There tend to be two times each year when interest in weight management spikes – around the dawn of the New Year and as soon as the shorts and swimsuits start making an appearance. As we sit here in the midst of summer, you’re probably noticing an uptick in traffic researching Bariatric programs, as well as non-surgical weight management programs.
Are you…
- Giving them surgical and non-surgical options?
- Capturing the contact info of these people?
- Assessing their suitability for your treatment options?
- Providing them with tools to further their relationship with your system?
Doctor Google
For most consumers, weight services is a highly researched topic. Certainly the health system that responds to those consumer needs immediately will come out ahead. For instance, if a user is researching your surgical weight loss options, they may also be questioning their eligibility. Driving them to a Weight Loss Surgery HRA will give them the answers they seek. They will appreciate the guidance and suggested next steps. Now they are segmented warm leads.
Weight Management Leads
How are you handing these leads? For many of our clients, they find supplementing their Weight Loss HRA with a Healthy Weight HRA offers a good secondary option. In the latter assessment, the user is provided a result as to whether or not they are in a healthy weight range, as the name suggests, and your follow-up calls-to-action can be to register for a class, schedule an appointment with a dietitian or even sign up for fitness classes.
In addition, when promoting weight-related service, consider there are those who are looking for medical guidance on their weight journey but may not be optimal surgery candidates. Offer a next step to each person, regardless of their eligibility for surgery. Have a plan for the most common segments. The key with anything weight related is to make sure you are meeting people where they are in that journey. Nurturing all consumers who reach out in this service line will prime your system as the accommodating leader in weight management. For example, use their contact info to reach out to them to schedule a consult. Maybe invite them to a seminar.
We Can Help
BTW, we are preparing Content Guides for all of our HRAs to help guide messaging for the different patient segments they identify. Contact us for more information.
Bridget Thomas
Growing up in a family of providers to critical access hospitals, she took note early on of the importance of quality healthcare and proper outreach. From there she went on the work as a marketing manager for a small system in south central Wisconsin, eventually moving into clinic management and liaison work.
In 2014, she shifted gears to the SaaS-vendor side of healthcare and spent years in the CRM space, where she worked remotely doing client work, running trainings, and developing relationships. A good portion of her time is spent face-to-face with clients talking through operational hiccups, ways to best target consumers, appropriate use of budgets and most importantly – how to measure effectiveness of marketing dollars.
Bridget has a B.S. from the University of Wisconsin – Platteville, M.A. in Public Relations from Webster University and an M.A. in Counseling from Lakeland University. She is a member of the American College of Healthcare Executives, Society for Healthcare Strategy & Market Development, and Forum for Healthcare Strategists.
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