This community hospital in Bowling Green boasted a long-standing, well-respected and accredited bariatric surgery program. Their surgeon was known for his expertise and compassionate approach to care. Even though he had performed more bariatric surgeries than anyone in Northwest Ohio, the program was facing increased competition from three larger competitors less than 30 minutes north.
Prospective patients do their homework and communicate with other bariatric patients (both online and among friends, coworkers and family) to choose their provider. They were well aware of all the options available to them.
Having worked closely with other bariatric surgery clients, Knox understood that the search for a bariatric program is a highly emotional journey. Patients may take months or even years to commit to surgery. They look for a accredited program that also offers the right emotional fit where their behavioral needs are understood and met.
Knowing the Wood County surgeon’s reputation for compassionate care, Knox created a patient testimonial campaign that promised not only immediate results but the long-term weight loss that comes from close, ongoing care from a warm, understanding physician and team. We started with local TV and print to build awareness, driving viewers to educational seminars with the surgeon. Having captured their contact information during seminar registration, we used an automated email program to keep in touch with prospective patients throughout their decision-making process.
Over the past eight years, we’ve helped elevate Wood County Hospital’s bariatric service line preference to more than three times that of their nearest competitor. We’ve also increased their advertising awareness by 79%.