Surgical Weight Control Center
Television/Radio/Print Advertising
Lose 1,000’s Of Pounds In Las Vegas
Objective
Brand and develop the Gastric Band Institute of Las Vegas into the leading bariatric surgery program in Nevada via advertising, public relations and online marketing.
Strategy
Distinguish Gastric Band Institute from its competitors by establishing Dr. James Atkinson’s national reputation as a trainer of bariatric surgeons from across the country. Emphasize him being “Nevada’s only certified gastric band proctor” and tout the practice as being a Center of Excellence facility.
Use dramatic stories of actual patients achieving their dreams following successful bariatric surgery performed by physicians at Gastric Band Institute.
Build awareness of the Gastric Band Institute by generating medical and testimonial coverage in local print and broadcast media.
Tactics
We used television as our primary medium and incorporated print and radio into the media mix during certain periods throughout the year. We redesigned their website and added a Doctor’s blog and RSS feed. We reconstructed and applied a new Search Engine Optimization strategy. We pitched the doctors as experts on obesity and bariatric surgery to local print and broadcast media. We pitched patient bariatric surgery stories and provided patients as sources. We incorporated social media and online tools, such as YouTube, to promote patient relationships and build ongoing engagement with the practice.
Results
Gastric Band Institute tripled the amount of procedures they performed each month within 1½ years after implementing our marketing campaign. Attendance at required pre-op seminars more than doubled. The public relations campaign garnered more than three million media impressions by consumer, business and healthcare audiences.
