Mediaplex to Provide Healthcare Company with Internet Services
In conjunction with Internet marketing and consulting firm Marketleap, Mediaplex will provide Kaiser Permanente with e-mail newsletter management and ad-serving technology. The hospital network will use Mediaplex's MOJO Mail to dynamically update e-mail message content each time it is viewed. Messages will be targeted geographically in the eight regions Kaiser Permanente serves.
"The initial campaign is to focus awareness on Kaiser Permanente's kp.org Web site," explained Tammi Riley, Mediaplex's director of e-mail marketing. The initial messages are scheduled to go out in early June, she said.
Marketleap will handle the creation and distribution of Kaiser Permanente's e-mail newsletter. Using the MOJO Mail technology from Mediaplex allows the e-mails to be personalized with geographically specific information.
"Our goal is to personalize relevant newsletters for our subscribers in terms of Kaiser Permanente's services and facilities in their geographies with information that is specific to their healthcare needs," said Deborah Cantu, Kaiser Permanente's national Internet director.
Riley said Mediaplex's MOJO Mail can take real-time data feeds from the client -- such as constantly updating stock prices or frequently changing airline fares -- and serve it to individual e-mails. Each time the e-mail is opened, the data are automatically updated.