Challenge
Bariatric surgery is a life-changing decision. It's about more than just weight loss; it's about embracing a whole new lifestyle. This includes a major shift in diet, and a lifelong commitment to specialized bariatric vitamins and supplements to ensure patients get the nutrients they need.
Bariatric Advantage, a leader in this field, noticed a troubling trend: people were stopping their vitamins, switching brands, or even taking supplements not designed for bariatric needs. This could lead to serious health complications down the line.
They turned to Cast & Hue to help them understand why.
- What factors influenced patients' choices when it came to bariatric vitamins?
- What motivated practitioners to recommend specific brands?
- How could they create an experience that encouraged both patients and practitioners to make informed, healthy choices?
Approach
To get to the heart of the matter, we partnered with Bariatric Advantage to map out the journeys of both patients and practitioners. We sat down with a diverse group of dietitians, surgeons, and patients, each with their own unique experiences and perspectives on bariatric vitamins.
With practitioners, we dug into how they talk to patients about these vital supplements, what they look for in a product, and how Bariatric Advantage could better support their practice.
With patients, we explored their understanding of the importance of bariatric vitamins, what influenced their choices, and what might lead them to stop taking them altogether. We also wanted to know what they valued most in these products.
By combining these insights, we were able to paint a vivid picture of the decision-making landscape, setting the stage for patient-centered experience design that deeply resonates.
Outcome
Our research unearthed valuable insights into the hearts and minds of both patients and practitioners. We discovered recurring themes around education, brand interaction, and ongoing engagement that painted a clear picture of what truly mattered.
Armed with this knowledge, Bariatric Advantage was able to:
- Sharpen their marketing message to resonate more deeply with their target audience.
- Develop innovative engagement strategies to foster lasting relationships with patients.
- Empower their sales team to build more meaningful connections with practitioners.
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