If you want to show people how awesome you are instead of just telling them, you might give them a demonstration or a sample to take home. Unfortunately for Kaiser Permanente, you can’t sample healthcare. They had to find another approach to demonstrate their service in a compelling, honest way.
That’s when Kaiser Permanente’s Director of Digital Media and Syndication, Vince Golla, and his team decided, “Hot dang, we’ve got to create a video blog.” Using cameras they bought themselves, editing they learned from an intern, and unscripted, uncompensated, genuine stories from their fans, Vince and his team spread a ton of word of mouth. Even better, they proved that you don’t have to have a huge budget to pull off buzzworthy content.
- Why your videos don’t have to be perfect
- How to combine your old school marketing with the new stuff
- How Kaiser Permanente stayed within HIPPA confines