Content Case Study — Providence Digestive Health Institute
Helping patients make an informed decision about complex surgery
How it started
For many patients considering bariatric surgery, the biggest barrier isn't access — it's information. Understanding the procedure, the recovery, the risks, and whether they even qualify requires navigating dense medical language most people were never meant to read.
Providence Health's Digestive Health Institute in Portland came to us with a clear challenge: they needed a system-wide digital tool that could educate prospective patients about bariatric surgery and move them toward scheduling a consultation — without losing them to confusion or fear along the way.
Beyond education, the stakes were reputational. The tool needed to demonstrate that Providence wasn't just a place to get surgery. It was the place — a leader in the field, trusted by patients and backed by clinical excellence.
What we did
We started where we always start: the research. We reviewed existing patient data to understand what content and decision-making factors most influenced whether someone pursued surgery. We interviewed clinical subject matter experts to surface the questions patients were already asking — and the ones they were too afraid to.
Our a-ha moment came early: existing materials were often difficult to understand and subject matter experts tended to use a lot of jargon and technical information during interviews. We needed to create a script that was organized around how a patient thinks and that met the needs of a diverse patient audience with different levels of language proficiency and different learning needs. That insight didn't just shape this project. It became the foundation for our Instructional Marketing™ methodology.
We produced a chapter-based, on-demand webinar — up to 30 minutes total — built around that progression. Each chapter could stand alone or play in sequence. The content blended live-action provider narration filmed on set with motion graphics and on-screen text to reinforce learning at every step. An opening one-to-two minute segment was designed to double as a standalone marketing video.
We wrote a script that stripped away jargon and spoke plainly to a diverse audience. We coordinated directly with Providence's clinical team to ensure every word, every graphic, and every procedural depiction was medically accurate. Providence provided or licensed the anatomical imagery. We made sure it actually communicated.
How it’s going
Three years later, the webinar is still in active use — and it's no longer optional. It's now required viewing for anyone considering surgery at Providence.
The success of this project opened the door to an ongoing educational content partnership with Providence. We went on to produce a physician-led video on treating back pain at home, and we created and hosted multiple live digital and in-person seminars covering topics from weight management to women's health.
What started as a single video became proof of a bigger idea: that healthcare organizations need partners who understand not just how to produce content, but how people actually learn — and how to close the gap between information and action.
