programs for all clients. Based on the analysis done on the company, it is clear that most of the potential customers have been taking the company as a low value and low-quality health provider. The company can change this narrative by using a marketing strategy that emphasizes the provision of care through its programs. 

The other strategy that the company can use is the building of a partnership with businesses that focus on selling. Focusing on building a relationship with businesses enables the company to build a referral network. Some of these partners include companies that require their employees to be fully covered ( Scheffler, Kessell, & Brandt, 2015) . This recommendation comes from the fact that 75% of the company customers have joined the company through their employers. Focusing on potential companies enables Kaiser Permanente to get close to the employees. The law requires all employers with 50 employees and above to provide them with insurance cover ( Scheffler, Kessell, & Brandt, 2015) . Therefore, small companies provide the company with a segment with great potential. Kaiser Permanente should focus on targeting small and non-franchise businesses that do not have any considerable access to group insurance. This is to ensure the company has increased its market share. 

The company should also use the cause marketing strategy in the industry. For example, the health sector has for a long time focused on dealing with health issues affecting their customers ( Fung et al., 2018) . However, there is a need to shift the focus on what the company cares about. Kaiser Permanente is a company that cares about the general wellbeing of its customers and has a lot of investment in preventive methods and other healing methods ( Kim & Mauborgne, 2014) . This strategy is informed by the research conducted by the company in the early 2000s that showed the need for the company to shift from the traditional focus on healthcare ( La Forgia, Maeda, & Banthin, 2018) . The satisfaction of the current customer base is an asset the company can use to increase its market share. It can occur via the word of mouth marketing where the company relies on oral communication between the current customers and other potential customers. Research shows that customers are always eager to share with the world the plans they use if they are satisfied. When used with other methods, the company stands a chance of succeeding in the market ( La Forgia, Maeda, & Banthin, 2018) . 

The other marketing strategy that Kaiser Permanente should use is PR marketing. This is one of the most important marketing strategies used by companies in the insurance sector ( Kim & Mauborgne, 2014) . Most of the marketers usually work with the media to ensure they bring awareness of their programs. A PR marketing strategy is essential when the company is trying to change its image in the market to enhance success ( Fung et al., 2018) . Kaiser Permanente is one of the companies viewed as low value and associated with low-quality care. For example, the company can use current customers in their messages to attract new consumers and change the attitudes of the potential customers in regards to joining the company. Similarly, the company can hold a press conference when announcing a new program to raise awareness. 

Online marketing is the other strategy that the company can use in the market. This strategy is one that makes use of the company website and social media platforms ( Cromp, Cheadle, Solomon, Maring, Wong, & Reed, 2016) . The online marketing methods also include the use of search engine optimization to better position the company. One of the advantages of the online marketing strategy is that it enables the marketing company to reach a high number of potential customers at within a short time and with less cost ( Scheffler, Kessell, & Brandt, 2015) . The company aim at expanding its operations to more states across America, which means that online marketing, will provide one of the most viable ways to reach the consumers ( Kim & Mauborgne, 2014) . For example, the company stands a chance of benefiting from increased sign-ups if the right ads are created. Research shows that insurance companies tend to attract attention by asking users to enter their zip codes to get a quote on better savings ( La Forgia, Maeda, & Banthin, 2018) . Coupled with online marketing is email marketing where marketers attempt to collect as well as organize emails of some of the potential prospects. This is mainly in regards to business-to-business marketing. Writing and publishing content on the company and the programs it offers customers is ideal for drawing the attention of potential customers. 

Event marketing can be an ideal marketing method for Kaiser Permanente. The company can focus on events held in those states that it seeks to open its branches. Sponsoring such events and using the opportunity to market itself helps to the people in attendance done by having representatives in attendance to explain to the audience about the company’s programs and their benefits ( Kim & Mauborgne, 2014) . 

