Use of Google Ads in corporate PR plan

Kaiser Permanente has been battling a former employee/whistleblower, Justen Deal, who brought up complaints about their HealthConnect patient database. Deal had blasted an email to all employees, and it eventually was leaked. The Wall Street Journal reports that Google Ads are part of Kaiser's surprisingly high tech, agile response system to the blogs and media who have been taking up the story.

"To disseminate its side of the story on the Web, the company paid Google to place a special Kaiser link at the top of any page returning search results for "Justen Deal.""

Critical Case: How an Email Rant Jolted a Big HMO