Case Study: Kaiser Permanente achieves validated ad safety and stronger brand perception with iModerate’s hybrid research

Before Kaiser ran a potentially controversial and wayward advertisement, they needed to be sure

iModerate, a division of 20/20 Research, helped Kaiser Permanente conduct a pre-launch "disaster check" for "Saturday," a bold Thrive campaign spot that shifts focus to chronic care and a mind‑body‑spirit approach. Executives were concerned about the ad’s portrayal of a woman living with cancer despite generally positive early focus‑group feedback, so Kaiser needed deeper insight into potential negative reactions.

iModerate used a hybrid method—surveys plus targeted one‑on‑one follow‑ups with members—to probe perceptions, brand fit, and any underlying concerns. The research found no significant backlash: viewers called the spot clear, poignant, and optimistic, and many said it strengthened their view of Kaiser as providing comprehensive care. The findings gave Kaiser the confidence to air the ad, and ongoing tracking and anecdotal evidence show the spot and the broader Thrive campaign remain well received.

Kaiser Permanente