Building Your AOM Customer Support Program Brand

This is Article #9 in our Think Piece Series, that focuses on what Health & Fitness Sector Operators and/or Service Providers should consider when we create branded programs and services that support Customers who are navigating their unique "Journeys to Success" with the assistance of Anti-Obesity Medications (AOMs).

ARTICLE PREFACE. The quote "Build It and They Will Come" generally refers to the idea that if you create something valuable, desirable, or appealing, people will naturally be drawn to it.

While this quote can be inspiring on the surface, it may also be overly simplistic if the essential "brand-building" components required to create a cohesive, memorable, and impactful set of expectations are not aligned with the customer avatar of our target market.

From our perspective, we have to build our AOM customer profiles into the branding process if we want to be successful (Referenced in Article #3 & included below).

Ann & I have a 3-tier objective for Article #9: Objective #1: To create a branding message that is relevant, empathetic and empowering so that the message can foster trust, loyalty and long-term engagement with customers who are in various stages of their “Journeys-to-Success”.

Objective #2: Create a branding message that addresses the 3 “WHYS”: ?

Objective #3: As referenced in Article #8, make sure that our branding messages embrace and utilize the Person-First Language Concept. ?

Person-First Language is a concept that’s all about putting the person before any label or condition. It’s a way of talking and writing that makes sure people are recognized as individuals first—not just summed up by a disability, illness, or any other trait.

This approach is about respect, plain and simple. It takes away the stigma and reminds everyone that a condition is just a piece of someone’s story, not the whole thing.

This Graphic summarizes the Benefits of Person-First Language.

Think About It: Instead of saying "an obese person," we’d say "a person with obesity." Instead of "disabled person," it’s "a person with a disability." It’s a small change in wording, but it packs a punch when it comes to showing that people are more than their conditions. They deserve to be seen and treated with dignity and empathy.

This next Graphic provides a list of examples of Person-First Language as it relates to Weight Bias.

AOM CUSTOMER SUPPORT PROGRAM “BRAND MUST-HAVES”. As a minimum, the following points must be addressed in our customer-centric branding messages.

1. Alignment with Customer Needs and Wants. (a). A branding message tailored to individuals using anti-obesity medications ensures the brand addresses their specific health goals, challenges, and aspirations.

(b). It helps communicate the brand’s support for their journeys in a way that feels personal, empathetic, and aligned with their desire for a healthier lifestyle.

(c). These Needs & Wants will continue to evolve/change as they achieve success after success. Our support will also continue to evolve and change as well.

2. Effective Positioning. (a). Understanding our Customer Avatar as both a group and as individual members within these groups allows the brand to stand out by addressing unique concerns, such as stigma, accessibility, or effectiveness, that resonate with this audience.

(b). Positioning the brand as a trusted partner in managing obesity challenges helps us connect meaningfully with our audience.

3. Emotional Connection. (a). Obesity management is an emotional journey. Each individual will have their own unique emotional set of experiences. A brand that reflects an evolving sense of empathy, understanding, and encouragement can build stronger relationships with our customers.

(b). Highlighting success stories and using inclusive language shows customers they are not alone, fostering trust and loyalty.

4. Increased Engagement. (a). A clear, targeted, inviting and consistent branding set of messages ensures that it reaches the right audience, encouraging interaction and dialogue.

(b). Engaging our Customer Avatar with personalized content and relatable messaging will stimulate interest that can result in the creation of long term and viable relationships.

(c). This Engagement process will include not only our potential and actual customers but also those licensed professionals who are already part of their medical support network.

5. Efficiency in Marketing. (a). Target-specific branding minimizes waste by focusing resources on connecting with individuals most likely to benefit from our all-inclusive programming support recommendations as stay on their “Journeys-of-Success”.

(b). This approach improves marketing ROI and creates a streamlined path from awareness to conversion to retention and to subsequent new customer referrals.

(c). As with Item #4, we will market our AOM Customer Support Program to licensed medical practitioners in our trade areas.

FINAL CONSIDERATIONS.???????????????????????????????????????????????????????????????????????????????????????? How to attract, engage and successfully integrate customers who are in different stages of their success journey into our branded support programs is our challenge. Consider these final notes:

A.??? Demographics: Consider age groups (e.g., middle-aged adults vs. younger individuals), gender, and socioeconomic factors, as these can influence how people approach obesity management.

B. Psychographics: Reflect values like body positivity, health empowerment, and overcoming stigma. Address pain points, such as societal judgment or previous unsuccessful weight-loss attempts.

C. Behavior Change: Acknowledge how customers interact with medications (e.g., ease of use, expectations for results) and lifestyle choices (e.g., physical activity, meal planning).

D. Language and Tone: Use supportive, non-judgmental language that focuses on health and well-being rather than weight alone. Foster a tone of encouragement and partnership. We call this Person-First Language.

FINAL ARTICLE #9 QUESTION?

How Do You Know if Your Branding Message Is Working????????????????????????????????????? The Value of Your Services Outweighs the Price of Your Services in the Eyes of Your Consumer.

Once again, none of our Operational & Programming Assumptions are absolute. These assumptions are designed to continue the Operational & Programming conversations within the AOM Space in the Global Health & Fitness Sector.

The “Only Absolute” is that there are “No Absolutes”!

As always, please give us your feedback so that we can continually evolve our Think Pieces.

Legal Disclaimer: The information that Ann & I are providing is for educational, operational & programming purposes only. It is not intended to replace professional medical advice, diagnosis or treatment. Our intention is to provide customer-centric operational & programming support for AOM Customers.

Ann Gilbert: Club Owner/Operator, Hybrid FitPro, Coach, Speaker, Educator & Author. Creating Health & Fitness Sector Programming Solutions for Active & Inactive Agers Since 1983. [email protected]

Bob Esquerre: Business Growth Strategist & Operations Analyst: Health & Fitness Sector Hybrid FitPro, Coach, Speaker, Educator, Author. Creating?Health & Fitness Sector Business Solutions Since 1993. [email protected]

?