Mini Analysis report

Rationale: Marketing LIFESTEPS through Facebook (social media) and from physician recommendations is a great idea because we are able to access multiple senses that help people in decision making. Through a Facebook live video the dietician can visually and kinetically teach members how to make correct portions, they hear the laughter and “ah ha” moments of learning, they can read the comments, and gain an understanding of what the program will be like. Physicians, who have credibility and influence, can also give patients literature and voice their recommendation for a structured behavioral weight loss program. In Woolford’s study, adolescents who were recommended by physicians to join a weight loss program had greater weight loss results than those who joined for other reasons (Woolford, Sallinen, Clark, IglayReger, & Gordon, 2012). Once a LIFESTEPS member they receive education, support, and the right environment to make sustainable lifestyle changes. Mullins states that, “Learning requires the consumer to use perception- defined as the process of scanning, gathering, assessing, and interpreting information in the environment.” They must use their five senses in perception and decision making. “The more sensory touch points leveraged when building brands, the higher the number of sensory memories activated. The higher the number of sensory memories activated, the stronger the bonding between brand and consumer.” (Mullin, 2014) In Sport Marketing by Mullin, one marketing theory by Mayer says that, “People learn more deeply from pictures and spoken words than from pictures and printed words,” when presented simultaneously. This theory supports marketing through Facebook live videos because it allows the viewer to attach an emotion to what they are seeing and hearing. Marketing through social media is further supported by Fisher, “In a 2011 study of 8,000 American and Canadian Ticketmaster users, researchers found that 14 percent were influenced to attend a particular event because of Facebook posts and that 20 percent invited Friends to attend through Facebook posts or Twitter tweets” (Fisher, 2012). Furthermore the article, “The Power of Like” by Lipsman also describes Facebook as the powerhouse platform for marketing. The article states that Facebook has 160 million U.S. visitors each month, users are 40-150 times more likely to consume a product if it is visible on their newsfeed, and friends of fans can view the likes. The research advises posting frequently in order to appear on fan’s newsfeeds where they are most likely to view the information; then post on the profile page, do live video posts, or pay for advertisement. (Lipsman, Mudd, Rich, & Bruich, 2012).

Nature of Sport Marketing: Marketing weight loss can be difficult because the consumer has nothing tangible to show for their spent time and money. One way that Texas Health LIFESTEPS Program addresses the intangibility and subjectivity characteristic is by using measurement tools such as body fat percent, waist hip measurements, and tracking exercise progression. With the use of the measurement tool “Tanita,” consumers understand their need for change and become positive that their weight loss goals are tangible. Studies have shown that people are more attached to sport and health products than any other products (Parkhouse, 1996). LIFESTEPS program has been proven to show life changing weight loss and behavior modifications to prohibit weight gain in the future. Tanita addresses multiple areas of health such as body composition, visceral fat ratings, muscular imbalances and bone mass (Swartz, 2001). Knowing these aspects of one’s health our fitness staff will be able to lead members in the right direction that offers faster results by changing their everyday behaviors and personal feelings that lead to judgement. Physicians will be able to offer this product to their patients to reduce co-morbidities related to obesity. With the influence of physicians LIFESTEPS will be recommended to patients and members of the community; giving the Fitness Center another avenue to capture a lifelong member.

Implications and Practical Application: The LIFESTEPS program is data driven which allows members to see progress and gain motivation. Other facilities that do not have clinical resources could utilize the same concept and focus on their outcomes in their current programs. By tracking data one can see results; which gives the facility greater credibility. In return Physicians would be more likely to refer their patients to the fitness center. The physician partnership also connects to social media marketing. When posting often (so it appears on the Newsfeed) from the fitness center’s Facebook page, they can tag the Physicians (with permission), and gain more interest. Facebook Videos can capture emotion and make the fitness journey tangible; along with creating community through Facebook Events people are more likely to join LIFESTEPS.

References

Bullard, E. (2018, January 1). Texas Health. Retrieved February 18, 2018, from Texas Health HEB Lifesteps: https://www.texashealth.org/heb/services/fitness-center/lifesteps-weight-management-program