Lap-Band case study
In February 2009, VIVA! Communications was commissioned to launch the results of landmark Australian research into the cost-effective treatment of type 2 diabetes (T2D) and obesity. In just three weeks, VIVA! Communications conducted a strategic communications campaign designed to initiate a paradigm shift recognising the benefits of laparoscopic adjustable gastric banding (LAGB) surgery for treating T2D in the obese.
Communication objectives
VIVA! Communications’ primary objectives were:
- to change the diabetes community and general public’s engrained perceptions of the most cost-effective method of treating T2D in the obese by positioning and differentiating LAGB as the most cost effective option and;
- to secure a revision of Diabetes Australia’s official position on the effectiveness of LAGB surgery for treating T2D in the obese.
Strategy
VIVA! Communications teamed with experts in the field to deliver the campaign’s key messages, and also secured two inspiring LAGB surgery recipients, both in T2D remission, to personify the benefits of overcoming Australia’s fastest growing chronic disease via LAGB surgery.
Due to bushfires raging in Victoria and heavy flooding in North Queensland, VIVA! Communications strategically chose to delay the launch for two weeks to allow the breaking news stories to subside.
On the launch day, VIVA! Communications supplied Australia’s news media outlets with access to a media kit comprising a media alert, media release, backgrounders, expert profiles, patient case studies and images and a 3D animation of the LAGB procedure.
Media outcomes
The national consumer news media campaign exceeded our client’s wildest expectations by securing blanket media coverage recognising LAGB as the most cost effective treatment option for the management of T2D in the obese.
Significantly, the campaign persuaded Diabetes Australia to officially acknowledge the effectiveness of LAGB surgery for the treatment of T2D in the obese.
VIVA! Communications secured:
- 193 TV impressions, totalling 5hrs 54mins including three appearances on the Channel Nine’s Today show.
- 139 radio impressions, totalling 1hr 53mins
- 31 online articles and
- 10 print articles, including coverage in each Australian State and Territory,
- The campaign was also covered by international media as far afield as New Zealand, USA, UK, India and Zimbabwe.
- Australian Google searches for the term “gastric band” more than doubled during the launch week, compared to the week prior.
