HIGH ENGAGEMENT PURCHASE DECISIONS – A BAND OF SISTERS

The market for gastric bands surgery is very distinct: They are digitally literate, connected, practical and used to making their own decisions. They are primarily middle-income women and more likely to be single parents. They have "a complex relationship with food". Their self-image frustrates them; they want to change and make the most of life.

They make very considered decisions on average over fourteen months. The purchase had to overcome significant barriers.

Why is this? Any surgery has risks, and it is expensive. Some customers loaded up three credit cards. There are significant lifestyle changes following an operation. The surgery can also be embarrassing with prejudice from friends and family.

Mindset was important, it was hard to put themselves first for the first time in years. Often motivation is very personal; their mothers had died at the same age they were now.

The purchase process was supported through Facebook groups. Highly engaged members spoke about their experience, gave advice and recommended surgeons. Without the support of this group, most would not have volunteered for the surgery or would have had a much more anxious experience. Those questioned were delighted to share ideas on how to authentically brands could support these groups.

Your customers want to help you improve their customer experience, find out more contact us now.