Concerning business communication standards, it is evident that communication standards provide a business with an increased chance of succeeding. Business communication must take a specific path if any meaningful gains are to be established from it. America is a nation relying on capitalism and clients enjoy a variety of products in the market ( Scheffler, Kessell, & Brandt, 2015) . Marketing managers must develop proper strategies to ensure an increased chance of success in the industry and have a competitive advantage over the rest of the competitors. Kaiser Permanente will ensure that it communicates in a clear, complete, correct, and concise manner. This communication requirement is to be maintained at both the personal as well as professional levels. In particular, the company will craft its messages in a way that does not harm the interest of rival companies ( Cromp, Cheadle, Solomon, Maring, Wong, & Reed, 2016) . When it comes to societal communication, the company will use basic social communication skills when passing messages to the society. Consequently, the societal communication standard will be implemented in both the personal and the professional situations. Based on research, it is clear that companies may use unethical communication methods to gain a competitive advantage over their competitors ( La Forgia, Maeda, & Banthin, 2018) . The government always advocates for fair competition, and it is against the law for a company to tarnish the name of another in marketing campaigns. 

Kaiser Permanente should also enhance workplace communication standards that follow appropriate leadership as well as supervision, especially in customer service strategies. Personal ethics standards must also be applied internally across the company. External communication effectiveness depends on the ability of the company to communicate effectively and ethically internally ( Cromp, Cheadle, Solomon, Maring, Wong, & Reed, 2016) . The use of technology in communication is an important venture to enhance the effectiveness of the communication strategy. Kaiser Permanente operates in a highly competitive market, and technology is ideal to ensure success in reaching potential customers. 

Assessment of Due Diligence 

The marketing plan will also require the company to put in place measures to ensure its success. One of the resources needed includes finances to be used in the marketing initiatives. The company will need to spend close to $100 million on marketing itself across the country. However, the company needs to use the funds based on the priority areas where the company can achieve success. The company stands a chance of increasing its market share. The company should outsource the services of another company that deals with marketing. In particular, the marketing company should deal with online marketing and help Kaiser Permanente with the development of ads that can make a mark in the industry. The company would have untapped potential if it were to use e-marketing as one of the main marketing methods. 

The other element needed for the success of the marketing initiative is the human resource. The company needs to have employees with the right skills if it is to succeed in rolling out the marketing plan. Specific aspects of the marketing plan will be assigned to specific individuals as a way of making sure people with the capability of delivering handle them. Kaiser Permanente should also look at ways through which it can develop operational changes to accommodate the increasing market share the company is having. The marketing plan should be accompanied by changes in service delivery to ensure the satisfaction of the members. The operational changes should be implemented in those areas where the company is lagging behind. For example, the communication department ought to focus on PR strategies that will change the attitudes of the potential customers in a way to increase the number of people who are willing to join the company. 

Objectives of the Marketing Plan 

The company aims at increasing the signup numbers from the consumers in the market. This means increasing the number of those who are willing to join the company as the main insurance provider. Moreover, the company looks forward to developing a marketing strategy that will enable it to compete effectively with the rest of the players in the industry. Kaiser Permanente also aims at developing a foundation for innovative programs based on its target customer base. This foundation can only be developed through the company increasing its market share and also having a diverse demographic when it comes to the consumers ( Cromp, Cheadle, Solomon, Maring, Wong, & Reed, 2016) . The company has much potential in attracting both individual subscribers and employer-sponsored employees. The employer-sponsored segment is one of the areas where the company has many potentials based on the high number of people who fall into that category. The other aim is to ensure the employees remain engaged in the company’s program like the ones responsible for the implementation of the plan. 

The mission of the company is to provide its users with the finest level of health insurances services. The company should strive to attract and maintain its customers within the company. It desires to adhere to the maxim and ensure that is services exceed the expectations of the consumers ( Cromp, Cheadle, Solomon, Maring, Wong, & Reed, 2016) . This marketing plan aims at increasing the market share of Kaiser Permanente by 1% per every quarter. The other aim is to reinforce the market image of the company from the current view of a low-value low-quality provider to one of the finest service providers in the country. 

The company has had its communication initiatives be voted as some of the most effective in America despite having operations in only one state ( Rosiek-Kryszewska & Krzysztof, 2018) . The other marketing objective is to increase the ability of the company to conduct efficient forecasts on how its customers will act regarding claims and ensure that those with the least number of claims are retained as long-term clients. In regards to the financial objectives, the company aims to increase its profit by 2% per every quarter. This will enable the company to continue financing itself in various operations aimed at expanding its services. Moreover, the company seeks to hold customer acquisition costs at a low level. The profit margins of the company will depend on whether it can hold the cost of acquiring a customer at a low level. For this reason, the company will only outsource those services that cannot be performed within the company. The marketing plan also aims at reducing the costs incurred by the company when serving clients who live in distant places. All these objectives fall under the need to increase the company’s market share. 

