Case Study 02
Brand positioning for a bariatric device
Fresh thinking is about imagining new possibilities. Taking what you know and what you’ve learned, turning it upside down and seeing it in a whole new way. By doing this, we help separate our clients from the pack and get them the results they want.
Challenge
In the crowded weight loss market, our client was trying to go head-to-head with laproscopic banding surgery and gastric bypass. The challenge was to identify, engage and enroll patients who matched the target audience, were committed to weight loss and who had likely considered and rejected the other common bariatric procedures. At the same time, those within the lower BMI (Body Mass Index) range of 35-40, as specified in the protocol, had to have at least one identified co-morbid condition.
Strategy
We focused on who these people really are and how they want to see themselves: as more than just a number on a scale. Utilizing extensive audience research, we tuned into the psyche of potential patients and created a message of empowerment. We used images that included people who looked “vital and vibrant.” These “v” words also became a mnemonic device for the therapy that could carry over beyond the clinical trial phase. While the feeling was friendly and approachable, we made it clear that this was a serious, medically-based weight loss therapy and that commitment to the program was an essential part of the criteria.
Result
Tactics cut through the clutter, generating over 6100 calls and helping our client reach 27 percent of the total enrollment target within the first three months of ThreeWire’s engagement in the study. A key component of ensuring compliance over the course of the five years of the study was creating materials for use in the informational follow-up meetings designed to help potential patients learn more about the program. ThreeWire was directly responsible for over 80 percent of the total enrollment for this study.
