Advancing key priorities to position Kaiser Permanente for growth

The Federation’s Product, Sales, and Marketing team, under the guidance of the PMG Liaisons and in partnership with KFHP/H colleagues, delivered a portfolio of work across product development, benefit design, business-to-business marketing, and sales and account management.

Improving the care experience

In 2025, the PMG Access and Experience leaders prioritized work on improving the new member experience and getting patients to the right care, at the right time, in the right place, and to the right clinician. Building on the successful “focused learning group” approach used in previous years, the leaders launched 2 dedicated groups to accelerate learning and adoption of innovative initiatives in these 2 priority areas through multiple learning sessions and at the third annual PMG Access and Experience Leadership Summit. As a result of these collective efforts, all PMGs committed to adopting or adapting at least one key practice from another region in both priority areas to be implemented in 2026.

The PMG leaders also participated in Kaiser Permanente’s selection of a vendor for an enterprise-wide member feedback platform — advancing the opportunity for a unified listening platform to gain insights and advance the member experience.

Federation teams drove strategic growth and sharpened PMGs’ external value story by producing actionable and aligned data analyses and reporting to inform access strategy and elevate the rigor and consistency of business‑to‑business reporting.

Strengthening the Medicare pipeline

In the organization’s efforts to support the Medicare line of business, the Federation analytics team developed new automated KPI delivery processes to strengthen visibility into Medicare performance and supported high-priority Medicare turnaround efforts.

The organization expanded specialized Medicare programs for dual-eligible members (those covered by Medicare and Medicaid) in Colorado and Georgia, delivering integrated care and enhanced benefits to vulnerable populations. An advanced program development with full regulatory approval in the Maryland market is slated for 2026.

Driving commercial growth

In support of commercial growth, the Federation partnered with national Health Plan to advance important work across product development, sales, and marketing.

In 2025, the Federation team helped to create 35 marketing assets, including the launch of the new Clinical Insights Report (CIR). The CIR is a customizable report with customer-specific data designed to deliver clinical insights unique to an employer group’s population health needs.

To optimize our market-facing physician program, the Federation team worked with a market research firm to conduct 20 in-depth employer group and channel partner interviews focused on the role of PMG market-facing physicians. The interviews covered all KP markets and major commercial lines of business. Initial findings were presented to executive sponsors to inform future planning in support of commercial growth goals.

In the product and benefits arena, the Federation also advanced work to improve the end-to-end process for the implementation of complex new benefits impacting care delivery and contributed to efforts to retain and grow “next gen” members, including partnering with the national Health Plan Product Development team to advance work on a product portfolio strategy.

The Federation’s brand team also provided input and PMG perspective to Health Plan’s new marketing campaign, “A Better Idea for Health Care,” which launched in fall 2025 with a differentiating creative approach that features Claymation-style animation to tell the story of Kaiser Permanente’s integrated care model.