Benchmarks from Other Competitors or Industries 

The company must look at the conduct of its competitors as it moves towards the complete rollout of the marketing plan. For example, the company needs to learn from those companies that have the highest market share if it is to have a chance of having control over the market. Some of those companies include UnitedHealth Group that has 12.5% of the American market. These companies have programs that most customers like. The success levels of these companies come from the marketing initiatives that have been developed by each company ( Cromp, Cheadle, Solomon, Maring, Wong, & Reed, 2016) . Kaiser Permanente will focus on making sure that it has benchmarked what the competitors are doing before making a move towards its marketing plan. For example, Kaiser Permanente can look at the online marketing initiatives developed by its rival companies before coming up with its own. Website design and content marketing are some of the things that the company can learn from other companies that are doing better than the Kaiser Permanente. It should develop a message that resonates with those of the competitors as a way of ensuring success in the highly competitive market ( Cromp, Cheadle, Solomon, Maring, Wong, & Reed, 2016) . For instance, Keiser Permanente was one of the first companies to develop a new care model that was not only innovative but also client-focused. The competitors have moved forward and developed programs that are similar to those offered by Keiser Permanente. Therefore, the company should roll out programs that are in line with those delivered by the competitors. 

Priorities that Need Emphasis 

The company should prioritize increasing its market share as it moves on with the marketing plan. It is through an increase in market share that the company can gain financial success, as the number of premiums paid by the company will increase ( Rosiek-Kryszewska & Krzysztof, 2018) . Moreover, Keiser Permanente should prioritize the acquisition of customers in those areas where it is doing well while also funding marketing initiatives in other states where the company does not have any operations. Expanding in other areas increases the chances of the company having more customers joining its different segments ( Cromp, Cheadle, Solomon, Maring, Wong, & Reed, 2016) . The marketing department should become vigilant to take opportunity available in the market. These priorities should also use marketing strategies where the company will not spend any funds to realize success. There is a need for Keiser Permanente to reduce the cost incurred in the acquisition of customers as a way to ensure success. For instance, most of these priorities use of online marketing methods where the company enjoys reduced costs. 

Marketing Actions 

Target Marketing 

The market where the company operates in is made up of senior citizens, young families, small companies, and family-run businesses. These are the segments that the company focuses on and has to come up with the right programs to reach each segment ( Rosiek-Kryszewska & Krzysztof, 2018) . Although the company is aiming at removing the attitude that it is a low-value company, small SMEs provide the company with an opportunity to reach more people in the country within a very short time. Focusing on SMEs and family-owned businesses come from the evidence that over 75% of the company’s enrollment has been done through the employer. The law also requires that every company that has 50 or more employees should provide them with health coverage by paying their premiums. Liaising with various SMEs across the country means that the company can have a referral network where it can benefit from other companies using its services ( Cromp, Cheadle, Solomon, Maring, Wong, & Reed, 2016) . However, the company should be careful not to tap into a segment with a risk of having many claims being made, which affect the earning levels of the company due to the high number of payments that must be made to the clients. The long-term clients of the company should be those who are less likely to claim due to various occurrences. 

Young families provide one of the most viable segments in the industry. This is because of the likelihood of them paying high premiums for long ( Otte-Trojel, Rundall, de Bont, van de Klundert, & Reed, 2015) . The premiums are also expected to increase once the young families start getting children. Tapping into this segment is one of the success factors that Keiser Permanente should prioritize. Research shows that most of the young families are millennials and make a considerable part of the American population ( Cromp, Cheadle, Solomon, Maring, Wong, & Reed, 2016) . Moreover, most of the millennials are likely to use social media and in general the internet through various technological devices that are available today. Therefore, they are easier to reach using social media as a marketing tool ( Otte-Trojel, Rundall, de Bont, van de Klundert, & Reed, 2015) . Consequently, millennials, are more likely to comment online about the services received from the company. This may act as a form of word of mouth communication that is ideal in the insurance sector as the company moves to gain a competitive advantage. 

