Membership Growth

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Joint Campaign Makes New Members Feel Welcome

Deck: 
Mid-Atlantic region and union partner to win and keep members in outreach campaign

Story body part 1: 

Close to 5,800 KP members in the Mid-Atlantic States get their Kaiser Permanente coverage through SEIU 32BJ, a regional union representing building service workers. Many of them speak English as their second language. To help this group get the most for their health care dollars, KP and 32BJ kicked off a campaign in April and May to educate and engage new 32BJ union members.

Maria Naranjo, deputy director, SEIU 32BJ Capital Area District, led the campaign with the help of Brenda Muñoz, labor liaison and analyst, KP Office of Labor Management Partnership. The field team included two 32BJ staff members and seven 32BJ members (four were bilingual). Of the seven 32BJ members, six already were KP members who could share their own experiences with KP.

“We want 32BJ members to be champions of health and KP in their workplace—and to do this, they need to understand their plan coverage and how KP works,” says Muñoz.

Team hits the field

The team visited close to 300 worksites and collected more than 1,100 names and phone numbers of members they spoke with. In addition, 32BJ sent 5,000 text messages and KP’s Regional Access Services staff placed more than 2,600 outreach calls to help members choose a physician, make appointments, identify health needs and learn about an upcoming heath fair. The goal was to provide as many touch points as possible by contacting members via mail, phone and in-person visits.

At the end of the campaign, Kaiser Permanente and 32BJ hosted a health fair at the D.C. Convention Center. It was the first time 32BJ partnered with a health plan to host a health fair. More than 100 32BJ members and family members attended and were offered free health screenings for blood pressure, BMI, glucose and total cholesterol.

Attendees also had a chance to meet with a KP physician, enroll in My Health Manager, select a primary care physician, make future appointments, ask questions and learn more about the KP system. Additional resources at the fair included workplace safety tips, healthy lunch tips and answers on health plan benefit questions. SEIU 32BJ was impressed with the health fair, which got positive feedback from attendees.

Creating value for members

Throughout the campaign, the team learned a lot about KP’s SEIU 32BJ members and their needs. The team identified several areas for improvement, and it is determining how to continue to engage these members through workshops, further education, health fairs and promotion of preventive health.

“SEIU 32BJ is a potential growth area,” Muñoz says. “In order to retain these members and encourage growth, we must provide the resources they need to show them that KP is not only committed to providing them with high-quality health care, but that we can provide culturally competent care.”

An earlier version of this story appeared in Inside KP Mid-Atlantic States, July 2, 2014.

TOOLS

SuperScrubs: Unlocking KP's Success Together

Format:
PDF (color or black and white)

Size:
8.5" x 11"

Intended audience:
Anyone with a sense of humor

Best used:
This full-page comic features two people working together to unlock the doors to KP's success. Enjoy, and be reminded that when we work together, we all contribute to KP's success.

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TOOLS

How to Sign Up for KP.org

Format:
PDF

Size:
8.5" x 11"

Intended audience:
Frontline teams working to increase their members' and patients' use of kp.org

Best used:
This tipsheet gives simple steps to help members and patients sign up for and get the benefits of using kp.org.

 

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TOOLS

Telling Our Story

Format:
PDF

Size:
8.5" x 11"

Intended audience:
Frontline employees and teams

Best used:
This one-page tipsheet with seven short talking points describes KP's advantages as a health plan. Use to understand how Kaiser Permanente is different and better than other health plans, and to encourge non-members to consider joining KP.

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TOOLS

Poster: When KP Does Well, We All Do Well

Format:
PDF (color and black and white)

Size:
8.5" x 11"

Intended audience:
F
rontline employees, managers, and physicians

Best used:
This poster reminds us that October is Open Enrollment time, and offers ways in which teams can help KP retain members and grow. Place on bulletin boards in break rooms and other staff area.

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TOOLS

Poster: Put Patients First, Help KP Grow

Format:
PDF (color and black and white)

Size:
8.5” x 11”

Intended audience:
Union coalition-represented employees and frontline managers

Best used:
Use this poster, featuring medical assistant Kris Gardner sharing some patient interaction tips, on bulletin boards, in break rooms and other staff areas.

Related tools:

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