4 January 2012
Good Samaritan Health & Wellness Center, Part 2
Posted by Jody under: Health .
Perhaps the biggest change to the old program was the elimination of a structured, calorie-counting diet. Previous programs at the Health & Wellness Center were based on calories, Saunders says. “We wanted to get away from the diet mentality.
That was a big point with consumers. Instead of using a prescription, we came up with a reality-based program. No counting calories, no packaged foods that have to be purchased, no discussion of the food pyramid.”
This “reality-based” program is meant to put the brakes on “yo-yo” dieting. “It’s important that people understand that drastic changes in [their eating habits] won’t be long-term,” Saunders says. “If you don’t deny yourself, you don’t feel deprived,” adds Wolf. “We show them simple changes and the dramatic impact they can make over a period of time.” For example, Wolf says, “we show them that if they reduce their intake from three regular sodas to two regular sodas, how many calories they’ll cut and how many pounds they can lose over a year. We do the same with butter and other foods.”
The program is such a change from what many weight-conscious consumers are used to that it takes participants a couple of workshops to understand the tactic, Wolf says. “So many of them have tried everything, so they’re looking for a strict outline, special foods or calorie counting because that’s what they’re used to. It’s like it’s too good to be true.”
Apparently it’s not. Remember that program that dwindled from 20 to three participants? Well, project Shape-Up boasted 172 people in its first 12-week program. Subsequent programs have been comparable.
The new program was also an excellent marketing tool, says Saunders. “It was amazing the number of people who came to our program who had never heard of our center. It’s kind of like giving a guest pass.”
Advertising for Project Shape-Up was done the same way as in the past. “We ran the same sized ads, the same time of the week,” Saunders said. The only difference was in the content, with slogans such as, “Shape Up Without Dieting” and “Lose Weight and Keep It Off.” The ads also boasted the new and improved price tag.
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