Growing Patient Sign-Ups Through a Word-of-Mouth Program

A bariatric healthcare provider needed to increase patient enrollment by building trust, improving awareness and creating a stronger sense of community around its weight loss surgery program.

The organization offered life-changing surgical options and strong patient support but needed a more authentic way to connect with prospective patients. For many people considering bariatric surgery, fear, uncertainty and lack of trust can delay action. The provider needed a strategy that could help prospective patients hear from people who had already gone through the experience.

This was more than a healthcare marketing challenge. The organization needed a patient-driven engagement strategy that could build credibility, encourage referrals and help more people feel confident taking the first step.

The Challenge

Coles Marketing developed a word-of-mouth program built around real patient experiences, peer insight and authentic storytelling.

The foundation of the program was a Patient Advisory Council made up of current and former patients who had undergone bariatric surgery. The council met monthly, either by phone or in person, with Coles Marketing facilitating the sessions and a member of the bariatric team available to provide insight and answer questions.

The council helped Coles better understand what motivated patients to sign up for surgery, what concerns held them back and which messages were most likely to resonate with prospective patients.

Insights from these meetings shaped a range of marketing tactics. Real patient stories were used in ads, testimonials and social media content to help build trust with new audiences. Current patients were encouraged to share their journeys, which created a stronger sense of community and gave prospective patients relatable examples of success.

Messaging was tailored around common patient concerns, including fear of surgery, long-term health benefits, lifestyle change and the support available before and after the procedure. Social media content amplified testimonials and success stories, giving the program greater reach and helping prospective patients see real outcomes from people like them.

Services Provided

Coles Marketing supported the organization through a combination of patient engagement, content strategy and campaign development, including:

  • Word-of-mouth program strategy
  • Patient Advisory Council development
  • Monthly council facilitation
  • Patient insight gathering
  • Testimonial strategy
  • Patient story development
  • Social media content
  • Advertising message development
  • Referral-focused marketing
  • Community engagement strategy
  • Campaign tracking and performance support

You’re in the right place.

Whether you need a stronger website, clearer branding, better visibility, smarter lead generation or strategic support that delivers measurable impact — Coles Marketing is ready to help.

The Results

The word-of-mouth program contributed to an 80% increase in new patient sign-ups over the course of one year.

The use of authentic patient stories helped increase trust in the practice and gave prospective patients more confidence in the decision-making process. Patients who participated in the council felt more connected to the organization and its mission, which also helped strengthen retention and satisfaction.

The program also increased referrals, as patients were more likely to recommend the practice after feeling engaged, valued and supported.

Why It Worked

This was not just a healthcare marketing campaign. It was a trust-building solution.

Coles Marketing helped the organization use real patient voices to address real patient concerns. By creating a structured way to gather insight, share stories and build community, the provider was able to reach prospective patients in a more authentic and meaningful way.

The result was stronger trust, increased referrals and significant growth in new patient enrollment.