Stephen Parodi, MD, outlines road to Permanente Medicine brand in Strategic Health Care Marketing story

Stephen Parodi, MD, executive vice president of External Affairs, Communications, and Brand at The Permanente Federation, in an article published this week in Strategic Health Care Marketing, discusses how physician leaders at the 8 Permanente Medical Groups (PMGs) have engaged with physicians and patients to develop an “ingredient brand” that adds value to Kaiser Permanente.

The article, “Cooking Up Success: How Permanente Medicine’s ‘Ingredient Brand’ Flavors the Kaiser Permanente Brand,” quotes Dr. Parodi about the process of finding a unified story that integrates Permanente Medicine and the PMGs’ nearly 23,000 physicians into the Kaiser Permanente master brand.

“We started this major rebranding effort back in 2015 and, as part of this process, we wanted to identify the unique characteristics of Permanente Medicine [the new brand representing the medical groups] and determine how they integrated with the master brand,” says Dr. Parodi, who is also an associate executive director at The Permanente Medical Group in Northern California.

The promise of Permanente Medicine represents Kaiser Permanente’s values and high quality of care that embraces the latest innovations in medicine. The PMGs, Kaiser Foundation Health Plans, and Kaiser Foundation Hospitals together form Kaiser Permanente, which includes 690 medical offices and 39 hospitals represented under the master brand.

Read the full article on the Strategic Health Care Marketing site.