The Client: The Oliak Center for Weight Loss
David Oliak M.D., founder of The Oliak Center for Weight Loss, is a renowned bariatric surgeon who provides surgical weight loss options for patients seeking that kind of care. He is a caring, compassionate, and excellent surgeon whose excellence comes by way of the significant support he provides patients before, during, and after surgery for the long term.
Picking the right weight loss surgeon is more important than you might think. To quote from David’s website, “The gastric sleeve and gastric bypass operations are not standardized across the weight loss surgery field. Different surgeons do the operations differently (and have different skill levels). That means outcomes vary from surgeon to surgeon. One recent, high-quality study showed a 17-fold range in complication rates between weight loss surgery programs!”
But his key differentiator is that he tracks his patient outcomes and uses those data to create a standardized process. Think about it: does your surgeon know within two decimal places how much weight their patients have lost—at 1, 2, 3, and 5 years post-op? Do they know what their rate of complications has been? Well, David does. How’s that for trust factor?
THE SITUATION:
David came to Obsession Eleven for new website copy before undertaking a website redesign. (Please note: copywriting drives website design, so it always comes first.) The old website for the Oliak Center had a whopping 29 pages of copy that we wanted to cut down without sacrificing his hard-earned SEO and search rankings. I’ve never had a client as knowledgeable about his analytics, so we worked together to identify what pages we could keep without hurting his ranking. We narrowed it down to 13 pages.
THE SOLUTION: OBSESSION REWRITING + OBSESSION WRITING
David was the man with the receipts, the knowledge of SEO, and he had done extensive research into his Ideal Client Avatars (ICAs). Because of that, I was able to reallocate budget from that part of the project into additional writing.
I was able to mine his existing website copy for information so I could write about gastric sleeve, gastric bypass, and bariatric revision surgery. David was more than happy to answer questions; by far this was the most collaborative writing project I’ve had in 17 years of copywriting. While I wrote copy that reflected David as a surgeon—caring, compassionate, and extremely knowledgeable—and he made sure the copy was scientifically accurate, and provided lots of studies and evidence that we created footnotes for.
After we finished the website copy, we collaborated on a lead magnet in the form of an eBook, an email nurture sequence, and 4 case studies.
A final note from me: my favorite part of being a copywriter is getting to learn new things. Prior to this project, I knew very little about obesity, let alone weight loss surgery. Within the first week of the project, my unconscious biases, judgments, and misconceptions about both were erased permanently.
WHAT WE CREATED TOGETHER:
Brand Brief with ICA development
Messaging platform
13 pages of website copy
4 case studies
eBook
Email nurture sequence
