Case Studies

Weight-Loss Campaign Generates 250+ Leads in 4 Months

by | Jan 26, 2019 | Case Studies

Claxton-Hepburn Medical Center’s ongoing campaign for its weight-loss surgery program is generating outstanding results.

In late sum­mer 2019, Clax­ton-Hep­burn Med­ical Cen­ter approached True North Cus­tom with a chal­lenge: The Ogdens­burg, New York, med­ical cen­ter had part­nered with bariatric sur­geons to launch a weight-loss surgery pro­gram, and the first patient sem­i­nar was already sched­uled for Sept. 17. The hospital’s mar­ket­ing depart­ment had no mate­ri­als to sup­port the program.

Clax­ton-Hep­burn, a True North client for 17 years, need­ed a cam­paign that would inform poten­tial patients about the exis­tence of the pro­gram, encour­age those inter­est­ed to attend an infor­ma­tion ses­sion and then pro­vide poten­tial patients with addi­tion­al mate­ri­als to help them make a deci­sion about the surgery.

“Our team was up to the chal­lenge,” says Jason Skin­ner, chief mar­ket­ing offi­cer at True North. “With­in days, our team had devel­oped a strate­gic approach for a mul­ti-pronged cam­paign that met the client’s needs.”

Nurturing Patients Along the Way

The cen­ter of Claxton-Hepburn’s cam­paign was a weight-loss surg­erland­ing page that pro­vid­ed sem­i­nar infor­ma­tion, intro­duced the sur­geons and served as a sem­i­nar reg­is­tra­tion por­tal. A direct mail cam­paign, along with dig­i­tal adver­tis­ing through Face­book and paid search, direct­ed poten­tial patients to the land­ing page to learn more about the pro­gram and reg­is­ter to attend an infor­ma­tion ses­sion. Once reg­is­tered, patients began receiv­ing the com­po­nents of a five-part email drip cam­paign that guid­ed them along the deci­sion-mak­ing process. 

“Before they attend­ed the infor­ma­tion ses­sion, the poten­tial patients received an email thank­ing them for reg­is­ter­ing, and two emails were deployed a few days before the infor­ma­tion ses­sion remind­ing them of the date and time of the pro­gram,” Jason says. “After they attend­ed the sem­i­nar, they received sup­ple­men­tary infor­ma­tion to help them learn more, includ­ing a four-page down­load­able guide, an info­graph­ic and a video—all cus­tom con­tent cre­at­ed by the True North team.”

Generating Outstanding Results

In the first four months, cam­paigns pro­mot­ing the weight-loss sem­i­nars have deliv­ered out­stand­ing results:

Leads Generated

(can­di­dates inter­est­ed in attend­ing the seminars)

Attended Seminar

with 51 atten­dees sign­ing up to be for­mal­ly eval­u­at­ed for the program


average open rate

The email nur­tur­ing cam­paign has proven to be a valu­able asset for the campaign

“With­in two days of launch­ing this cam­paign, we saw poten­tial patients reg­is­ter for the infor­ma­tion ses­sion, and con­tin­ued to have mul­ti­ple peo­ple reg­is­ter every week,” Jason says. “This is an exam­ple of how a well-designed cam­paign can attract the right patients, encour­age them to take action and then nur­ture them along the deci­sion-mak­ing process.” 

Let’s Grow Your Bariatric Surgery Volumes

Ready to engage bariatric surgery can­di­dates and guide them through the deci­sion journey?

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