It typically takes over a year for a person to schedule a bariatrics surgery after first expressing interest. That’s because this life-changing surgery isn’t an overnight solution, it’s a lifestyle overhaul, and much of the research is done online. Shame and self-doubt often keep people from asking questions in person or signing up for a consultation, which leaves many prospective patients feeling alone in their journey. Realizing that weight loss and lifestyle change improves patient health, and because St. Luke’s is a patient-centered organization, the marketing and medical team sought to bolster bariatrics surgery booking numbers. St. Luke’s brought us in to help them do just this, seeking to share patient success stories to show people the life-altering experience of having this medical weight loss procedure.
Weight is very personal, and bariatrics surgery is a very personal decision. We knew that as we approached the stories, we needed to be sensitive to people’s willingness to share about their journey while also meeting the needs of St. Luke’s to promote the procedure. The stories needed to be compelling, and also have promotional purpose—a difficult balancing act.
We worked closely with the internal marketing team to pre-vet patient stories. We ultimately chose four patients to feature. We selected based on the stories we thought would be most touching and relatable, as well as considering overall transformation, patient grit and continued success. We also wanted patients to be comfortable on camera. To get patients comfortable with us, we pre-interviewed them to find out what they’re about and their motivation for the surgery, and to share some of the questions we’d ask on camera. By having a deeper understanding of the patients, we were able to tell authentic stories. We shot in locations that visually told their stories and asked questions we knew would help them open up. The result, is a series of heartfelt, meaningful videos that prospective patients can relate to and that the marketing team can use to promote their health and wellness services. The series’ social media campaign garnered over 100,000 impressions which resulted in 1,820 clicks and a significant uptick in informational session attendance.
– Video Production
– Strategic Messaging
– Marketing Strategy and Tactics