The epidemic of obesity has steadily increased over the past five years, yet the bariatric surgery market remained stagnant, and sales of The LAP-BAND® System declined. The LAP-BAND® System is a minimally invasive weight loss procedure with a proven safety and efficacy profile.
Apollo Endosurgery brought on W2O Group’s Twist Marketing agency to completely revitalize the brand, stabilizing the business and growing it over the long term. We took a comprehensive, integrated approach to research by evaluating the needs of patients, physicians and employees.
Patient journey analysis was conducted via online interviews with field teams and physicians to develop a complete understanding of the weight loss journey. Armed with these insights, Twist designed a creative platform that resonates across the board – “It Fits.” We launched this program through a fully integrated campaign with paid, earned, shared and owned media including, TV, digital, SEO/M, social, website updates, influencer engagement and media relations.
The LAP-BAND® System brand saw a turnaround that resulted in a 2.4x increase in daily lapband.com traffic and a 20% increase in the “Find a Surgeon” feature indicating intention to take action. The campaign, in combination with PR and Social efforts, generated almost double the volume of positive conversation for the brand. The brand exceeded sales targets by 24.5% in the first three months.