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Case study

healthcare annual report

Kaiser Permanente

Help! We need to:

Share the success of community benefit efforts – a $56 million dollar investment that improved health by 39% – with stakeholders.

Obstacles (to jump, ride or fly over!):

The depth of information was challenging to organize and simplify.


2010 Community Benefit Annual Report.

  • The report needed to be organized in a simplistic way to incorporate a wide range of activities related to policy, sharing knowledge, access to care, partnerships, community, and environments.
  • To express their commitment to these issues, we needed to create an intimate reader experience.


  • We let the numbers do the talking, displaying stats in a quick read format throughout the report.
  • We used graphs and charts to show financial comparisons and growth in levels of funding.
  • We photographed close and tight, highlighting individuals impacted by the programs and initiatives reported on.


Thoth Award from the Public Relations Society of America (PRSA), National Capital Chapter in the category of Annual Report.


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The annual report is an excellent tool to convey the breadth and scope of Kaiser Permanente’s Community Benefit story. The report is vibrant and alive, framing our work within the larger context of impacting community health.It clearly communicates our engagement to build strategic partnerships, expand collaboration, and deepen community investment. As added value, other departments within the organization use it as a tool to support their own outreach efforts.

Maritha Gay, Senior Director of External Affairs

Kaiser Foundation Health Plan of the Mid-Atlantic States