B2C Webinar Design Case Study – Providence
Turning Patient Education Into Patient Action Through Instructional Marketing
How it started
Providence Bariatric Services needed a more effective way to educate prospective patients about bariatric surgery before they scheduled a consultation.
Like many healthcare organizations, Providence faced a common challenge: patients were interested in learning about bariatric surgery, but often lacked the knowledge and confidence needed to take the next step. Questions about eligibility, outcomes, risks, and the overall process frequently became barriers to action.
Providence needed more than an informational video. They needed a scalable consumer experience that could educate, build trust, reduce uncertainty, and motivate qualified patients to schedule a consultation.
In other words, they needed Instructional Marketing™.
So, they called Program 11
What we did
Program 11 partnered with Providence to create a chapter-based, on-demand patient education webinar designed around a simple principle: informed patients make decisions.
Using our Instructional Marketing™ methodology, we combined consumer insights, behavior-change principles, and healthcare education to create content that served both the patient and the business objective.
We began with research and discovery to identify the questions, misconceptions, decision triggers, and informational gaps most likely to influence a prospective bariatric patient. Working alongside clinical stakeholders, we developed a comprehensive educational framework that translated complex medical concepts into clear, accessible guidance.
The final experience included provider-led video, motion graphics, animated content, and modular chapters that could be consumed as a complete program or individually. The structure allowed patients to move through the information at their own pace while reinforcing key decision points throughout the journey.
Our a-ha moment? The biggest obstacle wasn't a lack of information. It was a lack of confidence.
Patients didn't need another medical presentation. They needed a trusted guide that helped them understand their options, evaluate their readiness, and feel comfortable taking the next step. By applying Instructional Marketing™ principles, we knew we could transform patient education into a decision-support experience.
How it’s going
Our webinar delivered remarkable engagement over multiple years.
In 2024, the bariatric webinar generated more than 1,050 visits, 509 video starts, and 425 completed views, producing an 82% video completion rate. Client reporting showed substantial year-over-year engagement gains, including significant increases in visits, video starts, and completed views. Based on percentage-change reporting included in Providence analytics, visits increased nearly 700%, video starts increased more than 375%, and completed views increased more than 740% compared with the prior measurement period.
Performance remained strong in 2025, generating approximately 1,450 visits, 479 video starts, and 405 completed views with an 87% completion rate. The webinar became a durable patient acquisition and education asset, continuing to engage prospective patients long after launch. Based on the client-provided analytics screenshot, the webinar maintained exceptionally high completion rates for a long-form healthcare education experience.
More importantly, Providence gained a repeatable model for using Instructional Marketing to educate consumers, build confidence, and increase readiness for care.
“Program 11 has been an exceptional partner in developing webinars and seminars for our organization. Their team is professional, flexible and collaborative, with a strong understanding of the consumer experience and how to create engaging, accessible materials.
They consistently tailor their work to our goals and deliver polished, effective final products.”
– Polly Henjum, Sr. Manager, Marketing and Communications, Providence
