Gastric band surgery gains comms help

Johnson & Johnson has called in agency support to promote its gastric band surgery as a cost-effective obesity treatment.

Fern Britton: Lost weight following bariatric surgery
Fern Britton: Lost weight following bariatric surgery

GCI Health has been hired by a division of Johnson & Johnson to provide medical education and comms to support its bariatric surgery brands.

Gastric banding is when an inflatable ring is placed around the top of the stomach to restrict food intake. It hit the headlines in June after TV presenter Fern Britton’s disclosure that her weight loss was due to bariatric surgery. She received criticism in the press because she took months to confirm the loss was due to surgery rather than dieting.

GCI has been appointed by Johnson & Johnson subsidiary Ethicon Endo-Surgery. It is the company’s first UK PR support.

The agency will highlight evidence that with gastric bypass, other illnesses can be significantly reduced among severely obese people, with diabetes and cardiovascular symptoms improving.

It will spread the word that, with the operation, around 99 per cent of diabetes cases are cured and approximately a third of body weight can be lost and maintained.

‘In 2006, fewer than one per cent of the eligible and willing patients were able to have this life-changing intervention,’ said GCI Health MD Paul Keirnan.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in