Hurley Bariatric Campaign
Hurley Bariatric (2005 campaign)
Overview
NOTE: A revised approach to this Hurley service line was introduced in 2010.
In 2005, Hurley Medical Center, located in Flint, Michigan, had operated a bariatric center for five years. Located in Flint, Michigan, Hurley Medical Center had operated a bariatric center for five years. However, since its inception, an outside resource had provided management and marketing services, while all physicians, nursing, dietary, and support staff members were employed by Hurley. For numerous reasons, Hurley made a decision to operate the bariatric center on its own. This meant the name and all marketing for this service would need to be re-introduced as a new entity using new creative and messaging. However, the successes of the past five years could not be lost in the transition as the unique relationship created between Hurley and its patients was an important asset of the program. The same hospital and doctors that had provided this capability the last five years were still in business – only the name had changed.
Marketing Objectives
The Hurley Bariatric Center campaign needed to quickly earn a high level of market awareness and associate the new name back to Hurley. At the same time, Hurley Bariatric Center had to have its own unique identity separate from the medical center. Most importantly, Hurley needed to maintain or increase the lead generation flow of potential patients.
Promoting a medically based solution to morbidly obese persons had to be different from typical weight loss advertising. Potential patients didn’t want promises or quick solutions. They needed to believe that Hurley could be trusted and would provide them with a solution that gave them a new level of freedom. Finally, they wanted to hear from people they could trust – people that had gone through the program. Four patients representing various perspectives were screened, interviewed, and photographed for use throughout the campaign. These persons have been involved in videos, television development, and participated in seminars.
The Patients
Four patients representing various perspectives were screened, interviewed, and photographed for use throughout the campaign. These persons have been involved in videos, television development, and participated in seminars.
Key Marketing Messages
How Hurley communicated with potential patients was critical. To connect with them, you need to understand them. Therefore, the following messages needed to be heard:
Hurley is selling a long-term weight loss solution that integrates surgery, a new diet, exercise, and post-surgical life changes.
A bariatric procedure is surgery. Patients need informed, honest information regarding bariatric surgery.
The message needs to be positive. The results are both physical and mental. Our communication must be visually energetic and clean.
Results
The launch of the new Hurley Bariatric Center marketing campaign integrated print, radio, television, and outdoor advertising with a website, literature, and seminars to offer Hurley a comprehensive lead management solution. In the initial month of the launch, leads doubled over any previous month in the last five years. Nearly 600 unique visitors sought out the new website monthly and over 10% of those people immediately filled out the contact page. On the first day of print advertising, over 200 inquiry calls were made to the Hurley Bariatric Center call center.
