The decision journey of a bariatric surgery patient can last a year or longer. So we knew our approach to messaging would be critical to the success of this campaign, designed to increase interest in ProMedica’s weight-loss solutions, including bariatric surgery. The campaign was needed; historically ProMedica had experienced a 50% no-show rate among those who registered to attend a ProMedica Weight Loss information session. That statistic told us they were intrigued by the prospects of bariatric surgery, but uncertainty about taking such an important step was holding them back.

So, we developed a campaign that encouraged them to move forward.

The campaign had multiple goals, including increased consumer engagement on all ProMedica Weight Loss web pages, increased registrations and reduced no-show rates for bariatric surgery seminars and, ultimately, an increase in bariatric surgery volume.