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Case Study


LeanMD is a physician supported weight loss program that offers patients a way to lose weight safely and effectively. Developed by two California-based physicians in search of a way to empower their patients to take control of their health, LeanMD is a “high tech” and high touch” program designed to achieve weight loss that is both healthy and sustainable. With 21 locations throughout California, Colorado, Indiana, Louisiana, Texas and Oregon, LeanMD looked to BlueIvy Communications to build the brand first in local markets across the country and then eventually nationally.


BlueIvy Communications started by getting to know the company, the team behind the product, and its two methods of delivery: directly to the consumer and through the doctor’s offices where the product would be marketed and sold. The LeanMD project was immediately recognized by BlueIvy as a two-part effort: B2B and B2C. For Business-to-Consumer, the BlueIvy team interviewed and worked with various LeanMD success stories before placing them in local community papers (including Pleasanton Weekly and Danville San Ramon in California) and pitching the profiles to regional and national outlets. This followed a national push via the health blogs recommending LeanMD as a “New Year’s Resolution” kick-starter. BlueIvy is also creating a short video segment on some of the success stories with the intention of having the pieces go viral on social media – a win-win for all. For Business-to-Business outreach, BlueIvy secured trade articles promising doctors a second revenue source via the LeanMD program for their practice.