KP Washington Digital Integration Rebrand Approach Brand Leadership

KP Washington Digital Integration Rebrand Approach Brand Leadership Meeting September 23, 2016 For Integration Planning Purposes Only

Today’s Request Agreement on the digital rebrand day-1 approach For Integration Planning Purposes Only 2

Digital Rebrand Scope VISUAL BRAND CONTENT SEO & DOMAIN STRATEGY KP DIGITAL INTEGRATION • Evaluation of branding needs by page type and domain • Identification of specific visual changes by page type (pattern) and domain: • Homepage and landing pages • Interior pages • Common “c-clamps” • Metrics analysis • Evaluation of content across GHC domains, identifying key opportunities • Page-by-page identification of content updates (create, recycle, reuse, or reduce) • Content development • Development of domain approach and SEO strategy to ensure preservation of equity and positive user experience • Deliver and implement URL conventions, 301 redirects, page names, and metadata • Create approach for integrating KP Washington on existing KP digital properties • Develop and implement content and triage points in support of a smooth user experience DELIVERABLE Inventory of URLs • Level of rebrand appropriate template of reference • Identified content updates • SEO-related changes • Pages to retire For Integration Planning Purposes Only 3

Project Principles 1. Do no harm: Day 1 rebrand will apply KP visual and contextual elements to the existing GH infrastructure, while following the principle of “do no harm. ” 2. Single brand: Pages will be singularly branded as KP (not co-branded). 3. Maintain capabilities: To preserve the user experience, capabilities will not be removed or fundamentally changed from a functionality or UX perspective. 4. Audit and analyze: Pages will be categorized as rebrand/retire/remain. 5. Holistic requirements: Day 1 will prioritize pages to rebrand based on user, business, compliance, and technology requirements. 6. Smart rebranding: High-visibility pages (home, domain landing) will likely have a higher level of rebrand. Internal pages will likely have a lighter rebrand. 7. Reduce net new: New content will be handled on an exception basis, only where necessary to maintain relevance. 8. Defined MVP: All rebranded pages will have a minimum rebrand of logo, color, name change. 9. Ecosystem approach: Pages under consideration include all GH domains, vendor sites, mobile apps, and partner sites (earned and paid). 10. Create avenues for care: KP digital properties will be updated to welcome the new region into the fold, limited to non-transactional features. For Integration Planning Purposes Only 4

Approach: Start with Data Based on site analytics, we can rebrand 800 pages to capture 97% of views across primary domains. Domain Recommended Pages % Rebranded Total Views Affected % Total Views Across Domains Employer. GHC. org 100. 0% 74 30, 400 100. 0% 0. 05% GHC. org 15. 0% 510 10, 206, 976 95. 7% 16. 3% Medicare. GHC. org 40. 0% 26 168, 420 95. 6% 0. 27% Member. GHC. org 2. 5% 31 9, 757, 662 98. 3% 15. 58% Member 2. GHC. org 7. 5% 26 22, 621, 099 94. 8% 36. 12% Member 3. GHC. org 1. 0% 39 15, 934, 435 97. 4% 25. 45% Producer. GHC. org 15. 0% 65 214, 820 94. 1% 0. 34% Provider. GHC. org 100. 0% 28 241, 981 100. 0% 0. 39% For Integration Planning Purposes Only 5

Supplement with Business Context Interviews will supplement data, providing business context and journey relevance that informs our scope. Anticipating that this additional level of audit will add 200 pages to scope. 100% of views/use Approx. 27, 000 total digital touch points 97% of views/use 1, 000 prioritized digital touch points Stakeholders and SMEs being interviewed include: • Compliance • Sales and Marketing • Clinical Consultants • Finance • Human Resources • Others as needed For Integration Planning Purposes Only

Methodology 1 2 3 4 5 Analysis Pare down 27, 000 pages to ~1, 000 Experience Journey mapping with SMEs to ensure cohesive experience Visual Brand Create templates and apply branding to prioritized pages Content Update content on prioritized pages Package Handoff page list, visual and content branding and URL restructure For Integration Planning Purposes Only 7 Technology Business and Compliance User Goals Collaborative Journey Design

Open Discussion Seeking Feedback on Approach For Integration Planning Purposes Only 8

Sample Visual Design Deliverable For Integration Planning Purposes Only 9

Homepage: Annotation • • • § • • • Swap for KP logo Hex #006699 43 px high 315 px wide Font Family: Gotham Book Font Size: 13 px Upper initial cap first word #6770833 Gray Roll-over 2 px boarder bottom #006 BA 6 Blue § Change to: Member sign on § Text: Gotham Book § Create blue box: Color #0066099 Blue; Roll-over #003871 Font Family: Gotham Book 14 px #6770833 Gray Roll-over 2 px boarder bottom #006 BA 6 Blue Casing is correct § Change all box backgrounds in beige (#f 3 f 2 ed) to gray (#f 7 f 7 f 7) § Magnifying box: #006699 Blue • • • Sub-head Gotham 14 px sub-head; 12 px body Color: black • • Links: Gotham 12 px body Color: #006699 Blue; rollover #003871 Dark blue • Hero image selection • • Gotham 3 r 36 px Color Editorial changes (casing, nomenclature) • • • Sub-head: Gotham 14 px sub-head; Color: black • • Sub-head Gotham 14 px sub-head; 12 px body Color: black Editorial changes (casing, nomenclature) Icons: Use KP icons • • Links: Gotham 12 px body Color: #006699 Blue; rollover #003871 Dark blue • • • § Icon color: #006699 Blue Gotham 4 r 13 px Font color: 006699 Blue Roll text: 003871 Dark Blue Editorial changes (casing should be upper initial) § Footer background color: f 0 f 7 fa Light Blue For Integration Planning Purposes Only 10

Homepage: Rebrand Comp For Integration Planning Purposes Only 11