Dawn was a busy mother, with a husband away on active military duty. She suffered from morbid obesity that affected her lifestyle, and her options were running out. But she was so busy minding the kids and keeping the house going, it was hard to capture her attention.

So how can you not only capture her attention, but compel her to pick up the phone for more information?

The key: speak to her WHEN she is listening, and show her you UNDERSTAND her situation.


That's the strategic bottom line for our marketing philosophy, and one that we use effectively with Bridges Center for Surgical Weight Loss.

The target audience — women, with families, geographically targeted and usually employed — is running so fast that oftentimes, messages directed at them just roll off their backs with no notice.

We developed and implemented a media buying strategy, coupled with a targeted television, radio, outdoor and internet creative campaign, which spoke to these women at KEY times in the family cycle when they were more likely to listen and pay attention.


And during the rest of the year, we stayed quiet.

Why? Because spending dollars on an ad that doesn't reach your target audience when they can listen and act is waste.

Our creative campaign focused on Dawn, our mother who has successfully lost 122 pounds, and her understanding of how it feels to be morbidly obese, as well as how it feels to successfully lose that weight.

And the bottom line is results. Fifty-four percent of the total number of leads that came in during our surge push in 2nd quarter 2007 is directly attributable to the marketing efforts. Scheduled surgeries spiked to five times their normal levels during this time period. And more and more women like Dawn were able to get a new start in their lives.