Bariatric Services
Increase service line awareness and volume at Adventist Health Bakersfield.
About the Client
Adventist Health Bakersfield is a comprehensive health care organization with a 254-bed acute care medical center, cancer center, imaging centers and network of physician's serving Bakersfield and the outlying communities of Kern County California. Their weight-management program is proud to be recognized as a Level 1A Certified Bariatric Center by the American College of Surgeons - one of the most prestigious certifications for bariatric surgery in the nation.
The Challenge
In an increasingly competitive market and a historical outmigration for medical care,
Adventist Health Bakersfield was looking to educate consumers and increase bariatric procedures.
Insight
Many consumers struggle with the misconception that bariatric surgery is
"an easy way out."
Despite being a safer alternative to fad diets and some medications, bariatric surgery can be considered a last resort as it is invasive and requires life-long lifestyle changes. We knew we needed to take a creative approach to inspire and destigmatize bariatric services through consumer education, while employing a consumer-friendly, compassionate, empathetic tone rather than clinical or technical-speak.
The Strategy
Along with a supporting media plan, we developed a combination of service line awareness and direct response tactics such as,
Facebook testimonials, seminar promotions, lead-gen ads, paid search ads and email communications in order to drive more qualified leads. We split audiences into categories (prospective and lookalike) to create a funnel-like flow of prospects, allowing the delivery of different ads/messaging to prospects based on their individual needs.
Lead Gen Ads
Seminars
Testimonials
These audiences were comprised of consumers who demonstrated interest in trendy diets, weight-loss influencers, and plus-size clothing stores. We also produced creative that was in
touch with emotional aspirations, such as the feeling one gets when shopping for new clothing
or reaching once impossible physical milestones. This was paramount to the success of this program.
The Results
Since launch, this campaign has exceeded its goal generating over 300 bariatric procedures year over year,
and continues to accelerate top-line growth for Adventist Health Bakersfield Bariatric program.