who you are” is displayed. Upon digging deeper into the site, one is asked questions about the kind of coverage one is looking for, resulting in a listing of plans that best suit the customer. The language is always personal, human, and reassuring, including their recent tagline, “Live Long and Thrive.” In a field often considered impersonal and distant as health care, Kaiser Permanente’s Web site approach evokes memories of the personal touch of stethoscope-wielding doctors making house calls and the familiarity of the neighborhood pharmacy.
