Oakland, Calif.-based Kaiser Permanente is taking its “A Better Idea for Health Care” marketing campaign nationwide, enlisting international soccer star Son Heung-min as the health system seeks to expand its reach and introduce more consumers to its integrated care model.
The campaign, which launched in select markets in 2025, will roll out across digital, social, audio, film and out-of-home channels. The expansion comes as interest in soccer continues to grow ahead of the 2026 FIFA World Cup, which will be hosted across the U.S., Canada and Mexico.
The new ads center on Son and highlight Kaiser Permanente’s approach to coordinated care, emphasizing the connection between physical, mental and social well-being.
“This campaign reflects who we are and what makes Kaiser Permanente different,” Kristy LoRusso, Kaiser Permanente’s chief marketing officer, said in a statement shared with Becker’s. “As we continue to grow and serve more communities, we have an opportunity to show how integrated, coordinated care can help people live healthier lives.”
The national rollout reflects Kaiser Permanente’s efforts to strengthen brand recognition beyond its traditional markets as it continues to grow its membership and expand access to its integrated care and coverage model.
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