Positioning 

Keiser Permanente will be positioned as a company that serves its clients with close personal service. The service will not only be provided in California but also in other states including those that the company will expand to. The marketing team should look for ways to position the company as one of those that are client-centered. In doing this, the company should leverage its competitive advantage. One of the competitive advantages that the company enjoys is innovation ( Otte-Trojel, Rundall, de Bont, van de Klundert, & Reed, 2015) . It has always been a market leader in coming up with innovative programs for the consumers ( Kim & Mauborgne, 2014) . The company has also developed ways to use technology in service delivery across the states the company has operations. Leveraging this competence will enable the company to compete effectively with the other players. The other core competence that can be used as a source of competitive advantage is that the company is a knowledgeable industry participant ( Otte-Trojel, Rundall, de Bont, van de Klundert, & Reed, 2015) . Since its establishment, the company has developed knowledge and experience on how to ensure the success of the consumers. The company should also be positioned as one that prioritizes a close personal customer relationship. The business model of the company is one that focuses on having a stronger and more open relationship between the employees and the clients. The company should culture the provision of personal contact as clients are always looking for a provider who can rely on truths in service delivery. 

Strategy 

The focus of the marketing plan is to display the company as one of the premier customer-centric health coverage providers not only in the nine states that are currently covered but also in other areas ( Kim & Mauborgne, 2014) . The company should shift its focus from the state-based approach to the Federal level to ensure adherence to the federal requirements. It is easier for the company to gain a higher market share if it focuses its operation in the national arena as compared to the state level. The strategy of the company is one that should continue developing customer awareness in regards to the services offered, enhance the development of a strong customer base and promote customer loyalty ( Otte-Trojel, Rundall, de Bont, van de Klundert, & Reed, 2015) . This strategy should be promoted in a way that it communicates the ability of the company to meet the insurance needs of American citizens. The communication should be done through advertisements in the yellow pages or print media. The company should ensure the development of a pamphlet that highlights the methods used by the company to promote a positive relationship with the clients ( Kim & Mauborgne, 2014) . The communication should also position the company as one that is based on truth and not the usual lies that most of the clients bring forward as a reason for lack of membership. Another way that the company can benefit is using insurance workshops as a way of educating the consumers about its programs and the ability to handle all issues amicably. 

Marketing Mix 

The marketing mix used by a company usually determines the number of consumers that the company will attract. In regards to pricing, the company has to ensure that the prices of its premiums are perceived to be of good value to the customers. The recommendation is to ensure that the premiums are not too high or too low. The marketing team must also ensure there is the provision of several payment options for the clients ( Kim & Mauborgne, 2014) . The methods should be based on research to ensure that they are convenient. The pricing method used by the company should be in line with that used by other companies. Charging higher premiums as compared to the rival companies reduces the chances of the company to attract customers. The need for a variety of payment methods comes from the view that one of the segments targeted by the company is the young families who have different ways to make their payments. 

Distribution 

The company needs to make a change to its operations when it expands its operations to the national level. Focusing on the federal requirements will mean that Keiser Permanente put up offices in different cities. The focus should be on the large cities where the company is more likely to attract more consumers ( Kim & Mauborgne, 2014) . The offices should be able to have teams that reach out to different people and businesses in the area to sell policies to them. By doing this, the company can explain about its services to the potential customers. Moreover, Keiser Permanente should also come up with ways to use of its website as a distribution channel. Through the use of content marketing, the company can inform the potential clients about various programs and premium payments. The website can also act as a communication channel where user queries are answered, and guidance is given to those who are willing to join the company. The clients should be able to download the forms from the company’s website, fill them, and then send them or present them to the company offices. 

Advertising and Promotion 

The company needs to have a strong advertising strategy that enhances the chances of reaching more clients. The advertising has to focus on the client and not the company. There is also the need to sell the company and not the products. This resonates with the clients and not the products ( Kim & Mauborgne, 2014) . The other thing that the company should do is to increase contracts with the clients. The method of making contact with the clients should depend on the client’s demographics, and the company needs an operational change to ensure better customer service. 

The advertising should be done using television as one of the primary methods. In particular, the selection of the TV channel should be based on its popularity. For example, the company can use sports channels as millions of Americans watch them. The company can also use those channels with popular shows that are watched by a high number of people ( Otte-Trojel, Rundall, de Bont, van de Klundert, & Reed, 2015) . The advertising should also be done using internet methods. The social media platforms such as Facebook, Twitter, and YouTube can be used to reach more clients. The main advantage of these sites is that they allow the company to reach potential customers at minimal or no costs. The number of people reached using the social media is also high, and the company should use to increase the chances of succeeding in the highly competitive market. The company can also use events as a way to promote its services and programs in the market. Sponsoring events and workshops is one of the ways that the company can educate potential customers about their products. 

