Richard Isaacs, MD, highlights in Healthcare Marketing Report the emergence of Permanente Medicine as an ingredient brand

Richard S. Isaacs, MD, FACS, co-chief executive officer of The Permanente Federation, is quoted in a new Healthcare Marketing Report story about why the eight Permanente Medical Groups – whose nearly 23,000 physicians comprise one of the largest consortiums of medical groups in the country –unveiled a new Permanente Medicine brand and website in January. The goal: to increase the visibility of Permanente physicians and amplify their story of excellence.

“We have more number one NCQA (National Committee for Quality Assurance) metrics than anyone else,” Dr. Isaacs is quoted as saying in the story, adding that Permanente Medicine is an ingredient brand to the master Kaiser Permanente brand.

Historically, the medical groups had limited external visibility because they functioned independently. While Kaiser Permanente is a well-known and respected brand in the eight regions where it provides services, the story points out that “many people … may not realize that Kaiser Permanente is actually made up of three entities: Kaiser Foundation Health Plans, Kaiser Foundation Hospitals and the eight Permanente Medical Groups.”

To increase the visibility of Permanente physicians, the medical groups came together to speak with a singular voice to the general public and physician community. For the general public, the goal of the new branding and the permanente.org website “is to help them see beyond the image they may have of Kaiser (Permanente) as an entity that sells insurance products to one that is also physician-led, driving care delivery and quality,” notes the Healthcare Marketing Report article. For the physician community, the goal is to highlight research and information for physicians who may be interested in medical career opportunities.

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