A NEW WAY TO LOOK AT BARIATRICS

St. Francis Health: What it Feels Like Campaign

When it came to their bariatric campaign, St. Francis Health’s challenge was threefold: drive new patient volume, educate consumers on who qualifies for the program, and demonstrate why they should choose St. Francis Health.

The one thing we didn’t need to do was convince our audience they needed bariatric surgery. Consumer insights told us they were already well aware of how their weight was disrupting their everyday life, and dieting wasn’t working. We set out to understand how this felt in order to craft a message that would matter to them.

Those insights led us to an idea that focused on everyday objects—like airplane seats, chairs, and turnstiles—that create anxiety, embarrassment, and even fear in people living with obesity. It was a unique perspective that showed we understood what they’re going through and gave us platform to offer the one thing they were looking for—hope.

It’s just one way we’ve helped all types of service lines flip the switch on typical conversations, and find new ways to make it matter for their audiences. What can we make matter for you?