Limitations in Plan Implementation 

The company may face some challenges as it moves towards implementation of this marketing plan. One of the limitations is that it may focus on one segment at the expense of other segments. For example, the company will focus more on online methods as compared to other marketing methods. However, this may lock out the senior citizens in the country especially if they are unable to use the online platforms or use the TV. The other limitation that the company may face is that of competition as other companies have developed programs that are similar to those of Keiser Permanente. Maintaining the program increases the chances of success, but it also positions the company in a similar way as those offering competition. The company may also be forced to conduct training for its employees before it embarks on rolling out the marketing plan. The employees should have the right skills to implement the plan and reduce the costs that the company would have incurred through the process of outsourcing. The other limitation is that regarding the high investment that Keiser Permanente will have to undertake as it moves to become one of the national providers. 

Conclusion 

Keiser Permanente operates in an industry that is highly competitive but one with much potential. One of the core competencies of the company is related to experience in innovation and the development of programs that appeal to a high number of consumers. Despite the experience the company has, it still lags behind regarding market share even in those areas where Keiser is dominant. The company needs to maintain its ‘Thrive’ campaign as it focuses on the individual and not the company. It allows the company to use messages from satisfied customers as a marketing tool. Moreover, the use of the campaign helps in positioning Keiser Permanente as a company that is focused on the wellbeing of the users and not just on profit. However, the company needs to make an operational change to ensure it goes the Federal way and not continue with the current approach of focusing on specific states. Expansion to other areas is the first step towards the attainment of a higher market share. Communication forms an integral process in the company’s marketing plan. Keiser Permanente has to ensure that the messages passed to potential clients are concise and to the point. The marketing strategy used by the company should focus on online marketing. One of the advantages of online marketing is that it reduces the marketing costs and increases the number of people reached. There is also the advantage of two-way communication as the company can reply to comments, queries, and suggestions made by the clients online. The marketing strategy should allow Keiser Permanente to increase its market share by 1% every quarter. The reduction in the marketing cost of the company should ensure that there is an increase of 2% in financial gains of the company. 

References 

Cromp, D., Cheadle, A., Solomon, L., Maring, P., Wong, E., & Reed, K. M. (2016). Kaiser Permanente's farmers' market program: description, impact, and lessons learned.  Journal of Agriculture, Food Systems, and Community Development ,  2 (2), 29-36. DOI: https://doi.org/10.5304/jafscd.2012.022.010 

Dickstein, M. J., Duggan, M., Orsini, J., & Tebaldi, P. (2015). The impact of market size and composition on health insurance premiums: Evidence from the first year of the Affordable Care Act.  American Economic Review ,  105 (5), 120-25. DOI: 10.1257/aer.p20151083 

Fung, V., Peitzman, C. G., Shi, J., Liang, C. Y., Dow, W. H., Zaslavsky, A. M., ... & Hsu, J. (2018). Adverse selection into and within the individual health insurance market in California in 2014.  Health Services Research . doi: 10.1111/1475-6773.12868 

Kim, W. C., & Mauborgne, R. A. (2014).  Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant . Boston, MA: Harvard Business Review Press. 

La Forgia, A., Maeda, J. L. K., & Banthin, J. S. (2018). Are integrated plan providers associated with lower premiums on the health insurance marketplaces?  Medical Care Research and Review ,  75 (2), 232-259. https://doi.org/10.1177/1077558717692408 

Otte-Trojel, T., Rundall, T. G., de Bont, A., van de Klundert, J., & Reed, M. E. (2015). The organizational dynamics enabling patient portal impacts upon organizational performance and patient health: a qualitative study of Kaiser Permanente.  BMC Health Services Research ,  15 (1), 559. doi: 10.1186/s12913-015-1208-2 

Rosiek-Kryszewska, A. & Krzysztof L. (2018). Healthcare Administration for Patient Safety and Engagement . New York, NY: IGI Global 

Scheffler, R. M., Kessell, E., & Brandt, M. (2015). Covered California: the impact of provider and health plan market power on premiums.  Journal of Health Politics, Policy, and Law ,  40 (6), 1179-1202. DOI: 10.1215/03616878-3424474