Kaiser Permanente has tapped Lowe Campbell Ewald for a multimillion-dollar TV, radio, print and digital campaign to increase membership and promote health care exchanges. TV spots come from acclaimed "Little Miss Sunshine" directors Jonathan Dayton and Valerie Faris, and they discuss themes such as what patients want in a doctor. The campaign aims to drive consumers to Kaiser Permanente's websites, said Alexandra Morehouse, vice president of brand experience and advertising.

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